1. BMGT 204: Sales Strategies and Techniques
Chapter 9: Begin Your Presentation Strategically

2. The Golden Rule : The Beginning
•
Begin the presentation with an end in mind
•
Seek first to understand, then to be understood
•
Knowing you can help solve problems provides:
•
Great caring, confidence, and excitement in your mind,
body and speech
•
Do not give in to the temptation to exaggerate
•
You will see that trust, integrity, and character win out in the
long run

3. What Is the
Approach?
•
A golf shot from the bunker
toward the green
•
Steps a bowler takes
before delivering the
bowling ball
•
The time from when the
salesperson first sees the
buyer to the beginning of the
discussion of the product.

4. The Approach
•
Could last seconds or minutes
and involves:
•
Meeting
•
Greeting
•
Rapport Building
•
One of the approach
communication techniques
discussed in this chapter

5. The Approach Is:
•
The 1st step in the sales
presentation
•
The 3rd step in the selling
process

6. Caution 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 the presentation
•
If you can not tell your story how will you make the sale?
•
The approach is extremely important

7. The Approach Step of
the Sales Presentation
•
Is over when you begin
discussing the product itself

8. Let’s Summarize! The Salesperson:
•
Meets
•
Greets
•
Rapport Builds
•
Goes through the approach
•
Discusses the product
•
Discusses the marketing plan
•
Discusses the business proposition
•
Closes – asks for the order

9. The 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
•
It is common for a salesperson to experience tension in
various forms when contacting a prospect
•
Successful salespeople have learned to use creative
imagery to relax and concentrate

10. The 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
impression
•
Very similar to a job interview

11. Select Your Presentation Method and Then Your
Approach

12. The Situation Faced Determines the Approach
•
Influences on the approach to use include:
•
Product being sold
•
Whether the call is a repeat call
•
Customer’s needs
•
Amount of time
•
Awareness of a problem

13. Objectives of Both Statement
and Demonstration Approach
Techniques
•
Attention
•
Interest
•
Transition

14. Objectives 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 them

15. Exhibit 9.6: Approach Techniques for Opening the
Presentation
Statements
▪Introductory
▪Complimentary
▪Referral
▪Premium
Demonstrations
▪Product
▪Showmanship
Questions
▪Customer Benefit
▪Curiosity
▪Opinion
▪Shock
▪Multiple Questions (SPIN)

16. Opening With Statements
•
Introductory approach
•
Complimentary approach
•
Referral approach
•
Premium approach

17. Demonstration
Openings
Product approach
Showmanship approach

18. Opening With
Questions
•
•
•
•
Customer benefit approach
Curiosity approach
Opinion approach
Shock approach

19. Exhibit 9.10: A
Popular MultipleQuestion Approach Is
the Spin
Remember, the product is not
mentioned in SPIN

20. Technology in the
Approach
•
•
•
Sounds
Visuals
Touch
http://www.ted.com/talks/
hans_rosling_shows_the_best_stats_you_ve_ever_seen.html

21. Four Question Categories
1. Direct
2. Nondirective
3. Rephrasing
4. Redirect questions

22. The Direct Question
•
Can be answered with a few words such as:
•
•
“What kind?”
•
•
“Mr. Jones, is reducing manufacturing costs important to
you?”
“How many?”
Never phrase as a direct negative or a question that can cut
you off
•
Example: “May I help you?”

23. The Nondirective (Or Open-Ended) Question
•
Begins with who, what, where, when, how, or why
•
•
•
“Who will use this product?”
“What features are you looking for in a product like
this?”
Its purpose is to obtain unknown or additional information

24. The Rephrasing Question
•
Is useful if you are unclear and need to clarify the
meaning of something said
•
“Are you saying that price is the most important thing
you are interested in?”
•
“Then what you are saying is, if I can improve the
delivery time, you would be interested in buying?”

25. The Redirect Question
•
Used to change the direction of the conversation – often from
a negative to a positive
•
Imagine you walk into a prospect’s office, introduce yourself,
and get this response:
•
•
“I’m sorry, but there is no use in talking. We are satisfied
with our present suppliers. Thanks for coming by.”
A redirect question would be:
•
“Wouldn’t you agree that you continually need to find new
ways to increase your company’s sales?”

26. Three Rules for Using Questions
1. Use only questions that you can anticipate the answer to
or that will not lead you into a situation from which you
cannot escape
2. Pause or wait after submitting a question
3. Listen

27. Be Flexible in Your Approach
•
Be willing and ready to change your planned approach
•
That is why you need several methods to open your sales
presentation