10
Begin CHAPTER Your Presentation Strategically
LECTURE OUTLINE
I.
THE TREE OF BUSINESS LIFE: THE BEGINNING
A.
First seek to understand, then to be understood.
B.
Care shown at the beginning of the conversation allows you to proceed
with your presentation, often resulting in a sale.
II.
WHAT IS THE APPROACH?
A.
For the salesperson, the approach refers to the time from when the
buyer is first seen to when the salesperson begins to discuss the
product.
B.
The approach is the third step in the selling process, but its the first
step in the sales presentation.
III.
THE RIGHT TO APPROACH
A.
Justify your right to sell your product to the prospect by showing him
how your product will benefit him (and his company).
B.
You may earn the right to his attention in a number of ways:
1. By exhibiting specific product or business knowledge.
2. By expressing a sincere desire to solve a buyers problem or
satisfy a need.
3. By stating or implying that your product will save money or
increase the firms profit margin.
4. By displaying a service attitude.
IV.
THE APPROACH - OPENING THE SALES PRESENTATION
A.
Your attitude during the approach. Cope with stress by:
1. Using creative imagery.
2. Asking yourself questions.
B.
The first impression you give is critical to success.
1. Appearance.
2. Attitude.
C.
Approach techniques and objectives
1. Approach techniques are grouped into three categories:
a. Statement.
b. Demonstration.
c. Question.
2. Three objectives of the statement or demonstration approach
techniques are:
a. To capture the attention of the prospect.
b. To stimulate the prospects interest.
c. To provide a transition into the sales presentation.
D.
Small talk warms em up. In most sales calls the approach consists of
two parts:
1. The small talk or rapport building phase.
2. Planned, formal selling technique used as a lead-in to the
upcoming discussion of the product.
E.
The situational approach.
1. The situation you face determines which approach technique you
use to begin your sales presentation.
2. Some common situational variables are:
a. The type of product you are selling.
b. Whether or not this is a repeat-call on the same person.
c. Your degree of knowledge about the customers needs.
d. The time you have for making the sales presentation.
e. Whether the customer is aware of a problem.
3. The Golden Rule: Avoid the temptation to over-hype your
product. This will only create problems down the road.
F.
Openings with statements.
1. Introductory approach - needed when meeting a prospect for the
first time.
2. Complimentary approach - stimulates interest and goodwill.
3. Referral - approach the use of someones name that your
prospect respects.
4. Premium approach - giving the prospect a sample of your
product for free.
G.
Demonstration opening.
1. Product approach - the salesman silently hands the prospect his
product and waits for the prospect to start the conversation.
2. Showmanship approach - doing something unusual to capture the
prospects attention (example: dropping a new "unbreakable"
china platter to demonstrate durability).
H.
Opening with questions.
1. Customer-benefit approach - asking the prospect a question that
implies that the product will benefit him.
2. Curiosity approach - make the prospect curious about your
product.
3. Opinion approach - ask the prospect for his opinion on your
products.
4. Shock approach - the use of a question phrased to make the
prospect think seriously about a subject related to your product.
5. Multiple questions approach (SPIN) - ask questions to determine:
a. Step 1 - the prospects general situation as it relates to your
product.
b. Step 2 - specific problems, dissatisfactions, or difficulties
perceived by the prospect relative to your situation
question.
c. Step 3 - the implication of the prospects problems, or how
a problem affects various related operational aspects of a
home, life, or business.
d. Step 4 - if the prospect has an important, explicit need.
e. The product is not mentioned in the SPIN approach.
V.
TECHNOLOGY IN THE APPROACH - Technology incorporated in the
approach can be a powerful attention getter.
VI.
IS THE APPROACH IMPORTANT - Many approach techniques are
available; it is very important to choose the right one.
VII.
USING QUESTION RESULTS IN SALES
A.
Asking questions is an excellent technique for:
1. Obtaining information from the prospect.
2. Developing two-way communication.
3. Increasing prospect participation.
B.
The direct question requires a short answer - usually yes or no.
C.
The nondirective question begins with who, what, where, when, how or
why. Examples:
1. The situation question.
2. The implication question.
D.
The rephrasing question allows the salesperson to better clarify what
the prospect means.
E.
The redirect question.
F.
Three rules for using questions:
1. Use only those questions to which you can anticipate the answer
(those that wont put you between a rock and a hard place).
2. Wait for an answer to your question.
3. Just listen.
VIII.
IS THE PROSPECT STILL NOT LISTENING?
A.
B.
IX.
Quickly hand or show him the product.
Ask him a question.
BE FLEXIBLE IN YOUR APPROACH - Be prepared to make changes in
your approach and the overall presentation.