CHAPTER 10 Approaching the Customer 1 Copyright 2004

CHAPTER 10 Approaching the Customer 1 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 Learning Objectives • Describe three prescriptions that are included in the presentation strategy • Describe the role of objectives in developing the presale presentation plan • Discuss the basic steps of the preapproach • Explain the merits of a planned presentation strategy 2 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 Learning Objectives (Continued) • Discuss team versus one-person presentation strategies • Explain the purpose of informative, persuasive, and reminder presentations • Describe the six main paths of the presentation plan • Explain how to effectively approach the customer • Describe five ways to covert the prospect’s attention and arouse interest 3 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 Develop a Presentation Strategy Strategic/Consultative Selling Model Develop a Presentation Strategy • Develop Presentation Plan • Provide Outstanding Service • Prepare Objectives 4 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 Preapproach and Approach Strategies The preapproach includes activities that precede the actual sales call and set the stage for a personalized sales approach, tailored to the specific needs of the prospect. This involves setting objectives and developing a presale presentation plan. 5 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 Preapproach and Approach Strategies The approach is the first contact with the prospect, either face-to-face or by telephone. The approach has three objectives: to build rapport with prospect, to capture the person’s full attention, and to generate interest in the product you are selling. 6 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 Preparing for the Presentation Strategic planning for the approach 1. Review presentation objectives 2. Review the Strategic/Consultative Selling Model 3. Review the Six-Step Presentation Plan 4. Prepare an approach worksheet Actions during the approach 7 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 Preparing for the Presentation Strategic planning for the approach 1. 2. Review presentation objectives Review the Strategic/Consultative Selling Model 3. Review the Six-Step Presentation Plan 4. Prepare an approach worksheet Actions during the approach 1. Telephone contact (when appropriate) 2. Social contact (building rapport during the first few minutes) 3. Business contact (converting buyer’s attention) • Product demonstration • Referral • Customer benefit • Question • Survey • Combination 8 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 Presentation Objectives Examples • • Obtain information to update customer file Conduct a needs assessment Involve Prospect in a demonstration Make an appointment with another decision maker • Secure a list of referrals • Provide Postsale service 9 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 Factors Influencing Presentation Objectives • Multi-call Sales Presentations • Team versus One-Person Presentation objectives • Selling to a Buying Team • Are you Informing, Persuading, or Reminding? 10 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 Multi-Call Presentations are standard in some industries where products and services are complex and buying decisions are made by more than one person. The first meeting may be to collect and analyze basic information. 11 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 Selling to a Buying Team üDetermine the role of the decision makers üCarefully observe üMake all parties feel involved üFind out if there are “silent” members 12 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 Persuasion is the act of presenting product appeals so as to influence the prospect’s beliefs, attitudes, or behaviour. 13 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 The Six-Step Presentation Plan Step One: APPROACH Review Strategic/Consultative Selling Model Initiate customer contact 14 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 The Six-Step Presentation Plan Step One: APPROACH Review Strategic/Consultative Selling Model Initiate customer contact Step Two: PRESENTATION Determine prospect needs Select product or service Initiate sales presentation 15 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 The Six-Step Presentation Plan Step One: APPROACH Review Strategic/Consultative Selling Model Initiate customer contact Step Two: PRESENTATION Determine prospect needs Select product or service Initiate sales presentation Step Three: DEMONSTRATION Decide what to demonstrate Select selling tools Initiate demonstration 16 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 The Six-Step Presentation Plan Step One: APPROACH Review Strategic/Consultative Selling Model Initiate customer contact Step Two: PRESENTATION Determine prospect needs Select product or service Initiate sales presentation Step Three: DEMONSTRATION Decide what to demonstrate Select selling tools Initiate demonstration Step Four: NEGOTIATION Anticipate buyer concerns Plan negotiating methods Initiate win-win negotiations 17 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 The Six-Step Presentation Plan Step One: APPROACH Review Strategic/Consultative Selling Model Initiate customer contact Step Two: PRESENTATION Determine prospect needs Select product or service Initiate sales presentation Step Three: DEMONSTRATION Decide what to demonstrate Select selling tools Initiate demonstration Step Four: NEGOTIATION Anticipate buyer concerns Plan negotiating methods Initiate win-win negotiations Step Five: CLOSE Plan appropriate closing methods Recognize closing clues Initiate closing methods 18 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 The Six-Step Presentation Plan Step One: APPROACH Review Strategic/Consultative Selling Model Initiate customer contact Step Two: PRESENTATION Determine prospect needs Select product or service Initiate sales presentation Step Three: DEMONSTRATION Decide what to demonstrate Select selling tools Initiate demonstration Step Four: NEGOTIATION Anticipate buyer concerns Plan negotiating methods Initiate win-win negotiations Step Five: CLOSE Plan appropriate closing methods Recognize closing clues Initiate closing methods Step Six: SERVICING THE SALE Suggestion selling Follow-through Follow-up calls Copyright 2004 Pearson Education Canada Inc. 19

CHAPTER 10 Gaining An Appointment By Telephone • Plan in advance what you want to say • Identify yourself and the company you represent • State the purpose of your call and how the prospect can benefit • Show respect for the prospect’s time • Confirm the appointment details Copyright 2004 Pearson Education Canada Inc. 20

CHAPTER 10 Social Contact – Developing Conversation • Comment on “here and now” observations • Use sincere compliments • Search for mutual acquaintances and interests 21 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 Common Approach Strategies to Gain Attention • • • Product demonstration approach Referral approach Customer benefit approach Question approach Survey approach 22 Copyright 2004 Pearson Education Canada Inc.

CHAPTER 10 Dealing with Sales Call Reluctance • Be optimistic about the outcome • Practise your approach • Being anxious about an initial contact is normal • Be committed to your goals 23 Copyright 2004 Pearson Education Canada Inc.