Approaching the Customer

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Chapter 9

• Approaching the Customer

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LEARNING OBJECTIVES

• Describe prescriptions in presentation strategy
• Describe role of objectives in presale
  presentation
• Discuss steps of preapproach
• Explain canned versus planned presentations
• Describe team versus one-person presentations
• Explain purpose of three presentation objectives
  Explain how to approach customers
• Name ways to boost attention and interest

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FIGURE 9.1 PRESENTATION STRATEGY
Strategic/Consultative Selling Model
Strategic step
Prescription

• ADOPT MARKETING CONCEPT
• VALUE PERSONAL SELLING
• BECOME A PROBLEM SOLVER/PARTNER
• ADOPT DOUBLE WIN PHILOSOPHY
• PROJECT PROFESSIONAL IMAGE
• MAINTAIN HIGH ETHICAL STANDARDS
• BECOME A PRODUCT EXPERT
• ADOPT FEATURE/BENEFIT PROCESS
• POSITION PRODUCT
• UNDERSTAND BUYER BEHAVIOR
• DISCOVER CUSTOMER NEEDS
• DEVELOP PROSPECT BASE
• PREPARE OBJECTIVES
• DEVELOP PRESENTATION PLAN
• PROVIDE OUTSTANDING SERVICE

DEVELOP A PERSONAL SELLING STRATEGY DEVELOP A
RELATIONSHIP STRATEGY DEVELOP A PRODUCT
STRATEGY DEVELOP A CUSTOMER STRATEGY DEVELOP
A PRESENTATION STRATEGY
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PRESENTATION STRATEGY ADDS VALUE

• Preapproach preparation adds value
• Presentation plan adds value
• Outstanding service adds value with
• friendly approach
• customer centered presentation
• effective demonstrations
• win win negotiations
• timely close
• after sale service

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FIGURE 9.2 THE APPROACH
Strategic planning for the approach
Actions during the approach
1. Telephone contact (when appropriate) 2.
Social contact (building rapport during the
first few minutes) 3. Business contact
(converting buyers attention) Product
Referral Customer benefit
Question Survey Combination
1. Review presentation objectives 2.
Review the strategic selling checklist 3.
Review the presentation plan checklist 4.
Prepare an approach worksheet
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PRESENTATION OBJECTIVES

• Informative
• Persuasive
• Reminder

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FIGURE 9.3 SIX-STEP PLAN
The Six-Step Presentation Plan
Step One APPROACH Step Two PRESENTATION Step
Three DEMONSTRATION

• Review Strategic/Consultative Selling Model
• Initiate customer contact
• Determine prospect needs
• Select product or service
• Initiate sales presentation
• Decide what to demonstrate
• Select selling tools
• Initiate demonstration
• Anticipate sales resistance
• Plan negotiating methods
• Initiate double-win negotiations
• Plan appropriate closing methods
• Recognize closing clues
• Initiate closing methods
• Suggestion selling
• Follow through

Step Four NEGOTIATION
Step Five CLOSE
Step Six SERVICING THE SALE
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FIRST CONTACT FACTORS

• Competence
• Propriety
• Trustworthiness

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DEVELOPING CONVERSATION

• Comments on here and now observations
• Compliments
• Search for mutual acquaintances or interests

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CARNEGIE BUILDING RELATIONSHIPS

• Become genuinely interested in others
• Smile
• Remember names
• Be a good listener
• encourage other to talk about themselves
• Talk in terms of others interest
• Make others feel important

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TABLE 9.1 CONTACT WORKSHEET

• METHOD OF APPROACH WHAT WILL YOU SAY?
• 1. Product 1a. (Retail clothing) We have just
  received a shipment of new fall sweaters from
  Braemar International.
• 1b. (Business forms
  manufacturer) Our plant has just purchased a
  300,00 Harris Graphics composer,
• Mr. Reichart I would like to show you a copy
  of your
• sales invoice with your logo printed on it.
• 2. Customer benefit 2. Real
  estate) Mr. and Mrs. Stuart, my company
  lists and sells more homes than any other
  company in the area where your home is
  located. Our past performance would lead me
  to believe we can sell your home within two
  weeks.
• 3. Referral 3. (Food wholesaler) Paula
  Doeman, Procurement Manager for Mercy Medical
  Center, suggested that I provide you with
  information about our computerized Order It
  system.

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TABLE 9.1 CONTACT WORKSHEET

• METHOD OF APPROACH WHAT WILL YOU SAY?
• 1. Product
• 2. Customer benefit
• 3. Referral
• 4. Question 4. (Hotel convention services)
  Mrs. McClaughin, will your 1995 Annual
  Franchisee Meeting be held in April?
• 5. Survey 5. (Custom-designed
  computer software) Mr. Vasquez, I would like
  the opportunity to learn about your accounts
  receivable and accounts payable procedures.
  We may be able to develop a customized program
  that will significantly improve your cash
  flow.
• (Retail menswear) May I ask you a few
  questions about your wardrobe? The
  information will help me better understand
  your clothing needs.

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FIGURE 9.4 COMBINATION APPROACHES
Need discovery
Question
Referral