Module 9 • The approach to the sales presentation
• The question must be relevant, specific and tailored for each prospect’s need:
The question must address a relevant and specific problem or need of the prospect. The salesperson from Ricoh has, for example, noticed the prospect has a problem with space. He will phrase his question as follows: “Would you like to see how my business's product, a very small and compact printer, can solve your office space problem?” Always ensure that your question applies to the prospect’s needs, interest and taste.
• Ask personal and confidential questions only when absolutely necessary: If you have met the prospect for the first time, it would be disrespectful to ask personal and confidential questions. Try finding it out somewhere else, from financial institutions or from balance sheets.
• Do not ask for information the prospect cannot provide: People do not like to show they do not know something. Do not embarrass prospects by asking questions they cannot answer. Rather obtain the information from another source and show the prospect you have taken the trouble to gain information to help solve his problem.
1.2 Making a stimulating statement
The salesperson grabs the attention of the prospect by making a stimulating statement. The statement(s) can be about achievements or about what the product can do (facts). This kind of statement is usually followed by a question to see how the prospect reacts. For example, "This product of ours was awarded the consumer product of the year 2015 in South Africa". Follow-up the statement by saying "Would you like to see how it works?"
The salesperson must always be able to support these stimulating statements with evidence (Module 9).
1.3 Shock approach
Fear, anxiety and shock it what the salesperson wants to create with the prospect to draw his attention. A salesperson from ADT alarm systems can say: “Do you realise how many house burglaries there have been in your area lately?"
Salespeople selling insurance or security products can successfully make use of this approach.
Activity 1: Class discussion
Can you think of more products where salespeople can make use of the shock approach? Think of cigarettes, skincare, teeth, health, obesity, etc.
1.4 Product approach
With this approach, the product speaks for itself. The salesperson’s approach is built entirely around his product. It is used especially where the product is unique and very attractive, such as a luxurious car. The product itself, and not a technique, will grab the attention and interest of the prospect. These products are normally displayed.
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