9-1

99THTH EDITION EDITION

APPROACHING THE APPROACHING THE CUSTOMERCUSTOMER

Manning and Reece

9-2

PRESENTATION STRATEGYDEFINED

“The presentation strategy includes three prescriptions…

1. Establishing objectives2. Developing presale presentation

plan to meet objectives3. Renewing one’s commitment to

outstanding customer service.”

9-3

STRATEGIC/CONSULTATIVESELLING MODEL

9-4

PRE-APPROACH AND APPROACH PLANNING

PRE-APPROACHPRE-APPROACH INVOLVES INVOLVES

PREPARING PRESALE PREPARING PRESALE OBJECTIVES AND OBJECTIVES AND PRESENTATION PLANPRESENTATION PLAN

APPROACHAPPROACH INVOLVES INVOLVES

MAKING GOOD IMPRESSION, MAKING GOOD IMPRESSION, SECURING ATTENTION, SECURING ATTENTION, DEVELOPING INTEREST DEVELOPING INTEREST

9-5

PRE-APPROACH OBJECTIVES

1.1. Obtain customer information and Obtain customer information and update fileupdate file

2.2. Conduct needs assessmentConduct needs assessment3.3. Involve prospect in product Involve prospect in product

demonstrationdemonstration4.4. Make appointment with decision-Make appointment with decision-

makermaker5.5. Secure list of referralsSecure list of referrals6.6. Provide post-sale serviceProvide post-sale service

9-6

FACTORS INFLUENCING OBJECTIVES

MULTI-CALLMULTI-CALLTEAM VS. ONE TEAM VS. ONE

PERSONPERSON

SELLING TO SELLING TO

BUYING TEAMBUYING TEAM

9-7

THE JACKSON GROUP

See Figure 9.2 in text. 9-8

PREPARING FOR PRESENTATION

PLANNING PLANNING APPROACHAPPROACH--Review objectives --Review objectives

--Review selling --Review selling modelmodel

--Review 6-step plan --Review 6-step plan

--Prepare worksheet --Prepare worksheet

PLANNING PLANNING APPROACHAPPROACH--Review objectives --Review objectives

--Review selling --Review selling modelmodel

--Review 6-step plan --Review 6-step plan

--Prepare worksheet --Prepare worksheet

DURING DURING APPROACHAPPROACH--Telephone contact--Telephone contact

--Social contact--Social contact

--Business contact --Business contact (converting buyer (converting buyer attention) attention)

DURING DURING APPROACHAPPROACH--Telephone contact--Telephone contact

--Social contact--Social contact

--Business contact --Business contact (converting buyer (converting buyer attention) attention)

9-9

THREE BASIC PRESENTATION OBJECTIVE

TYPES

INFORMATIVEINFORMATIVE

PERSUASIVEPERSUASIVE

REMINDERREMINDER

9-10

INFORMATIVE PRESENTATION

Usually involves new or unique Usually involves new or unique product product

More prevalent when new product More prevalent when new product introduced to market introduced to market

Typically prospects don’t Typically prospects don’t purchase purchase until familiar with until familiar with product detailsproduct details

9-11

PERSUASIVE PRESENTATION

Presenting product appeals to Presenting product appeals to influence prospect’s beliefs, influence prospect’s beliefs, attitudes, and behaviors attitudes, and behaviors Strategy designed to urge buyer Strategy designed to urge buyer to to make decision and/or positive make decision and/or positive

responseresponse Don’t be Don’t be tootoo “pushy” “pushy”

9-12

REMINDER PRESENTATION

Reminds prospects of products Reminds prospects of products offered by firm offered by firm

Reminders can prevent competition Reminders can prevent competition from capturing business from capturing business

Also remind customers of special Also remind customers of special services such as training classes services such as training classes

9-13

NOTE ON SIX-STEP NOTE ON SIX-STEP PLANPLAN

EACH OF THE SIX CHAPTERS IN PART V OF THIS TEXT

CONCENTRATES ON A SPECIFIC STEP NOTED IN FIGURE 9.3

THIS CHAPTER FOCUSES ON

THE APPROACH

See details Figure 9.3. 9-14

SIX-STEP PRESENTATION PLAN

1. APPROACH

2. PRESENTATION

4. NEGOTIATION

3. DEMONSTRATION

6. SERVICE

5. CLOSE

9-15

APPROACH OBJECTIVES

First prospect contactFirst prospect contact

Three objectivesThree objectives--Build rapport--Build rapport

--Capture full attention--Capture full attention

--Generate product --Generate product interestinterest

Often a phone call Often a phone call

9-16

TELEPHONE CONTACT

Set first appointmentSet first appointment

Practices to employPractices to employ--Plan in advance--Plan in advance

--Identify self and firm--Identify self and firm

--State purpose of call--State purpose of call

--State estimated length--State estimated length

--Confirm via note--Confirm via note

9-17

USING VOICE-MAIL

Be prepared Be prepared

Be briefBe brief

Give likely benefitsGive likely benefits

Give best time to call Give best time to call backback

Repeat your phone Repeat your phone number, slowlynumber, slowly

9-18

USING E-MAIL

Meaningful subject lineMeaningful subject line Tell reader what you Tell reader what you want, then encourage want, then encourage

a replya reply Always use grammar and Always use grammar and spell-check toolsspell-check tools Use “signature” fileUse “signature” file

9-19

SOCIAL CONTACT

First few minutes key First few minutes key in first impressions in first impressions Develop conversationDevelop conversation--Here and now items--Here and now items--Compliment client--Compliment client--Search for mutual --Search for mutual

interests, acquaintancesinterests, acquaintances

9-20

BUSINESS CONTACT

Convert prospect Convert prospect focus from social to focus from social to business part business part

Six effective methods Six effective methods to capture to capture

attention attention and and focus follow focus follow

9-21

BUSINESS CONTACT APPROACHES

1.1. PRODUCT PRODUCT DEMONSTRATIONDEMONSTRATION

--Give actual product --Give actual product demonstrationdemonstration

--Use computer or other --Use computer or other

audio/visual aids to audio/visual aids to provide “virtual” provide “virtual” demonstrationdemonstration

1.1. PRODUCT PRODUCT DEMONSTRATIONDEMONSTRATION

--Give actual product --Give actual product demonstrationdemonstration

--Use computer or other --Use computer or other

audio/visual aids to audio/visual aids to provide “virtual” provide “virtual” demonstrationdemonstration

2.2. REFERRAL REFERRAL

--Third party opinion or --Third party opinion or statement adds statement adds credibilitycredibility

--Include name/direct --Include name/direct reference to third reference to third partyparty

2.2. REFERRAL REFERRAL

--Third party opinion or --Third party opinion or statement adds statement adds credibilitycredibility

--Include name/direct --Include name/direct reference to third reference to third partyparty

9-22

BUSINESS CONTACT APPROACHES

3. 3. CUSTOMER CUSTOMER BENEFITBENEFIT

--Immediately point out --Immediately point out at least one benefit at least one benefit of your productof your product

--Present key benefits --Present key benefits in order of in order of importanceimportance

3. 3. CUSTOMER CUSTOMER BENEFITBENEFIT

--Immediately point out --Immediately point out at least one benefit at least one benefit of your productof your product

--Present key benefits --Present key benefits in order of in order of importanceimportance

4. 4. QUESTIONQUESTION

----Ask direct question Ask direct question

--Gets prospect thinking --Gets prospect thinking about problem your about problem your product will solve product will solve

--Listen to response--Listen to response

4. 4. QUESTIONQUESTION

----Ask direct question Ask direct question

--Gets prospect thinking --Gets prospect thinking about problem your about problem your product will solve product will solve

--Listen to response--Listen to response

9-23

BUSINESS CONTACT APPROACHES

5. 5. SURVEYSURVEY----Prospect completes Prospect completes

questionnaire before questionnaire before contactcontact

--Analyze results to --Analyze results to assess needs and assess needs and benefitsbenefits

--Avoids early price --Avoids early price issueissue

5. 5. SURVEYSURVEY----Prospect completes Prospect completes

questionnaire before questionnaire before contactcontact

--Analyze results to --Analyze results to assess needs and assess needs and benefitsbenefits

--Avoids early price --Avoids early price issueissue

6. 6. PREMIUMPREMIUM

--Provide free sample of --Provide free sample of productproduct

--Provide prospect with --Provide prospect with gift, such as monthly gift, such as monthly appointment calendar appointment calendar

6. 6. PREMIUMPREMIUM

--Provide free sample of --Provide free sample of productproduct

--Provide prospect with --Provide prospect with gift, such as monthly gift, such as monthly appointment calendar appointment calendar

9-24

COMBINATION APPROACHES

ALLOWS SMOOTH TRANSITION TO NEED DISCOVERY

Last slide Chapter 9. 9-25

APPLICATION: FEAR

TO OVERCOME FEAR OF CONTACT OR REJECTION … PREPARE!

--Be optimistic--Practice approach before making

contact--Know that being anxious is normal--Develop deeper commitment to

your goals