Approach

First Impression

1) Appearance

2) Attitude

Approach

Techniques (3 categories)

1) Opening with a Statement

2) Opening with a Demonstration

1 & 2 have objectives:

a. Capture Attention

b. Stimulate Interest

c. Provide Transition into Presentation

3) Opening with Questions

Approach

Statement techniques

Introductory

*first time meeting

*basic introduction of yourself

Complimentary

sincerity

show knowledge of their company

Referral

use another's name; be careful they may not like them!

Premium

creativity is a must

leave/ give relevant to product as a thank you for their time

etc..

Approach

Demonstration Techniques

Product

place product on table SILENTLY

-wait for the response

Showmanship

do something unusual to grab attention;

be APPROPRIATE, be careful with comedy

Approach

Questions Techniques

Customer Benefit

ask Question implying benefits

anticipated the response when creating the CB question

Use their response throughout the presentation

Curiosity

DO something to spark curiosity

Opinion

Ask their opinion; flattering

Shock

design the Q to make them seriously think about the product category or relevant subject

Multiple Question - SPIN

Situation

Problem

Implication

Need-Payoff

Step 1: Ask about general situation as it relates

Step 2: Ask about specific Problems or difficulties relative to situational question

Step 3: Ask about the implications of the problems or indirect affects

Step 4: Ask the Need-Payoff question

1) Obtain Information

2) Develop two-way communication

3) Increase their participation

1) Clarify meaning

2) Determine needs

**continue probing / rephrasing until you have found true objection or problem

1) Question only when you can anticipate answer

2) Wait for the answer; even if it takes minutes!

3) Listen

REALLY LISTEN

• Purpose
• Three Essential Steps
• Features, Advantages, Benefits - FAB
• Visual Aids
• Proof Devices
• Demonstrations
• Preparation & Practice
• Handling Difficulties During Presentation
• Sales Presentation Mix

Elements to Sales Presentation

Purpose

1) Knowledge

2) Beliefs

3) Desire

4) Attitude

5) Conviction

Elements to Sales Presentation

3 Essential Steps

Step 1: Fully discuss FABS

Step 2: Present Marketing Plan

*how they can resell

*how they can use

Step 3: Explain Business Proposition

What's in it for them?

Elements of Sales Presentation

FABs

Product FABs

Marketing FABs

Business Prop. FABs

**use persuasive communication & participation techniques

Elements to Sales Presentation

Sales Presentation Mix

Participation

Proof

Visual Aids

Dramatization

Demonstration

Persuasive Communication

Elements to Sales Presentation

Proof Devices

"prove it"

Past Sales

Guarantee

Testimonials

Company Proof Results

Research

Elements to Sales Presentation

Visuals

People retain 10% of what they hear

and

50% of what they see

Handling Difficulties

in the Sales Presentation

Interruptions

1) be considerate; wait quietly & patiently

2) restate where you were/points just made

3) regain interest with demos or participation

Competition

1) refer only if absolutely necessary

2) move on quickly away from convo around it

3) always compare products not companies

Handling Objections

basics

1. Plan for them

2. Anticipate & Forestall

3. Handle them as they arise

4. Be Positive

5. LISTEN - hear them out

6. Understand the objection

7. Meet it!

Hidden

Timing

Need

Price

Product

Person - YOU!

1. Dodge

2. Pass up

3. Rephrase as questions

4. Postpone

5. Boomerang

6. Ask questions

7. Denial

8. Indirect denial

9. Compensation

10. Third party

know if you have overcome objection

then IMMEDIATELY go to next SELL sequence

OR

CLOSE SALE!

ALWAYS ASK FOR THE ORDER

even if you are 100% sure you can't overcome an objection

When to close

How to know?

Buying Signals

*they ask questions (how much...)

*they ask for someone's opinion

*they relax, become friendly

*they pull out a PO

*they carefully examine product again

Essentials to Closing

(12)

1. Think success

2. Plan the sales call

3. Confirm needs in the approach

4. Great presentation

5. Use trial closes during and after presentation

6. Find the REAL objections

7. Overcome these objections

8. Use trial close after overcoming each

9. Summarize BENEFITS as related to the NEEDS

10. Use trial close after #9

11. Ask for Order

12. Leave the door open.  Be a professional

question is assuming they WANT the product

...how many?

Customer is Indecisive

**Forces decision

Assumes the buy...

"I'll call in the order" ; want it gift wrapped?...

Customer is a friend

You can take care of the "small things"

when customer is expert or Egocentric

OR

hostile

allows them to make decision

&

positive stroking

summarize FABs with trial close right before asking for order

when customer is indecisive

Forces decision

like the summary, but get them to say yes to each summarizing point

when indecisive

forcing decision

OR

when hostile

giving positive strokes

1. Tells not Sells

2. Overcontrols call; asks too many

close-ended Questions

3. Dont respond to needs with Benefits

4. Doesnt recognize needs; Benefits premature

5. Doesn't handle/see negative attitudes

6. Weak closing statements

Key to Long term business relationships

Trust, genuine care for each other, wisdom/knowledge

Caring

Joy

Harmony

Patience

Kindness

Moral Ethics

Faithfulness

Fairness

Self-control

"Live for Others"

Level 1: Acquantances

Level 2: Friendship

Level 3: Intimate Friends

Satisfaction leads to retention, and often very difficult to break a loyal customer

CRITICAL to long-term success

Technology (automation) for excellent service

less time on paperwork = more time with clients

critical to satisfaction & referall

create goodwill

account penetration

know buyers, personell, and their firms 

prospect needs with others in the company once the sale has been initiated...