9-1

The Power of Selling

9-2

Chapter 9 The Approach: The Power of Connecting

9-3

Video Ride-Along

• The video The First 15 Seconds features Tonya Murphy, General Sales Manager at Radio Station WBEN-FM

• Tonya Murphy discusses the importance of the first few seconds of a client meeting, which are crucial in terms of building your first impression and helping the client make a quick decision

• To view the video, click here

9-4

Chapter Objectives

• Understand the role of first impressions and the importance of a strong approach.

• Understand how to make contact with your prospect.

• Describe the different types of sales approaches.

• Identify how to overcome barriers to success in getting an appointment.

• Learn how to prepare an elevator pitch for your brand.

9-5

First Things First

• Sales approach: The point at which you make contact with the customer

• During your first meeting with the customer, your sales approach won’t be successful unless you make a good first impression

9-6

First Things First

• First impressions are formed quickly, difficult to change, and can have a lasting effect

• The buying decision starts with the sales approach and is, therefore, the most intimidating point of the sales process

9-7

The Six Cs of the Sales Approach

• Confidence

• Credibility

• Contact

• Communication

• Customization

• Collaboration

9-8

Dress the Part

• Appearance is an important part of the first impression – Dress appropriately and professionally

• Rule of thumb – Dress better than you think your customer will dress

• Keep in mind your customer and his company culture

Item number: 77006628

9-9

During Every Sales Approach

• Standards that apply to every selling decision

– Get the customer’s name right

– Listen to the customer

– Be ready with your elevator pitch• http://www.youtube.com/watch?v=KMFFZ0lj41I&feature=related

• http://www.youtube.com/watch?v=yR-Z1Krro_4&feature=related

• http://www.youtube.com/watch?v=vAvErchnM_w&feature=related

• http://www.youtube.com/watch?v=fG7-wHfPUUI&feature=related

9-10

Listening Power

• The video Listening Power features Brian Tracy

• Brian Tracy explains why the person who asks questions has more control

• To view the video, click here

9-11

The 70/30 Rule of Listening

• The podcast features Shane Gibson

• He explains how he practices the 70/30 rule of listening

• To listen to the podcast, click here

Source: SalesVideoPodcast.com

9-12

Listening 2.0 Podcast

• The podcast features Shane Gibson

• Shane Gibson discusses effective ways to listen before you speak online

• To listen to the podcast, click here

Source: ClosingBigger.net

9-13

Approaching by Telephone

• Mention your name and the purpose of your call in the first twenty seconds

• Prepare a script for your opening statement

• Do ask “is this a good time?”

• Don’t start off by asking, “how are you today?”

• Don’t launch into prolonged explanations

• Leave a voice mail message

9-14

The Perfect Telephone Approach

• The video Sales Call -What to Do #1 demonstrates how to make a sales call that results in an appointment

• To view the video, click here

Source: YouTube

9-15

Effective Voice Mail Messages

• The video How to Leave a Voice Mail That Works discusses the elements of an effective voice mail message

• To view the video, click here

Source: YouTube

9-16

Approaching by E-mail

• Write a number of e-mails in different styles and tones

• Send a well-written e-mail

• Follow up persistently

• Don’t send e-mails that look like templates

9-17

Approaching through Online Social Networks

• Make a comment when you add a prospect as a new friend

• Aim for quality over quantity

• Contribute to the community

• Don’t use sloppy language

• Don’t make a sales pitch

9-18

How to Make Your Approach on a Social Network

• The video, Business TV: Use LinkedIn to sell at internet speed demonstrates how to make an effective sales approach

• To view the video, click here

9-19

Approaching Your B2B Contact in Person

• Use a strong, attention-grabbing opener

• To balance small talk with business, take your lead from the prospect or customer

• Don’t use opening lines that send the wrong message

• Use a sincere and personal approach

9-20

Approaching a B2C Contact in Person

• Talk to your customer

• Treat your customer like a guest

• Don’t ask “can i help you?”

• Don’t put any pressure on your customer

• Don’t prejudge a customer

9-21

Turning a Contact into a Sales Call

• Transition from the approach into the sales presentation depends on the selling situation – B2B or B2C

• Understanding your working environment is very important

9-22

Types of Sales Approach

• Question approach: Opening a sales call with questions that will engage your prospect in a dialogue

• Product approach: Opening a sales presentation with a product demonstration

• Referral approach: Mentioning an existing customer relationship to build credibility and trust at the beginning of your sales call

9-23

Types of Sales Approach

• Customer benefit approach: Opening the sales call by directing your prospect’s attention to a specific benefit of your product or service

• Survey approach: Opening a sales call with a survey or questionnaire to better determine customer needs and preferences

• Agenda approach: Sales approach in which you open your sales call by giving the customer an overview of your call agenda

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Types of Sales Approach

• Premium approach: Offering free products or samples to attract a customer and build goodwill at the opening of a sales call

• Combination approach: Smart salespeople use a combination of approaches and shift from one approach to another very smoothly

9-25

Getting Past the Gatekeepers

• Gatekeeper: The secretary or assistant whose job it is to screen calls or “guard” the entrance to an executive’s office

• Salespeople consider gatekeepers as an obstacle to meeting the prospects

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Getting Past the Gatekeepers

• Gatekeepers are an integral part of the selling relationship:

– They have valuable knowledge about the internal workings of an organization

– They are familiar with their boss’s schedule

– They have a significant say in allowing outsiders to see their boss

– They can determine how outsiders are represented to their boss

– They often influence the first impression

9-27

Getting Past the Gatekeepers

• How to deal with the gatekeepers?

– Think from the gatekeeper’s perspective

– Give them the information they ask for when they want it

– Show that your call would be worth his boss’s time

– Learn the gatekeeper’s name, and be friendly

– If you treat gatekeepers well, they might give you all the information you want

– For extra helpful gatekeepers, you can send a note or small thank-you gift