BMGT 204: Sales Strategies and Techniques

Chapter 9: Begin Your Presentation Strategically

The Golden Rule : The Beginning

• Begin the presentation with an end in mind

• Seek first to understand, then to be understood

• Knowing you can help solve problems provides:

• Great caring, confidence, and excitement in your mind, body and speech

• Do not give in to the temptation to exaggerate

• You will see that trust, integrity, and character win out in the long run

What Is the Approach?

• A golf shot from the bunker toward the green

• Steps a bowler takes before delivering the bowling ball

• The time from when the salesperson first sees the buyer to the beginning of the discussion of the product.

The Approach

• Could last seconds or minutes and involves:

• Meeting

• Greeting

• Rapport Building

• One of the approach communication techniques discussed in this chapter

The Approach Is:

• The 1st step in the sales presentation

• The 3rd step in the selling process

Caution Salespeople

• Take the approach seriously

• Some feel this is the most important step in helping someone

• If unsuccessful, you may never have opportunity to move into the presentation

• If you can not tell your story how will you make the sale?

• The approach is extremely important

The Approach Step of the Sales Presentation

• Is over when you begin discussing the product itself

Let’s Summarize! The Salesperson:

• Meets

• Greets

• Rapport Builds

• Goes through the approach

• Discusses the product

• Discusses the marketing plan

• Discusses the business proposition

• Closes – asks for the order

The Approach–Opening the Sales Presentation

• A buyer’s reactions to the salesperson in the early minutes of the presentation are critical to a successful sale

• Your attitude during the approach

• It is common for a salesperson to experience tension in various forms when contacting a prospect

• Successful salespeople have learned to use creative imagery to relax and concentrate

The First Impression You Make Is Critical to Success

• Your first impression is projected by:

• Appearance

• Attitude

• You only have one chance to make a favorable first impression

• Very similar to a job interview

Select Your Presentation Method and Then Your Approach

The Situation Faced Determines the Approach

• Influences on the approach to use include:

• Product being sold

• Whether the call is a repeat call

• Customer’s needs

• Amount of time

• Awareness of a problem

Objectives of Both Statement and Demonstration Approach Techniques

• Attention

• Interest

• Transition

Objectives Of Using Question Approach Techniques

• Uncover needs and problems

• Fulfill needs

• Solve problems

• Have prospect tell you about:

• Needs

• Problems

• Intention to do something about them

Exhibit 9.6: Approach Techniques for Opening the Presentation

Statements ▪Introductory ▪Complimentary ▪Referral ▪Premium

Demonstrations ▪Product ▪Showmanship

Questions ▪Customer Benefit ▪Curiosity ▪Opinion ▪Shock ▪Multiple Questions (SPIN)

Opening With Statements

• Introductory approach

• Complimentary approach

• Referral approach

• Premium approach

Demonstration Openings

Product approachShowmanship approach

Opening With Questions

• Customer benefit approach• Curiosity approach• Opinion approach• Shock approach

Exhibit 9.10: A Popular Multiple-Question Approach Is the Spin

Remember, the product is not mentioned in SPIN

Technology in the Approach

• Sounds• Visuals• Touch

http://www.ted.com/talks/hans_rosling_shows_the_best_stats_you_ve_ever_seen.html

Four Question Categories

1. Direct

2. Nondirective

3. Rephrasing

4. Redirect questions

The Direct Question

• Can be answered with a few words such as:

• “Mr. Jones, is reducing manufacturing costs important to you?”

• “What kind?”

• “How many?”

• Never phrase as a direct negative or a question that can cut you off

• Example: “May I help you?”

The Nondirective (Or Open-Ended) Question

• Begins with who, what, where, when, how, or why

• “Who will use this product?”

• “What features are you looking for in a product like this?”

• Its purpose is to obtain unknown or additional information

The Rephrasing Question

• Is useful if you are unclear and need to clarify the meaning of something said

• “Are you saying that price is the most important thing you are interested in?”

• “Then what you are saying is, if I can improve the delivery time, you would be interested in buying?”

The Redirect Question

• Used to change the direction of the conversation – often from a negative to a positive

• Imagine you walk into a prospect’s office, introduce yourself, and get this response:

• “I’m sorry, but there is no use in talking. We are satisfied with our present suppliers. Thanks for coming by.”

• A redirect question would be:

• “Wouldn’t you agree that you continually need to find new ways to increase your company’s sales?”

Three Rules for Using Questions

1. Use only questions that you can anticipate the answer to or that will not lead you into a situation from which you cannot escape

2. Pause or wait after submitting a question

3. Listen

Be Flexible in Your Approach

• Be willing and ready to change your planned approach

• That is why you need several methods to open your sales presentation