PART C – The Approach, Features and Benefits, and the Trial Close To Do: A. Chapter 10 – Begin...

PART C – The Approach, Features and Benefits, PART C – The Approach, Features and Benefits, and the Trial Closeand the Trial Close

To Do: A. Chapter 10 – Begin your Sales Presentation with “The Approach”. > Read pages 307-323 > On pages 319-323 – The “Multiple Question Approach” (SPIN) > Write up the Situation, Problem, Implication, and Need payoff questions you will use to open your sales presentation.

B. Chapter 11 – Features and Benefits > Read page 344 (bottom) to 345 – “The Three Essential Steps” > Based on the product or service you are selling, write up steps 1*, 2, and 3. *You may use the features and benefits from your Part B Customer Benefit Plan for Step 1.

C. The Trial Close > Read pages 118 & 119. > Write out two trial closes of your choice from the list at the top of page 119.

Due Date: Friday, May 11th.

What Is the Approach?

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 involving:

Meeting

Greeting

Rapport Building

Caution Salespeople

Take the approach seriously

Some feel this is the most important step in the selling process

Successfully done, the Approach leads smoothly into your presentation.

When Does the Approach End?

The Approach is over when you begin discussing the product or service itself

The First Impression You Make Is Critical to Success

Your first impression is projected byAppearance

Attitude

You only have one chance to make

a favorable first impression

To Make a Favorable Impression

Wear business clothes that are suitable and fairly conservative

Be neat in dress and groomingRefrain from smoking, chewing gum, or

drinking in your prospect’s officeKeep an erect postureLeave all unnecessary materials outside

the office

To Make a Favorable Impression cont…

Be enthusiastic Smile!Maintain eye contactIf the prospect offers to shake hands, do

so with a firm, positive grip while maintaining eye contact

Learn how to pronounce the prospect’s name correctly

Five Ways to Remember a Prospect’s Name

1. Be sure to hear the person’s name and use it: “It’s nice to meet you,

Mr. Firestone.”

2. Spell it out in your mind, or if it is an unusual name, ask the person to

spell the name.

3. Relate the name to something you are familiar with, such as relating

the name Firestone to Firestone automobile tires or a hot rock.

4. Use the name in conversation.

5. Repeat the name at the end of the conversation, such as “Goodbye,

Mr. Firestone.”

Approach Categories

Opening with a statementOpening with a demonstrationOpening with a question or questions

Opening With Statements

Introductory approachComplimentary approachReferral approachPremium approach

Demonstration Openings

Product approachShowmanship approach

Opening With Questions

Customer benefit approachCuriosity approachOpinion approachShock approach

Multiple Question Approach

Situation

Problem

Implication

Need-payoff questions

Remember product not mentioned in SPIN!

Electric Motors, Inc.Electric Motors, Inc.

Producer of heavy-duty electric motors.Producer of heavy-duty electric motors.

SWOT AnalysisSWOT Analysis

5% greater efficiency.5% greater efficiency.Requires less Requires less

maintenance.maintenance.Will last 20 vs. 15 yearsWill last 20 vs. 15 years

StrengthsStrengths

Costs 25% more.Costs 25% more.Costs 10% more to install.Costs 10% more to install.

WeaknessesWeaknesses


Situation:Situation:How many motors do you currently have operating?How many motors do you currently have operating?

200200How often do your maintenance people service the How often do your maintenance people service the

motors?motors?Every month.Every month.

How many people are on your maintenance crew?How many people are on your maintenance crew?5050

What is the lifespan of your current motor?What is the lifespan of your current motor?15 years15 years

Electric Motors, Inc.Electric Motors, Inc.Problem:Problem:Have maintenance costs gone up as wages have Have maintenance costs gone up as wages have

risen?risen?Yes!Yes!

Have operating costs gone up as electricity prices Have operating costs gone up as electricity prices have risen?have risen?

Wow! Have they ever!Wow! Have they ever!I’ll bet it’s expensive to replace these every 15 years – I’ll bet it’s expensive to replace these every 15 years –

in installation expenses - right?in installation expenses - right?YesYes


Implication:Implication:You’re spending a lot on electricity – have you considered You’re spending a lot on electricity – have you considered

trying to find a more efficient motor?trying to find a more efficient motor?Yes, but they’re expensive compared to our current motor.Yes, but they’re expensive compared to our current motor.

Yes, but what if these motors have lower maintenance?Yes, but what if these motors have lower maintenance?Hmm, could be. But most are more expensive to install.Hmm, could be. But most are more expensive to install.

But what about the increase in lifespan of the motors?But what about the increase in lifespan of the motors?Oh, I guess I was always concerned with up-front cost – I Oh, I guess I was always concerned with up-front cost – I

didn’t think about longer-term savings.didn’t think about longer-term savings.


Need-payoff:Need-payoff: If I’m understanding you correctly, what you need is a solution that If I’m understanding you correctly, what you need is a solution that

will save you money – either from a lower purchase price, will save you money – either from a lower purchase price, oror one one that will save you money over the life of the motor – is that right?that will save you money over the life of the motor – is that right?

Yes, I guess that’s true.Yes, I guess that’s true. And that’s easier and cheaper to maintain?And that’s easier and cheaper to maintain?

Yes.Yes. Maybe one that requires so little maintenance that you could send Maybe one that requires so little maintenance that you could send

some of your maintenance people to other departments?some of your maintenance people to other departments? Yes, I’d be a real hero around here!Yes, I’d be a real hero around here!


Lead in to Presentation:Lead in to Presentation:I’d like to show you the specs on the Elmo 5000. I think I’d like to show you the specs on the Elmo 5000. I think

you’re going to be pleased with the money you’ll save over you’re going to be pleased with the money you’ll save over the life of this motor!the life of this motor!

Would that be of interest to you?Would that be of interest to you?

Super Service Contract, Inc.Super Service Contract, Inc.

Provider of maintenance services.Provider of maintenance services.

SWOT AnalysisSWOT Analysis

On call 24/7/365.On call 24/7/365. Reps trained by us.Reps trained by us. Factory parts – meeting all Factory parts – meeting all

specs, and 100% in stock.specs, and 100% in stock. Equip only 10 years of 20 year Equip only 10 years of 20 year

lifespan, but maintenance is lifespan, but maintenance is more expensive with time.more expensive with time.

StrengthsStrengths Contract costs $10,000 per Contract costs $10,000 per

year.year. Factory parts 10% more than Factory parts 10% more than

generics.generics. Equipment usually reliable.Equipment usually reliable. New equipment coming down New equipment coming down

in price.in price.

WeaknessesWeaknesses


Situation:Situation:How many of your staff currently maintain equipment?How many of your staff currently maintain equipment?

10 full time staff10 full time staffDo they receive training on this type of equipment?Do they receive training on this type of equipment?

When they start – sort of spotty after that; mostly in-When they start – sort of spotty after that; mostly in-house.house.

How often does the equipment get serviced?How often does the equipment get serviced?About twice a year unless there are problems.About twice a year unless there are problems.


Problem:Problem:Has the frequency of down-time been pretty Has the frequency of down-time been pretty

consistent?consistent?It’s broken down twice this year – before it was about It’s broken down twice this year – before it was about

once a year.once a year.Has your staff been able to handle repairs?Has your staff been able to handle repairs?

Yes, except when the frammeter blew a modulator, Yes, except when the frammeter blew a modulator, then we had to special order parts.then we had to special order parts.

When do breakdowns generally happen?When do breakdowns generally happen?Ha! Sunday night at about 9:00PM when the system Ha! Sunday night at about 9:00PM when the system

kicks back in to get the building heated up for kicks back in to get the building heated up for Monday morning.Monday morning.


Implication:Implication:Whew! Does that cost a lot of overtime?Whew! Does that cost a lot of overtime?

I’ll say!I’ll say!Do you have the spare parts you need in those cases?Do you have the spare parts you need in those cases?

Sometimes – usually just the small parts.Sometimes – usually just the small parts.What happens if the building doesn’t get warmed up by What happens if the building doesn’t get warmed up by

Monday morning?Monday morning?The tenants, and my boss, are pretty annoyed.The tenants, and my boss, are pretty annoyed.


Need-payoff:Need-payoff: If I’m understanding you correctly, the equipment has begun to If I’m understanding you correctly, the equipment has begun to

require more maintenance, which has increased operating costs. Is require more maintenance, which has increased operating costs. Is that correct?that correct?

Yes.Yes. So if I can show you how to So if I can show you how to savesave money on maintenance – and money on maintenance – and

how to keep the tenants, and your boss, warm on Mondays – that how to keep the tenants, and your boss, warm on Mondays – that would be of interest?would be of interest?

Yeah, I guess it would!Yeah, I guess it would! And would it also be nice to increase effective useful life of the And would it also be nice to increase effective useful life of the

equipment 3 to 5 years?equipment 3 to 5 years? Yes, that would definitely make my boss happy!Yes, that would definitely make my boss happy!


Lead in to Presentation:Lead in to Presentation:Would it be of interest to you to see how our service Would it be of interest to you to see how our service

contract can accomplish these goals?contract can accomplish these goals?

PART C – The Approach, Features and Benefits, and the Trial Close To Do: A. Chapter 10 – Begin...

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