BMGT 204: Sales Strategies and Techniques	
Chapter 9: Begin Your Presentation Strategically
The Golden Rule : The Beginning
•

Begin the presentation with an end in mind

•

Seek first to understand, then to be unde...
What Is the
Approach?
•

A golf shot from the bunker
toward the green


•

Steps a bowler takes 

before delivering the 

...
The Approach
•

Could last seconds or minutes
and involves:

•

Meeting


•

Greeting


•

Rapport Building


•

One of th...
The Approach Is:
•

The 1st step in the sales
presentation


•

The 3rd step in the selling
process
Caution Salespeople
•

Take the approach seriously

•

Some feel this is the most important step in helping
someone

•

If...
The Approach Step of
the Sales Presentation
•

Is over when you begin
discussing the product itself
Let’s Summarize! The Salesperson:
•

Meets

•

Greets

•

Rapport Builds

•

Goes through the approach

•

Discusses the p...
The Approach–Opening the Sales Presentation
•

A buyer’s reactions to the salesperson in the early
minutes of the presenta...
The First Impression You
Make Is Critical to Success
•

Your first impression is
projected by:


•

Appearance


•

Attitud...
Select Your Presentation Method and Then Your
Approach
The Situation Faced Determines the Approach
•

Influences on the approach to use include:
•

Product being sold

•

Whether...
Objectives of Both Statement
and Demonstration Approach
Techniques
•

Attention


•

Interest


•

Transition
Objectives Of Using Question Approach
Techniques
•

Uncover needs and problems
•
•

•

Fulfill needs
Solve problems

Have p...
Exhibit 9.6: Approach Techniques for Opening the
Presentation

Statements
▪Introductory
▪Complimentary
▪Referral
▪Premium
...
Opening With Statements
•

Introductory approach

•

Complimentary approach

•

Referral approach

•

Premium approach
Demonstration
Openings
Product approach

Showmanship approach
Opening With
Questions
•
•
•
•

Customer benefit approach

Curiosity approach

Opinion approach

Shock approach
Exhibit 9.10: A
Popular MultipleQuestion Approach Is
the Spin
Remember, the product is not
mentioned in SPIN
Technology in the
Approach
•
•
•

Sounds

Visuals

Touch

http://www.ted.com/talks/
hans_rosling_shows_the_best_stats_you_...
Four Question Categories
1. Direct
2. Nondirective
3. Rephrasing
4. Redirect questions
The Direct Question
•

Can be answered with a few words such as:
•

•

“What kind?”

•
•

“Mr. Jones, is reducing manufact...
The Nondirective (Or Open-Ended) Question
•

Begins with who, what, where, when, how, or why
•
•

•

“Who will use this pr...
The Rephrasing Question
•

Is useful if you are unclear and need to clarify the
meaning of something said
•

“Are you sayi...
The Redirect Question
•

Used to change the direction of the conversation – often from
a negative to a positive

•

Imagin...
Three Rules for Using Questions
1. Use only questions that you can anticipate the answer to
or that will not lead you into...
Be Flexible in Your Approach
•

Be willing and ready to change your planned approach

•

That is why you need several meth...
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Bmgt 204 chapter_9

  1. 1. BMGT 204: Sales Strategies and Techniques Chapter 9: Begin Your Presentation Strategically
  2. 2. The Golden Rule : The Beginning • Begin the presentation with an end in mind • Seek first to understand, then to be understood • Knowing you can help solve problems provides: • Great caring, confidence, and excitement in your mind, body and speech • Do not give in to the temptation to exaggerate • You will see that trust, integrity, and character win out in the long run
  3. 3. What Is the Approach? • A golf shot from the bunker toward the green • Steps a bowler takes 
 before delivering the 
 bowling ball • The time from when the salesperson first sees the buyer to the beginning of the discussion of the product.
  4. 4. The Approach • Could last seconds or minutes and involves: • Meeting • Greeting • Rapport Building • One of the approach communication techniques discussed in this chapter
  5. 5. The Approach Is: • The 1st step in the sales presentation • The 3rd step in the selling process
  6. 6. Caution Salespeople • Take the approach seriously • Some feel this is the most important step in helping someone • If unsuccessful, you may never have opportunity to move into the presentation • If you can not tell your story how will you make the sale? • The approach is extremely important
  7. 7. The Approach Step of the Sales Presentation • Is over when you begin discussing the product itself
  8. 8. Let’s Summarize! The Salesperson: • Meets • Greets • Rapport Builds • Goes through the approach • Discusses the product • Discusses the marketing plan • Discusses the business proposition • Closes – asks for the order
  9. 9. The Approach–Opening the Sales Presentation • A buyer’s reactions to the salesperson in the early minutes of the presentation are critical to a successful sale • Your attitude during the approach • It is common for a salesperson to experience tension in various forms when contacting a prospect • Successful salespeople have learned to use creative imagery to relax and concentrate
  10. 10. The First Impression You Make Is Critical to Success • Your first impression is projected by: • Appearance • Attitude • You only have one chance to make a favorable first impression • Very similar to a job interview
  11. 11. Select Your Presentation Method and Then Your Approach
  12. 12. The Situation Faced Determines the Approach • Influences on the approach to use include: • Product being sold • Whether the call is a repeat call • Customer’s needs • Amount of time • Awareness of a problem
  13. 13. Objectives of Both Statement and Demonstration Approach Techniques • Attention • Interest • Transition
  14. 14. Objectives Of Using Question Approach Techniques • Uncover needs and problems • • • Fulfill needs Solve problems Have prospect tell you about: • Needs • Problems • Intention to do something about them
  15. 15. Exhibit 9.6: Approach Techniques for Opening the Presentation Statements ▪Introductory ▪Complimentary ▪Referral ▪Premium Demonstrations ▪Product ▪Showmanship Questions ▪Customer Benefit ▪Curiosity ▪Opinion ▪Shock ▪Multiple Questions (SPIN)
  16. 16. Opening With Statements • Introductory approach • Complimentary approach • Referral approach • Premium approach
  17. 17. Demonstration Openings Product approach Showmanship approach
  18. 18. Opening With Questions • • • • Customer benefit approach Curiosity approach Opinion approach Shock approach
  19. 19. Exhibit 9.10: A Popular MultipleQuestion Approach Is the Spin Remember, the product is not mentioned in SPIN
  20. 20. Technology in the Approach • • • Sounds Visuals Touch http://www.ted.com/talks/ hans_rosling_shows_the_best_stats_you_ve_ever_seen.html
  21. 21. Four Question Categories 1. Direct 2. Nondirective 3. Rephrasing 4. Redirect questions
  22. 22. The Direct Question • Can be answered with a few words such as: • • “What kind?” • • “Mr. Jones, is reducing manufacturing costs important to you?” “How many?” Never phrase as a direct negative or a question that can cut you off • Example: “May I help you?”
  23. 23. The Nondirective (Or Open-Ended) Question • Begins with who, what, where, when, how, or why • • • “Who will use this product?” “What features are you looking for in a product like this?” Its purpose is to obtain unknown or additional information
  24. 24. The Rephrasing Question • Is useful if you are unclear and need to clarify the meaning of something said • “Are you saying that price is the most important thing you are interested in?” • “Then what you are saying is, if I can improve the delivery time, you would be interested in buying?”
  25. 25. The Redirect Question • Used to change the direction of the conversation – often from a negative to a positive • Imagine you walk into a prospect’s office, introduce yourself, and get this response: • • “I’m sorry, but there is no use in talking. We are satisfied with our present suppliers. Thanks for coming by.” A redirect question would be: • “Wouldn’t you agree that you continually need to find new ways to increase your company’s sales?”
  26. 26. Three Rules for Using Questions 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 2. Pause or wait after submitting a question 3. Listen
  27. 27. Be Flexible in Your Approach • Be willing and ready to change your planned approach • That is why you need several methods to open your sales presentation

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