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Approaching the Prospect

Learning Objectives: Discover the purpose of the approach. Learn the importance of first impressions and ways to

control them as a means of improving your performance. Understand how surface language affects the ability to

establish rapport with a prospect. Examine the elements of the greeting and how to control

them. Discover ways to get the attention and capture the interest

of the prospect. Explore different types of approaches and understand the

best circumstances in which to use each one.

CHAPTER 9

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• 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 need discovery phase of the interview

Purpose of the Approach

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• Weaknesses of first impressions:– Tend to be based on emotions– All behavioral traits do not show up immediately– Behavior may be deliberately controlled by either

party– An earlier event may influence either person’s

current behavior

First Impressions

Four minutes is the average time that prospects take to decide

whether to buy from you.

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• Includes all aspects of appearance: grooming, clothing, accessories, and posture

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

• Dress the part - We all wear uniforms– Choose accessories carefully– Dress appropriately– Give attention to grooming

Nonverbal Language

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Nonverbal Language

Basic Dress Guidelines for Men and Women

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• You’re projecting an image– Want the prospect to take you seriously– Work with your physical characteristics

• Some accessory tips– Jewelry should be neutral and not related to an

association or belief– Should be of good quality• High quality pens• Leather attaché cases

– Avoid sunglasses while talking to prospects

Nonverbal Language

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Salespeople suffer from “business confusion syndrome” when it comes to deciding just what is corporate casual.

Professional is the key word to remember. Look good but don’t overdo it.

Avoid dressing too casual or “youthful.” Instead, your clothes should reflect your position.

Dressed to Sell

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• Choice of greeting– The Rule of Ten - the first 10 words should include

a form of thanks– Don’t use worn-out greetings– Plan the proper greeting ahead of time and keep it

simple– Failure to prepare in advance could lead to

stammering or faltering speech

The Proper Greeting

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• The handshake helps determine personality style:– Drivers - firm, may turn hand over yours– Amiables - may not make eye contact

• The handshake is one of the first nonverbal signals you give and receive

The Proper Greeting

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• Rules for an effective handshake:– Maintain eye contact for the duration of the

handshake– You may wait for the prospect to initiate the

handshake– Apply firm, consistent pressure on the hand.

Avoid the wet-fish or bone-crusher handshakes– If your palm tends to be moist from nervousness,

carry a special handkerchief with powder and pat your hand several times

– The hands should meet equidistant between the prospect and the salesperson in a vertical position.

The Proper Greeting

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Use of the prospect’s name…The sweetest and most important sound in

any language• Pay attention - get it spelled and pronounced

correctly• Concentrate on a person’s memorable

characteristics• Associate - any gimmick that works• Observe and visualize• Repeat the name often

The Proper Greeting

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• Use their first name or more formal name based on:– Relative ages– Prevailing custom in the region or country where

you sell– Type of product or industry– Your conclusions about their behavioral style

The Proper Greeting

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• The purpose of small talk– Gain an advantageous, positive beginning that will break the

ice and ease tension– “Warm up” a cold environment– Provides additional information

• Small talk can be negative if it conflicts with prospect’s social style

Small Talk or Get Down to Business

Relationship tension is common in the beginning.

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1. Self-Introduction Approach –Weakest approach by itself–Address the prospect by name (pronouncing it

correctly)–State your name and company–Present your business card

2. Consumer-Benefit Approach• Give the prospect a reason to listen• Suggest a risk for failure to listen

Types of Approaches

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3. Curiosity Approach• You should know something about the prospect• Ask questions whose answers will reflect favorably on your

product/service

4. Question Approach• Quickly establishes two-way communication• Enables you to apply the benefits of your product or service

5. Qualifying Question Approach• Seeks a commitment from a prospect• Determine if prospect is cold, lukewarm, or red-hot

Types of Approaches

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6. Compliment Approach• Signals your honest interest in the prospect• Make it sincere, specific, and of genuine interest

7. Referral Approach• Helps you establish leverage by borrowing the influence of

someone the prospect trusts and respects

8. Education Approach• Show your knowledge of trends in their industry or market• Would work well in a virtual meeting

Types of Approaches

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9. Product Approach– Hand the product, or some physical representation of it to

produce a positive reaction– It stirs interest– Permits a demonstration– Makes a multiple sense appeal– 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

Types of Approaches