manning st12e sppt10

8/2/2019 Manning St12e Sppt10

1/33

C H A P T

E R

10 Approachingthe Customerwith AdaptiveSelling


2/33

Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 10-2

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Learning Objectives

To Understand:The three prescriptions that are included inthe presentation strategyThe two-part step of the pre-approachprocessTeam presentation strategiesHow adaptive selling builds on four broad

strategic areas of personal selling


3/33



Learning Objectives

To Understand:The six main parts of the presentation plan

How to effectively approach the customer

Seven ways to convert the prospectsattention and arouse interest


4/33


Presentation Strategy Defined

The presentation strategy is a plan thatincludes three prescriptions:

Establishing objectives Developing presale presentation plan to meet

objectives Renewing ones commitment to outstanding

customer service

Presentation strategy adds value


5/33


Strategic/Consultative Selling Model

FIGURE 10.1


6/33


7/33Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall 10-7

Strategic Planning

FIGURE 10.2



First Call Presentation Objectives

Establish rapport and begin building arelationship with the customerObtain permission to ask need identification

questionsObtain personal andbusiness informationto establish thecustomers file



Presentation Objectives for Stage Two

Involve the customer in a product demonstrationProvide value justification in terms of costreduction and increased revenues

Example: Compare and contrast the features a truck fleet lease

plan with a fleet purchase plan



Team Selling Objectives

Team selling suited to organizations that sellcomplex or customized productsSales teams often uncover problems andsolutions that individuals may notTeam sales presentationsrequire a more detailedpre-call planEach team membermust know his/her role



Selling to a Buying Group

Must satisfy both the individual andcollective concerns of each participantDetermine the role of each decision maker

and their amount of influenceMake sure all are involved. Do not ignoreanyoneDiscover any silent team members




Adaptive Selling: Four Strategic Areas

Review the relationship strategy

Review the product strategy

Review the customer strategy


13/33


Six-Step Presentation Plan

Each of the six

chapters in Part 5 ofthis text concentrates

on a specific step ofthe presentation plan.

This chapter discussesThe Approach.

FIGURE 10.3


14/33


Approach Objectives

Initial contact with customerThree objectives Build rapport Capture full attention Transition to need discovery

stage

Often a phone call


15/33


Credibility Establish Early

Credibility is an impression that people formabout youDo not erode your credibility by: Arriving late, staying too long, not following up

Credibility grows whenthe customer realizes youare competent andcan add value


16/33


Telephone Contact

To set first appointmentPractices to employ Plan in advance

Identify self and firm State purpose of call State estimated length Confirm via note


17/33


Using Voice Mail

Be preparedBe briefGive likely benefits

Give best time to call backSlowly repeat your phone numberState any referrals


18/33


Effective Use of E-mail

Meaningful subject lineTell reader what you want,then encourage a response

Put important information up frontAlways use grammar and spell-check toolsUse signature file


19/33


Social Contact

First few minutes are key in first impressionsDevelop conversation by: Here and now observations Sincere compliments Search for mutual interests,

acquaintances


20/33


Business Contact

Convert prospect focus from social to businesspartSeven effective approach methods to captureattention and focus: Agenda Product demonstration Referral Customer benefit Question Survey Premium


21/33


Business Contact Approaches

Agenda approach Review meeting goalsShows that you value thecustomers time Agendas should beflexible

Product demonstrationapproach Give actual productdemonstrationUse computer or otheraudio/visual aids toprovide virtualdemonstration



22/33



Referral approach Third party opinion orstatement addscredibilityInclude name/directreference to third party

Customer benefitapproach Immediately point out at

least one benefit of yourproductPresent key benefits inorder of importance



23/33



Question approach Ask direct questionGet prospect thinking

about problem yourproduct will solveListen to response

Survey approach Prospect completesquestionnaire beforecontactAnalyze results toassess needs andbenefitsAvoid early price

discussion


24/33



The authors of The Sales Question Book offer some goodexamples of opening questionsthat are not difficult to answerbut get the customer mentallyinvolved.


25/33



Premium approach Provide free sample ofproduct

Provide prospect withgift, such as monthlyappointment calendar

Combination approach Use multiple approachesProvide flexibility


26/33


Combination Approaches

Allow for smooth transition to need discovery

FIGURE 10.4


27/33


Keeping the Funnel Full

In Keeping the Funnel Full ,author and award winningHewlett Packardsalesperson Don Thomson

notes that every prospecthas a preferred method ofcommunication.


28/33


Sales Call Reluctance

Thoughts, feelings, and behavioral patternsthat limit accomplishments

Can be caused by:

Fear of taking risksFear of group presentations

Lack of self-confidence

Fear of rejection


29/33


Coping with Reluctance

Be optimistic about the outcomePractice approach before making contactKnow that being anxious is normalDevelop a deeper commitmentto your goals


30/33


Selling to the Gatekeeper

Assistants or secretaries who managethe decision makers schedule Treat the gatekeeper with respectCan be an important sourceof informationMay help make apreliminary qualificationbefore reaching thedecision maker


31/33


Key Concept Discussion Questions

Describe the three prescriptions that areincluded in the presentation strategyDiscuss the two-part pre-approach process

Describe team presentation strategiesExplain how adaptive selling builds on fourbroad strategic areas of personal selling


32/33


Key Concept Discussion Questions

Describe the six main parts of thepresentation planExplain how to effectively approach the

customerDescribe seven ways to convert theprospects attention and arouse interest


33/33

0

All rights reserved. No part of this publication may be reproduced, stored in aretrieval system, or transmitted, in any form or by any means, electronic,mechanical, photocopying, recording, or otherwise, without the prior written

permission of the publisher. Printed in the United States of America.

Copyright 2012 Pearson Education, Inc.Publishing as Prentice Hall

manning st12e sppt10

Documents