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1、,CHAPTER,10,Approaching the Customer with Adaptive Selling,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 10-2,Learning Objectives,Describe the three prescriptions that are included in the presentation strategy Discuss the two-part step of the pre-approach process Describe team p
2、resentation strategies Explain how adaptive selling builds on four broad strategic areas of personal selling,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 10-3,Learning Objectives,Describe the six main parts of the presentation plan Explain how to effectively approach the custom
3、er Describe seven ways to convert the prospects attention and arouse interest,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 10-4,Presentation Strategy Defined,The presentation strategy is a plan that includes three prescriptions: Establishing objectives Developing presale presen
4、tation plan to meet objectives Renewing ones commitment to outstanding customer service,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 10-5,Strategic/Consultative Selling Model,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 10-6,Pre-approach and Approach Plann
5、ing,Pre-approach involves preparing presale objectives and presentation plan Approach involves making good impression, securing attention, developing interest,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 10-7,Strategic Planning,Copyright 2010 Pearson Education, Inc. Publishing
6、as Prentice Hall 10-8,First Call Presentation Objectives,Establish rapport and begin building a relationship with the customer Obtain permission to ask need identification questions Obtain personal and business information to establish the customers file,Copyright 2010 Pearson Education, Inc. Publis
7、hing as Prentice Hall 10-9,Presentation Objectives for Stage Two,Involve the customer in a product demonstration Provide value justification in terms of cost reduction and increased revenues Compare and contrast the features of, for example, a truck fleet lease plan with a fleet purchase plan,Copyri
8、ght 2010 Pearson Education, Inc. Publishing as Prentice Hall 10-10,Team Selling Objectives,Team selling is suited to organizations that sell complex or customized products Sales teams often uncover problems and solutions that individuals may not Team sales presentations require a more detailed pre-c
9、all plan Each team member must know his/her role,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 10-11,Selling to a Buying Team,Must satisfy both the individual and collective concerns of each participant Determine the role of each decision maker and their amount of influence Make
10、 sure all are involveddo not ignore anyone Discover any silent team members,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 10-12,Adaptive Selling: Builds on Four Strategic Areas,Review the relationship strategy Re
11、view the product strategy Review the customer strategy,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 10-13,Six-Step Presentation Plan,Each of the six chapters in Part 5 of this text concentrates on a specific step of the presentation plan. This chapter discusses “The Approach.”,
12、Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 10-14,Approach Objectives,Initial contact with customer Three objectives Build rapport Capture full attention Transition to need discovery stage Often a phone call,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 10
13、-15,Establish Credibility Early,Credibility is an impression that people form about you Do not erode your credibility by: Arriving late, staying too long, not following up Credibility grows when the customer realizes you are competent and can add value,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 10-16,Telephone Contact,To set first appointment Practices to employ Plan in advance Identify self and firm State purpose of call State estimated length Confirm via note,Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 10-17,
