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Module 10: The Sales Approach

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Lesson Summary

First Impressions

Keep these things in mind before and during your sales approach. These six points will help you anticipate your customers’ responses, adapt, and execute your approach with success. The Six Cs of Selling:

Confidence
Credibility
Contact
Communication
Customization
Collaboration

Tailor your sales approach to the individual customer.

What you wear is as much of a communication as what you say or how you use body language; so make sure to dress appropriately and professionally.

Initiate The Relationship


Adopt a listening posture: look the customer in the eye and lean forward or incline your head while she’s talking.

Prepare an elevator pitch, a concise description of a product or service that should take no longer than sixty seconds.

Leverage your online social network to approach a prospect.

There are three points to keep in mind when approaching a B2B Contact: the Opener, Follow the Customers Lead and be Sincere.

For telephone approaches, it’s best to be brief and direct as you can’t read your customer’s body language or other visual cues, and she can’t read yours.

Choosing the Best Approach

Plan an approach that showcases your company or product, fits your style, and matches what you know about your prospect. The method you use will depend on the specific selling situation, the specific customer, and on you.

A question approach is also an effective way to open a sales call because it shows the prospect that you are interested in listening to him, it begins a dialogue.

A product approach is especially appealing to people who are visual or hands-on learners because it allows them to look and touch.

The benefit approach goes beyond the general benefit statement to focus on a specific product benefit.

The survey approach works in sales where the solution is complex or specifically tailored to customer needs.

A referral approach: the referral allows you to use that mutual relationship as a bridge to build trust with your prospect.

The agenda approach, in which you lead off the sales call by giving your customer an overview of your meeting agenda.

The premium approach, in which you offer your prospects free product samples, helps build enthusiasm about your brand or products.

The combination approach, allows flexibility, be prepared to start with a referral and move straight into a question or customer benefit or to scrap your prepared approach altogether for something else.