Manning and Reece

CHAPTER 9

APPROACHING THE CUSTOMER PART V 9 TH EDITION

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LEARNING OBJECTIVES-1

Describe three presentation strategy prescriptions Describe role of objectives in presale presentation plan Discuss basic steps of pre-approach Explain merits of planned presentation strategy Describe nature of team vs. one-person strategies

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LEARNING OBJECTIVES-2

Explain purpose of informative, persuasive, and reminder presentations Describe six parts of presentation plan Explain how to effectively approach the customer Describe six ways to convert prospect attention and arouse interest

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PRESENTATION STRATEGY DEFINED “The presentation strategy includes three prescriptions… 1. Establishing objectives 2. Developing presale presentation plan to meet objectives 3. Renewing one’s commitment to outstanding customer service.” 9-4

STRATEGIC/CONSULTATIVE SELLING MODEL 9-5

PRE-APPROACH AND APPROACH PLANNING

PRE-APPROACH INVOLVES PREPARING PRESALE OBJECTIVES AND PRESENTATION PLAN APPROACH INVOLVES MAKING GOOD IMPRESSION, SECURING ATTENTION, DEVELOPING INTEREST

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PRE-APPROACH OBJECTIVES

1. Obtain customer information and update file 2. Conduct needs assessment 3. Involve prospect in product demonstration 4. Make appointment with decision maker 5. Secure list of referrals 6. Provide post-sale service

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FACTORS INFLUENCING OBJECTIVES

MULTI-CALL TEAM VS. ONE PERSON SELLING TO BUYING TEAM

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THE JACKSON GROUP 9-9

PREPARING FOR PRESENTATION

PLANNING APPROACH --Review objectives --Review selling model --Review 6-step plan --Prepare worksheet DURING APPROACH --Telephone contact --Social contact --Business contact (converting buyer attention)

See Figure 9.2 in text.

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THREE BASIC PRESENTATION OBJECTIVE TYPES

INFORMATIVE PERSUASIVE REMINDER

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INFORMATIVE PRESENTATION

Usually involves new or unique product More prevalent when new product introduced to market Typically prospects don’t purchase until familiar with product details

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PERSUASIVE PRESENTATION

Presenting product appeals to influence prospect’s beliefs, attitudes, and behaviors Strategy designed to urge buyer to make decision and/or positive response Don’t be too “pushy”

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REMINDER PRESENTATION

Reminds prospects of products offered by firm Reminders can prevent competition from capturing business Also remind customers of special services such as training classes

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NOTE ON SIX-STEP PLAN

EACH OF THE SIX CHAPTERS IN PART V OF THIS TEXT CONCENTRATES ON A SPECIFIC STEP NOTED IN FIGURE 9.3

THIS CHAPTER FOCUSES ON THE APPROACH

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SIX-STEP PRESENTATION PLAN

1. APPROACH 2. PRESENTATION 3. DEMONSTRATION 4. NEGOTIATION 5. CLOSE 6. SERVICE

See details Figure 9.3.

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APPROACH OBJECTIVES

First prospect contact Three objectives --Build rapport --Capture full attention --Generate product interest Often a phone call

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TELEPHONE CONTACT

Set first appointment Practices to employ --Plan in advance --Identify self and firm --State purpose of call --State estimated length --Confirm via note

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USING VOICE-MAIL

Be prepared Be brief Give likely benefits Give best time to call back Repeat your phone number, slowly

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USING E-MAIL

Meaningful subject line Tell reader what you want, then encourage a reply Always use grammar and spell-check tools Use “signature” file

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SOCIAL CONTACT

First few minutes key in first impressions Develop conversation --Here and now items --Compliment client --Search for mutual interests, acquaintances

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BUSINESS CONTACT

Convert prospect focus from social to business part Six effective methods to capture attention and focus follow

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BUSINESS CONTACT APPROACHES

1. PRODUCT DEMONSTRATION --Give actual product demonstration --Use computer or other audio/visual aids to provide “virtual” demonstration 2. REFERRAL --Third party opinion or statement adds credibility --Include name/direct reference to third party

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BUSINESS CONTACT APPROACHES

3. CUSTOMER BENEFIT --Immediately point out at least one benefit of your product --Present key benefits in order of importance 4. QUESTION - Ask direct question --Gets prospect thinking about problem your product will solve --Listen to response

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BUSINESS CONTACT APPROACHES

5. SURVEY - Prospect completes questionnaire before contact --Analyze results to assess needs and benefits --Avoids early price issue 6. PREMIUM --Provide free sample of product --Provide prospect with gift, such as monthly appointment calendar

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COMBINATION APPROACHES

ALLOWS SMOOTH TRANSITION TO NEED DISCOVERY

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APPLICATION: FEAR

TO OVERCOME FEAR OF CONTACT OR REJECTION … PREPARE!

--Be optimistic --Practice approach before making contact --Know that being anxious is normal --Develop deeper commitment to your goals

Last slide Chapter 9.

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