chapter 8 the approach - siast5 · pdf filepro. selling-chapter 8 1 chapter 8. the approach...

Pro. Selling-Chapter 8 1

CHAPTER 8.

THE APPROACH

BEGIN YOUR PRESENTATION STRATEGICALLY


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


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


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).


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


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



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.



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)



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



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



E. Approach techniques

• Approach techniques are grouped into three

categories:

+ Opening with a Statement

+ Opening with a Demonstration

+ Opening with a Question



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.



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.



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



EXHIBIT 8.4- The approach techniques for each of the 4

(four) sales presentation method


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


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



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



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


V. IS THE PROSPECT STILL NOT LISTENING

A.Quickly hand him or simply show him the

product (demonstration)

B. Ask him a question


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.



A. Structure needs analysis using

multiple question approaches

Multiple question approach SPIN (Situation, Problem, Implication, Need pay-off)



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



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.


VII – BE FLEXIBLE WITH YOUR APPROACH

Be prepared to make changes in your

approach and overall presentation


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?”


THANK YOU

chapter 8 the approach - siast5 · pdf filepro. selling-chapter 8 1 chapter 8. the approach...

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