C HAPT E R
10
Approaching the Customer
C HAPT E R
10
Learning Objectives
• Describe the three prescriptions that are
included in the presentation strategy
• Describe the role of objectives in
developing the presale presentation
plan
• Discuss the basic steps of the preapproach
• Explain the merits of a planned
presentation strategy
10-2
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
Learning Objectives (Continued)
• Discuss team versus one-person
presentation strategies
• Explain the purpose of informative,
persuasive, and reminder presentations
• Describe the six main paths of the
presentation plan
• Explain how to effectively approach the
customer
• Describe five ways to covert the prospect’s
attention and arouse interest
10-3
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
Develop a Presentation Strategy
Strategic/Consultative Selling Model
Develop a Presentation
Strategy
•Develop Presentation Plan
•Provide Outstanding Service
•Prepare Objectives
10-4
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
Preapproach and Approach Strategies
The preapproach includes activities that
precede the actual sales call and set the
stage for a personalized sales
approach, tailored to the specific needs
of the prospect. This involves setting
objectives and developing a presale
presentation plan.
10-5
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
Preapproach and Approach Strategies
The approach is the first contact with the
prospect, either face-to-face or by
telephone. The approach has three
objectives: to build rapport with
prospect, to capture the person’s full
attention, and to generate interest in the
product you are selling.
10-6
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
Preparing for the Presentation
Strategic
planning for
the approach
1.
Review presentation
objectives
2.
Review the
Strategic/Consultative
Selling Model
3.
Review the Six-Step
Presentation Plan
4.
Prepare an approach
worksheet
Actions during
the approach
10-7
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
Preparing for the Presentation
Strategic
planning for
the approach
1.
2.
3.
4.
Review presentation
objectives
Review the
Strategic/Consultative
Selling Model
Review the Six-Step
Presentation Plan
Prepare an approach
worksheet
Actions during
the approach
1.
Telephone contact (when
appropriate)
2.
Social contact (building rapport
during the first few minutes)
3.
Business contact (converting
buyer’s attention)
• Product demonstration
• Referral
• Customer benefit
• Question
• Survey
• Combination
10-8
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
Presentation Objectives Examples
•
•
•
•
Obtain information to update customer file
Conduct a needs assessment
Involve Prospect in a demonstration
Make an appointment with another decision
maker
• Secure a list of referrals
• Provide Postsale service
10-9
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
Factors Influencing Presentation
Objectives
• Multi-call Sales Presentations
• Team versus One-Person
Presentation objectives
• Selling to a Buying Team
• Are you Informing, Persuading, or
Reminding?
10-10
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
Multi-Call Presentations
Multi-Call Presentations are
standard in some industries where
products and services are complex
and buying decisions are made by
more than one person. The first
meeting may be to collect and
analyze basic information.
10-11
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
Selling to a Buying Team
Determine the role of the decision
makers
Carefully observe
Make all parties feel involved
Find out if there are “silent”
members
10-12
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
Persuasion
Persuasion is the act of presenting
product appeals so as to influence
the prospect’s beliefs, attitudes, or
behaviour.
10-13
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
The Six-Step Presentation Plan
Step One:
APPROACH
Review Strategic/Consultative Selling Model
Initiate customer contact
10-14
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
The Six-Step Presentation Plan
Step One:
APPROACH
Review Strategic/Consultative Selling Model
Initiate customer contact
Step Two:
PRESENTATION
Determine prospect needs
Select product or service
Initiate sales presentation
10-15
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
The Six-Step Presentation Plan
Step One:
APPROACH
Review Strategic/Consultative Selling Model
Initiate customer contact
Step Two:
PRESENTATION
Determine prospect needs
Select product or service
Initiate sales presentation
Step Three:
DEMONSTRATION
Decide what to demonstrate
Select selling tools
Initiate demonstration
10-16
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
The Six-Step Presentation Plan
Step One:
APPROACH
Review Strategic/Consultative Selling Model
Initiate customer contact
Step Two:
PRESENTATION
Determine prospect needs
Select product or service
Initiate sales presentation
Step Three:
DEMONSTRATION
Decide what to demonstrate
Select selling tools
Initiate demonstration
Step Four:
NEGOTIATION
Anticipate buyer concerns
Plan negotiating methods
Initiate win-win negotiations
10-17
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
The Six-Step Presentation Plan
Step One:
APPROACH
Review Strategic/Consultative Selling Model
Initiate customer contact
Step Two:
PRESENTATION
Determine prospect needs
Select product or service
Initiate sales presentation
Step Three:
DEMONSTRATION
Decide what to demonstrate
Select selling tools
Initiate demonstration
Step Four:
NEGOTIATION
Anticipate buyer concerns
Plan negotiating methods
Initiate win-win negotiations
Step Five:
CLOSE
Plan appropriate closing methods
Recognize closing clues
Initiate closing methods
10-18
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
The Six-Step Presentation Plan
Step One:
APPROACH
Review Strategic/Consultative Selling Model
Initiate customer contact
Step Two:
PRESENTATION
Determine prospect needs
Select product or service
Initiate sales presentation
Step Three:
DEMONSTRATION
Decide what to demonstrate
Select selling tools
Initiate demonstration
Step Four:
NEGOTIATION
Anticipate buyer concerns
Plan negotiating methods
Initiate win-win negotiations
Step Five:
CLOSE
Plan appropriate closing methods
Recognize closing clues
Initiate closing methods
Step Six:
SERVICING THE SALE
Suggestion selling
Follow-through
Follow-up calls
Copyright2004 Pearson Education Canada Inc.
10-19
C HAPT E R
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Gaining An Appointment By Telephone
• Plan in advance what you want
to say
• Identify yourself and the
company you represent
• State the purpose of your call
and how the prospect can
benefit
• Show respect for the
prospect’s time
• Confirm the appointment
details
Copyright2004 Pearson Education Canada Inc.
10-20
C HAPT E R
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Social Contact – Developing
Conversation
• Comment on “here and now”
observations
• Use sincere compliments
• Search for mutual acquaintances and
interests
10-21
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
Common Approach Strategies
to Gain Attention
•
•
•
•
•
Product demonstration approach
Referral approach
Customer benefit approach
Question approach
Survey approach
10-22
Copyright2004 Pearson Education Canada Inc.
C HAPT E R
10
Dealing with Sales Call
Reluctance
• Be optimistic about the outcome
• Practise your approach
• Being anxious about an initial contact is
normal
• Be committed to your goals
10-23
Copyright2004 Pearson Education Canada Inc.