Chp 10 Strategic Presenting


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Chp 10 Strategic Presenting

  1. 1. 10- McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
  2. 2. Begin Your Presentation Strategically Chapter 10
  3. 3. The Golden Rule <ul><li>Follow the Golden Rule by placing the other person’s interest before your self-interest </li></ul><ul><li>This will avoid: </li></ul><ul><ul><li>Losing the Sale </li></ul></ul><ul><ul><li>Destroying your business relationship </li></ul></ul>
  4. 4. For the Salesperson What Is the Approach? <ul><li>The time from when the salesperson first sees the buyer to the beginning of the discussion of the product. </li></ul>
  5. 5. The Approach <ul><li>Could last seconds or minutes and involves: </li></ul><ul><ul><li>Meeting </li></ul></ul><ul><ul><li>Greeting </li></ul></ul><ul><ul><li>Rapport Building </li></ul></ul>
  6. 6. The Approach Is: <ul><li>The 1 st step in the sales presentation </li></ul><ul><li>The 3 rd step in the selling process </li></ul>
  7. 7. Select Your Presentation Method and Then Your Approach
  8. 8. Caution Salespeople <ul><li>Take the approach seriously </li></ul><ul><li>Some feel this is the most important step in helping someone </li></ul><ul><li>If unsuccessful, you may never have opportunity to move into the presentation </li></ul><ul><li>If you can not tell your story how will you make the sale? </li></ul><ul><li>The approach is extremely important </li></ul>
  9. 9. The Approach Step of the Sales Presentation <ul><li>Is over when you begin discussing the product itself </li></ul>
  10. 10. Let’s Summarize! The Salesperson: <ul><li>Meets </li></ul><ul><li>Greets </li></ul><ul><li>Rapport Builds </li></ul><ul><li>Goes through the approach </li></ul><ul><li>Discusses the product </li></ul><ul><li>Discusses the marketing plan </li></ul><ul><li>Discusses the business proposition </li></ul><ul><li>Closes – asks for the order </li></ul>
  11. 11. The Approach–Opening the Sales Presentation <ul><li>A buyer’s reactions to the salesperson in the early minutes of the presentation are critical to a successful sale </li></ul><ul><li>Your attitude during the approach </li></ul><ul><ul><li>It is common for a salesperson to experience tension in various forms when contacting a prospect </li></ul></ul>
  12. 12. The First Impression You Make Is Critical to Success <ul><li>Your first impression is projected by: </li></ul><ul><ul><li>Appearance </li></ul></ul><ul><ul><li>Attitude </li></ul></ul><ul><li>You only have one chance to make a favorable first impression </li></ul>
  13. 13. Approach Categories <ul><li>Opening with a statement </li></ul><ul><li>Opening with a demonstration </li></ul><ul><li>Opening with a question or questions </li></ul>
  14. 14. Exhibit 10.5: The Approach Techniques for Each of the Four Sales Presentation Methods
  15. 15. Objectives of Both Statement and Demonstration Approach Techniques <ul><li>Attention </li></ul><ul><li>Interest </li></ul><ul><li>Transition </li></ul>
  16. 16. The Situation Faced Determines the Approach <ul><li>Influences on the approach to use include: </li></ul><ul><ul><li>Product being sold </li></ul></ul><ul><ul><li>Whether the call is a repeat call </li></ul></ul><ul><ul><li>Customer’s needs </li></ul></ul><ul><ul><li>Amount of time </li></ul></ul><ul><ul><li>Awareness of a problem </li></ul></ul>
  17. 17. Objectives Of Using Question Approach Techniques <ul><li>Uncover needs and problems </li></ul><ul><ul><li>Fulfill needs </li></ul></ul><ul><ul><li>Solve problems </li></ul></ul><ul><li>Have prospect tell you about: </li></ul><ul><ul><li>Needs </li></ul></ul><ul><ul><li>Problems </li></ul></ul><ul><ul><li>Intention to do something about them </li></ul></ul>
  18. 18. Exhibit 10.6: Approach Techniques for Opening the Presentation
  19. 19. Opening With Statements <ul><li>Introductory approach </li></ul><ul><ul><li>Meeting prospect for the first time </li></ul></ul><ul><li>Complimentary approach </li></ul><ul><ul><li>Compliments the business/company/service </li></ul></ul><ul><li>Referral approach </li></ul><ul><ul><li>State who referred you to the buyer </li></ul></ul><ul><li>Premium approach </li></ul><ul><ul><li>Free samples, promo products, chotchkies </li></ul></ul>
  20. 20. Demonstration Openings <ul><li>Product approach </li></ul><ul><ul><li>Show the new packaging/brand/logo </li></ul></ul><ul><ul><li>Wait for the buyer to comment </li></ul></ul><ul><li>Showmanship approach </li></ul><ul><ul><li>Demo the product </li></ul></ul><ul><ul><li>Show it off </li></ul></ul>
  21. 21. Opening With Questions <ul><li>Customer Benefit approach </li></ul><ul><ul><li>Implies the product/service will benefit the prospect </li></ul></ul><ul><ul><li>Anticipate buyer’s response </li></ul></ul><ul><ul><li>Pose a question </li></ul></ul><ul><ul><li>Make a statement </li></ul></ul><ul><ul><li>Know the customer/prospect </li></ul></ul>
  22. 22. Opening With Questions <ul><li>Curiosity Approach </li></ul><ul><ul><li>Ask a question that peaks their interest </li></ul></ul><ul><ul><li>Refer to a positive comment in a magazine article </li></ul></ul><ul><ul><li>Surprise the prospect—send them something </li></ul></ul>
  23. 23. Opening With Questions <ul><li>Opinion Approach </li></ul><ul><ul><li>Ask the buyer/prospect for their opinion on the product/service, the industry, a competitor product </li></ul></ul><ul><ul><li>Value the buyer’s opinion </li></ul></ul>
  24. 24. Opening With Questions <ul><li>Shock Approach </li></ul><ul><ul><li>Could be considered a scare tactic </li></ul></ul><ul><ul><li>Security systems </li></ul></ul><ul><ul><li>Healthcare </li></ul></ul>
  25. 25. Exhibit 10.10: A Popular Multiple-Question Approach Is the Spin <ul><li>Remember, the product is not mentioned in SPIN </li></ul>
  26. 26. Four Question Categories 1. Direct 2. Nondirective 3. Rephrasing 4. Redirect questions
  27. 27. The Direct Question <ul><li>Can be answered with a few words such as: </li></ul><ul><ul><li>“ Mr. Jones, is reducing manufacturing costs important to you?” </li></ul></ul><ul><ul><li>“ What kind?” </li></ul></ul><ul><ul><li>“ How many?” </li></ul></ul><ul><li>Never phrase as a direct negative or a question that can cut you off </li></ul><ul><ul><li>Example: “May I help you?” </li></ul></ul>
  28. 28. The Direct Question Limitations <ul><li>Does not really tell you much </li></ul><ul><li>There is little feedback information </li></ul>
  29. 29. The Nondirective (Or Open-Ended) Question <ul><li>Begins with who, what, where, when, how, or why </li></ul><ul><ul><li>“ Who will use this product?” </li></ul></ul><ul><ul><li>“ What features are you looking for in a product like this?” </li></ul></ul><ul><li>Its purpose is to obtain unknown or additional information </li></ul>
  30. 30. The Rephrasing Question <ul><li>Is useful if you are unclear and need to clarify the meaning of something said </li></ul><ul><ul><li>“ Are you saying that price is the most important thing you are interested in?” </li></ul></ul><ul><ul><li>“ Then what you are saying is, if I can improve the delivery time, you would be interested in buying?” </li></ul></ul>
  31. 31. The Redirect Question <ul><li>Used to change the direction of the conversation – often from a negative to a positive </li></ul><ul><li>Imagine you walk into a prospect’s office, introduce yourself, and get this response: </li></ul><ul><ul><li>“ I’m sorry, but there is no use in talking. We are satisfied with our present suppliers. Thanks for coming by.” </li></ul></ul><ul><li>A redirect question would be: </li></ul><ul><ul><li>“ Wouldn’t you agree that you continually need to find new ways to increase your company’s sales?” </li></ul></ul>
  32. 32. Three Rules for Using Questions <ul><li>1. Use only questions that you can anticipate the answer to or that will not lead you into a situation from which you cannot escape </li></ul><ul><li>2. Pause or wait after submitting a question </li></ul><ul><li>3. Listen </li></ul>
  33. 33. Be Flexible in Your Approach <ul><li>Be willing and ready to change your planned approach </li></ul><ul><li>That is why you need several methods to open your sales presentation </li></ul>