Begin your presentation strategy
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Begin Your Presentation Strategy. Chapter. 10. 10. Chapter. 10- 2. Main Topics. 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

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Begin your presentation strategy

Begin Your Presentation Strategy

Chapter

10


Begin your presentation strategy

10

Chapter

10-2


Main topics

Main Topics

  • 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

  • Is the Approach Important? Using Questions Results

  • in Sales Success

  • Is the Prospect Still Not Listening?

  • Be Flexible in Your Approach


The tree of business life the beginning

The Tree of Business Life: The Beginning

Guided by The Golden Rule:

  • Begin the presentation with an end in mind

  • Seek first to understand, then to be understood

  • Knowing you can help solve problems provides:

    • Great caring, confidence, and excitement in your mind, body and speech

  • Do not give in to the temptation to exaggerate

  • You will see that trust, integrity, and character win out in the long run

T

T

T

Service

Ethical

T

T

T

T

T

T

T

T

Builds

T r u e

Relationships

T

C

I


What is the approach

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

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

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 Approach Is:

  • The 1st step in the sales presentation

  • The 3rd step in the selling process


Exhibit 10 1 the approach begins the sales presentation

Exhibit 10-1: The Approach Begins the Sales Presentation

  • The sales presentation method determines how you open your presentation


Select your presentation method and then your approach

Select Your Presentation Method and Then Your Approach


Caution salespeople

Caution Salespeople

  • Take the approach seriously

  • Some feel this is the most important step in helping someone

  • If unsuccessful, you may never have opportunity to move into the presentation

  • If you can not tell your story how will you make the sale?

  • The approach is extremely important


The approach step of the sales presentation

The Approach Step of the Sales Presentation

  • Is over when you begin discussing the product itself


Let s summarize the salesperson

Meets

Greets

Rapport Builds

Goes through the approach

Discusses the product

Discusses the marketing plan

Discusses the business proposition

Closes – asks for the order

Let’s Summarize! The Salesperson:


The right to approach

The Right to Approach

  • You have to prove you are worthy of the prospect’s time and serious attention by:

    • Exhibiting specific product or business knowledge

    • Expressing a sincere desire to solve the buyer’s problem and satisfy a need

    • Stating or implying that your product will save money or increase the firm’s profit margin

    • Displaying a service attitude


The approach opening the sales presentation

The Approach–Opening the Sales Presentation

  • A buyer’s reactions to the salesperson in the early minutes of the presentation are critical to a successful sale

  • Your attitude during the approach

    • It is common for a salesperson to experience tension in various forms when contacting a prospect

    • Successful salespeople have learned to use creative imagery to relax and concentrate


The first impression you make is critical to success

Your first impression is projected by:

Appearance

Attitude

You only have one chance to make a favorable first impression

The First Impression You Make Is Critical to Success


Exhibit 10 4 five ways to remember prospect s name

Exhibit 10-4: Five Ways to Remember Prospect’s Name

  • Be sure to hear the person’s name and use it: “It’s good to meet you, Mr. Firestone.”

  • Spell it out in your mind, or if it is an unusual name, ask the person to spell the name.

  • Relate the name to something you are familiar with, such as relating the name Firestone to Firestone automobile tires or a hot rock.

  • Use the name in conversation.

  • Repeat the name at the end of the conversation, such as “Goodbye, Mr. Firestone.”


To make a favorable impression

To Make a Favorable Impression

  • Wear business clothes that are suitable and fairly conservative

  • Be neat in dress and grooming

  • Refrain from smoking, chewing gum, or drinking in your prospect’s office

  • Keep an erect posture

  • Leave all unnecessary materials outside the office

  • If possible, sit down


To make a favorable impression cont

To Make a Favorable Impression, cont…

  • Be enthusiastic and positive toward the interview

  • Smile!

  • Do not apologize for taking the prospect’s time

  • Do not imply that you were just passing by

  • Maintain eye contact

  • If the prospect offers to shake hands, do so with a firm, positive grip while maintaining eye contact

  • Learn how to pronounce the prospect’s name correctly


Approach categories

Approach Categories

  • Opening with a statement

  • Opening with a demonstration

  • Opening with a question or questions


Exhibit 10 5 the approach techniques for each of the four sales presentation methods

Exhibit 10-5: The Approach Techniques for Each of the Four Sales Presentation Methods


Objectives of both statement and demonstration approach techniques

Objectives of Both Statement and Demonstration Approach Techniques

  • Attention

  • Interest

  • Transition


The situation faced determines the approach

The Situation Faced Determines the Approach

  • Influences on the approach to use include:

    • Product being sold

    • Whether the call is a repeat call

    • Customer’s needs

    • Amount of time

    • Awareness of a problem


The approach leads quickly into the sales presentation

The Approach Leads Quickly Into the Sales Presentation


Objectives of using question approach techniques

Objectives Of Using Question Approach Techniques

  • Uncover needs and problems

    • Fulfill needs

    • Solve problems

  • Have prospect tell you about:

    • Needs

    • Problems

    • Intention to do something about them


Exhibit 10 6 approach techniques for opening the presentation

Exhibit 10-6: Approach Techniques for Opening the Presentation


The golden rule

The Golden Rule

  • Follow the Golden Rule by placing the other person’s interest before your self-interest

  • This will avoid:

    • Losing the Sale

    • Destroying your business relationship


Opening with statements

Opening With Statements

  • Introductory approach

  • Complimentary approach

  • Referral approach

  • Premium approach


Demonstration openings

Demonstration Openings

  • Product approach

  • Showmanship approach


Opening with questions

Opening With Questions

  • Most common openers

    • Customer benefit approach

    • Curiosity approach

    • Opinion approach

    • Shock approach


Exhibit 10 10 a popular multiple question approach is the spin

Exhibit 10-10: A Popular Multiple-Question Approach Is the Spin

Remember, the product is not mentioned in SPIN

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Technology in the approach

Technology in the Approach

  • Powerful attention-grabbers

    • Sounds

    • Visuals

    • Touch


Is the approach important

Is the Approach Important?

  • Yes it is!

  • Salespeople need several approach techniques that have worked in the past to select the approach for a current situation


Remember to select your presentation method and then your approach

Remember to Select Your Presentation Method and Then Your Approach


Four question categories

Four Question Categories

1. Direct

2. Nondirective

3. Rephrasing

4. Redirect questions


The direct question

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

The Direct Question Limitations

  • Does not really tell you much

  • There is little feedback information


The nondirective or open ended question

The Nondirective (Or Open-Ended) Question

  • Begins with who, what, where, when, how, or why

    • “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

  • 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

  • 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

Three Rules for Using Questions

1. Use only questions that you can anticipate the answer to or that will not lead you into a situation from which you cannot escape

2. Pause or wait after submitting a question

3. Listen


Be flexible in your approach

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

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Summary of major selling issues

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

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


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