For the Salesperson What Is the Approach?The ApproachCaution SalespeopleThe Approach Step of the Sales PresentationThe Right to ApproachThe Approach—Opening the Sales PresentationThe First Impression You Make Is Critical to SuccessExhibit 10-4: Five Ways to Remember Prospect’s NameTo Make a Favorable ImpressionTo Make a Favorable Impression cont…Approach CategoriesExhibit 10-5: Approach Techniques for Sales Presentation MethodsObjectives of Both Statement and Demonstration Approach TechniquesObjectives Of Using Question Approach TechniquesExhibit 10-6: Approach Techniques for Opening the PresentationOpening With StatementsDemonstration OpeningsOpening With QuestionsMultiple Question ApproachElectric Motors, Inc.SWOT AnalysisSlide 22Slide 23Slide 24Slide 25Slide 26Super Service Contract, Inc.Slide 28Slide 29Slide 30Slide 31Slide 32Slide 3310-1For 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.10-2The ApproachCould last seconds or minutes involving:MeetingGreetingRapport BuildingOne of the approach communication techniques discussed in this chapter10-3Caution 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 presentationIf you can not tell your story how will you make the sale?The approach is extremely important10-4The Approach Step of the Sales PresentationIs over when you begin discussing the product itself10-5 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 a 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 attitude10-6The 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Common for salesperson to experience tension in various forms when contacting a prospectBe confident – you have prepared well!10-7The 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 impression10-8Exhibit 10-4: Five Ways to Remember Prospect’s Name1. Be sure to hear the person’s name and use it: “It’s good to meet you, Mr. Firestone.”2. Spell it out in your mind, or if it is an unusual name, ask the person to spell the name.3. Relate the name to something you are familiar with, such as relating the name Firestone to Firestone automobile tires or a hot rock.4. Use the name in conversation.5. Repeat the name at the end of the conversation, such as “Goodbye, Mr. Firestone.”10-9To 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 down10-10To 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 correctly10-11Approach CategoriesOpening with a statementOpening with a demonstrationOpening with a question or questions10-12Exhibit 10-5: Approach Techniques for Sales Presentation Methods10-13Objectives of Both Statement and Demonstration Approach TechniquesAttentionInterestTransition10-14Objectives 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 them10-15Exhibit 10-6: Approach Techniques for Opening the Presentation10-16Opening With StatementsIntroductory approachComplimentary approachReferral approachPremium approach10-17Demonstration OpeningsProduct approachShowmanship approach10-18Opening With QuestionsMost common openersCustomer benefit approachCuriosity approachOpinion approachShock approach10-19Multiple Question ApproachSituationProblemImplicationNeed-payoff questionsRemember product not mentioned in SPIN!10-20Electric Motors, Inc.Electric Motors, Inc.Producer of heavy-duty electric motors.Producer of heavy-duty electric motors.10-21SWOT AnalysisSWOT Analysis5% greater efficiency.5% greater efficiency.Requires less Requires less maintenance.maintenance.Will last 20 vs. 15 yearsWill last 20 vs. 15 yearsStrengthsStrengthsCosts 25% more.Costs 25% more.Costs 10% more to install.Costs 10% more to install.WeaknessesWeaknesses10-22Electric Motors, Inc.Electric Motors, Inc.Situation:Situation:How many motors do you currently have operating?How many motors do you currently have operating?200200How often do your maintenance people service the How often do your maintenance people service the motors?motors?Every month.Every month.How many people are on your maintenance crew?How many people are on your maintenance crew?5050What is the lifespan of your current motor?What is the lifespan of your current motor?15 years15 years10-23Electric Motors, Inc.Electric Motors, Inc.Problem:Problem:Have maintenance costs gone up as wages have Have maintenance costs gone up as wages have risen?risen?Yes!Yes!Have operating costs gone up as electricity prices Have operating costs gone up as electricity prices have risen?have risen?Wow! Have they ever!Wow! Have they ever!I’ll bet it’s expensive to replace these every 15 years – I’ll bet it’s expensive to replace these every 15 years – in installation expenses - right?in installation expenses - right?YesYes10-24Electric Motors, Inc.Electric Motors, Inc.Implication:Implication:You’re spending a lot on electricity – have you considered You’re spending a lot on electricity – have you considered trying to find a more efficient motor?trying to find a more efficient motor?Yes,