CHAPTER 10
Begin Your Presentation Strategically
LECTURE OUTLINE
I. THE GOLDEN RULE: THE BEGINNING
II. WHAT IS THE APPROACH?
A. For the salesperson, the approach refers to the time from
III. THE RIGHT TO APPROACH
A. Justify your right to sell your product to the prospect by
1. By exhibiting speci.c product or business knowledge.
3. By stating or implying that your product will save money
4. By displaying a service attitude.
IV. THE APPROACH – OPENING THE SALES PRESENTATION
A. Your attitude during the approach. Cope with stress by:
1. Using creative imagery.
B. The .rst impression you give is critical to success.
1. Appearance.
C. Approach techniques and objectives
1. Approach techniques are grouped into three categories:
a. Statement.
2. Three objectives of the statement or demonstration
approach techniques are:
a. To capture the attention of the prospect.
D. Small talk warms ‘em up. In most sales calls the approach
consists of two parts:
1. The “small talk” or rapport building phase.
E. The situational approach.
1. The situation you face determines which approach
2. Some common situational variables are:
a. The type of product you are selling.
b. Whether or not this is a repeat-call on the same
needs.
d. The time you have for making the sales presentation.
3. The Golden Rule: Avoid the temptation to over-hype your
F. Openings with statements.
1. Introductory approach – needed when meeting a prospect
2. Complimentary approach – stimulates interest and
3. Referral approach – the use of someone’s name that your
4. Premium approach – giving the prospect a sample of your
G. Demonstration opening.
2. Showmanship approach – doing something unusual to
capture the prospect’s attention (example: dropping a
H. Opening with questions.
1. Customer-bene.t approach – asking the prospect a
2. Curiosity approach – make the prospect curious about
3. Opinion approach – ask the prospect for his opinion on
your product.
5. Multiple questions approach (SPIN) – ask questions to
determine:
a. Step 1 – the prospect’s general situation as it relates
situation question.
c. Step 3 – the implication of the prospect’s problems,
d. Step 4 – if the prospect has an important, explicit
need.
e. The product is not mentioned in the SPIN approach.
V. TECHNOLOGY IN THE APPROACH – Technology incorporated in the
VI. IS THE APPROACH IMPORTANT – Many approach techniques are
VII. USING QUESTION RESULTS IN SALES
A. Asking questions is an excellent technique for:
1. Obtaining information from the prospect.
“no.”
C. The nondirective question begins with who, what, where,
when, how or why. Examples:
1. The situation question.
D. The rephrasing question allows the salesperson to better
E. The redirect question.
F. Three rules for using questions:
1. Use only those questions to which you can anticipate the
VIII. IS THE PROSPECT STILL NOT LISTENING?
IX. BE FLEXIBLE IN YOUR APPROACH – Be prepared to make changes in