Begin Your Presentation Strategically McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc All Chapter Main Topics      9-3 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 Chapter Main Topics     9-4 Is the Approach Important? Using Questions Results in Sales Success Is the Prospect Still Not Listening? Be Flexible in Your Approach Chapter 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 What Is the Approach?  A golf shot from the fairway toward the green  Steps a bowler takes before delivering the bowling ball 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 The Approach  Could last seconds or minutes and involves:  Meeting  Greeting  Rapport Building  One of the approach communication techniques discussed in this chapter The Approach Is: The 3rd step in the selling process… but it’s the… the 1st step in the sales presentation Exhibit 9-1: The Approach Begins the Sales Presentation  The sales presentation method determines how you open your presentation 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?” The Direct Question Limitations  Does not really tell you much  There is little feedback information The Nondirective Question  The Nondirective Question – open-ended Who, What, When, Where, Why, or How The Nondirective (Open-Ended) Question  Begins with who, what, where, when, why, or how:  “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 The Rephrasing Question  The Rephrasing Question Allows salesperson to better clarify what the prospect means, thereby better Determine prospect’s needs 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?” The Redirect Question  The Redirect Question Excellent alternative or backup opener 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?” Three Rules for Using Questions Use only questions that you can anticipate the answer to or that will not lead you into a situation from which you cannot escape Pause or wait after submitting a question Listen 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 Is the Prospect Still Not Listening?, cont  Quickly hand or simply show prospect the product  Ask prospect a question Attention can be briefly recaptured 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 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 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 End of Chapter McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc All Chapter ... Chapter Main Topics      9-3 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 Chapter... Building  One of the approach communication techniques discussed in this chapter The Approach Is: The 3rd step in the selling process… but it’s the… the 1st step in the sales presentation Exhibit... Questions Results in Sales Success Is the Prospect Still Not Listening? Be Flexible in Your Approach Chapter The Beginning  Begin the presentation with an end in mind  Seek first to understand, then