Approaching the Prospect

1. Approaching 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

2. Purpose of the Approach • 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

3. First Impressions • 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 Four minutes is the average time that prospects take to decide whether to buy from you.

4. Nonverbal Language • 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

5. Nonverbal Language Basic Dress Guidelines for Men and Women

6. Nonverbal Language • 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

7. Dressed to Sell • 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.

8. The Proper Greeting • 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

9. The Proper Greeting • 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

10. The Proper Greeting • 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.

11. The Proper Greeting 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

12. The Proper Greeting • 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

13. Small Talk or Get Down to Business Relationship tension is common in the beginning. • 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

14. Types of Approaches • 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

15. Types of Approaches • 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

16. Types of Approaches • 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

17. Types of Approaches • 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