Begin Your Presentation
Copyright © 2007 by The McGraw-Hill Companies, Inc. All
The Tree of Business Life: The Beginning
What is the Approach?
The Right to Approach
The Approach—Opening the Sales Presentation
Technology in the Approach
Is the Approach Important?
Using Questions Results in Sales Success
Is the Prospect Still Not Listening?
Be Flexible in Your Approach
Begin the presentation with an end
Seek first to understand, then to be
Show great caring, confidence, and
excitement in your mind, body, and
speech by knowing you can help
Do not give in to the temptation to
You will see that trust, integrity, and
character win out in the long run.
What Is the Approach?
A golf shot from the fairway toward the green
Steps a bowler takes
before delivering the
For the Salesperson What Is the
The time from when the salesperson first sees
the buyer to the beginning of the discussion of
Could last seconds or minutes and involves:
One of the approach communication
techniques discussed in this chapter
The Approach Is:
The 3rd step in the selling process…
but it’s the…
the 1st step in the sales presentation
Exhibit 9-1: The Approach Begins the Sales
The sales presentation method
determines how you open your
Select Your Presentation Method and Then
Take the approach seriously.
Some feel this is the most important step in
If unsuccessful, you may never have
opportunity to move into the presentation.
If you cannot tell your story how will you make
The approach is extremely important.
The Approach Step of the Sales
…when you begin discussing the product
Let’s Summarize! The Salesperson:
3. Builds rapport
4. Goes through the approach
5. Discusses the product
6. Discusses the marketing plan
7. Discusses the business proposition
8. Closes – asks for the order
The Right to Approach
You have to prove you are worthy of the
prospect’s time and serious attention by:
Exhibiting specific product or business
Expressing a sincere desire to solve the
buyer’s problem and satisfy a need
Stating or implying that your product will save
money or increase the firm’s profit margin
Displaying a service attitude
The Approach–Opening the Sales
A buyer’s reactions to the salesperson in the
early minutes of the presentation are critical to
a successful sale.
Your attitude during the approach:
It is common for a salesperson to experience
tension in various forms when contacting a
Successful salespeople have learned to use
creative imagery to relax and concentrate.
The First Impression You Make Is Critical to
Your first impression is projected by:
You only have one chance to make
a favorable first impression.
To Make a Favorable Impression:
Wear business clothes that are suitable and
Be neat in dress and grooming.
Refrain from smoking, chewing gum, or
drinking in your prospect’s office.
Keep an erect posture.
Leave all unnecessary materials outside the
If possible, sit down.
To Make a Favorable Impression, cont…
Be enthusiastic and positive toward the
Do not apologize for taking the prospect’s time.
Do not imply that you were just passing by.
Maintain eye contact.
If the prospect offers to shake hands, do so with a
firm, positive grip while maintaining eye contact.
Learn how to pronounce the prospect’s name
Exhibit 9-4: Five Ways to Remember
sure to hear the person’s name and use it: “It’s good to
meet you, Mr. Firestone.”
2. Spell it out in your mind, or if it is an unusual name, ask the
person to spell the name.
3. Relate the name to something you are familiar with, such as
relating the name Firestone to Firestone automobile tires or a
4. Use the name in conversation.
5. Repeat the name at the end of the conversation, such as
“Goodbye, Mr. Firestone.”
Small Talk Warms ‘Em Up
In most sales calls the approach
consists of two parts:
The “small talk” or rapport-building phase
Weather, stock market, sports, etc,
Planned, formal, selling technique used as
a lead-in to the upcoming discussion of the
Statement, demonstration, or question(s)
Approach Techniques and Objectives
1. Opening with a Statement
2. Opening with a Demonstration
3. Opening with a Question or Questions
Exhibit 9-5: The Approach Techniques for
Each of the Four Sales Presentation Methods
Objectives of Both Statement and
Demonstration Approach Techniques
Capture the attention of prospect
Stimulate prospect’s interest
To provide a transition into the sales
The Situational Approach
The situation you face determines which
approach technique you use.
Influences on the approach-to-use include:
Type of product being sold
Whether the call is a repeat call on same person
Degree of knowledge about customer’s needs
Amount of time for sales presentation
Whether customer is aware of a problem