Скачать презентацию Objectives for Opening the Call Explain the Скачать презентацию Objectives for Opening the Call Explain the

f83f07953b282753de4efefe226d3953.ppt

  • Количество слайдов: 44

Objectives for Opening the Call • Explain the 5 purposes of a good opening Objectives for Opening the Call • Explain the 5 purposes of a good opening • Understand the role of and be able to create a positive first impression. (Question #1, Ch#6) • Know how to meet the customers behavioral norms using the DISC system. (Question #2, Ch#6) • Two ways of building rapport (Q # 3 Ch 6) • Explain and use several types of opening techniques. • Relate the role and importance of both listening skills & non-verbal communication. 3/19/2018 1

RELATIONSHIP MARKETING • Each exchange undertaken with a view towards achieving long-term relationship & RELATIONSHIP MARKETING • Each exchange undertaken with a view towards achieving long-term relationship & benefit for both parties • Loyalty is a ___________: • ____________________, if you want customer’s loyalty • Trust is foundational component • Reputation building takes _____ • Price sensitivity & direct competition is _______________ • Service orientation must be ________ 3/19/2018 2

Building Relationships • Begins with the _________ • Are built around ___________________ Buyers will Building Relationships • Begins with the _________ • Are built around ___________________ Buyers will rarely buy from someone they don’t like, unless they have no other choice Chapter 8 3

Building Relationships • Meet the basic expectation of any ______________ • Meet the __________of Building Relationships • Meet the basic expectation of any ______________ • Meet the __________of the business or person to whom you are selling • Meet the ________________ of the customer Chapter 8 4

Five basic things to accomplish in an opening: 1) 2) 3) 4) 5) 3/19/2018 Five basic things to accomplish in an opening: 1) 2) 3) 4) 5) 3/19/2018 ____________________________ ______________ 5

Telephoning for Appointments • Most often used to make the initial appointment • The Telephoning for Appointments • Most often used to make the initial appointment • The goal is to ___________, not ______the product or service • Salespeople need to _________________________________ when selling the appointment 3/19/2018 Mc. Graw-Hill/Irwin 6 8 -6

Creating an Impression Their impression depends on how you look: Your clothes should be… Creating an Impression Their impression depends on how you look: Your clothes should be… • ___________________________ • ______________ Your grooming… • Hair trimmed neatly – slightly conservative • Nails clean and neat • Dress shoes should be polished. Chapter 8 7

Creating an Impression. Evaluate yourself carefully • If you have a question, choose the Creating an Impression. Evaluate yourself carefully • If you have a question, choose the ______________ • Your vehicle and briefcase or sales notebook should be _____________________________ Pay attention to: How you ______ Where you _____ What you are _____ Chapter 8 8

Creating an Impression How you _______of your car Where you _______ -Stay out of Creating an Impression How you _______of your car Where you _______ -Stay out of the barn or operating room unless ______ -Check at the house or office first Don’t_______________________________________ Use __________ • If offered a snack, ________ or be sure to: _____________ Every circumstance is different Chapter 8 9

Creating an Impression • Take notes if you wish but ________if it is sensitive Creating an Impression • Take notes if you wish but ________if it is sensitive • Always carry pen and notebook • Never move anything around without ______ • chairs, • papers, • or the desk _______________________ Chapter 8 10

OPENING 1) Appropriate Greeting • Create a positive impression: – a first (+) impression OPENING 1) Appropriate Greeting • Create a positive impression: – a first (+) impression _______ » but a (–) impression can _______ 3/19/2018 • Get the prospect’s attention: – People are usually very busy, ____________ – People cannot hear unless you have their ____________ – Try to secure a setting as free from ________________________ is a good idea 11

First Name or Formal? • In which situations should you use the prospect’s first First Name or Formal? • In which situations should you use the prospect’s first name? When should a more formal salutation be used? • Many trainers note that __________________________ should be used until the prospect signals that using the first name is okay. • Some trainers state that it is okay to ______________ to use a first name (e. g. “My name is Steve. Do you mind if I call you Bob? ”) • Still others claim it is _______________ that a first name basis is always best because it seems more friendly and makes both parties more equal. • There is _________correct answer. It probably truly depends on the ______________________, how other salespeople address the buyer, etc. 3/19/2018 12

OPENING Appropriate Greeting (continued) • Establish a comfort level and create environment ________________ • OPENING Appropriate Greeting (continued) • Establish a comfort level and create environment ________________ • Signal our intent for a ________________ • Evidence of organization helps to ________________ • Have an opening in mind that directs attention towards your ________________ • Different opening fits ________________ 3/19/2018 13

The Greeting • Be sincere • Being too pushy builds barriers • ___________________ • The Greeting • Be sincere • Being too pushy builds barriers • ___________________ • It’s OK to plan your opening line, but be _______ • Select a topic likely to be of interest to the prospect • Approach the prospect confidently • ____________________ Chapter 8 14

The Greeting • Introduce yourself ___________________________ • First name…(1, 2, 3) Last Name • The Greeting • Introduce yourself ___________________________ • First name…(1, 2, 3) Last Name • Tell them what company you are with • And what you do Chapter 8 15

Business Cards • Have your cards handy • If you work internationally, _____________________ Chapter Business Cards • Have your cards handy • If you work internationally, _____________________ Chapter 8 16

The Greeting • Pronounce the prospect’s name ______ • ___________ when introduced • Use The Greeting • Pronounce the prospect’s name ______ • ___________ when introduced • Use titles unless you know them • Be careful using nicknames • Maintain ________ • Be courteous Chapter 8 17

Focus As you greet the prospect, you are receiving ______________ that are critically important Focus As you greet the prospect, you are receiving ______________ that are critically important for • Sizing up the prospect • Re-evaluating your ____________ Chapter 8 18

Focus Look for ______ • Search for areas ________ • Examine the setting for Focus Look for ______ • Search for areas ________ • Examine the setting for things to discuss • Select your best opening __________________ Chapter 8 19

The Second Greeting On a second meeting • Remind them that you’ve met before, The Second Greeting On a second meeting • Remind them that you’ve met before, but ________________ • Until they say, “Oh, you don’t have to introduce yourself to me. ” • Make it easy and comfortable for them Chapter 8 20

OPENING – 2) Build Rapport • Allow for some ____________ • __________ mood, attitude, OPENING – 2) Build Rapport • Allow for some ____________ • __________ mood, attitude, personality, environment • Tips: – Use this time to confirm the individual as having _______________ – ____________ on things of the interest to the prospect – Don’t spend too much time on this. Too much time can be wasted. – Rapport-building serves the function of letting buyer and seller _______________ • The customer is also ________________ to find out what kind of person you are. 3/19/2018 21

David Gress, Manager • Opening the call 3/19/2018 ___________________ 22 David Gress, Manager • Opening the call 3/19/2018 ___________________ 22

Building Rapport • Rapport-building looks like innocent, friendly conversation • To the well-trained, professional Building Rapport • Rapport-building looks like innocent, friendly conversation • To the well-trained, professional salesperson it is filled with __________________________________________ and what makes him/her “tick” • The customer should do most of the talking • If you talk too much, you may well _____________________ Chapter 8 23

Chapter 8 24 Chapter 8 24

Building Rapport • It is good for the prospect to feel that they are Building Rapport • It is good for the prospect to feel that they are in control of the conversation • _________________ • But in reality, it is the salesperson who _______________________ Chapter 8 25

Body Language • People often communicate through means other than words. • People are Body Language • People often communicate through means other than words. • People are less threatened by others who ______________ • ____________ is the process of matching “kinesics” or body language • If it occurs naturally Chapter 8 26

OPENING • Openers: – Standard approach: chat a while, _____________________ – Leads to general OPENING • Openers: – Standard approach: chat a while, _____________________ – Leads to general conversation and areas of mutual interest 3/19/2018 27

_________ • tell them exactly why you’re there. Discuss your call and even long _________ • tell them exactly why you’re there. Discuss your call and even long term objectives. u__________________________ Ô State your purpose in a way to get attention in terms of buying or selling but as a __________ The biggest drawback is that is often misses the opportunity to _______________ 3/19/2018 28

Other Call Openers • ________________ –. . . May ___________________________ – Consider. . . Other Call Openers • ________________ –. . . May ___________________________ – Consider. . . • Caps, pencils, key chains, etc. • Copies of a relevant magazine article • Cold drink or coffee 3/19/2018 29

Other Call Openers l____________ them on something important Ô Powerful. . . If sincere Other Call Openers l____________ them on something important Ô Powerful. . . If sincere Ô Sincerity is the key Ô Must be and sound natural • ____________________ – and that will lead to further explanation • Referral – ______________________ 3/19/2018 ______________ 30

OPENING • Openers: – ________________ compliment your prospect on something you noticed likely to OPENING • Openers: – ________________ compliment your prospect on something you noticed likely to be important for them. Powerful, if sincere. Must sound natural – ________________ typically leading a question intended to bridge into themes relating to your sales call objective. Tie question into opening compliment. – ________________ suggest a mutual acquaintance had something to do with your call. Be sure it is ok to use the name. When dropping names, do your best to use names that will help your cause. – Many other possibilities exist. Needs or activities survey of prospect in your territory. 3/19/2018 31

Opening Techniques A combination ______________________ 3/19/2018 Jeff - Dow Agro. Sciences 32 Opening Techniques A combination ______________________ 3/19/2018 Jeff - Dow Agro. Sciences 32

The Mystery Opener • The snake light flashlight was a mystery opener because … The Mystery Opener • The snake light flashlight was a mystery opener because … ___________________ • Why put an opener at the end of the call? ___________________ 3/19/2018 33

Openers List • • ____________________________ ____________________________ 3/19/2018 34 Openers List • • ____________________________ ____________________________ 3/19/2018 34

Headliner or Startling Opening Examples • “We have noticed a serious magnesium _____________ • Headliner or Startling Opening Examples • “We have noticed a serious magnesium _____________ • Hey, we finally got a local market for __________ • Our agronomists are tracking an insect infestation and it … is about 200 miles from _____________ • Have you seen pictures of what ___________ 3/19/2018 35

Standard or Introduction Opening 1. Hi, I’m Larry Smith. Pleased to meet you. 2. Standard or Introduction Opening 1. Hi, I’m Larry Smith. Pleased to meet you. 2. Hello, Mr. Walworth, I am Larry Smith, a representative of SK Technologies. We have been interested in your firm for some time. 3. Hello, Mr. Walworth, I’m Larry Smith. As you know, SK Technologies is the leading manufacturer of machine components in the east. 4. Hello, I am a representative of SK Technologies and would like to introduce myself to you. I’m Larry Smith. 3/19/2018 36

Direct or Benefit Opening 1. Mr. Malley, your employees will have a much easier Direct or Benefit Opening 1. Mr. Malley, your employees will have a much easier time cutting this new fabric. 2. Mr. Malley, this new fabric is somewhat more durable than nylon, and costs less. 3. Mr. Malley, there are two advantages to our product: price and quality. 4. Allow me to explain. Mr. Malley, this product will increase your product’s durability by 7 percent and decrease its cost by 5 percent. 3/19/2018 37

Referral Opening 1. 2. 3. 4. Mr. Jones, Hank Joyner of Northern Manufacturing mentioned Referral Opening 1. 2. 3. 4. Mr. Jones, Hank Joyner of Northern Manufacturing mentioned that our components might dramatically reduce costs in your firm. Hank has been using our components for fifteen years and he’s very enthusiastic. Mr. Jones, Hank Joyner of Northern Manufacturing suggested that I contact you with regard to our components. I have looked forward to meeting with you. Mr. Jones, St. James Production Corp. recently switched to our components and they’ve reduced costs by 15 percent. I think you can realize a similar gain in productivity. Mr. Jones, the age of plated components has arrived. So many companies are satisfied with our product that I can’t wait to tell you about them. 3/19/2018 38

Headliner or Product Opening 1. [Handing the prospect a new telephone model] How does Headliner or Product Opening 1. [Handing the prospect a new telephone model] How does this look to you? 2. [Holding a new telephone model] How would you like to take a closer look at this new model? 3. [Handing the prospect a picture of a new telephone model] I see a lot of potential for this phone in your heavy production locations. 4. [Handing the prospect a new telephone model. Saying nothing, just letting the prospect look at it and play with it for several minutes] 3/19/2018 39

Direct or Question Opening 1. How is business, Mr. Smith? 2. Mr. Smith, does Direct or Question Opening 1. How is business, Mr. Smith? 2. Mr. Smith, does your firm use steel or nickel plated components? 3. Mr. Smith, are you familiar with SK Technologies, the manufacturer of machine components? 4. Mr. Smith, have you seen our brochure outlining over 1, 000 components useful to your firm? 3/19/2018 40

Compliment Opening 1. 2. 3. 4. Your company produces the finest machines in the Compliment Opening 1. 2. 3. 4. Your company produces the finest machines in the field. With our product you will be able to maintain that level of quality. Ms. Bops, I recently read about your firm in Trade Weekly. I am enthusiastic about meeting you and welcome the opportunity of showing you how our product meets, and even surpasses, your high standards. As a leader in sales and technology your firm is undoubtedly interested in our product. The story of Bops Machines is truly impressive, Ms. Bops. You’ve built your firm with intelligence and hard work, and you’ve grown to your present position through a philosophy that reflects economy as well as quality. My company’s product will interest you. 3/19/2018 41

OPENING – 3. Probe Customer Needs • to discover needs & to find solutions OPENING – 3. Probe Customer Needs • to discover needs & to find solutions so you ________________ • Ultimately, you are trying to validate and expand upon your customer profile. • You may (_____) want to look at current ___________________ 3/19/2018 42

Probing Methods – Methods of probing available: • ________________ what kind of tillage practices Probing Methods – Methods of probing available: • ________________ what kind of tillage practices have you tried? • ___________________ I understand Bob Smith has been trying a no-tillage approach with his pumpkins. What have you found that to work for your operation? • Try to lead discussion toward a productive additions to your knowledge of the customer, but remember, you can’t learn much while ________________________________ Use only when necessary to prime the conversation. 3/19/2018 43

OPENING • 4) Arousing interest in product/service – ____________ between the opening and the OPENING • 4) Arousing interest in product/service – ____________ between the opening and the presentation – Can & should build on information you came in with and that __________________ 3/19/2018 44