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CHAPTER 9

CHAPTER 9. STRATEGIC PRESENTATION. APPROACH. IMPORTANCE OF PLANNING FOR APPROACH REASONS FOR APPROACH TO SOLVE CUSTOMER PROBLEMS BY OFFERING YOUR PRODUCTS F A B ESTABLISH RAPPORT WITH CUSTOMER ATTITUDE AND CREATIVE IMAGERY IMPORTANT FOR CONFIDENCE BUILDING

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CHAPTER 9

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  1. CHAPTER 9 STRATEGIC PRESENTATION

  2. APPROACH • IMPORTANCE OF PLANNING FOR APPROACH • REASONS FOR APPROACH TO SOLVE CUSTOMER PROBLEMS BY OFFERING YOUR PRODUCTS F A B • ESTABLISH RAPPORT WITH CUSTOMER • ATTITUDE AND CREATIVE IMAGERY IMPORTANT FOR CONFIDENCE BUILDING • SEE PAGE 277 FOR FAVORABLE FIRST IMPRESSION

  3. APPROACH TECHNIQUES • STATEMENT TECHNIQUE • DEMONSTRATION TECHNIQUE • QUESTION TECHNIQUE • FACTORS TO REMEMBER PRIOR TO APPROACH;YOUR SALES CALL OBJECTIVE;TYPE OF APPROACH;CUSTOMER BENEFIT PLAN

  4. CHOOSE THE RIGHT TYPE OF SALES PRESENTATION(MEMORIZED,FORMULA,NEED-SATISFACTION,PROBLEM SOLVING) • SEE EXHIBIT 9-5 PAGE 278 • FACTORS AFFECTING CHOICE OF PRESNTATION; • TYPE OF PRODUCT • REPEAT CALL, • KNOWLEDGE OF CUSTOMER NEEDS, • TIME ALLOWED FOR PRESENTATION, • CUSTOMER’S AWARENESS OF THE PROBLEM

  5. OPENING STATEMENT • INTRODUCTORY APPROACH • COMPLIMENTARY APPROACH • REFERRAL APPROACH • PREMIUM APPROACH • SEE EXAMPLES IN THE BOOK(P 280-281)

  6. DEMONSTRATION OPENINGS • PRODUCT APPROACH • CUSTOMER BENEFIT APPROACH • SHOWMANSHIP APPROACH • CURIOSITY APPROACH • OPINION APPROACH • SHOCK APPROACH

  7. MULTIPLE-QUESTION APPROACH • SPIN • SITUATION QUESTIONS • PROBLEM QUESTIONS • IMPLICATION QUESTIONS • NEED-PAY OFF QUESTIONS • PRODUCT NOT MENTIONED IN QUESTIONS • SEE EXAMPLES OF INDUSTRIAL AND CONSUMER PRODUCT SALE QUESTIONS

  8. CATEGORIES OF QUESTIONS • DIRECT QUESTIONS • NON DIRECTIVE QUESTIONS • REPHRASING QUESTIONS • REDIRECT QUESTIONS • PROJECTION QUESTIONS • ASK QUESTIONS THAT YOU CAN ANTICIPATE ANSWERS • GIVE TIME FOR PROSPECT TO RESPOND • LISTEN

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