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Chapter 10 Approaching the Customer with Adaptive Selling © 2010 Education Canada Inc. 10- * Describe the three prescriptions that are included in the presentation strategy Discuss the two-part preapproach process Describe team presentation strategies Explain how adaptive selling builds on four broad strategic areas of personal selling Learning Objectives © 2010 Education Canada Inc. 10- * Describe the six main parts of the presentation plan Explain how to effectively approach the customer Describe seven ways to convert the prospect’s attention and arouse interest Learning Objectives (continued) © 2010 Education Canada Inc. 10- * The presentation strategy is a well- conceived plan that includes three prescriptions: Establishing objectives for the sales presentation Preparing the presale presentation plan needed to meet these objectives Renewing one’s commitment to providing outstanding customer service Developing the Presentation Strategy © 2010 Education Canada Inc. 10- * Achieving excellence is the result of: Careful needs analysis Correct product selection Clear presentations Informative demonstrations Win-win negotiations Flawless service after the sale Developing the Presentation Strategy (continued) © 2010 Education Canada Inc. 10- * Value is added when you position yourself as a resource – not just a vendor Based on: Carefully developed sales call objectives Presentation plan created to meet those objectives Customized and adapted to meet the needs and time constraints of the prospect Presentation Strategy Adds Value © 2010 Education Canada Inc. 10- * Preapproach – activities that precede the actual sales call and set the stage for a personalized sales approach, tailored to the specific needs of the prospect Includes the first two prescriptions: Establishing objectives Creating a presale presentation plan Planning the Preapproach © 2010 Education Canada Inc. 10- * Approach – the first contact with the prospect, either face-to-face or by telephone Three objectives: to build rapport with prospect to capture the person’s full attention to generate interest in the product you are selling Planning the Preapproach (continued) © 2010 Education Canada Inc. 10- * Establishing Presentation Objectives © 2010 Education Canada Inc. 10 - * Multi-call sales presentations are especially common in complex sales First call objectives: Establish rapport and begin building a relationship Obtain permission to ask need identification questions Obtain personal and business information to establish the customer’s profile © 2010 Education Canada Inc. 10 - * Establishing Presentation Objectives (continued) Stage two call objectives might include: Involve the customer in a product demonstration Provide value justification in terms of cost reduction and increased revenues Compare and contract relevant features © 2010 Education Canada Inc. 10 - * Establishing Presentation Objectives (continued) Action Objective – something that you want the customer to do during the sales presentation. For example: Provide specific financial information Schedule a visit to your manufacturing plant Agree to a trial use of your product Agree to a follow-up meeting Place an order Formally confirm the action post-meeting © 2010 Education Canada Inc. 10 - * Establishing Presentation Objectives (continued) Complex or customized selling situations require communication with technical experts This provides: more precise need identification improved selection of the product more informative sales presentations a shorter selling cycle Team Presentation Strategies © 2010 Education Canada Inc. 10- * Team members should: Share detailed information about the customer Understand the basics of a consultative sales presentation Be prepared to add value Not easily executed Some companies have more of a “hand off” strategy inside a support team Team Presentation Strategies (continued) © 2010 Education Canada Inc. 10- * Need to satisfy the individuals and the group as a whole Be careful to: Determine the various buying influences Carefully observe Make all parties feel involved Find out if there are “silent” members Selling to a Buying Team © 2010 Education Canada Inc. 10- * Planning the approach involves consideration on how the relationship, product, and customer strategies can enhance the presentation strategy Every sales call must be tailored to the unique needs, wants, and concerns of the customer Must develop a broader repertoire of selling strategies and apply more effective information-acquisition skills Adaptive Selling Builds on Four Strategic Areas of Personal Selling © 2010 Education Canada Inc. 10 - * Insert figure 10.2, page 221 Adaptive Selling Builds on Four Strategic Areas of Personal Selling © 2010 Education Canada Inc. 10 - * With time constraints, fierce competition, and rising travel costs, face-to-face time with the customer is at a premium Planning becomes critical to taking advantage of the face-to-face opportunity This plan has been described as the fundamentals of personal selling Ensure they relate to the customer’s buying process Developing the Six-Step Presentation Plan © 2010 Education Canada Inc. 10- * Insert figure 10.3, page 223 Developing the Six-Step Presentation Plan (continued) © 2010 Education Canada Inc. 10- * Done correctly will earn the right to make a sales presentation Establish credibility early Three important objectives: Build rapport Capture attention Generate interest to transition to need discovery stage The Approach © 2010 Education Canada Inc. 10- * Plan in advance what you want to say Politely identify yourself and the company you represent State the purpose and explain how the prospect can benefit from a meeting Show respect for prospect’s time Confirm the appointment details by (e)mail The Telephone Contact © 2010 Education Canada Inc. 10- * Question: What type of message will set the stage for a second call or return call? Answer: Keep message brief Offer a compelling benefit Say phone number slowly (best to repeat) Give best time to call back Repeat number Effective Use of Voice Mail © 2010 Education Canada Inc. 10- * Use a meaningful, specific subject line Tell the reader what you want and then encourage a response Use easy to read formatting Use correct grammar and spelling Use a signature file that includes full name, title, affiliation, phone number and even slogan Effective Use of E-Mail © 2010 Education Canada Inc. 10- * “Books are judged by their covers, houses are appraised by their curb appeal, and people are initially evaluated on how they choose to dress and behave. In a perfect world this is not fair, moral, or just. What’s inside should count a great deal more. And eventually it usually does, but not right away. In the meantime, a lot of opportunities can be lost.” Susan Bixler, The New Professional Image The Social Contact © 2010 Education Canada Inc. 10- * Three areas of conversation to consider in developing a social contact: Comments on “here and now” observations Sincere compliments Discover mutual acquaintances and interests © 2010 Education Canada Inc. 10 - * The Social Contact (continued) Guidelines can help develop the skill: Prepare for the social contact Initiate social contact Respond to the customer’s conversations Keep the social contact focused on the customer © 2010 Education Canada Inc. 10 - * The Social Contact (continued) Converting the prospect’s attention to business and arousing interest: Agenda approach Product demonstration approach Referral approach Customer benefit approach Question approach Survey approach Premium approach The Business Contact © 2010 Education Canada Inc. 10- * Agenda approach – when moving from social contact to business one thanks the customer and reviews meeting goals Product demonstration approach – use visuals or actual product to get the customer’s attention © 2010 Education Canada Inc. 10- * The Business Contact (continued) Referral approach – representing good points of what a salesperson has to offer via a third party Customer benefit approach – the most important buyer benefit is included in the initial statement © 2010 Education Canada Inc. 10- * The Business Contact (continued) Question approach – use of a question to trigger involvement and get the customer thinking about a problem Survey approach – have the customer fill out a survey to then tailor make the business presentation Be cautious of sugging © 2010 Education Canada Inc. 10- * The Business Contact (continued) Premium approach – use a free sample or an inexpensive item to facilitate discussion Combination approaches – using more than one technique For example, referral with a benefit Be mindful of “bad-timing” and gatekeepers © 2010 Education Canada Inc. 10- * The Business Contact (continued) Sales call reluctance – fear of making the initial contact with the prospect Caused by: Fear of taking risks Fear of group presentations Lack of self confidence Fear of rejection Coping with Sales Call Reluctance © 2010 Education Canada Inc. 10- * Be optimistic about the outcome Practise your approach before making the initial contact Recognize that it is normal to feel anxious about an initial contact Develop a deeper commitment to your goals Coping with Sales Call Reluctance (continued) © 2010 Education Canada Inc. 10- * Adaptive Selling Builds on Four Strategic Areas of Personal Selling © 2010 Education Canada Inc. 10 - * Developing the Six-Step Presentation Plan (continued) © 2010 Education Canada Inc. 10- * Chapter 10 Approaching the Customer with Adaptive Selling © 2010 Education Canada Inc. 10- * Establishing Presentation Objectives © 2010 Education Canada Inc. 10 - * Stage two call objectives might include: Involve the customer in a product demonstration Provide value justification in terms of cost reduction and increased revenues Compare and contrast relevant features © 2010 Education Canada Inc. 10 - * Establishing Presentation Objectives (continued) Team members should: Share detailed information about the customer Understand the basics of a consultative sales presentation Be prepared to add value Not easily executed Some companies have more of a “hands off” strategy inside a support team Team Presentation Strategies (continued) © 2010 Education Canada Inc. 10- * Use a meaningful, specific subject line Tell the reader what you want and then encourage a response Use easy to read formatting Use correct grammar and spelling Use a signature file that includes full name, title, affiliation, phone number, and even slogan Effective Use of E-Mail © 2010 Education Canada Inc. 10- * “Books are judged by their covers, houses are appraised by their curb appeal, and people are initially evaluated on how they choose to dress and behave. In a perfect world this is not fair, moral, or just. What’s inside should count a great deal more. And eventually it usually does, but not right away. In the meantime, a lot of opportunities can be lost.” Susan Bixler, The New Professional Image The Social Contact © 2010 Education Canada Inc. 10- * Question approach – use of a question to trigger involvement and get the customer thinking about a problem Survey approach – have the customer fill out a survey to then tailor make the business presentation © 2010 Education Canada Inc. 10- * The Business Contact (continued) Chapter 10 Approaching the Customer with Adaptive Selling © 2010 Education Canada Inc. 10- *