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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




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 r u e





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

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



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:



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 Techniques

  • 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

Objectives of using question approach techniques
Objectives Of Using Question Approach Techniques Techniques

  • Uncover needs and problems

    • Fulfill needs

    • Solve problems

  • Have prospect tell you about:

    • Needs

    • Problems

    • Intention to do something about them

The golden rule
The Golden Rule Presentation

  • 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 Presentation

  • Introductory approach

  • Complimentary approach

  • Referral approach

  • Premium approach

Demonstration openings
Demonstration Openings Presentation

  • Product approach

  • Showmanship approach

Opening with questions
Opening With Questions Presentation

  • 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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Video Help

Technology in the approach
Technology in the Approach Spin

  • Powerful attention-grabbers

    • Sounds

    • Visuals

    • Touch

Is the approach important
Is the Approach Important? Spin

  • Yes it is!

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

Four question categories
Four Question Categories Approach

1. Direct

2. Nondirective

3. Rephrasing

4. Redirect questions

The direct question
The Direct Question Approach

  • 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 Approach

  • Does not really tell you much

  • There is little feedback information

The nondirective or open ended question
The Nondirective (Or Open-Ended) Question Approach

  • 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 Approach

  • 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 Approach

  • 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 Approach

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 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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Video Help

Summary of major selling issues
Summary of Major Selling Issues Approach

  • 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… Approach

  • 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

Video help
Video Help: Approach

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