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Approaching the Customer

Selling TodaySelling Today10th Edition

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AP

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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