Module 9 • The approach to the sales presentation 1.6 The compliment approach
Everyone likes receiving compliments. The salesperson looks for something on which he can compliment the prospect or the prospect’s business. The compliment must be sincere and conveyed with empathy, otherwise the prospect might feel offended.
A door-to-door salesperson, for example, could compliment the prospect on his beautiful garden and the tidiness of his property. This technique can be used very successfully with other approach techniques.
1.7 The premium approach
This approach technique is based on every person’s desire to receive gifts or something for free. This approach can be an offer to help a prospect with a problem, such as a free inspection or service. It could even be a small free gift or a sample of the product.
1.8 Showmanship approach
The salesperson opens the discussion in a dramatic manner, exaggerating his actions and gestures. How you handle products, how you stand, your facial expression etc. all tell people more than words can. Street vendors make use of this approach.
This approach must be used with caution as many prospects do not like it. 2.
Factors which assure an effective and successful approach
• The appointment requires good planning and preparation. It must be arranged in advance and the salesperson must be punctual.
• Set out clear objectives for the approach. • Planning for the approach must provide for every possible eventuality. • The salesperson must pay special attention to his appearance, personality, attitude, posture, general behaviour and gestures.
• The first meeting and the prospect’s first impressions of the salesperson can cause the discussion to fail or succeed.
• Never ask questions that require negative answers. • Do not appear self-important or let the prospect feel you are better than he is. • Do not wear a “mask” of false friendliness; be friendly and sincere. • Choose an approach that will immediately get your prospect’s attention, arouse his interest and create a desire to hear more about the product or service.
• The salesperson must never forget that the right approach requires prior information and knowledge of the product, the business (Module 2) and the prospect (Module 7).
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