Presentation Strategy

plan that includes 3 prescriptions: establishing objectives for sales presentation, developing the presale
presentation plan needed to meet these objectives, renewing one's commitment to providing
outstanding customer service

Strategic/Consultive Selling Model

Develop a personal selling philosophy, a relationship strategy, a product strategy, a customer strategy,
and a presentation strategy

Preapproach
preparing presale objectives and developing a presale presentation plan

Approach
Making a favorable first impression, securing the prospects attention, and transitioning to need
identification

Approach
Step One of the Six-Step Presentation Plan

Need discovery (6 Step)

Step Two of the Six-Step Presentation Plan

Presentation
Step Three of the Six-Step Presentation Plan

Negotiation
Step Four of the Six-Step Presentation Plan

Close
Step Five of the Six-Step Presentation Plan

Servicing the Sale (6 Step)

Step Six of the Six-Step Presentation Plan

Agenda Approach
Using the agenda as an opening line

Product Demonstration Approach

Using a video or actual product to show to the customer

Referral Approach
Mentioning another customer who had success

Customer Benefit Approach

Immediately pointing out a benefit to a customer

Question Approach
Asking a question to get more information or get the customer thinking
Survey Approach
Having a customer fill out a questionnaire to find out information before hand

Premium Approach
Giving the customer a sample or trial item

Sales Call Reluctance

the thoughts, feelings, and behavioral patterns that conspire to limit what a salesperson is able to
accomplish

Active Listening
Sending back to the prospect what you as a listener think the person meant, both in terms of content
and in terms of feelings

Telesales
Unscripted gathering information, discovering needs, solutions, negotiating, and closing sales

Action Objective
Something that you want the customer to do during the sales presentation

Probing Questions
Help uncover and clarify the pain, implications, and circumstances surrounding the customer's buying
problem

Summery-confirmation Questions
Summarizing questions about buying needs

Buying Conditions
circumstances that must be available or fulfilled before the sale can be closed

Need-satisfaction Questions
Designed to focus on the solution and the benefits of the solution. Move the sales process toward
commitment and action.

Confirmation Questions
used throughout the sales process to verify the accuracy and assure a mutual understanding of
information exchanged by the salesperson and the buyer

Informative Presentation
Emphasizes factual information often taken from technical reports, company-prepared sales literature,
or written testimonials

Persuasive Presentation
strategy is to influence the prospect's beliefs, attitudes, or behavior and to encourage buyer action.

Reminder Presentation
maintain an ongoing awareness of familiarity with their product lines - reminding customers of their
products to avoid losing them to competition.
Canned Presentation
the memorized or scripted presentation that is built around a standard set of steps, ignores the unique
needs of each customer and is presented in the form of a repetitive speech given to all customers
interested in a particular item.

Proof Devices
Can take the form of a statement, a report, a testimonial customer data, or photograph.

Cost-benefit Analysis
Listing the costs to the buyer and the savings to be achieved from the purchase

Return on Investment
Net profits or savings

Emotional Links
the connectors between your messages and the internal emotions of the prospect

Showmanship
defined as an interesting and attractive way of communicating an idea to others

Mental Imagery
ability to form mental images or visualize in our minds

The Consultative Sales Process Guide

Needs Discovery, Selection of the Solution, Need Satisfaction through Informing persuading or
reminding, Servicing the Sale

Need Discovery (Consultative Selling Process)

Figuring out what the prospect needs/wants

Selection of the Solution

Choosing the product or service that can provide maximum satisfaction

Need Satisfaction
Communicating to the customer the satisfaction that the product or service can provide

Servicing the Sale (Consultative Selling Process)

Added benefits after the sale is made

Logrolling
An alternative solution

Stall
Wanting time to think it over, customer does not perceive the benefits of buying now
Price Objections in Negotiating
Clarify price concerns with questions, add value with a cluster of satisfactions, explain and demonstrate
the difference between price and cost, point out the relationship between price and quality

Direct Denial
This negotiating method refutes the prospects opinion or belief.

Indirect Denial
A response to buyer objections in which the salesperson takes a softer more tactful approach when
correcting a prospect or customer's information.

Superior Benefit
Benefit the outweighs the customer's specific concern

Trial Offer
involves giving the prospect an opportunity to try the product without making a purchase commitment

Postpone Method
Postponing answering a question until learning more information

Budget Limitation Tactic

Reducing the price by unbundling some items

Take-It-Or-Leave-It Tactic
Review superior benefits and make another closing attempt

Let-Us-Split-the-Difference Tactic
Splitting the difference

If..Then Tactic
Depending on your product's benefits, you may concede with their statement

Sell Low Now, Make Profits Later Tactic

Get future business by lowering the price now

BATNA
Best Alternative to a Negotiated Agreement

ZOPA
zone of possible agreement

Incremental Commitment
when working on a large, complex sale, some form of commitment should be obtained during each step
in the multicall sales presentation

Closing Clue
An indication, either verbal or nonverbal, that the prospect is preparing to make a buying decision.
Trial Close
A closing attempt made at an opportune time during the sales presentation to encourage the customer
to reveal read readiness or unwillingness to buy (minor point close)

Direct Appeal Close

involves simply asking for the order in a straightforward manner

Assumptive Close
Asking for a minor decision, assuming that the customer has already decided to buy

Summary-of-Benefits Close
Provide a precise summary of the most important buyer benefits

Special Concession Close

offers the buyer something extra for acting immediately

Multiple Options Close

The salesperson gives the prospect several options to consider and tries to assess the prospect's degree
of interest in each.

Balance Sheet Close

a closing method that appeals to customers who are having difficulty making a decision even though
they have been given plenty of information

Impending Event Close

Positive/Negative Technique, involves making positive use of a negative point

Confirmation Step
reassuring the customer after the sale has been closed, pointing out that he has made the correct
decision; this may involve describing the satisfaction of owning the product

Buyer's Remorse
An emotional response that can take various forms such as feelings of regret, fear, or anxiety

What to do when the buyer says no

Make sure the deal is really dead, review the chain of events, interview the client

Value Reinforcement
Getting credit for the value you create for the customer

Full-line selling
The process of recommending products or services that are related to the main item sold to the
customer.

Cross-selling
Selling products not directly associated to products you have sold the customer
Upselling
the effort to sell better-quality products

Opportunity Management
A four-dimensional process consisting of the following components: Time Management, Territory
Management, Records Management, Stress Management

Sales Territory
a geographic area that is the responsibility of one salesperson where prospects and customers reside

Stress
An external stimulus and the physical and emotional responses to a stimulus

Sales Management
The process of planning, implementing, and controlling the personal selling function.

Structure
clearly define their own duties and those of the sales staff

Situational Leadership
Suggests that appropriate leadership emerges from behavior that is responsive to varied situations.

Coaching
Interpersonal process between the sales manager helps the salesperson

Sales Force Motivation

Techniques used to implement motivational theories or approaches (sales contests, meetings,
promotion opportunities)

Internal Motivation
Intrinsic rewards that occur when a task in preformed

External Motivation
motivation that is provided by the encouragement of someone else, often family or an employer

Compensation Plans
Combines direct monetary payments and indirect monetary payments
1. The three prescriptions of a presentation strategy are _.`
establish objectives, develop a presale presentation plan to meet the objectives, and renew
everyone's commitment to provide outstanding customer service

2. Objectives of the first prescription include _.

understand needs and build or establish the relationship

3. The second prescription discusses the need for a carefully prepared presentation plan the includes
ensuring that all salespeople are well organized and prepared to achieve objectives.

4. Establishment of objectives for the sales presentation and preparation of the presentation plan must
be guided by
a strong desire to provide outstanding customer service.

5. The presentation strategy added value by making sure the

presentation is customized and adapted to meet the needs and time constraints of the prospect.

6. The first step in the preapproach process is

preparing presale objectives and developing a presale presentation plan.

7. The second step in the preapproach process is

making a favorable first impression, getting the prospect's attention, and transitioning to need
identification.

8. An _ is something you want from the customer during the sales presentation.
action objective

9. The key advantages of a sales team include

discovering problems, solutions, and sales opportunities than an individual salesperson could discover
working alone

10. Team sales presentations require

a more detailed precall plan than individual sales calls.

11. Team members should be given

detailed information about the customer, understand the basics of consultative presentations, and be
prepared to add value.

12. Adaptive selling involves

altering sales behaviors to improve communication with the customer.

13. Salespeople skilled adaptive selling consider how_may enhance the sale presentation.
the relationship, product, and customer strategies

14. In order to create customized presale presentation, salespeople need to

collection background information.

15. The six main parts of the presentation plan include

approach, need discovery, presentation, negotiation, close, and servicing the sale.

16. Prior to developing the presentation plan, the salesperson must answer one very important
question:
do these activities relate to the customer's buying process?

17. A high-quality and professional approach is powerful way to

add value and differentiate yourself from your competitors.

18. If the approach is successful, the salesperson will be

given the opportunity to make a sales presentation.

19. A major goal of _ is to make a good first impression, build rapport, and establish credibility.
the social contact

20. The business contact involves converting the prospect's attention from the social contact to _.
the sales presentation.

21. The social contact helps build rapport. Building rapport should lead to _
credibility, which builds trust.

22. The _ approach is also referred to as the elevator speech.

customer benefit

23. Some of the most common approaches to arouse prospect interest in the presentation include
agenda, product demo, referral, customer benefit, question, survey, and premium.

24 _ includes thoughts, feelings, and behavioral patterns that conspire to limit what a salesperson is able
to accomplish.
Sales call relucatance

25. Selling to the "gatekeeper" means

aligning yourself with the person who schedules the decisions maker's appointments.
Presentation Strategy
Well-conceived plan that includes three prescriptions: (1) establishing objectives for the sales
presentation, (2) developing the presale presentation plan needed to meet these objectives, and (3)
renewing one's commitment to providing outstanding customer service

Presentation strategy adds value when

You position yourself as a resource and when the presentation is based on carefully developed sales call
objectives and a presentation plan needed to meet these objectives

Preapproach
Part one of the sales presentation; involves preparing presale objectives and developing a presale
presentation plan

Approach
Part two of the sales presentation; involves making a favorable first impression, securing the prospect's
attention, and transitioning to need identification

Preapproach and approach establish

A foundation for an effective sales presentwtion

Strategic planning for the approach

-review the presentation objectifes
-review the strategic/consultative selling model
-review the six-step presentation plan
-prepare an approach worksheet

Actions during the approach

-telephone contact
-social contact
-business contact

Action Objective
Something that you want the customer to do during the sales presentation

Team Selling
Ideally suited to organizations that sell complex or customized products and services that require direct
communication between customers and technical/nontechnical experts

Can uncover problems, solutions, and sales opportunities that no individual of technical salesperson
could discover working alone
Team selling

Can result in more precise need identification, imrpoced selection of the product, and more informative
sales presentations + shorten sales cycle bc of technica experts
Team selling

Require a more detailed precall plan than individual sales calls

Team selling
Should be determined before the presentation
Role each decision maker, the amount of influence they exert, and each decision maker's needs

User Influencer
Who may use the product

Financial Influencer
Who controls the finances

Technical Influencer
Who can provide the expertise necessary to make the correct buying decision

Silent Team Member

One who can influence the buying decision but doesn't attend the presentation

Heart of adaptive selling

Belief that every sales call must be tailored to the unique needs, wants, and concerns of the customer

Four strategic areas of personal selling

Review the relationship strategy, review the product strategy, review the customer strategy,

Six-Step Presentation Plan

Sales process that includes approach, need, discovery, presentation, negotiation, close, and serving the
sale

6s Approach
Making decisions concerning effective ways to make a favorable first impression during the initial
contact, securing the prospect's attention, and developing the prospect's interest in the product

Need Discovery
Figuring out a prospect's buying needs and a select product solution that meets those needs

Presentation
Salesperson carefully preps the presentation following the guidelines presented

Negotiation
All salespeople should become skillful at negotiating resistance

Close
Several opportunities to confirm and close the sale through closing cues

The Approach
Initial contact with the customer

If effective, you may be given the opportunity to present your sales presentation
The approach
Three important objectives of the approach
-Build rapport with the prospect
-capture the person's full attention with your business contact
-transition to the next stage of the sales presentation

Telesales
Selling to the customer through telephone contact alone

When making an appointment by telephone

-plan what you'll say in advance
-politely identify yourself and the company you represent
-state the purpose of your call and explain how the prospect can benefit from a meeting
-show respect for the prospect's time by telling the person how much time the appointment may take
-confirm the appointment with a brief note, email message, or letter with the date, time, and place of
your appointment

Effective use of voice mail

Important to anticipate voice mail and know exactly what to say if you reach a recording

Effective use of email

-use a meaningful subject line
-message should tell the reader what you want and encourage a response
-identify the main points of your email within the first or second paragraphs
-format email so it's easy to read
-use signature file

Signature File
contains standard content, such as the name, title, affiliation, and contact information of the sender

Building Rapport
-comment on here and now observations
-give compliments
-search for mutual acquaintenances or interests

Guidelines for good social contact

-prep for the social contact
-initiate social contact
-respond to the customer's conversations
-keep the social contract focused on the customer

Agenda Approach
Thank the customer for taking time to meet with you and then review the call objectives you have
prepared for the meeting

Product Demonstration Approach

Showing the actual product, a sample, a mock-up, a video, or a well-prepared brochure either in print
form or on a computer screen
Referral Approach
Third party believes the prospect can benefit from your produxt

Customer Benefit Approach

Point out benefits of purchasing your solution or value proposition; most important buyer's benefit is
included in the initial statement

Elevator Speech
Focuses on the benefit of working with the salesperson and is used to open the door and establish
credibility to meet a need

Question Approach benefits

An appropriate question almost always triggers prospect involvement and a question gets the
prospect thinking about a problem that the salesperson may be prepared to solved

Survey Approach
-Having customers fill out a questionnaire before the first appintment
-survey is used In selling products where the need cannot be established without careful study
-generally a nonthreatening way to open a sales call
-buyer is given individual treatment
-helps avoid an early discussion of price

Premium Approach
Involves giving the customer a free sample or an inexpensive item

Sales Call Reluctance

Thoughts, feelings, and behavioral patterns that conspire to limit what a salesperson is trying to
accomplish

Causes of Sales Call Reluctance

-Fear or taking risks
-Fear of group presentations
-Lack of self-confidence
-Fear od rejection

To Combat Sales Call Reluctance

-be optimistic about the outcome of the initial contact
-practice your approach before making your initial contact
-recognize that it's normal to feel anxious about the initial contact
-develop a deeper commitment to your goals

Gatekeeper
Assistant or secretary who manages the daily schedule of a decision maker

Can be an important source of info

Gatekeeper
May be able to help you make preliminary qualifications before you reach the decision maker
Gatekeeper

Social Proof
Influence tactic that relies on the tendency people have to behave in a particular way because others
are doing so

AIDA Model
Attention, Interest, Desire, Action; model used to describe the steps that occur from the time when a
consumer first becomes aware of a product or brand through to when the consumer trials a product
or makes a purchase decision

How to establish rapport

Ask permission to ask need identification questions

Blackball
Banish from a group; exclude from public favor; ban

How to build credibility

References

Coping with Sales Call Reluctance

Develop a deeper, more emotional connection to your goals rather than a logical xonnextion

Mnemonic Device for Six Step Presentation Plan

Annie Never Drives Poorly Near Cop Stakeouts
-Approach
-Need
-Discovery
-Presentation
-Negotiation
-Close
-Servicing the Sale
Presentation Strategy
A well-conceived plan with 3 prescriptions...

 Preparing pre-sale objectives

 Developing a pre-sale presentation plan
 Providing outstanding customer service

2 Step Pre-Approach Process

Preapproach
a. Preparing presale objectives
b. Developing presentation plan

Approach
a. Build rapport
b. Capture attention
c. Generate interest in product being sold

Action Objective
Something that you want the customer to do during the sales presentation

The Six-Step Presentation Plan

Approach
a. Initiate customer contact

Presentation
a. Determine prospect needs
b. Select solution
c. Initiate sales presentation

Demonstration
a. Decide what to demonstrate
b. Select selling tools
c. Initiate demonstration

Negotiation
a. Anticipate buyer concerns
b. Plan negotiating methods
c. Initiate win-win negotiations

Close

a. Plan appropriate closing methods

b. Recognize closing clues
c. Initiate closing methods
Servicing the Sale

 Follow-through
 Follow-up calls
 Expansion selling

Social Contact - Building Rapport

 Comments on here-and-now observations

 Compliments
 Mutual acquaintances or interests

Guidelines for Good Social Contact

Prepare for the social contact

Initiate social contact
Respond to the customer's conversations
Keep the social contact focused on the customer

Transition from Social Contact to Business Contact

 Agenda Approach
Thank the customer for taking the time to meet with you
Review goals for the meeting
 Product Demonstration Approach
a. Get customer's attention by showing actual product
 Referral Approach
a. Initiate conversation by referring to satisfied 3rd party customer
 Customer Benefit Approach
a. Gain attention by pointing out benefit of product
 Question Approach
a. Ask question related to product
 Survey Approach
a. Customers fill out survey before meeting to determine buyer needs
 Premium Approach
a. Giving customer free sample, promo item

Presentation strategy
1. Establishing objectives for the sales presentation
2. Developing the presale presentation plan needed to meet these objectives
3. Renewing one's commitment to providing outstanding customer service

Preapproach
Part 1

Preparing presale objectives and developing a presale presentation plan

Appoach
Part 2

Making a favorable first impression, securing the prospect's attention, and transitioning to need
identification

Preapproach+approach
Establish a foundation for an effective sales presentation

Action objective
Something that you want the customer to do during the sales presentation:
1. Provide specific financial info
2. Schedule a visit to your manufacturing plant
3. Agree to a trial use of your product
4. Agree to a follow up meeting or place place an order

Adaptive selling
The belief that every sales call must be tailored to the unique needs, wants, and concerns of the
customer

Six step presentation plan

1. Approach
2. Presentation
3. Demonstration
4. Negotiation
5. Close
6. Servicing the sale

Agenda approach
Move from social contact to business contact by thanking them for meeting with you and reviewing
your goals

Product demonstration approach

Getting the prospect's attention by demonstration

Referral approach
A third party believes the prospect can value from your product

Customer benefit approach

Point out one benefit of purchasing your product

Question approach
An appropriate question triggers prospect involvement and gets the prospect thinking about a
problem that the salesperson may be prepared to solve

Survey approach
Asking permission to acquire information that can be used to determine the buyer's need for your
product

Premium approach
Giving the customer a free sample or an inexpensive item

Sales call reluctance

The thoughts, feelings, and behavioral patterns that conspire to limit what a salesperson is able to
accomplish

Gatekeeper
An assistant or secretary who manages their schedule

The Office Video - Michael training sales people on how to get their attention
Michael is suppose to be training people, but he already starts off on a bad foot by being deeming to
the receptionist (gate keeper).

Preappoach vs. approach

Preparation for the actual sales presentation is a two-part process.

Part one is referred to as the preapproach. The preapproach involves preparing presale objectives and
developing a presale presentation plan. The preapproach should be viewed as a key step in preparing
for each sales presentation. Professional salespeople complete the preapproach for every
presentation whether it involves a new account or an established customer.

Part two is called the approach and involves making a favorable first impression, securing the
prospect's attention, and transitioning to need identification.
The preapproach and approach, when handled correctly, establish a foundation for an effective sales
presentation.

Objectives for first call

-Establish a rapport and begin building a relationship with the customer.
-Obtain permission to ask need identification questions.
-Obtain personal and business information to establish the customers file.

Team selling
Team selling is widely suited to organizations that sell complex or customized products and services
that require direct communication between customers and technical experts. Sales teams can often
uncover problems, solutions, and sales opportunities that no individual salesperson could discover
working alone.

Business contact approaches - different kinds

Agenda Approach- Review meeting goals, shows that you value customers time, agendas should be
flexible

Product Demonstration Approach- Give actual product demonstration, use computer or other
audio/visual aids to provide "virtual" demonstation.

Referral Approach- Third part opinion of statement adds creditability, include name/direct reference
to third party.

Customer Benefit Approach- Immediately point out at least one benefit of your product, present key
benefits in order of importance.

Question Approach- Ask direct questions, get prospect thinking about problem your product will solve,
listen to response.

Survey Approach- Prospect completes questionnaire before contact, analyze results to assess needs
and benefits, avoid early price discussion.

Premium Approach- Provide free sample of product, provide prospect with gift-such a monthly
appointment calendar.
Gatekeeper role in sales
Decision makers assistant or secretary, is referred to as the "gatekeeper". If you want to reach the
decision maker, work hard to align yourself with the person who schedules this person's
appointments. Rule number one is to treat the gatekeeper with respect.
1. What is the purpose of the preapproach? What are the two prescriptions included in the
preapproach?
Sales presentation is a two-part process.

1. Part one is referred to as the preapproach.

The preapproach involves preparing presale objectives and developing a presale presentation plan.

Preapproach should be viewed as a key step in preparing for each sales presentation. Professional
salespeople complete the preapproach for every presentation whether it involves a new account or an
established customer

The preapproach includes the first two prescriptions for developing a presentation strategy:

a. establishing objectives and

b. creating a presale presentation plan.

2. Explain the role of objectives in developing the presale presentation plan.

Every sales call should have an action objective.

An action objective is something that you want the customer to do during the sales presentation:

for example: provide specific financial information; schedule a visit to your manufacturing plant; agree
to a trial use of your product; agree to a follow-up meeting; or place an order.

An action objective brings a sharp focus to the sales presentation.

3. Why should salespeople establish multiple-objective sales presentations?

List four possible objectives that would be appropriate for stage one and stage two of buying process
When you are calling on a consultative or strategic alliance buyer, you will usually not cover all of these
stages during a single sales call. Multi-call sales presentations are especially common in complex sales.
Therefore, it's best to develop presentation objectives suitable for each stage of the buying process.

During the first stage—need awareness—prospects may or may not be aware of their needs or
problems. The need awareness stage is the "investigation" stage.
The following presentation objectives would be appropriate during the first call on a new prospect:
■ Establish rapport and begin building a relationship with the prospect.
■ Obtain permission to ask need identification questions.
■ Obtain personal and business information to establish the customer's profile

During stage two of the buying process—evaluation of solutions—the customer is ready to consider
possible solutions. In some cases, there may be several solutions that must be evaluated. Presentation
objectives for stage two might include the following:
■ Involve the customer in a product demonstration.
■ Provide value justification in terms of cost reduction and increased revenues.
■ Compare and contrast the features of, for example, a truck fleet lease plan with a fleet purchase plan.
4. Compare and contrast team sales presentations and individual sales calls.
In today's ever-changing business environment, team selling has surfaced as a major development.

1. Team selling is ideally suited to organizations that sell complex or customized products and services
that require direct communication between customers and technical experts.

2. Sales teams can often uncover problems, solutions, and sales opportunities that an individual
salesperson working alone might not discover

Team sales presentations require a more detailed precall plan than individual sales calls

5. Describe the major steps in the presentation plan. Briefly discuss the role of adaptive selling in
implementing the presentation plan.
Once you have established objectives for the sales presentation, the next step (prescription) involves
developing the presentation plan.

1. Approach. Preparation for the approach involves making decisions concerning effective ways to make
a favourable first impression during the initial contact, to secure the prospect's attention
2. Need discovery. The need discovery process is one of the most critical parts of the selling process
3. Presentation
4. Negotiation. Buyer resistance is a natural part of the selling-buying process
5. Close.
6. Servicing the sale. The importance of developing a long-term relationship with the prospect was
noted in previous chapters. This rapport is often the outgrowth of postsale service.

6. What are the major objectives of the approach?

The approach has three important objectives. First, you want to build rapport with the prospect. This
will be accomplished with your telephone and/or social contact. Second, you want to capture the
person's full attention with your business contact. These first two steps are extremely important in
establishing how much influence you will have throughout the rest of the sales process.

7. Briefly describe the four guidelines that can help you make a good social contact.
The social contact should be viewed as rapport building communication on a personal basis. This brief
conversation establishes the foundation for the business contact, so it should never be viewed as an
insignificant part of the presentation strategy.
The following guidelines can help you develop the skills needed to make a good social contact.

1. Prepare for the social contact. Conduct a background check on topics of interest to the person you are
contacting. This includes reviewing information in the prospect database, reading industry reports, and
searching the Internet. Once you arrive at the customer's office, you will discover additional information
about the person's interests. Most people communicate what is important to them in the way they
personalize their work environment.

2. Initiate social contact. The most effective opening comments should be expressed in the form of an
open-ended question, such as, "I understand you have just been elected president of the United Way?"
You can improve the possibility of a good response to your verbal question by applying nonverbal
communication skills. Appropriate eye contact, voice inflections that communicate enthusiasm, and a
warm smile will increase the customer's receptivity to your opening comments.
3. Respond to the customer's conversations. When the customer responds, it is imperative that you
acknowledge the message both verbally and nonverbally. The verbal response might be "That is really
interesting" or any other appropriate comment.

4. Keep the social contact focused on the customer. Because you cannot control where a conversation
might go, you may be tempted to focus the conversation on topics with which you are familiar. While an
occasional short personal reference may be appropriate, it is best to keep the conversation focused on
topics that are of interest to the customer.

8. What are some rules to follow when leaving a message on voice mail? On email?
• The voice-mail message should be similar to the opening statement you would make if you had face-
to-face contact
• this message is brief and describes benefits that customers can receive
• He should give his phone number slowly and completely. It's usually best to repeat the number. If you
are acting on a referral, be sure to say who referred you and why

Email

• Always use a meaningful, specific subject line.

• The email message should tell the reader what you want and then encourage a response
• Identify the main point of your email within the first or second paragraph
• Always use the grammar and spell check tools
• Finally, use a signature file—a small block of text that automatically follows each email you send.

9. What methods can the salesperson use to convert the prospect's attention to the sales presentation?
Seven of the most common will be explained in the following material:

■ Agenda Approach - One of the most effective ways to move from the social contact to the business
contact is to thank the customer for taking time to meet with you and then review your goals for the
meeting

■ Product Demonstration Approach This straightforward method of getting the prospect's attention can
be achieved by showing the actual product, a sample, a mock-up, a video, or a well-prepared brochure
either in print form or on a computer screen

■ Referral Approach Research indicates that another person will be far more impressed with your good
points if these points are presented by a third party rather than by you
■ Customer benefit approach - One of the most effective ways to gain a prospect's attention is to
immediately point out benefits of purchasing your solution or value proposition.
■ Question approach - Question Approach The question approach has two positive features. First, a
question almost always triggers prospect involvement. Very few people will avoid answering a direct
question. Second, a question gets the prospect thinking about a problem that the salesperson is
prepared to solve
■ Survey approach - The survey approach offers many advantages. It is generally a nonthreatening way
to open a sales call. You are simply asking permission to acquire information that can be used to
determine the buyer's need for your product or service. Because the survey is tailormade for a specific
business, the buyer is given individual treatment. Finally, the survey approach helps avoid a premature
discussion of price. Price cannot be discussed until the survey is completed and the client's needs are
completely understood
■ Premium approach - Premium Approach The premium approach involves giving the customer a free
sample or an inexpensive item.

10. Discuss why combination approaches are considered an important consultative-selling practice.
Provide one example of a combination approach.
A hallmark of consultative selling is flexibility. Therefore, a combination of approaches sometimes
provides the best avenue to need identification.

presentation strategy (3)

well-conceived plan with:
1. establishing objectives for the sales presentation
2. developing the presale presentation plan
3. renewing the one's commitment to providing outstanding customer service

planning the preapproach

→ review objectives, model, and presentation plan
→ prepare approach worksheet

Six-Step Presentation Plan

1. Approach
2. Need discovery
3. Presentation
4. Negotiation
5. Close
6. Servicing the sale

what to prepare for good social contact

research interests, prospect databases, industry reports

nonverbal comm skills

eye contact, voice inflections, smile

other good social contact?

-open-ended questions
-acknowledge customer comments
-listen and gesture
*keep focus on the customer, NOT on you

Approaches to Gain Prospect Attention?

-agenda approach
-product demonstration approach
-referral approach
-customer benefit approach
-question approach
-survey approach
-premium approach

Approach
opening of the presentation from first talk with person to discussion of product

Creative Imagery
a relaxation & concentration technique that aids in stress management, in which a salesperson envisions
successful coping in various sales situations

Introductory Approach
the most common but least powerful approach; it does little to capture the prospects attention

Complimentary Approach
an approach that opens with a compliment that is sincere and therefore effective

Referral Approach
an approach that uses a third person's name as a reference to approach the buyer

Premium Approach
an approach in which the salesperson offers a prospect something as an inducement to buy

Product Approach
an approach in which the salesperson places the product on the counter or hands it to the customer
saying nothing

Showmanship Approach
an approach that involves doing something unusual to catch the prospects attention and interest

Customer Benefit Approach

an approach whereby the salesperson asks a question that implies that the product will benefit the
prospect

Curiosity Approach
an approach whereby the salesperson asks a question(s) that implies that the product will benefit the
prospect

Opinion Approach
an approach whereby a salesperson shows that the buyers opinion is valued

Shock Approach
an approach that uses a question designed to make the prospect think seriously about a subject related
to the salespersons product

Multiple Question Approach (SPIN)

an approach in which the salesperson uses 3 types of questions - situation, problem implication, and
need-payoff - to get a better understanding of the prospects business

Direct Question
a question that by & large can be answered with a yes or no response or at most by a very short
response or at most by a very short response consisting of a few words

Non-directive Question
a question that opens up a 2-way communication by beginning the question with who, what, where,
when, how, & why
Rephrasing Question
a question in which the salesperson rephrases what the prospect has said in order to clarify meaning
and determine the prospects needs

Redirect Question
a question that guides the prospect back to selling points that both parties agree on

sales presentation strategies (read more)

o Salesperson-to-buyer
o Salesperson-to-buyer group
o Sales team-to-buyer group
o Conference selling
o Seminar selling

selling situations (read more)

o Statement
o Demonstration
o Question

Memorized presentations (structured)

o "Scripted"
o One format
o Salesperson talks 90% of the time
o For simpler products with low prices
o Small time sale window
o Disadvantages—buyer gets bored; manipulative; high-pressure

formula presentations (semi-structured, persuasive)

o Outlined to keep on-track but has possible variables; flexibility
o Ensures all information is presented logically
o Allows for reasonable amount of buyer-seller interaction
o Allows for smooth handling of anticipated questions and objections
o Obtains its name from Buyer's Mental Stages (AIDCA)
Attention
Interest
Desire
Conviction
Action
o Formula has phases and is good for application selling (similar formula for similar sales)
o No major flaws if done correctly

need-satisfaction (unstructured)
o No plan
o What customers want because there is no preconceived idea of sale
o Most creative and challenging method
o Consultative selling; no manipulation
o Customer does 90% of the talking
o For complex & expensive products; long time sales

problem-solution (customized)
o Six Steps:
Convince prospect to allow salesperson to conduct analysis
Make the actual analysis
Agree on problems and determine that buyer wants to solve them
Prepare proposal for solution to the prospect's needs
Prepare sales presentation based on analysis and proposal
Make the sales presentation
o Flexible, customized approach involving in-depth studying and planning
o Need to question them until problem is found before beginning presentation

Why approach is one of most critical steps in the selling process

• If the approach is unsuccessful, you may never get the opportunity to give your presentation
• It is the time from first seeing buyer to beginning the discussion of product
• First impression is centered on image projected by appearance and attitude
• Meet, greet, build rapport, and go through one approach communication technique
• Should establish and concentrate on the product's key benefits for the prospect
• Have to prove you're worth of prospect's time and attention
• Prospects want to know how and the product will benefit them

Statement approach technique

used if needs are known before meeting
o Introductory: for meeting prospect first time and needs to be used with another approach; most
common, but least powerful because it doesn't capture attention & interest
o Complimentary: can be used along with introductory approach, but needs to be sincere
o Referral: mentioning another person's name, possible a mutual acquaintance
o Premium: offering something for nothing; effective because everyone likes free shit

demonstration approach technique

ability to force prospect into participating
o Product: places product on counter and says nothing, waiting for customer; used alone or with
statements and questions
o Showmanship: involves doing something unusual to catch attention; do with caution

question approach technique

most common because allows to better determine and force prospect to participate
o Customer Benefit: implies product will benefit prospect
o Curiosity: gets the prospect interested in the product
o Opinion: shows prospect they are valued
o Shock: makes prospect think seriously about the subject
o Multiple Question (SPIN)

objectives of statements and demonstrations

o Capture prospect's attention
o Stimulate prospect's interest
o Provide transition into sales presentation

SPIN
(for multiple questions)—product isn't mentioned in approach; figuring out need without revealing
exact product

Situation (SPIN)
ask about general situation as relating to your product to understand general needs and help move
smoothly into questions on specific problem areas
Problem (SPIN)
ask about problems, dissatisfactions, or difficulties the prospect perceives; ask early to bring out needs
and problems, and determine which are most important

Implication (SPIN)
ask how problem affects prospect to help realize true dimensions of problem

Need payoff (SPIN)

find important, explicit needs

Direct question
(close-ended)
o Can be answered with short answer (yes or no); not much info, but useful in moving customer toward
specific topic; implication and need payoff

nondirective question
(open-ended)
o Opens two-way communication by using who, what, where, when, how, or why
o Obtain unknown or additional information to draw out future possible needs; situation and implication

rephrasing question
o Allows to clarify meaning and determine prospect's needs

redirect question
o To change the subject to something that both parties agree on
o Used to get out of a negative position

Steps in a Sales Approach Plan

1. Prospecting: Salesperson locate and qualifies prospects

Approach - 2 part process

2. Pre-approach: The pre-call planning stage
3. The approach: the first time sales person makes contact

Presentation strategy
is a well thought out plan that has 3 parts.
1. establish obj's for the sales presentation
2. develop the presale presentation plan to meet these obj's
3. renew your commitment to give some good ass customer service

Pre-call planning –
Most important sales skill, sales person must try to understand prospect
Planning the sale: the sales person should review their Relationship strategy (so it works for customer),
Product strategy(must know product), Customer strategy ( must communicate benefits)

Determine sales call obj. > Develop customer profile > Develop customer benefits > Prepare sales plan

Preapproach
When a salesperson plans out how the approach will go, they prepare sales obj's, personalize the
approach to customer.

Approach
The 1st contact with customer. Making a good impression, getting attention, and showing them their
need identification

Action obj.
Something that you want the customer to do during presentation
ex. could be to take trial product, to come to the shop to look around, agree to follow up meeting, etc.

Pre-call planning steps

1. review customer
2. choose best method of contact
3. Set 2 or 3 SMART call obj's
4. Prepare sales plan = get customer needs, rapport topics, use various social styles, think of possible
questions they might ask
5. Know what you want to say, have a questioning and listening strategy
6. Rehearse - especially first call

Benefits of pre-call planning

1. helps you determine best contact approach
2. creates professionalism
3, increase probability of sales success
4. helps make questions to understand customer background
5. Helps develop empathy and goodwill
6. helps make good 1st impression
7. Build self-confidence

Common methods of approach/openers

1. Introduction Approach
2. Referral- 3rd party
3. Offering benefit
4. Curiosity/question approach
5. Compliment- carefully
6. Product/demonstration approach
7. Getting agreement on problem
8. qualifying the buyer
9. Survey method
10. Combo approach

Introduction approach
- opens w/ statement
- Salesperson introduces them self and company and topic of sale
-which should be followed by another topic

6-step presentation plan

1. approach
2. need discovery
3. presentation
4. Negotiation
5. Close
6. servicing the sale

Telesales
is a telephone sale used to
- get info
-get needs
-find solutions for customer
-negotiate w/ buyer
-close a sale

Referral
- Cite name of satisfied third-party, acquaintance if possible (The McClone Agency has just purchased a
new PowerPC and Sue Hughes says your situation is similar to theirs")

- May include testimonial letter or videotape

- Can use name of prospect's competitor (who isn't interested in what the competition is doing?)
- Prospects are impressed with your good points if presented by a third party.

Offering a benefit
-product will benefit prospect.
-If its good can make it a dominant buying motive

- Can be a question: "How would you like word processing software that doubles the output of each
secretary?"
- Formulate question carefully & ANTICIPATE RESPONSE
-Or can use statement if already know needs.
-Can often refer back to later in presentation.
Especially effective when combined with referral: "Linda Karl at Safeway says our new shrink-wrapped
pallets cut their warehousing costs by 25%."

Curiosity or Question Approach

Appeals to prospects desire for the strange or new
- Another example: "Would you like to see the CO2 detector your neighbors are buying?"

- Captures attention, stimulates interest, gets prospect involved.

- Use when want to uncover needs or problems early or as a transition into the sales presentation.

Product/demonstration Approach
- Physical demonstration of product: "These two pieces of wood are bonded by our new glue. Try and
pull them apart."

-This approach appeals to multiple senses

If product not available, try pictures, A-V's, photographs, etc.

-Especially good for a first meeting or new product

Compliment Approach
Use carefully - the ideal compliment is sincere, specific, and directed to prospect interest

- Sincerity directly related to specificity: "Ms. Dumas, the new decor of your store blends in perfectly
with the high fashion image you're promoting."
Possible subjects:
-Achievement awards
-Business appearance
-Pleasant receptionist
-Recent prospect promotion
-Prospect's family

Getting Agreement on a problem

- Salesperson begins with question to confirm the existence of a need: "Ms. Marks, I understand your
company just bought out Neenah Foundry. Won't this require an increase in your casting capabilities?"
- Often, information comes from pre-approach, but common needs of an industry will suffice
- Without recognition of a buying need, prospect attention and interest may be minimal

Qualifying the buyer

- Sales rep may desire to qualify the prospect first, before effort on both parts is wasted
- To avoid antagonizing the prospect, the salesperson may preface the qualification question with a
rationale: "Mr. Avery, I don't want to waste any of your valuable time, so if I can demonstrate investing
for both yield and security, could you spare $100 a month?"
- Oftentimes, this approach is used when telephoning prospects, many of whom may not be interested
or have the means

Survey Method
• Particularly good for large-ticket industrial sales
• The sales rep begins by asking to conduct a survey or study on an aspect of the prospect's business
• On the basis of the study, the salesperson can recommend a solution
- Prospect gets free analysis of business operations
• Salesperson gets opportunity to uncover need for his or her product.

Ways to remember a prospects name

1. Be sure to hear the person's name and use it: "It's good to meet you, Mr. Firestone."
2. Use their name 2 or 3 times time during the call.
3. Spell it out in your mind, or if it is an unusual name, ask the person to spell the name.
4. Relate the name to something you are familiar with, such as relating the name Firestone to Firestone
automobile tires.
5. Use the name in the conversation.
6. Repeat the name at the end of the conversation, such as "Goodbye, Mr. Firestone."

Earning the Right to A Prospect's Time

How? Show them how they will benefit from the sales call. A general benefit statement shows them:
√ The product will save them $.
√ You will help them solve a problem.
√ You have valuable information/knowledge for them.
√ You have a service attitude

Common Sales Mistakes

1. Lack of preparation, especially general business and industry info.
2. Sending material, instead of getting the appointment.
3. Not establishing rapport, finding common ground.
4. Lack of enthusiasm.
5. Presenting to the wrong (no buying authority) person.
6. Talking too much. Not listening actively.
7. Poor questioning.
8. Not preparing for objections.
9. Not asking for the order.
10. Over-promising.
11. Not reviewing calls.
12. Not following through.

Sales call reluctance

- Is the fear of making the initial contact with the prospect
- Fear of group presentations
- Lack of self-confidence
- Fear of rejection

The presentation strategy combines elements of...

The relationship, product, and customer strategies.

Describe the prescriptions that are included in the presentation strategy:

Involves preparing pre-sale objectives for the sales presentation, developing the pre-sale presentation
plan needed to meet these objectives, and providing outstanding customer service.

Discuss the two-part pre-approach process:

First is the preapproach followed by the approach.

What are the prescriptions included in the pre-approach:

Involves preparing presale objectives and developing a presale presentation plan.
-
Best to develop presentation objectives for each stage of the buying process.

Describe an approach:
Involves making a favorable first impression, securing the prospects attention, and transitioning to need
identification.

What are the presentation objectives during the needs awareness stage for the first call on a new
prospect?
Establish rapport and begin to build a relationship with the customer.
Obtain permission to ask need identification questions.
Obtain personal and business information to establish the customers file.

What are the presentation objective for stage two; evaluation of solutions?
Involve the customer in a product demonstration.
Provide value justification in terms of cost reduction and increased revenues.
Compare and contrast the features of the product, for example, a truck fleet lease plan with a fleet
purchase plan.

What is an action objective?

Something that you want the customer to do during the sales presentation: provide specific financial
information, schedule a visit to your manufacturing plant, agree to a trial use of your product, agree to a
follow-up meeting, or place an order.

Describe team presentation strategies:

Can uncover problems, solutions, and sales opportunities that no individual salesperson could discover
working alone.
Requires a detailed pre-call plan, careful planning, and extensive practice or rehearsal.

What is sales call reluctance?

Includes the thoughts, feelings, and behavioral patterns that conspire to limit what a salesperson is able
to accomplish.
Internal, emotional barrier to sales success.

What can sales call reluctance be caused by?

Fear of taking risks.
Fear of rejection.
Fear of group presentations.
Lack of self-confidence.
What are some methods to learn how to deal with sales call reluctance?
Be optimistic about the outcomes of the initial contact.
Practice your approach before making the initial contact.
Recognize that it is normal to feel anxious about the initial contact.
Develop a deeper commitment to your goals.

How does adaptive selling build on the strategic areas of personal selling?
While it involves altering sales behavior in order to improve communication with customers, you must
also consider the relationship, product, and customer strategies that can enhance the sales
presentation.

What is the Six-Step Presentation Plan?

After collecting background information, salespeople create a customized plan that includes approach,
need discovery, presentation, negotiation, close, and servicing the sale.

What is a major goal of your first social contact with the customer?
Make a good first impression, build rapport, establish credibility.

What does the Business Contact involve?

Converting the prospects attention from the social contact to the sales presentation.

What are the ways to convert a prospects attention and arouse interest?
Agenda approach , demonstration approach, referral approach, customer benefit approach, question
approach, survey approach, and premium approach.

What are telesales?

Includes gathering customer information, determining needs, prescribing solutions, negotiating
objections, and closing sales over the telephone.

What is an elevator speech?

Focus on the benefit of working with the salesperson and is used to open the door and establish
credibility o meet a need.
-Should be short, prepared in advance, and extensively rehearsed.

What is the purpose of the preapproach?

To add value to your customer by proving you are a resource with important ideas and advice to offer,
through a well-planned, concise, and thoughtful presentation.

Goals of the approach

1. Make a favorable/positive impression
2. Have prospect's undivided attention
3. Develop positive interest in your proposition
-Give them a Value Proposition: something we can do for you that no one else can
4. Move smoothly to the next phase

use their name properly

- know name, how to say it, and how to spell it

An effective approach achieves four key objectives

1. Make a favorable or positive impression
2. Gain the prospect's undivided attention
3. Develop a positive interest in your proposition
4.Lead smoothly into the need discovery phase

Discussion with a purpose

small talk
- can warm up a cold environment
- may be negative if conflicts with buyer style

How long does it take for the average prospect to decide if they will purchase?
4 minutes

Integrity
is not a short term gimmick

Relevant Benefit Approach

Useful when you know the pain point!!
Appeal to prospect's dominant buying motive
-what they really want
-ask questions!!

Dominant Buying Motive (DBM)

What leads you to make a decision?

ways to get a prospects attention

1. appeal to their senses
2. introduction of a benefit
-highlight VALUE in terms of time and $

Curiosity approach
ask questions whose answers will reflect favorably on your product/service

Qualifying question approach

-Seeks a commitment from a prospect
-Determine if prospect is cold, lukewarm, or red-hot

Compliment approach
Signals your honest interest in the prospect
Make it sincere, specific, and of genuine interest
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Referral approach
STRONGEST APPROACH
-leverage someone's influences by using their referral

Education approach
-Provide them with information that they want to know
-Show your knowledge

Hands-on approach
-Hand the product, or some physical representation of it to produce a positive reaction
-It stirs interest and permits a demonstration
-Makes a multiple sense appeal

What is the best approach?

Depends on the situation!

The first 10 words you speak will reveal volumes about you
Be sure to thank them within those ten

Weaknesses of first impressions

1. Tend to be based on emotions
2. All behavioral traits do not show up immediately
3. Behavior may be deliberately controlled by either party
4. An earlier event may influence either person's current behavior

What is your job during the approach?

Establish rapport
Build confidence
Make the prospect feel comfortable

Nice Girls Don't Get The Corner Office

about 60% of our credibility comes from how we look

Rule of 10
-The first ten words you speak should include a form of thanks
-Questions like how are you have lost all semblance of meaning

Relationship tension
Prospects fear being sold something they don't want and salespeople face the fear of rejection
Action objective
Something you want the customer to do during the sales presentation

6 step presentation plan

1. approach
2. need discovery
3. presentation
4. negotiation
5. close
6. servicing the sale

3 Obj of the Approach

1) Build rapport w/ the prospect
2) Capture the person's full attention w/ your business contact
3) Transition to the next stage of the sales process

Credibility
An impression that people often form about you very early in the sales process

Telesales
Selling to the customer through telephone contact alone

7 Ways to convert the prospect's attention to business

- Agenda approach
- Product demonstration approach
- Referral approach
- Customer benefit approach
- Question approach
- Survey approach
- Premium approach

approach
making a good impression, securing attention, developing interest

Presentation Strategy
· Establishing objectives for the sale presentation
· Developing the presale presentation plan
·Renewing commitment to provide outstanding customer service

Presentation objectives
· Establish rapport
· Begin building relationship
· Obtain necessary information
· Involve customer in product demo
·Provide value justification

Develop Presentation Plan: 6 steps

· Approach
· Needs discovery
· Presentation
· Negotiation
· Close
·Servicing the sale

Business Contact Approaches

1. Agenda Approach: Reviewing call objectives
2. Product Demo Approach: showing product/sample to customer
3. Referral Approach: utilize third party to make main points
4. Customer Benefit Approach: Immediately pointing out the benefits to a customer
a. Usually part of elevator pitches
5. Question Approach: triggers involvement by asking something relevant to the prospects problem
6. Survey Approach: Provides background information to illustrate that the salesperson is customizing
the solution for the customer
7.Premium Approach: providing some kind of free sample

Sales Call Reluctance

· Thoughts feelings and behaviors that conspire to limit what a salesperson can accomplish
· Internal barrier to sales success
o Fear of taking risks
o Fear of group presentations
o Lack of self confidence
oFear of rejection

Presentation Method Order

1. Feature
2. benefit
3. Motivation Clafication
4. Evidence
5. Nail Down

Repeat for every feature

How we learn and remember

We retain 50% of what both we see and hear
So use graphs and explain as the same time
Shy away from heavy charts

Presenting to EXPRESSIVES
Intense colors, postive images

Presenting to Analytical
clean, simple, detailed

Presenting to amiables
people-filled, slow paced

Presenting to drivers
Crisp, precise to the point, and professional

Survey results about public fears

1. Public speaking
2. Death

AKA people rather die than public speech