chap10BeginYourPresentationStrategy.ppt

Begin Your Presentation Begin Your Presentation StrategyStrategy ChapterChapter10ChapterChapter10Main TopicsMain TopicsThe Tree of Business Life:The BeginningWhat is the Approach?The Right to ApproachThe ApproachOpening the Sales PresentationTechnology in the ApproachChapterChapter10Main TopicsMain TopicsIs the Approach Important?Using Questions Results in Sales SuccessIs the Prospect Still Not Listening?Be Flexible in Your ApproachChapterChapter10The Tree of Business Life:The BeginningGuided by The Golden RuleThe Golden Rule:Begin the presentation with an end in mindSeek first to understand,then to be understoodShow great caring,confidence,and excitement in your mind,body,and speech by knowing you can help solve problemsDo not give in to the temptation to exaggerateYou will see that trust,integrity,and character win out in the long runITCEthicalServiceBuilds T r u eRelationshipsTT TT T T TT TT T What Is the Approach?A golf shot from the fairway toward the greenSteps a bowler takes before delivering the bowling ballFor the Salesperson What Is the Approach?The time from when the salesperson first sees the buyer to the beginning of the discussion of the productThe ApproachCould last seconds or minutes and involves:MeetingGreetingRapport BuildingOne of the approach communication techniques discussed in this chapterThe Approach Is:The 1st step in the sales presentationThe 3rd step in the selling processExhibit 10-1:The Approach Begins the Sales PresentationThe sales presentation method determines how you open your presentationSelect Your Presentation Method and Then Your ApproachApproachPresentationCaution SalespeopleTake the approach seriouslySome feel this is the most important step in helping someoneIf unsuccessful,you may never have opportunity to move into the presentationIf you can not tell your story how will you make the sale?The approach is extremely importantThe Approach Step of the Sales PresentationIs over when you begin discussing the product itselfLets Summarize!The Salesperson:MeetsGreetsBuilds rapportGoes through the approachDiscusses the productDiscusses the marketing planDiscusses the business propositionCloses asks for the order The Right to ApproachYou have to prove you are worthy of the prospects time and serious attention by:Exhibiting specific product or business knowledgeExpressing a sincere desire to solve the buyers problem and satisfy a needStating or implying that your product will save money or increase the firms profit marginDisplaying a service attitudeThe ApproachOpening the Sales PresentationA buyers reactions to the salesperson in the early minutes of the presentation are critical to a successful saleYour attitude during the approachIt is common for a salesperson to experience tension in various forms when contacting a prospectSuccessful salespeople have learned to use creative imagery to relax and concentrateThe First Impression You Make Is Critical to SuccessYour first impression is projected by:AppearanceAttitudeYou only have one chance to make a favorable first impressionExhibit 10-4:Five Ways to Remember Prospects Name1.Be sure to hear the persons name and use it:“Its 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.4.Use the name in conversation.5.Repeat the name at the end of the conversation,such as“Goodbye,Mr.Firestone.”To Make a Favorable ImpressionWear business clothes that are suitable and fairly conservativeBe neat in dress and groomingRefrain from smoking,chewing gum,or drinking in your prospects officeKeep an erect postureLeave all unnecessary materials outside the officeIf possible,sit downTo Make a Favorable Impression,contBe enthusiastic and positive toward the interviewerSmile!Do not apologize for taking the prospects timeDo not imply that you were just passing byMaintain eye contactIf the prospect offers to shake hands,do so with a firm,positive grip while maintaining eye contactLearn how to pronounce the prospects name correctlyApproach Techniques and ObjectivesOpening with a statementOpening with a demonstrationOpening with a question or questionsExhibit 10-5:The Approach Techniques for Each of the Four Sales Presentation MethodsObjectives of Both Statement and Demonstration Approach TechniquesAttentionInterestTransitionThe Situational ApproachThe situation you face determines which approach technique you useInfluences on the approach to use include:Product being soldWhether the call is a repeat callCustomers needsAmount of timeAwareness of a problemThe Approach Leads Quickly Into the Sales PresentationObjectives Of Using Question Approach TechniquesUncover needs and problemsFulfill needsSolve problemsHave prospect tell you about:NeedsProblemsIntention to do something about themExhibit 10-6:Approach Techniques for Opening the PresentationThe Golden RuleFollow the Golden Rule by placing the other persons interest before your self-interestThis will avoid:Losing the SaleDestroying your business relationshipOpening With StatementsIntroductory approachComplimentary approachReferral approachPremium approachDemonstration OpeningsProduct approachShowmanship approachMost common openersCustomer benefit approachCuriosity approachOpinion approachShock approachOpening With QuestionsExhibit 10-10:A Popular Multiple-Question Approach Is the SpinRemember,the product is not mentioned in SPINSkip videoVideo Help Technology in the ApproachPowerful attention-grabbersSoundsVisualsTouch 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 situationRemember to Select Your Presentation Method and Then Your ApproachApproachPresentation Using Questions Results in Sales Success1.The direct question2.The nondirective question3.The rephrasing question4.The redirect questionThe Direct QuestionCan 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 offExample:“May I help you?”The Direct Question LimitationsDoes not really tell you muchThere is little feedback informationThe Nondirective(Open-Ended)QuestionBegins 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 informationThe Rephrasing QuestionIs 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?”The Redirect QuestionUsed to change the direction of the conversation often from a negative to a positiveImagine you walk into a prospects office,introduce yourself,and get this response:“Im sorry,but there is no use in talking.We are satisfied with our present suppliers.Thanks for coming by.”A redirect question would be:“Wouldnt you agree that you continually need to find new ways to increase your companys sales?”Three Rules for Using Questions1.Use only questions that you can anticipate the answer to or that will not lead you into a situation from which you cannot escape2.Pause or wait after submitting a question3.ListenIs the Prospect Still Not Listening?This is the time to use an alternative opener that forces the prospect to participate by using the:Question approachDemonstration approachThe salesperson who can deftly capture another persons imagination earns the right to a prospects full attention and interest Be Flexible in Your ApproachBe willing and ready to change your planned approachThat is why you need several methods to open your sales presentationVideo HelpSkip video Summary of Major Selling IssuesThe approach is the critical factorUse a statement or demonstration approach to ensure your prospects attention and interestThe first impression you make can negate your otherwise positive and sincere openingOpen with a statement,question,or demonstrationSummary of Major Selling Issues,contQuestions should display a sincere interest in prospects and their situationsThe four basic types of questions are direct,nondirective,rephrasing,and redirectAllow prospects time to completely answer the questionVideo Help:Video OneThe video should start automatically.If it does not,you must move the mouse to the middle of the screen.When a hand icon appears the video is ready.Click once anywhere on the screen to start video.Click once during playback to pause/unpause video.Press the space bar twice to stop video and continue presentation.When video is over,click to continue presentation.Video Two