Chapter 9 - Approaching The Prospect

CHAPTER 9
APPROACHING
THE PROSPECT

PURPOSE OF AN EFFECTIVE APPROACH

To make a favorable or positive impression on the prospect.
To gain the prospect's undivided attention.
To develop positive interest in your proposition.
To lead smoothly into the fact-finding or need discovery phase of the interview.

FIRST IMPRESSIONS

Four minutes is the average time that the prospects takes to decide about you
Not all buyers act upon their first impressions
Weaknesses of first impressions

Tend to be based on emotions
All behavior traits do not show up in first impressions
Behavior may be deliberately controlled by either party during initial contact.
Antecedent states may influence either party's current behavior

There's No Second Chance To Make a Good First Impression
Visual Factors	Organization, Professional Habits
Some details about you are a distraction Car Grooming Watch your body language Watch what you wear Don't advertise political, religious or group affiliations that may evoke a response	Be Prompt Have a clear agenda State the purpose of your call right away Be prepared with pre approach information
Building Rapport	Actions
Pronounce the name correctly Use compliments carefully Respect personal space Look for common ground	Shake Hands Keep eye contact Warm greeting Don't smoke, chew gum, etc
Attitude	Enthusiasm, Enthusiasm

SURFACE LANGUAGE

Includes
All Aspects
of Appearance

grooming
clothing
accessories
posture

Affects first impressions
even though they may actually provide limited or shallow insight into the true person.

Dress the Part

We all wear a uniform.

Dress Conservatively
Dress Attractively
Choose Accessories Carefully
Dress Appropriately
Give Attention to Grooming

Projecting an Image

Get the prospect to take you seriously
Work with your physical characteristics

Some

Style

Tips

Clothing should be professional and understated
Neutral colors like blue, taupe and gray
Wear suits to meetings. Jackets give the appearance of power.
Blue is the most powerful color
Keep your shoes shined
Match socks to clothing
Keep accessories simple
Take dress cues from the highest person in the company
Dress appropriately for your business

Basic Dress Guidelines for Men and Women
Men	Women
Suits are still appropriate. More casual looks include wool pants or quality cotton slacks. A dress shirt and tie, a nice sweater, or a blazer	One staple is a sheath dress that can be worn alone or with a blazer. More casual looks include sweater sets and tailored pants

THE PROPER GREETING

Choice of Greeting	The Rule of Ten- the first 10 words should include a form of thanks Watch out for cliches
plan ahead kept quite simple.	Failure to prepare in advance could lead to stammering or faltering speech, either of which creates a negative impression. You must be ready to alter the prepared approach if the situation demands it
The Handshake

J.T. Auer's Nine Categories of handshake

Name	Characteristics	Tips
Flabby	Limp, Soft Paw	Pessimistic need reassurance
The Squeeze	Squeeze like a vice	Usually men want to show strength and power Possible inferiority complex Meet needs with flattery
"Next To Body"	Arm and elbow are bent and right hand stays close to the side	Favored by politicians and others who are hesitant to take risks Use caution
Impelling	Hand is thrusted forward and pumped vigorously	They seem insecure Use more insistence
Nongripping	Hand is thrust forward. Fingers do not move.	Don't want involvement Approach slowly
Robot	Quick and automatic	Indifferent and self interested Show that you are indispensable to their needs
Jackhammer	Handpumping	Lots of will power Tend to be inflexible Be determined with them
Prison	Hold your hand and won't give it back.	Opportunists Emphasize how fortunate you are to meet
Normal	Open and honest	Trust your instincts

Handshake helps determine personality style

Driver

firm may turn hand over yours

Amiable

may not make eye contact

The handshake is one of the first nonverbal signals you receive.
Be sure to make use of it to learn how to deal with a particular prospect.

Rules for an effective handshake	Stand (men and women) Maintain eye contact Step or lean forward Greet the other person, and repeat his or her name Have a pleasant, animated face Watch for people that do not like to be touched Firm, consistent, pressure For moist hands - carry a special handkerchief Hands should meet equidistant
So how can you make your handshake more memorable?	As you approach someone, when you are about three feet away, extend your right arm out at a slight angle across chest, with your thumb pointing upward. Lock hands, thumb joint to thumb joint. Firmly clasp the other person's hand -- without any bone crushing or macho posturing. Pump the other person's hand two to three times, and let go.
Four opportunities to shake hands	When you are introduced to someone and when you say good-bye When a client, customer or any visitor from the outside enters your office When you run into someone you haven't seen in a long time When you enter a meeting and are introduced to participants

International protocol dictates
- Shake hands with everyone in a room
- Omissions are noticed, and are considered a rejection.
Women
- should initiate handshakes,
- and shake hands with other women and men.
- Not extending her hand to a European male will cause an American businesswoman to lose credibility.
Western and Eastern Europeans reshake hands whenever they’re apart for even a short period of time (for example, lunch).
French and Japanese business people shake hands with one firm gesture.
In Japan, the handshake may be combined with a slight bow, which should be returned.
In Arab countries, handshakes are a bit limp and last longer than typical American handshakes.
Latin Americans also tend to use a lighter, lingering handshake.
In all cases
- don’t pull your hand away too soon
- such a gesture will be interpreted as a rejection.

Other Suggestions For Greetings
Use of the Prospect's Name "The sweetest and most important sound in any language."
First Name? or Formal Name?	Based on Relative ages Prevailing custom Type of product or industry Your conclusions about behavioral style
Remembering the Buyer's Name
Small Talk? or Get Down to Business?	Relationship tension is not uncommon in the beginning The purpose of small talk. Gain an advantageous, positive beginning that will break the ice and ease the tension. "Warm up" a cold environment Provides additional information about the prospect. Small talk can be negative if it conflicts with the prospect's behavioral style.
Suit the Approach to the Person	You must first estimate the personality style. Computer Use in the Approach
Gaining Attention & Capturing Interest	Appeal to the senses Introduce of a benefit
Ten Questions	How did you get your start in the widget business? What do you enjoy most about your profession? What separates you and your company from the competition? What advice would you give someone just starting in the widget business? What one thing would you do with your business if you knew you could not fail? What significant changes have you seen take place in your profession through the years? What do you see as the coming trends in the widget business? What was the strangest or funniest incident you've experienced in your business? What ways have you found to be the most effective for promoting your business? What one sentence would you like people to use in describing the way you do business?

APPROACH OBJECTIVES

Objectives of a "statement" or "demonstration" approach

To capture the attention of the prospect.
To stimulate the prospect's interest.
To provide a transition into the sales presentation.

Objectives in opening with questions

To uncover the needs or problems important to the prospect.
To determine if the prospect wishes to fulfill these needs or solve these problems.
To have the prospect tell you about these needs or problems, and the intention to do something about them.

TYPES OF APPROACHES
Self Introduction Approach	Addresses the prospect by name (pronouncing it correctly), States your name and company Presents your business card.
Consumer Benefit Approach	Gives the prospect a reason for listening Suggests a risk for failure to listen.
Curiosity Approach	You should know something about the prospect Ask questions whose answers will respond favorably to your product/service.
Question Approach	Quickly establishes two-way communication. Enables you to investigate the prospect's needs and apply the benefits of your product or service to those expressed needs.
Compliment Approach	Signals your sincere interest in the prospect.
Compliment Approach
Referral Approach	Helps the salesperson establish leverage by borrowing the influence of someone the prospect trusts and -respects.
Shock Approach	presents a shocking statement of what could possibly happen if the prospect does not buy your product.
Product Approach	actually hand the product, or some physical representation of it, to a prospect to produce a positive reaction. stirs interest permits a demonstration makes a multiple sense appeal Creates in the prospect a feeling of commitment to listen and to participate actively in the presentation. If bringing the actual product is not feasible, you must use other devices A piece of literature A sample of the output of the machine A small working model A picture Any other visual tool to simulate the actual product that the prospect can hold and look at. This serves to help the prospect focus and hold attention on your product
Showmanship Approach	doing something unusual to capture the prospect's attention (example, dropping a "new, unbreakable china" platter to demonstrate durability).
Curiosity Approach	make the prospect curious about your product.
Opinion Approach	ask the prospect for his opinion on your products.
Premium Approach	giving the prospect a sample of your product or a small gift.

Using Questions Results in Sales Success
Ask Questions to
Obtain information from prospect. Develop two-way communication. Increase prospect participation.
Direct Question	Requires a short answer -- usually "yes" or "no".
Nondirective Question	Open end questions	who what where when how why.
Rephrasing Question	Allows the salesperson to better clarify what the prospect means.	Are you saying that ..........?"
Redirect Question	Redirect prospect to points of agreement. Often used as a backup opening statement	We agree that having a supplier that can reduce your costs is vital. Don't we?
Three Rules for Using Questions
Use only those questions to which you can anticipate the answer (those that won't put you between a rock and a hard place). Wait for an answer to your question. Just listen.
IS THE PROSPECT STILL NOT LISTENING?
Quickly Hand or Show the Prospect the Product. Ask A Question.
BE FLEXIBLE IN YOUR APPROACH:
Be Prepared To Make Changes in Your Approach and Overall Presentation

After the interview

The prospect should remember you in subjective terms.
Your goal in managing your overall appearance is to get the prospect to take you seriously.
If you project an attitude and look of authority and power, you are more likely to gain an audience with the prospect.
When you achieve that hearing, you are more likely to close the sale if you project confidence, success and experience.

CHAPTER 9 APPROACHING THE PROSPECT

CHAPTER 9
APPROACHING
THE PROSPECT