CHAPTER 10 Approaching the Customer with Adaptive Selling.

CH

AP

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10Approaching

the Customer with Adaptive

Selling

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 10-2

Presentation Strategy Defined

The presentation strategy is a plan that includes three prescriptions:– Establishing objectives– Developing presale presentation plan to meet

objectives– Renewing one’s commitment to outstanding

customer service

Presentation strategy adds value


Strategic/Consultative Selling Model

FIGURE 10.1


Preapproach and Approach Planning

Preapproach involves preparing presale objectives and presentation plan.

Approach involves making a good impression, securing attention, and developing interest.


First Call Presentation Objectives

Establish rapport and begin building a relationship with the customer

Obtain permission to ask need identification questions

Obtain personal andbusiness informationto establish thecustomer’s file


Presentation Objectives for Stage Two

Involve the customer in a product demonstration Provide value justification in terms of cost

reduction and increased revenues Example:

– Compare and contrast the features a truck fleet lease plan with a fleet purchase plan


Team Selling Objectives

Team selling is suited to organizations that sell complex or customized products.

Sales teams often uncover problems and solutions that individuals might not.

Team sales presentations require a more detailed precall plan.

Each team member must know his/her role.


Selling to a Buying Group

Must satisfy both the individual and collective concerns of each participant.

Determine the roles of decision makers and their amount of influence

Make sure all are involved. Do not ignore anyone.

Discover any silent team members.

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall


Six-Step Presentation Plan

FIGURE 10.3


Approach Objectives

Initial contact with customer Three objectives

– Build rapport– Capture full attention– Transition to need discovery

stage

Often a phone call


Credibility: Establish Early

Credibility is an impression that people form about you.

Do not erode your credibility by:– Arriving late, staying too long, not following up

Credibility grows when the customer realizes you are competent and can add value.


Telephone Contact

To set first appointment Practices to employ

– Plan in advance– Identify self and firm– State purpose of call– State estimated length– Confirm via note


Using Voice Mail

Be prepared Be brief Give likely benefits Give best time to call back Slowly repeat your phone number State any referrals


Effective Use of Email

Meaningful subject line Tell reader what you want, then encourage

a response Put important information near beginning Always use grammar and spell check tools Use “signature” file


Social Contact

First few minutes are key in first impressions Develop conversation by:

– Here-and-now observations– Sincere compliments– Search for mutual interests,

acquaintances


Business Contact

Convert prospect focus from social to business part

Seven effective approach methods to capture attention and focus are:– Agenda– Product demonstration– Referral– Customer benefit– Question– Survey– Premium


Business Contact Approaches

Referral approach Third party opinion or

statement adds credibility

Include name/direct reference to third party

Customer benefit approachImmediately point out at least one benefit of your productPresent key benefits in order of importance



Agenda approach Review meeting goals Shows that you value the

customer’s time Agendas should be

flexible

Product demonstration approachGive actual product demonstrationUse computer or other audio/visual aids to provide “virtual” demonstration



Question approach Ask direct question Get prospect thinking

about problem your product will solve

Listen to response

Survey approach Prospect completes

questionnaire before contact

Analyze results to assess needs and benefits

Avoid early price discussion



Premium approach Provide free sample of

product Provide prospect with

gift, such as monthly appointment calendar

Combination approach Use multiple approaches Provide flexibility


Combination Approaches

Allow for smooth transition to need discovery

FIGURE 10.4


Sales Call Reluctance

Thoughts, feelings, and behavioral patterns that limit accomplishments

Can be caused by:

– Fear of taking risks

– Fear of group presentations

– Lack of self-confidence

– Fear of rejection


Coping with Reluctance

Be optimistic about the outcome Practice approach before making contact Know that being anxious is normal Develop a deeper commitment to your

goals


Selling to the Gatekeeper

Assistants or secretaries who manage the decision maker’s schedule

Treat the gatekeeper with respect Can be an important source

of information May help make a

preliminary qualification before reaching the decision maker

CHAPTER 10 Approaching the Customer with Adaptive Selling.

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Transcript of CHAPTER 10 Approaching the Customer with Adaptive Selling.