Chapter 9

Begin Your Presentation

Strategically

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 Learning Objectives

9-1:  Explain the importance of using an approach and provide

examples of approaches.
9-2:  Describe why questions are the most important element of
the approach. 
9-3:  Describe the various types of questioning techniques for
use throughout the presentation, and give an example of each
technique. 
9-4:  Understand the importance of being flexible in your
approach. 
9-5:  Explain the value of agendas and transitions within the
approach section of the selling process.
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 The Core Principles: The Beginning

Begin 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 temptation to exaggerate

You will see trust, integrity, and character win out in
long run

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 For the Salesperson What Is the Approach?

Time from when

salesperson first sees
buyer to beginning of
discussion of product.
Key stage in the selling
process
• The 1st step in the sales
presentation
• The 3rd step in the
selling process
Jump to Long Image Description
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 Is the Approach Important?

Yes it is!
Salespeople need several approach techniques
that have worked in the past to select the
approach for a current situation

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 Take the Approach Seriously

Approach is extremely important

• Many consider approach as most important step in
helping someone
If unsuccessful, may not have opportunity to
present
• If you can not tell your story how will you make the
sale?

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 The Approach

The Approach Begins the

Sales Presentation
Could last seconds or minutes
and involves:
• Meeting
• Greeting
• Rapport Building
• One of the approach
communication techniques
discussed in chapter
Is over when you begin
discussing product itself
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 The Approach Leads Into the Sales Presentation
1. Prospect/Customer
2. Preapproach/Planning
3. Approach
4. Presentation
5. Trial close
6. Determine Objections
7. Meet Objections
8. Trial Close
9. Close
10. Follow-Up and Serice

Jump to Long Image Description

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 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

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 The Approach–Opening the Sales Presentation

A buyer’s reactions to salesperson in the early minutes

of the presentation is critical to a successful sale
Your attitude during the approach
• Often salesperson experiences tension when contacting a
prospect
• Successful salespeople learn to use creative imagery to
relax/concentrate

Approach Leads Quickly Into Sales Presentation

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 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
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 Why Are First Impressions Important?

Our judgments about someone occurs automatically

• Research suggests 90% of decisions are not conscious
• May not be aware of processes, but actually processing information

Application to sales:
• Customers automatically and quickly judge salesperson
• Result: First seconds and minutes of sales interaction matter
• Customer may be deciding whether salesperson can be:
• Trusted
• Provide needed assistance
• Possesses expertise
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 How To Make A Good First Impression 1

Preparation:
• Arrive early
• Proactively learn to pronounce prospect’s name correctly
• Confirm you have all materials

Nonverbal language
• Be positive, enthusiastic
• Maintain eye contact
• Smile
• Maintain positive posture
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 How To Make A Good First Impression 2
Dress
• Dress +1: One step above corporate
culture
• Be neat in grooming/appearance
Materials and Technology
• Leave all unnecessary materials
outside
• Set cell phone to airplane
mode/vibrate
• Ensure all needed materials are
organized
Manners:
• Ask to place materials on desk
• Remember others who enter
meeting/pass by
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 Five Ways To Remember Someone’s Name

Use person’s name:

• “It’s good to meet you, Mr. Firestone.”

Spell it out in your mind

Relate name to something you are familiar with
• Relating Firestone to Firestone automobile tires

Use name in conversation

Repeat name at end of conversation
• “Goodbye, Mr. Firestone.”
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 Approach Categories

Opening with a statement

Opening with a demonstration
Opening with a question or questions

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 The Approach Techniques for
Each of the Four Sales Presentation Methods

Approach Techniques
Sales Presentation Methods Statements Demonstration Questions
Memorized (canned) X X X
Formula (persuasive selling) X X X
Need-satisfaction X
Problem-solving X

Choice of approach technique depends on chosen sales

presentation method
Based on situation and sales presentation plan
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 The Situation 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

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 Objectives of Both Statement and
Demonstration Approach Techniques
Questions are feasible with any of presentation
methods
Statements and demonstrations usually reserved for
memorized or formula sales presentation methods
3 basic objectives of statement & demonstration
approaches
• To capture prospect’s attention
• To stimulate prospect’s interest
• To provide a transition into sales presentation
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 Rapport Building
Small Talk Warms Them Up 1
Approach consists of two parts
• “Small talk” or rapport-building phase
• Goal: Develop trust by creating a connection (i.e., you and buyer demonstrate
some level of similarity)

Rapport consists of:

• Introductory elements of discussion, such as greeting, or introduction
• Learning about each other (i.e. confirming how long client can meet)

If an ongoing series of meetings, rapport might focus upon:

• Something buyer expressed at a previous meeting
• Project’s progress, a personal activity or interest, or the status of business

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 Rapport Building
Small Talk Warms Them Up 2
Key to remember about rapport
• Demonstrate similarity not to demonstrate
differences.
• Find some element that buyer has shared with
which you align
• Adapt your rapport to customer’s style

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 Potential Rapport Topics
Rapport Topics:
First Meetings
Ask about their interests (i.e.
hobbies, sports, activities, etc.)
Ask about their work history
Ask about their perceptions
about a business topic or
trend
Ask about the activities over a
period of time (vacation,
previous weekend, etc.)
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Rapport Topics:
Ongoing Meetings
Ask about the progress on a
project that the buyer
previously shared with you
Ask about the buyer’s
progress on their objectives
or responsibilities
Ask about an interest area
(hobbies, sports, etc.) the
buyer shared with you
Ask about a vacation, trip or
activity the buyer previously
shared with you
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 Example of Rapport Building
Salesperson: Absolutely, the summer is flying by. So have you had the
opportunity to play much golf recently?

Buyer: A few rounds. It helps me to relax after especially busy days at

work. The exercise and camaraderie really allows me to settle down
and think about the major issues in my business. Do you play?

Salesperson: Absolutely. I really enjoy golf as well. It’s a great way to

exercise and focus on the big picture, which actually bring me to why
we’re meeting today, to discuss the major financial elements of your
business, especially business risk and liability (transition). Your note
last week suggested that the goal for today’s meeting is to learn about
your business’s key area of liability and risk and evaluate potential
solutions to minimize this risk. What are your thoughts of this business
outline? Are there any other areas we should add? (agenda)
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 After The Rapport, The Second Element of The
Approach Technique Begins
After rapport, the second part of the approach
occurs
• Planned, formal selling technique used as a lead-in
to upcoming discussion of the product
• Consists of using statement, demonstration, or one or
more questions
• Based on the situation

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Three Major Categories of Approach Techniques

Approach Techniques
Statements Demonstration Questions Statements
Introductory Product Customer Benefit Introductory
Complimentary Showmanship Curiosity Complimentary
Referral Opinion Referral
Premium Shock Premium
Agenda Multiple Question (SPIN Agenda

Good rule of thumb:

The use of questions in your approach is preferable
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 Opening With Statements

Introductory approach
Complimentary approach
Referral approach
Premium approach

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 Introductory Approach

Most common and least powerful

• Does little to capture prospect’s attention and interest
• Opens with salesperson’s name and business
• Needed when meeting a prospect for first time
• Usually used with another approach

Example:
• “Hello, Ms. Crompton, my name is John Gladstone,
representing the Pierce Chemical Company.”

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 Complimentary Approach

Communicates a positive aspect to buyer

• Buyer’s expertise or business results
• Quality of business
• Must be sincere

Example:
• Mr. Davidson, I was just visiting with your boss, who commented that you
were doing a good job in keeping your company’s printing costs down. I
am interested in learning more about your business’s needs in the hopes
of helping you reduce your costs further.

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 Referral Approach

Use of another person’s name

Effective method if prospect respects that person;

Example:
• Ms. Rosenburg, my name is Carlos Ramirez, with the Restaurant Supply
Corporation. When I talked to your brother last week, he wanted me to
give you the opportunity to see Restaurant Supply’s line of paper
products for your restaurant.

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 Premium Approach

Provides something free to prospect

• Free samples or novelty items
• Creates positive environment
• May create feelings of reciprocity

Example:
• Ms. Rogers, please try this complimentary set of automotive tools at one
of your stations. Once you use them, my hunch is that many of your
technicians will be asking for them.

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 Agenda Statements 1

Buyers face time constraints

• Salesperson must be aware and respectful of
customer’s time/schedule.
Agenda serves as method to demonstrate
respect
Agenda: Plan or brief framework of meeting
goals; discussion areas

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 Agenda Statements 2
Key items to remember about agendas
• Use customer-focused language
• “you” and “your” or “we” rather than “me,” “mine” and “I.”
• Never assume we understand all of the goals for meeting
• Always provide open ended question (i.e. a trial close) at end of agenda
• Ask whether any elements were missed or any other item should be included

Example:

• “Thank you so much for e-mail yesterday. It really helped in setting the goals for today’s 30-
minute discussion. First, may we start with some questions so that I may learn more about
your company’s needs in terms of cloud-based technology? Then, we can clarify potential
opportunities regarding how XYZ Technology may be able to help move you and your
company toward its objectives. Finally, you mentioned discussing the financial implications
of implementing any solutions. Can you share with me any other goals that I might have
missed for today’s meeting?”

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 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 needs/problesm

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 Multiple Question Approach
(SPIN)
Uses series of four types of questions in a specific
sequence
1. Situation
2. Problem
3. Implication,
4. Need-payoff questions

Requires questions asked in proper sequence

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 Each Element of The SPIN
And The Process
Situation questions:
• Ask about prospect’s general situation as it relates to your product

Problem questions:
• Ask about specific problems, dissatisfactions, or difficulties prospect
perceives relative to your situation question

Implication questions:
• Ask about implications of prospect’s problems or how a problem affects
various related operational aspects of a home, life, or business

Need-payoff question
• Ask if prospect has an important, explicit need

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 An Example of the SPIN
(S) Ask about prospect’s general situation
(P) Ask about specific problems relative to
situation question
(I) Ask how a problem affects various
related operational aspects
(N) Ask if prospect has an important,
explicit need
©McGraw-Hill Education
“How large are your manufacturing plant
facilities?”
“Have your executives ever complained about
having to do so much walking in and around
the plant?”
“It sounds as if your executives would have an
interest in reducing their travel time and not
having to exert so much energy in transit. How
much time, energy, and company resources
would you envision might be saved if they
could get to the plant as quickly as they
desire?”
“If I could show you how you can solve your
executives’ problems in getting to and from
your plant, and at the same time save your
company money, would you have an interest?”
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 Additions To SPIN 1

Salespeople may append questions to SPIN

Two distinct examples of customizing SPIN
Method 1: Integrate a detailed needs-summary section
before the needs-payoff section of the SPIN
• Ensure salesperson totally understands buyer’s need
• Salesperson replays buyer’s needs to him.

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 Additions To SPIN 2

Method 1: Integrate a detailed needs-summary section before

the needs-payoff section of the SPIN
• Ensure salesperson totally understands buyer’s need
• Salesperson replays buyer’s needs to him.

Example:
• “If I may, I’d like to ensure I totally understand your needs. You shared
with me that your company is seeking a solution that will provide greater
investment income in the short-term, enhanced financial security in the
next three years, and reduced paperwork and processing time over the
long term. What elements did I miss?”

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 Additions To SPIN 3

Method 2: Integrates a needs-prioritization section before the

needs-payoff section of SPIN
• Goal: Allow buyer to prioritize needs

Example
• “Thank you so much for sharing your thoughts. Would it be acceptable to
say that your firm’s challenges are that you have experienced a 10%
decrease in sales over the past month? Similarly you noted that your
competitors have continued to increase their promotional frequency over
the past 12 months, and that’s placing pressure on you as you have an
annual objective of 6% growth in sales to meet? What other needs did I
not capture?”
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 Customer Benefit Approach

Salesperson asks question implying product will benefit prospect

• Useful method when prospecting for customers using the telephone
• Approach is focused on benefit; may enhance prospect’s attention

Example:
• Hi. I’m Charles Foster of ABC Shipping and Storage Company! Mr.
McDaniel, would you be interested in a new storage and shipping
container that will reduce your transfer costs by 10 to 20 percent?

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 Curiosity Approach

Salesperson asks a question or does something to make the

prospect curious about product or service
• May integrate a trend, unique research findings, or other insights

• Salesperson shares her expertise with buyer and creates interest

Example:
• Do you know why college professors such as yourself have
made this [as she hands the book to the prospect] the best-
selling book about how to sell on the market?

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 Opinion Approach

People are usually flattered when asked opinion on a subject

• Should be sincere
• Demonstrates you value buyer’s opinion
• May reveal previously unexplored opportunities for your product

Example:
• I’m new at this business, so I wonder if you could help me? My company
says our Model I-1000 copier, printer and scanner is the best on the
market for the money. What do you think?

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 Shock Approach

Uses a question designed to the prospect think seriously about a

subject related to salesperson’s product
• A trend, a statistic, valuable research that prospect may not know

• Value of shock approach:

• Generate interest and position salesperson as providing credible knowledge

to the prospect

Example:
• Did you know that home burglary, according to the FBI, has increased this
year by 15 percent over last year? (Alarm system)

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 Using Questions Results In Sales Success

Asking questions: Excellent technique to:

• Obtain information from the prospect

• Develop two-way communication

• Increase prospect participation

Ideal question is one a prospect is willing and able to answer

• Ask questions wisely

• Preparing questions is important

• Practicing sequence of questions allows you to adapt

• Practicing a variety of questions allows you to adapt

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 Four Basic Categories of Questions

Non-directive (open-ended)
Directive (close-ended)
Rephrasing
Redirect

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 Nondirective (Open-Ended) Questions

Opens up two-way communication

Questions begins with who, what, where, when, how, or why
Prompts customer to continue talking

Examples:
• Who is involved in the buying process and what are their roles?

• What features are you looking for in a product like this?

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 Direct Question
Close-ended question
• Can be answered with very few words
• Ask for a limited, short answer from prospect
• Yes or no, or a few words
• Useful in moving toward a specific topic
• Does not really tell you much
• There is little feedback information

Examples:
• “Mr. Berger, are you interested in saving 20 percent on your manufacturing costs?”

• “Reducing manufacturing costs is important, isn’t it?”

• “What kind?” or “How many?”

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 Transforming Close Ended Questions
Into Open Ended Questions
Close-ended Open-ended Probing
Don’t you agree? What are your thoughts Can you explain to me more
about…? about…?
Are those the type of Would you describe to me the For that portion of the process,
decisions you are typically types of decisions you make can you tell me who is involved
responsible for? and how the process works? and what is their respective
role?

Is there a problem?
Do you always use that type
of process?
What elements of this
(product/service) are creating
challenges?
How would you describe the
key steps in your process?
Can you lead me through any
other challenges we need to
address?
You mentioned the proposal
stage. What are you expecting
from your vendors during that
part of the process?

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 Rephrasing Question

At times, prospect’s meaning is not clearly stated

• Salesperson attempts to clarify meaning
• Salesperson attempts to further determine prospect’s needs

Example:
• Would it be correct to say that price is the most important thing you are
interested in? [sincerely, not too aggressively]

• Earlier in the conversation, you shared that delivery times are of the
utmost importance. Can you tell me more about your expectations in this
area?
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 Redirect Question

Used to redirect prospect to selling points that both parties

agree on
• Moves conversation from a negative position to a positive or neutral one
• Reestablishes communication between two people
• Finds areas of agreement between buyer and seller even if prospect is
opposed to purchasing product

Examples:
• You would agree that manufacturers must use the most cost-efficient
equipment to stay competitive these days, wouldn’t you?

• Wouldn’t you agree that you continually need to find new ways to
increase your company’s sales?

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 Is The Prospect Still Not Listening?

What happens when prospect

is not listening or is
multitasking
Invite prospect to participate
in the talk by using either the
question or the demonstration
approach
By handing person something,
showing something, or asking
a question, you can briefly
recapture attention

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 Demonstration Openings 1

Product approach
Showmanship approach

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 Demonstration Openings 2

Invites prospect into participating in the sales

conversation
Product approach frequently used alone or in
combination with statements and questions
Two alternatives
• Salesperson provides product to buyer and waits for a
reaction
• Lead the buyer through a demonstration

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 Technology in the Demonstration
Quickly capture prospect’s attention and interest
• Technology incorporated into demonstration approach
• Sounds, visuals, and touch cause prospect’s mind to focus on salesperson’s words
Key to any demonstration:
• Keep customer-focused
• Ensure demonstration focuses on a key benefit that is important to buyer

Example:
• Imagine a salesperson asking a grocery store’s purchasing agent to follow
her to a conference room to “see something.”

• The salesperson doesn’t discuss the product until after the prospect has
entered a conference room that uses virtual reality to stimulate a new
method to display products in the customer’s grocery store.
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 Showmanship Approach 1

Doing something unusual to catch prospect’s

attention and interest
• Be very careful so that approach does not backfire
• Should focus on a customer-centered benefit

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 Showmanship Approach 2

Example:
• “Ms. Rosenburg, our paper plates are the strongest
on the market, making them drip-free, a quality your
customers will appreciate.” [The salesperson places a
paper plate on her lap and pours cooking grease or
motor oil onto it while speaking to the prospect.]

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 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?”

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 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

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 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

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 Transitions: Maintain Conversational Flow 1

Ever experienced a conversation in which an awkward

silence occurred?
Awkward pauses occur between different elements of
sales process
Conversational flow is important
• Transitions help relate or link two ideas or sections of
conversation
• Link the rapport section with the agenda section

• Link the agenda section to needs discovery section

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 Transitions: Maintain Conversational Flow 2

Example:
• Salesperson: Absolutely, the summer is flying by. So have you had the
opportunity to play much golf recently?
• Buyer: A few rounds. It helps me to relax after especially busy days at
work. The exercise and camaraderie really allows me to settle down and
think about the major issues in my business. Do you play?
• Salesperson: Absolutely. I really enjoy golf as well. It’s a great way to
exercise and focus on the big picture, which actually bring me to why
we’re meeting today, to discuss the major financial elements of your
business, especially business risk and liability (transition). Your note last
week suggested that the goal for today’s meeting is to learn about your
business’s key area of liability and risk and evaluate potential solutions to
minimize this risk. What are your thoughts of this business outline? Are
there any other areas we should add? (agenda)
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 Can You Answer? 1

1. What is the goal of the approach section of the

selling process? What are the various categories of
approaches that a salesperson may use?
2. What is the goal of the rapport section? What topics
could be incorporated within the rapport building
section of the approach?
3. What is the value of incorporating an agenda into
the approach section of the sales process? Why
might a buyer appreciate the use of an agenda by
the salesperson?
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 Can You Answer? 2

4. What are the elements of the acronym “SPIN?” Why might

some salespeople believe that using multiple “I” questions
within the SPIN process is very useful?
5. What is the value of using transitions within the approach
section?
6. Why might salespeople incorporate a needs summary and a
needs prioritization section within the SPIN process?
7. Why are open-ended questions one of the most important
tools that can be used in the approach section of the sales
process?

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