FUNDAMENTALS OF SELLING

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• FUNDAMENTALS OF SELLING
• Customers For Life Through Service
• 13th Edition
• Charles M. Futrell

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Chapter
10

• Begin Your Presentation Strategy

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10
Chapter
10-3
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The Golden Rule 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

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Service
Ethical
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Builds
T r u e
Relationships
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What Is the Approach?

• A golf shot from the fairway toward the green
• Steps a bowler takes before delivering the
  bowling ball

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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
• One of the approach communication techniques
  discussed in this chapter

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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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Exhibit 10.1 The Approach Begins the Sales
Presentation

• The sales presentation method determines how you
  open your presentation

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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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Lets 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 ApproachOpening the Sales Presentation

• A buyers 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

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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
• Customers needs
• Amount of time
• Awareness of a problem

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The Approach Leads Quickly Into the Sales
Presentation
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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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The Golden Rule

• Follow the Golden Rule by placing the other
  persons interest before your self-interest
• This will avoid
• Losing the Sale
• Destroying your business relationship

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Opening With Statements

• Introductory approach
• Complimentary approach
• Referral approach
• Premium approach

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Demonstration Openings

• Product approach
• Showmanship approach

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Opening With Questions

• Most common openers
• Customer benefit approach
• Curiosity approach
• Opinion approach
• Shock approach

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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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Technology in the Approach

• Powerful attention-grabbers
• Sounds
• Visuals
• Touch

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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

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Remember to Select Your Presentation Method and
Then Your Approach
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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 prospects office,
  introduce yourself, and get this response
• Im sorry, but there is no use in talking. We
  are satisfied with our present suppliers. Thanks
  for coming by.
• A redirect question would be
• Wouldnt you agree that you continually need to
  find new ways to increase your companys 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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