What are the most effective methods to capture the prospect's attention and arouse interest?
• Agenda approach: thank the customer for taking time to meet with you and then review the call objectives you have prepared. Shows you value the person's time and you have preplanned a specific agenda. Always be open to changing the agenda based on customer input. Used in multi-call situations
• Product demonstration approach: straightforward method; showing actual product, a sample, a mock-up, a video or a well-prepared brochure. Used by sales reps who sell convention services, technical products, pharmaceuticals, photo equipment, cars, construction equipment, office furniture; In many multi-call situations, leave samples for customer to examine and try out at a later date.
• Referral approach: Person is far more impressed with your point if these points are presented by a third party (rather than you) because third party (a satisfied customer) believes prospect can benefit from your product. Opening statement should include a direct referral (Mr. Ameno is a regular customer of ours and he suggested I mention his name to you)
• Customer benefit approach: Immediately point out benefits of purchasing your solution or value proposition. Could focus on product, company, or salesperson. Begin with most important issue and use the most important buyer's benefit is included in the initial statement. Used with the "elevator speech" (focuses on benefit of working with salesperson and is used to open the door and establish credibility to meet a need; short, prepared well in advance and extensively rehearsed. Used most appropriately in the initial call where buyer is interested in working with a highly qualified salesperson). Key is advance preparation; Customers are annoyed when salesperson cannot quickly communicate benefits.
• Question approach: Appropriate question almost always triggers prospect involvement and gets prospect thinking about a problem that the salesperson may be prepared to solve. Start with basic questions that are not difficult to answer, yet get the company mentally involved. Listen carefully to the response, if answer is no, gracefully try another approach or thank the prospect for his time and depart.
• Survey approach: New clients fill out a detailed questionnaire before first appointment. Study completed questionnaire and other documents before finding solution. Used in selling products where need cannot be established without careful study. Nonthreatening way to open a sales call; asking permission to acquire info that can be used to determine the buyer's need for your product. Tailor-made for a specific business, so buyer is given individual treatment. Avoids early discussion of price; price cannot be discussed until survey is completed.
• Premium approach: Giving customer a free sample or an inexpensive item (booklet, planner).