McGraw-Hill/Irwin Copyright

10-1© 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

10-1
 Chapter
10
Begin Your Presentation
Strategically
 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

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 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.

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 The Approach
 Could last seconds or minutes and involves:
 Meeting
 Greeting
 Rapport Building

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 The Approach Is:
 The 1st step in the sales presentation
 The 3rd step in the selling process

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Select Your Presentation Method and
Then Your Approach

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 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
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 The Approach Step of the Sales
Presentation
 Is over when you begin discussing the
product itself

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 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
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 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

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 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

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 Approach Categories
 Opening with a statement
 Opening with a demonstration
 Opening with a question or questions

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 Exhibit 10.5: The Approach Techniques for
Each of the Four Sales Presentation Methods

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 Objectives of Both Statement and
Demonstration Approach Techniques
 Attention
 Interest
 Transition

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 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

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 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

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Exhibit 10.6: Approach Techniques for
Opening the Presentation

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 Opening With Statements
 Introductory approach
 Meeting prospect for the first time
 Complimentary approach
 Compliments the business/company/service
 Referral approach
 State who referred you to the buyer
 Premium approach
 Free samples, promo products, chotchkies

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 Demonstration Openings
 Product approach
 Show the new packaging/brand/logo
 Wait for the buyer to comment
 Showmanship approach
 Demo the product
 Show it off

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 Opening With Questions
Customer Benefit approach
 Implies the product/service will benefit the
prospect
 Anticipate buyer’s response
 Pose a question
 Make a statement
 Know the customer/prospect

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 Opening With Questions
Curiosity Approach
Ask a question that peaks their interest
Refer to a positive comment in a magazine
article
Surprise the prospect—send them
something

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 Opening With Questions
Opinion Approach
 Ask the buyer/prospect for their opinion on the
product/service, the industry, a competitor
product
 Value the buyer’s opinion

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 Opening With Questions
Shock Approach
Could be considered a scare tactic
Security systems
Healthcare

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 Exhibit 10.10: A Popular Multiple-
Question Approach Is the Spin
Remember,
the product is
not mentioned
in SPIN

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 Four Question Categories
1. Direct
2. Nondirective
3. Rephrasing
4. Redirect questions

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 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?”

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 The Direct Question Limitations
 Does not really tell you much
 There is little feedback information

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 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

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 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?”

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 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?”

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 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

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 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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