Chapter Nine Assignment
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Chapter_9_Selling_6e.pptxApproaching the Prospect
Learning Objectives:
Discover the purpose of the approach.
Learn the importance of first impressions and ways to control them as a means of improving your performance.
Understand how surface language affects the ability to establish rapport with a prospect.
Examine the elements of the greeting and how to control them.
Discover ways to get the attention and capture the interest of the prospect.
Explore different types of approaches and understand the best circumstances in which to use each one.
CHAPTER 9
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To make a favorable or positive impression on the prospect
To gain the prospect’s undivided attention
To develop positive interest in your proposition
To lead smoothly into the need discovery phase of the interview
Purpose of the Approach
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Weaknesses of first impressions:
Tend to be based on emotions
All behavioral traits do not show up immediately
Behavior may be deliberately controlled by either party
An earlier event may influence either person’s current behavior
First Impressions
Four minutes is the average
time that prospects take to decide whether to buy from you.
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Includes all aspects of appearance: grooming, clothing, accessories, and posture
Affects first impressions even though it may actually provide limited or shallow insight into the true person
Dress the part - We all wear uniforms
Choose accessories carefully
Dress appropriately
Give attention to grooming
Nonverbal Language
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Nonverbal Language
Basic Dress Guidelines for Men and Women
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Men
Seasonal sport coat with slacks or khakis
Women
At or below knee length skirt or pants
Button-down shirt with optional tie
Open collar or polo shirt
Loafer style shoes with socks
Open-collar shirt, knit shirt, or sweater
Casual style dress
No flip-flops
You’re projecting an image
Want the prospect to take you seriously
Work with your physical characteristics
Some accessory tips
Jewelry should be neutral and not related to an association or belief
Should be of good quality
High quality pens
Leather attaché cases
Avoid sunglasses while talking to prospects
Nonverbal Language
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Salespeople suffer from “business confusion syndrome” when it comes to deciding just what is corporate casual.
Professional is the key word to remember. Look good but don’t overdo it.
Avoid dressing too casual or “youthful.” Instead, your clothes should reflect your position.
Dressed to Sell
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Choice of greeting
The Rule of Ten - the first 10 words should include a form of thanks
Don’t use worn-out greetings
Plan the proper greeting ahead of time and keep it simple
Failure to prepare in advance could lead to stammering or faltering speech
The Proper Greeting
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The handshake helps determine personality style:
Drivers - firm, may turn hand over yours
Amiables - may not make eye contact
The handshake is one of the first nonverbal signals you give and receive
The Proper Greeting
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Rules for an effective handshake:
Maintain eye contact for the duration of the handshake
You may wait for the prospect to initiate the handshake
Apply firm, consistent pressure on the hand. Avoid the wet-fish or bone-crusher handshakes
If your palm tends to be moist from nervousness, carry a special handkerchief with powder and pat your hand several times
The hands should meet equidistant between the prospect and the salesperson in a vertical position.
The Proper Greeting
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Use of the prospect’s name… The sweetest and most important sound in any language
Pay attention - get it spelled and pronounced correctly
Concentrate on a person’s memorable characteristics
Associate - any gimmick that works
Observe and visualize
Repeat the name often
The Proper Greeting
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Use their first name or more formal name based on:
Relative ages
Prevailing custom in the region or country where you sell
Type of product or industry
Your conclusions about their behavioral style
The Proper Greeting
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The purpose of small talk
Gain an advantageous, positive beginning that will break the ice and ease tension
“Warm up” a cold environment
Provides additional information
Small talk can be negative if it conflicts with prospect’s social style
Small Talk or Get Down to Business
Relationship tension is common in the beginning.
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Self-Introduction Approach
Weakest approach by itself
Address the prospect by name (pronouncing it correctly)
State your name and company
Present your business card
Consumer-Benefit Approach
Give the prospect a reason to listen
Suggest a risk for failure to listen
Types of Approaches
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Curiosity Approach
You should know something about the prospect
Ask questions whose answers will reflect favorably on your product/service
Question Approach
Quickly establishes two-way communication
Enables you to apply the benefits of your product or service
Qualifying Question Approach
Seeks a commitment from a prospect
Determine if prospect is cold, lukewarm, or red-hot
Types of Approaches
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Compliment Approach
Signals your honest interest in the prospect
Make it sincere, specific, and of genuine interest
Referral Approach
Helps you establish leverage by borrowing the influence of someone the prospect trusts and respects
Education Approach
Show your knowledge of trends in their industry or market
Would work well in a virtual meeting
Types of Approaches
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Product Approach
Hand the product, or some physical representation of it to produce a positive reaction
It stirs interest
Permits a demonstration
Makes a multiple sense appeal
If bringing the actual product is not feasible, you must use other devices:
A piece of literature
A sample of the output of the machine
A small working model
A picture
Types of Approaches
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