10-1
Approaching the Customer
Selling TodaySelling Today10th Edition
CH
AP
TE
R Manning and Reece
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Presentation Strategy DefinedPresentation 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
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Strategic/Consultative Selling ModelStrategic/Consultative Selling ModelFIGURE 10.1
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Preapproach andApproach PlanningPreapproach and
Approach Planning• Preapproach involves preparing
presale objectives and presentation plan
• Approach involves making good impression, securing attention, developing interest
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Strategic PlanningLeads to Actions
Strategic PlanningLeads to Actions
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Strategic PlanningStrategic PlanningFIGURE 10.2
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Establish Presentation Objectives Wisely
Establish Presentation Objectives Wisely
Carefully selecting presentation objectives can:
• Shorten _____________________
• Provide value to the customer
• Clarify the topics to be ________ if sent to the customer prior to the sales call
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First Call Presentation Objectives
First Call Presentation Objectives
• Establish rapport and begin building a relationship with the customer
• Obtain _________ to ask need identification questions
• Obtain personal andbusiness informationto establish thecustomer’s file
For tips on remembering names, see eHow.com
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Presentation Objectivesfor Stage Two
Presentation Objectivesfor Stage Two
• Involve the customer in a product demonstration
• Provide ______________ in terms of cost reduction and increased revenues
• Compare and contrast the _______ of, for example, a truck fleet lease plan with a fleet purchase plan
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Team Selling ObjectivesTeam Selling Objectives
• Team selling is suited to organizations that sell complex or customized products
• Sales teams often __________ problems and solutions that individuals may not
• Team sales ___________ require a more detailed pre-call plan
• Each team member must know his/her role
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Selling to a Buying TeamSelling to a Buying Team
• Must satisfy both the individual and collective concerns of each participant
• Determine the role of each decision maker and their amount of influence
• Make sure all are involved—do not ignore
• Discover any silent teammembers
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The Jackson Group
The Jackson Group
See their case studies at:thejacksongroup.com
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Three Basic Presentation Objective Types
Three Basic Presentation Objective Types
• Informative
• Persuasive
• Reminder
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Informative PresentationInformative Presentation• Usually involves new or unique product
• More prevalent when new product introduced to market
• Typically prospects don’t purchase until familiar with product details
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Persuasive PresentationPersuasive Presentation
• Presenting product appeals to influence prospect’s beliefs, attitudes, and behaviors
• Strategy _______ to encourage the buyer to make a buying decision
• Forms of __________ include positioning yourself to ask questions, gaining agreement at each stage of the buying process, and asking for the sale
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Reminder PresentationReminder Presentation
• Reminds prospects of _________ and services offered by firm
• Reminders can _________ competition from capturing business
• Also remind ________ ofspecial services thatadd value
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Note on Six-Step PlanNote on Six-Step Plan
• Each of the six chapters in Part 5 of this text concentrates on a specific step of the presentation plan
• This chapter focuses on
• Approach
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Six-Step Presentation PlanSix-Step Presentation Plan
1. Approach
2. Presentation
3. Demonstration
4. Negotiation
5. Close
6. Servicing the Sale
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Approach ObjectivesApproach Objectives
• Initial contact with customer
• Three objectives
• Build rapport
• Capture full attention
• Transition to need discovery stage
• Often a phone call
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Establish Credibility EarlyEstablish Credibility 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 canadd value
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Telephone ContactTelephone 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
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Using Voice MailUsing Voice Mail
• Be prepared
• Be brief
• Give likely __________
• Give best time to call back
• Repeat your phone number, slowly
• State any __________
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Using E-mailUsing E-mail
• Meaningful subject line
• Tell reader what you want,then encourage a response
• Put important information up front
• Always use grammar and spell-check tools
• Use “signature” file
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Social ContactSocial Contact
• First few minutes are key in first impressions
• Develop conversation by:
• Here and now observations
• Sincere compliments
• Search for mutual interests,acquaintances
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Business ContactBusiness Contact
• Convert prospect focus from social to business part
• Six effective methods to capture attention and focus follow
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Business Contact ApproachesBusiness Contact Approaches
Agenda approach
• Review meeting goals
• Shows that you value the customer’s ____
• Agendas should be __________
Product demonstration approach
• Give actual product demonstration
• Use computer or other audio/visual aids to provide “virtual” demonstration
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Business Contact ApproachesBusiness Contact Approaches
Referral approach
• Third party opinion or statement adds credibility
• Include name/direct reference to third party
Customer benefit approach
• Immediately point out at least one benefit of your product
• Present key benefits in order of importance
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Business Contact ApproachesBusiness Contact Approaches
Survey approach
• Prospect completes questionnaire before contact
• Analyze results to assess needs and benefits
• Avoid early price discussion
Question approach
• Ask direct question
• Get prospect thinking about problem your product will solve
• Listen to response
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Business Contact ApproachesBusiness Contact Approaches
Combination approach
• Use multiple approaches
• Provide flexibility
Premium approach
• Provide free sample of product
• Provide prospect with gift, such as monthly appointment calendar
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Combination ApproachesCombination Approaches
Allow for smooth transition to need discovery
FIGURE 10.4
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Applying These ApproachesApplying These Approaches
TABLE 10.4
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Applying These ApproachesApplying These Approaches
TABLE 10.4Continued
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Sales Call ReluctanceSales Call Reluctance
• Fear of taking risks
• Fear of group presentations
• Lack of self-confidence
• Fear of rejection
• Thoughts, feelings, and _________patterns that limit accomplishments
• Can be caused by:
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Coping with ReluctanceCoping with Reluctance
• Be __________ about the outcome
• Practice approach before making contact
• Know that being anxious is normal
• Develop a deeper commitment to your goals
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Selling to the GatekeeperSelling 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
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