Chapter 10: Approaching the customer with adaptive selling

Question 1

1. Describe the 3 prescriptions that are included in the presentation strategy.

Answer 1

• Presentation Strategy: Plan that consists of 3 prescriptions.
  1. Establishing objectives for the sales presentation.
  2. Developing the pre-sale presentation plan needed to meet these objectives.
  3. Renewing one’s commitment to provide outstanding customer service.

Question 2

2. Discuss the 2 part pre-approach process.

Answer 2

1. Pre-approach: Activities that precede the actual sales call and set the stage for a personalized sales approach, tailored to the specific needs of the prospects. This involves the planning necessary for the actual meeting with a prospect.
2. Approach: First contact with the prospect, either face to face or by telephone. The approach has 3 objectives:
3. Build rapport.
4. Capture attention.
5. Generate interest in the product.
   * Action objective: Something that you want the customer to do during the sales presentation.

Question 3

3. Describe the team presentation strategies.

Answer 3

*Suited to organizations that sell complex or customized products and services that require direct communication between customers and technical experts. Sales teams can uncover problems, solutions, and opportunities that an individual can’t; also shorten sales cycle, precise need identification, improved selection of the product, and more informative sales presentation.
*Team sales presentations require detail pre-call plan because each team member must have clear understanding of the role during the sales call. Objectives should be clearly stated.
*Strategies for selling to a buying committee:
The salesperson should attempt to determine the various buying influences. When possible, the role of each decision maker, the amount of influence he/she exerts, and each decision maker’s needs before the presentation. Observation during the presentation can reveal who will use the product (user influencer), who controls the finance (financial influencer), and who can provide the expertise necessary to make the correct buying decision (technical influencer). When presenting for a group sale make sure to involve all parties otherwise one member could prevent the sale. Find out if there are any silent team/committee members.

Question 4

4. Explain how adaptive selling builds on 4 broad strategic areas of personal selling.

Answer 4

*Adaptive selling involves altering the sales behaviours in order to improve communication with the customer. To better identify and respond to the customer’s needs frequently requires complex behavioural adjustments before and during the sales call. These adjustments are based on the relationship needs and products needs of the customer. The strategic planning that takes place during the pre approach can greatly enhance the adaptive selling process. This plan includes strategies that you use to position yourself with the customers and tactics you will use when you are face to face with a customer. Planning the approach involves consideration of how the relationship, product, and customer strategies can enhance the sales presentation.

Question 5

5. Describe the 6 main parts of the presentation plan.

Answer 5

1. Approach: Make decisions concerning effective ways to make favourable first impression during the initial contact, to secure the prospect’s attention, and to develop the prospect’s interest in the product. Approach sets the stage for effective presentation.
2. Need discovery: One of the most critical parts of selling process. If a salesperson is unable to discover/meet needs the sale may be lost.
3. Presentation: 3 types of need-satisfaction presentation strategies are available to adapt the sales presentation to the needs of the prospect. After deciding which strategy, the salesperson carefully prepares the presentation following the guidelines presented. Selling tools or proof devices are used to demonstrate and document the benefits presented.
4. Negotiation: Buyer resistance is natural part of the selling-buying process. An objection however does not represent a barrier to closing the sale.
5. Close: As the sale presentation progress, there may be several opportunities to close the sale. Salespeople must learn to spot closing clues.
6. Servicing the sale: The importance of developing a long-term relationship with the prospect is very important. This rapport is often the outgrowth of post sale service. Learning to service the sale is an important aspect of selling.

Question 6

6. Explain how effectively approach the customer.

Answer 6

The approach may involve face to face contact, telephone contact, or some other appropriate method of communication. If the approach is effective, the salesperson will be given an opportunity to make the sales presentation. A major goal of the social contact is to make a good first impression, build rapport, and establish credibility. The business contact involves converting the prospect’s attention from social contact to the sales presentation.

Question 7

7. Describe seven ways to convert the prospect’s attention and arouse interest.

Answer 7

1. Agenda Approach: Thank the customer for taking time to meet and review your goals for the meeting. This shows the customer you value their time and have a prepared agenda.
2. Product Demonstration Approach: Getting the customer’s attention by showing actual product, sample, mock-up, video, brochure (in print or computer). Leave samples for customer to examine at a later date.
3. Referral Approach: Another person will be far more impressed with your good points if these points are presented by a third party rather than by you. A third party (satisfied customer) believes the prospect will benefit from your product. When using the referral approach, the opening statement should include a direct reference to the third party.
4. Customer Benefit Approach: Immediately point out the benefit of purchasing your product. Try to begin with the most important issue (or problem) facing the client. When using this approach the most important buyer benefit is included in the initial statement.
   * Elevator Speech: Short, preplanned and rehearsed speech used to establish credibility and open the door for the salesperson by focusing on the benefit of working with him/her.
5. Question Approach: This approach has 2 positive features. 1. A question almost always triggers prospect involvement. 2. A question gets the prospect thinking about a problem that the salesperson is prepared to solve. Once you asked the question, listen carefully to the response. If the answer is yes, proceed with an enthusiastic presentation of the product, if the answer is no then try another approach or thank the prospect for their time and depart.
6. Survey Approach: Data collection through the survey is an important part of the problem-solving philosophy of selling. This approach offers many advantages, it is a non-threatening way to open a sales call. You are simply asking permission to acquire information that can be used to determine the buyer’s need for the product. Because the survey is tailored made to specific business the buyer is given individual treatment. Finally the survey approach avoids a premature discussion of the price (price cannot be discussed until survey is complete).
7. Premium Approach: Giving the customer a free sample or an inexpensive item. Creative use of premium is an inexpensive way to get the customer’s attention