CHAPTER
10
Approaching the
Customer with
Adaptive Selling
Learning Objectives
• Describe the three prescriptions that are
included in the presentation strategy
• Discuss the two-part step of the
pre-approach process
• Describe team presentation strategies
• Explain how adaptive selling builds on four
broad strategic areas of personal selling
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Learning Objectives
• Describe the six main parts of the
presentation plan
• Explain how to effectively approach the
customer
• Describe seven ways to convert the
prospect’s attention and arouse interest
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Presentation 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 Model
FIGURE 10.1
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Pre-approach and
Approach Planning
• Pre-approach involves preparing
presale objectives and presentation
plan
• Approach involves making good
impression, securing attention,
developing interest
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Strategic Planning
FIGURE 10.2
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First Call Presentation Objectives
• Establish rapport and begin building a
relationship with the customer
• Obtain permission to ask need
identification questions
• Obtain personal and
business information
to establish the
customer’s file
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Presentation Objectives
for Stage Two
• Involve the customer in a product
demonstration
• Provide value justification in terms of cost
reduction and increased revenues
• Compare and contrast the features of, for
example, a truck fleet lease plan with a
fleet purchase plan
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Team Selling Objectives
• Team selling is suited to organizations that sell
complex or customized products
• Sales teams often uncover problems and
solutions that individuals may not
• Team sales presentations
require a more detailed
pre-call plan
• Each team member
must know his/her role
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Selling 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
anyone
• Discover any silent team members
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Adaptive Selling:
Builds on Four Strategic Areas
• Review the relationship strategy
• Review the product strategy
• Review the customer
strategy
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Six-Step Presentation Plan
FIGURE 10.3
Each of the six
chapters in Part 5 of
this text concentrates
on a specific step of
the presentation plan.
This chapter discusses
“The Approach.”
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Approach 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 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 can add value
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Telephone 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 Mail
•
•
•
•
•
•
Be prepared
Be brief
Give likely benefits
Give best time to call back
Repeat your phone number, slowly
State any referrals
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Using 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 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 Contact
• Convert prospect focus from social to
business part
• Seven effective methods to capture
attention and focus follow
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Business Contact Approaches
Agenda approach
• Review meeting goals
• Shows that you value
the customer’s time
• Agendas should be
flexible
Product demonstration
approach
• Give actual product
demonstration
• Use computer or other
audio/visual aids to
provide “virtual”
demonstration
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Straightforward Product
Demonstration: Cook’s
Cook’s uses a
straightforward product
demonstration for
getting the grocery store
meat manager’s
attention.
See the
Website
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Business 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 Approaches
Question approach
• Ask direct question
• Get prospect thinking
about problem your
product will solve
• Listen to response
Survey approach
• Prospect completes
questionnaire before
contact
• Analyze results to
assess needs and
benefits
• Avoid early price
discussion
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Business Contact Approaches
Premium approach
• Provide free sample
of product
• Provide prospect with
gift, such as monthly
appointment calendar
Combination approach
• Use multiple
approaches
• Provide flexibility
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Combination Approaches
Allow for smooth transition to need
discovery
FIGURE 10.4
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Keeping the Funnel Full
In Keeping the Funnel
Full, author and
award winning
Hewlett Packard
salesperson Don
Thomson notes that
“every prospect has a
preferred method of
communication.”
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Sales Call Reluctance
• Thoughts, feelings, and behavioral
patterns that limit accomplishments
• Can be caused by:
•
•
•
•
Fear of taking risks
Fear of group presentations
Lack of self-confidence
Fear of rejection
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Coping with Reluctance
•
•
•
•
Be optimistic 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 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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Key Concept
Discussion Questions
• Describe the three prescriptions that are
included in the presentation strategy
• Discuss the two-part pre-approach
process
• Describe team presentation strategies
• Explain how adaptive selling builds on
four broad strategic areas of personal
selling
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
10-31
Key Concept
Discussion Questions
• Describe the six main parts of the
presentation plan
• Explain how to effectively approach the
customer
• Describe seven ways to convert the
prospect’s attention and arouse interest
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
10-32
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retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
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Publishing as Prentice Hall
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