Opening Methods (for gaining interest/attention)

Opening Methods (for gaining interest/attention) • Standard • Direct (benefit) • Gift • Compliment • Question • Referral • Show/illustration/demonstration • Survey • Mystery • Prescription

Opening Methods Observations • All assume you make positive impression and introduce yourself. • Are several methods, each of which can be effective with right person at right time. • Trying and using new opening methods can help to keep your job fun and add variety/challenge. • All need to be worked smoothly into the conversation, never sounding contrived, canned, memorized, or gimmicky. • All may seem strange until you try them and get used to them.

Standard Opening • Chit chat some at first, especially if – • You know prospect • Prospect not super busy • Chit chat topics • Weather • Sports • Customer interests/hobbies • Local, state, national news stories • Common acquaintances/relatives e.g. “So, John, how’s your golf game these days? Have you played that new course, The Harvestor, yet?” e.g. “How are your crops looking?”

Direct Opening • Tell customer right away why you’re there • Honest • Doesn’t waste time, yet hard to probe • Builds credibility, yet little rapport building • State purpose of call: • So as to get their interest/attention • In terms of a benefit to them e.g. “Gene, do you have a few minutes for me to show you how I think you might be able to reduce your fertilizer costs and increase your corn yield at the same time.” e.g. “Linda, do you have the time for me to explain our new program that could result in you or someone else from your company winning a FREE trip to Hawaii?”

Bring a Gift Opening • May build goodwill. • May ‘buy’ a few minutes of customer’s time • Examples: Shirts Beverages Donuts Sandwiches Caps Pens Clocks Hats Jackets Golf balls Note pads Calendars Pocket knifes Calculators Mugs Magazine articles

Compliment Opening • Give customer a compliment that is – • Genuine and sincere • On something important to customer (or they are proud of) e.g. “That sure is a beautiful field of beans you have out by the road. I don’t see a single weed in them. Have you had the kids out there with a hoe or what?” e.g. “Your pickup looks nice. Is that new?”

Ask a Question Opening • E.g. “We will be offering a new variety of corn next year that has been outperforming all others in test results this year. Would you be interested in hearing about it?” • E.g. “We are now offering our most preferred customers two new services at no extra charge. Do you have a few minutes for me to explain these to you?” • E.g. “Did you have a chance to see our new feeding system display at the county fair last week?” • E.g. “That sure is a good looking field of beans next to the road. What did you plant there?” • E.g. “What’s the most important thing to you in selecting a corn fertilization program?”

Referral Opening • Indicate a mutual acquaintance (who has had success working with you) suggested you call. • The referral should be one your customer respects. • Ask permission to use name of referral (and/or have prospects contact them directly). e.g. “I just come from Glenn Stout’s place. We analyzed his latest farrowing results, which he was extremely pleased with. He suggested that you might be someone who could also benefit from what we did for him.”

Other Opening Methods • Show/Illustration • Bring something for customer to look at (sample, model, replica) • Survey • Ask customer to complete survey to provide you with information useful in helping you determine their needs (problems, values) and if you might be able to help them. • Ask customer to react to survey results. • Prescription • Outline a general proposal/solution and ask permission to go into details.

Getting the Customer’s Attention/Interest (Upjohn, Implus) • Targeted: feed yards with at least 4,000 hd (600 in US) • 4-Part Approach: • Teaser mailing: box with Implus name on it, letter from sales rep., trick rope. • Sales call: 100 free samples, implant gun, brochure, worksheet. • Follow-up survey, western films. • Color-print ad in major beef publications.

Opening Method Quotes • You cannot bore people into buying. (David Ogilvy) • About half of all sales call problems can be attributed to the salesperson’s failure to initially get the interest of the prospect. (Lois Heuchert, Upjohn Co.)

Opening Method Quotes • You can get by on charm for about 15 minutes. After that, you had better know something. • Most salespeople try to take a horse to water and make it drink. They should be trying to make the horse thirsty. (Gabriel Siegel)

Opening Methods (for gaining interest/attention)