Begin Your Presentation Strategically
Pertemuan 10
Materi 1. The Tree of Business Life: The Beginning
2. What is the Approach?
3. The Right to Approach
4. The Approach - Opening the Sales Presentation
5. Technology in the Approach
6. Is the Approach Important?
7. Using Questions Results in Sales Success
8. Is the Prospect Still Not Listening?
9. Be Flexible in Your Approach
Sub CPMK Mahasiswa mampu mengidentifikasi pendekatan yang digunakan untuk mendapatkan perhatian audiens (C3, A3)
Bentuk dan Metode Pembelajaran Bentuk:
Kuliah
Metode:
Diskusi dan Studi Kasus
Pengalaman Belajar Mahasiswa Mahasiswa ditugaskan menentukan pendekatan yang dapat menarik perhatian audiens dalam proses presentasi penjualan
2. Main Topics
The Tree of Business Life: The Beginning
What is the Approach?
The Right to Approach
The Approach—Opening the Sales Presentation
Technology in the Approach
Is the Approach Important? Using Questions
Results in Sales Success
Is the Prospect Still Not Listening?
Be Flexible in Your Approach
9-2
3. 9-3
The Beginning
Begin the presentation with an end in
mind.
Seek first to understand, then to be
understood.
Show great caring, confidence, and
excitement in your mind, body, and
speech by knowing you can help solve
problems.
Do not give in to the temptation to
exaggerate.
You will see that trust, integrity, and
character win out in the long run.
4. What Is the Approach?
A golf shot from the fairway toward the green
Steps a bowler takes before delivering the
bowling ball
9-4
5. 9-5
For the Salesperson What Is the
Approach?
The time from when the salesperson first sees the
buyer to the beginning of the discussion of the
product
6. The Approach
Could last seconds or minutes and involves:
Meeting
Greeting
Rapport Building
One of the approach communication techniques
discussed in this chapter
9-6
7. 9-7
The Approach Is:
The 3rd step in the selling process…
but it’s the…
the 1st step in the sales presentation
8. Exhibit 9-1: The Approach Begins the
Sales Presentation
The sales presentation method
determines how you open your
presentation
9-8
10. 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
9-10
11. 9-11
The Approach Step of the Sales
Presentation
Is over…
…when you begin discussing the product
itself
12. 9-12
Let’s Summarize! The Salesperson:
1. Meets
2. Greets
3. Builds rapport
4. Goes through the approach
5. Discusses the product
6. Discusses the marketing plan
7. Discusses the business proposition
8. Closes – asks for the order
13. The Right to Approach
You have to prove you are worthy of the
prospect’s time and serious attention by:
Exhibiting specific product or business knowledge
Expressing a sincere desire to solve the buyer’s
problem and satisfy a need
Stating or implying that your product will save money or
increase the firm’s profit margin
Displaying a service attitude
9-13
14. 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
9-14
15. 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
9-15
16. To Make a Favorable Impression
Wear business clothes that are suitable and fairly
conservative
Be neat in dress and grooming
Refrain from smoking, chewing gum, or drinking in
your prospect’s office
Keep an erect posture
Leave all unnecessary materials outside the office
If possible, sit down
Be enthusiastic and positive throughout the
interview
Smile!
9-16
17. To Make a Favorable Impression,
cont…
Be enthusiastic and positive throughout the
interview
Smile!
Do not apologize for taking the prospect’s time
Do not imply that you were just passing by
Maintain eye contact
If the prospect offers to shake hands, do so with a
firm, positive grip while maintaining eye contact
Learn how to pronounce the prospect’s name
correctly
9-17
18. Exhibit 9-4: Five Ways to Remember
Prospect’s Name
1. Be sure to hear the person’s name and use it: “It’s
good to meet you, Mr. Firestone.”
2. Spell it out in your mind, or if it is an unusual name,
ask the person to spell the name.
3. Relate the name to something you are familiar with,
such as relating the name Firestone to Firestone
automobile tires or a hot rock/stone.
4. Use the name in conversation.
5. Repeat the name at the end of the conversation, such
as “Goodbye, Mr. Firestone.”
9-18
19. 9-19
Small Talk Warms ‘Em Up
In most sales calls the approach
consists of two parts:
The “small talk” or rapport-building phase
Weather, stock market, sports, etc,
Planned, formal, selling technique used
as a lead-in to the upcoming discussion
of the product
Statement, demonstration, or question(s)
21. Exhibit 9-5: The Approach Techniques for
Each of the Four Sales Presentation Methods
9-21
22. 9-22
Objectives of Both Statement and
Demonstration Approach Techniques
Capture the attention of prospect
Stimulate prospect’s interest
To provide a transition into the sales
presentation
23. 9-23
The Situational Approach
The situation you face determines which approach
technique you use.
Influences on the approach-to-use include:
Type of product being sold
Whether the call is a repeat call on same person
Degree of knowledge about customer’s needs
Amount of time for sales presentation
Whether customer is aware of a problem
25. 9-25
Objectives Of Using Questions
Approach Technique
Uncover needs and problems:
Does prospect want to fulfill his needs
Does prospect want to solve her problems
Have prospect tell you about:
Needs
Problems
Intention to do something about them
27. The Golden Rule
Follow the Golden Rule by placing the other
person’s interest before your self-interest
This will avoid:
Losing the Sale
Destroying your business relationship
9-27
28. 9-28
The Golden Rule
Avoid temptation to over-hype your product
This will only create problems down the road
30. 9-30
Opening With Statements
Introductory Approach
Needed when meeting prospect for first time
Least powerful
Used in conjunction with another approach
Complimentary Approach
Stimulates interest and goodwill
Must be sincere
31. 9-31
Opening With Statements
Referral approach
Use of someone’s name whom your prospect respects
Premium approach
Giving prospect a sample of your product for free
33. 9-33
Demonstration Openings
Product approach
Salesperson silently hands the prospect his product
and waits for the prospect to start the conversation
Showmanship approach
Salesperson does something unusual to capture
prospect’s attention
34. Most common openers:
Customer Benefit Approach
Curiosity Approach
Opinion Approach
Shock Approach
Opening With Questions
9-34
35. The Approach—Opening the
Sales Presentation cont…
Opening with Questions
Most common of openers, prospect participation
Customer Benefit Approach
Asking a prospect a question that implies that the product will
benefit her
Curiosity Approach
Make the prospect curious about your product
Opinion Approach
Ask prospect for his opinion on your products
Shock Approach
Use of a question phrased to make the prospect think seriously
about a subject related to your product
36. The Approach—Opening the
Sales Presentation cont…
Multiple question approach (SPIN) in proper sequence
Situation – The prospect’s general as
it relates to your product
Problem – Specific , dissatisfactions,
or difficulties perceived by the prospect relative
to your situation question
Implication – The of the prospect’s
problems or how a problem affects various related
operational aspects of a home, life, or business
Need-payoff questions – If the prospect has an
important, explicit
situation
problems
implications
need
38. 9-38
Exhibit 9-10: A Popular Multiple-
Question Approach Is the Spin
The product
is not
mentioned in
SPIN.
39. Technology in the Approach
Powerful attention-grabbers
Sounds
Visuals
Touch
9-39
40. Is the Approach Important?
Yes it is!
Salespeople need several approach techniques
that have worked in the past to select the
approach for a current situation
9-40
41. 9-41
Remember to Select Your Presentation
Method and Then Your Approach
Approach
Presentation
42. Using Questions Result in
Sales Success
Asking questions is an excellent technique
for:
Obtaining information from the prospect
Developing two-way communication
Increasing prospect participation
43. 9-43
Using Questions Results in Sales
Success
Four Types of Questions
1. The direct question
2. The nondirective
question
3. The rephrasing question
4. The redirect question
44. The Direct Question
The Direct Question– closed-ended
Requires a short answer – usually “yes” or “no”
45. 9-45
The Direct Question
Can be answered with a few words such
as:
“Mr. Jones, is reducing manufacturing costs important to you?”
“What kind?”
“How many?”
Never phrase as a direct negative or a
question that can cut you off
Example: “May I help you?”
46. The Direct Question Limitations
Does not really tell you much
There is little feedback information
9-46
47. 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
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48. The Rephrasing Question
The Rephrasing Question
Allows salesperson to better clarify what the prospect means,
thereby better
Determine prospect’s needs
49. 9-49
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?”
51. 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?”
“Do we agree that having a suppler who can reduce
your costs is important?”
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52. 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
9-52
53. 9-53
Is the Prospect Still Not Listening?
This is the time to use an alternative opener
that forces the prospect to participate by using
the:
Question approach
Demonstration approach
The salesperson who can deftly capture
another person’s imagination earns the right
to a prospect’s full attention and interest.
54. Is the Prospect Still Not Listening?, cont.
Quickly hand or simply show prospect the
product
Ask prospect a question
Attention can be briefly recaptured
55. 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
Video Help
Skip video
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56. 9-56
Summary of Major Selling Issues
The approach is the critical factor.
Use a statement or demonstration approach to
ensure your prospect’s attention and interest.
The first impression you make can negate your
otherwise positive and sincere opening.
Open with a statement, question, or
demonstration.
57. 9-57
Summary of Major Selling Issues,
cont…
Questions should display a sincere interest in
prospects and their situations.
The four basic types of questions are direct,
nondirective, rephrasing, and redirect.
Allow prospects time to completely answer the
question.