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CHAPTER 8 THE APPROACH - siast5 · PDF filepro. selling-chapter 8 1 chapter 8. the approach...
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Pro. Selling-Chapter 8 1
CHAPTER 8.
THE APPROACH
BEGIN YOUR PRESENTATION STRATEGICALLY
Pro. Selling-Chapter 8 2
Learning Objective
After studying this Chapter, you should be able:
Explain the importance of using a strategic approach and provide example of approach.
Develop an approach strategy that will effectively make a good first impression
Develop an effective rapport
Identify and discuss the importance of different types of questioning
Explain the importance of effective need analysis
Demonstrate your understanding of multiple question approach such as reverse ripple of SPIN
Pro. Selling-Chapter 8 3
Main topics
The right to approach
The approach- Opening the sales presentation
Technology in the approach
Using questions results in sales success
Is the prospect still not listening?
Needs analysis – A key to success
Be flexible in your approach
Pro. Selling-Chapter 8 4
I. THE RIGHT TO APPROACH
A.
Justify your right to sell your product to
prospect by showing him how your product
will benefit him ( and his company).
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I. THE RIGHT TO APPROACH
B. You may earn the right to his attention in a
number of ways:
1. By exhibiting specific product or business
knowledge.
2. By expressing a sincere desire to solve a buyer‟s
problem or satisfy a need.
3. By starting or implying that your product will save
money or increase the firm „ s profit margin.
4. By displaying service attitude
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II. APPROACH – OPENING THE SALES PRESENTATION
A. Your attitude during approach
Coping with the stress:
1. Creative imagery
2. Ask yourself question
(The salesperson envisions all bad things and questions to cope in various situation)
B. The first impression of you is critical to success
1. Appearance
2. Attitude
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II. APPROACH – OPENING THE SALES PRESENTATION
Approach objectives
Three objectives of the statement or
demonstration approach technique are:
• To capture the attention of the prospect
• To stimulate the prospect‟s interest
• To provide the transition into the sales
presentation.
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II. APPROACH – OPENING THE SALES PRESENTATION
C. Rapport – The relationship builder
“ Small talk warms ’ em up”
In most sales call the approach consists of two parts:
a. “ Small talk” or rapport building phase (based on safe and relevant topics)
b. Planned, formal selling technique used as introduction to your presentation
(used as a lead-in to the upcoming discussion of the product)
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II. APPROACH – OPENING THE SALES PRESENTATION
D. The situational approach
1. The situation you face determines which approach
technique you use to begin your sales presentation
2. Some common situational variables are:
a. The type of product you are selling
b. Whether this is the repeat call on the same person
c. Your degree of knowledge about your customer’s
needs
d. The time you have for making your presentation
e. Whether the customer is aware of a problem
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II. APPROACH – OPENING THE SALES PRESENTATION
The situational approach (cont’)“Your challenge is to move the prospect from
an often cold, indifferent, or sometimes even
hostile frame of mind to an aroused
excitement about the product”.
In additional to creating attention & interest
-Try to uncover the needs /problem important to prospects
-Determine whether the prospect want to solve those problem
-Have the prospect tell you about these needs or problems
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II. APPROACH – OPENING THE SALES PRESENTATION
E. Approach techniques
• Approach techniques are grouped into three
categories:
+ Opening with a Statement
+ Opening with a Demonstration
+ Opening with a Question
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II. APPROACH – OPENING THE SALES PRESENTATION
Openings with statement
1. Introductory approach - needed when meeting
a prospect for the first time.
2. Complimentary approach - stimulate interest
and goodwill
3. Referral approach - the use of some one name
whom your prospect respect
4. Premium approach- giving the prospect a
sample of your product free.
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II. APPROACH – OPENING THE SALES PRESENTATION
Opening with Demonstration
1. Product approach - the salesman silently hands
the prospect his product and waits for the prospect to
start the conversation.
2. Showmanship approach- Doing something
unusual to capture the prospect’s attention (
example, dropping a new, “unbreakable china” platter
to demonstrate durability.
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II. APPROACH – OPENING THE SALES PRESENTATION
Opening with question
1. Customer benefit approach - Asking the
prospect a question that implies that the product will
benefit him.
2. Curiosity approach - make the prospect curios
about your product
3. Opinion approach - Ask the prospect for his
opinion on your product
4. Shock approach - the use of question phrased
to make the prospect think seriously about a subject
related to your product
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II. APPROACH – OPENING THE SALES PRESENTATION
EXHIBIT 8.4- The approach techniques for each of the 4
(four) sales presentation method
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III- TECHNOLOGY IN THE APPROACH
Technology incorporated in the approach
can be powerful attention grabber.
Technology is a wonderful way to
creatively and professionally begin a sales
presentation
Pro. Selling-Chapter 8 17
IV. USING QUESTION RESULTS IN SALES SUCESS
Asking question is an excellent technique for:
1. Obtaining information from the prospect
2. Developing two way conversation
3. Increasing the prospect participation
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IV. USING QUESTION RESULTS IN SALES SUCESS
a. The direct question
Require the short answer – usually YES or NO
b. The open-ended questionQuestions that begin with who, what, where, when
How or Why
c. The rephrasing question
Allow the sales person to better clarify what the prospect means
d. The redirect question – Back up opener
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IV. USING QUESTION RESULTS IN SALES SUCESS
Three rules for using questions
1. Use only those questions which you can
anticipate the answer to (those that won‟t put
you between a rock and hard place)
2. Wait for an answer to your question
3. Just listen
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V. IS THE PROSPECT STILL NOT LISTENING
A.Quickly hand him or simply show him the
product (demonstration)
B. Ask him a question
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VI. NEED ANALYSIS – A KEY TO SUCCESS
Need analysis enables you as the
salesperson to diagnose the buyer‟s
situation before prescribing a product
or services solution.
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VI. NEED ANALYSIS – A KEY TO SUCCESS
A. Structure needs analysis using
multiple question approaches
Multiple question approach SPIN (Situation, Problem, Implication, Need pay-off)
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VI. NEED ANALYSIS – A KEY TO SUCCESS
Ask question to determine:
Step 1: SITUATION
The prospect general situation as it relates to your product
Step 2: PROBLEM
Specific problem dissatisfaction, or difficulties perceived by the prospect relative to your situation question
Step 3: IMPLCATION
The implication of the prospect‟s problem or how a problem affects various related operational aspects of a home, life or business
Step 4: NEED PAY-OFF
If the prospect has an important, explicit need
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VI. NEED ANALYSIS – A KEY TO SUCCESS
B. Need analysis by email
It is also possible to uncover needs and wants by
sending the prospect a questionnaire by email.
It may be more appropriate than a face to face
interview because of factors such as distance,
scheduling challenges etc.
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VII – BE FLEXIBLE WITH YOUR APPROACH
Be prepared to make changes in your
approach and overall presentation
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G. SUMMARY OF MAJOR SELLING ISSUES
As the first step in your sales presentation, the
approach is a critical factor.
Generally, in developing your approach,
imagine your prospect asking themselves
“ DO I HAVE TIME TO LISTEN TO, TALK WITH, OR
DEVOTE TO THIS PERSON? WHAT‟S IN IT FOR ME?”
Pro. Selling-Chapter 8 27
THANK YOU