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Attitude
Professionalism and Practice
Personality Profiling
Respect
Organization
Action
Confidence
History

In sales training and sales courses the “approach” is often glossed over or not given its just due. We have discovered in training that when sales presentations are made the approach is passed over and people move too quickly to the needs assessment and presentation. If the approach is not executed properly, the rest of the sales presentation can be in vain. We must get off to a good start. We have broken down the approach into an easy to remember formula which covers the basics of an excellent approach. In these few paragraphs, we share with you the insights we have received from more than 40 years of sales training.

Attitude

Remember that selling is a business of failing. What does that mean? We are not going to close a sale with everyone that we present to, but we want to do everything we can to improve our success ratio. We are reminded of the old, overused adage about the 300 hitter in baseball who makes an out 7 of 10 times. He is still considered a major success and in the process makes a lot of money. Even though we will not make every sale, we can be very successful. By attaining the appointment, a big hurdle has been overcome. Our attitude about the chance to present and showcase our excellent product should drive us to this point. Because of our preparation and what that entails, we should have a positive attitude.

Professionalism and Practice

Looking the part and feeling confident about ourselves and our business dress is a true key to success. The standard navy blue suit and jacket and skirt combination for both men and women is not the only standard today. We should dress according to the environment of our client. It is important when we are unsure about our client’s environment to dress more conservatively and carefully. Good grooming is a must and applies in any environment. It is important to have trimmed nails and shined shoes. We feel good about ourselves and our abilities if we are professionally dressed and groomed. Our professionalism is also enhanced because we know our products and services well and have confidence in them. We are problem solvers and we add value to the business environment. It is absolutely important that we practice our presentation. We don’t advocate a rote, prepared presentation with every word scripted, but we do think it is important to have a good outline where we have practiced the type of approach that we will use. This depends upon the people we are selling to and the environment we find ourselves in when selling.

Personality Profiling

Identifying the right approach to use for each personality style can be accomplished by observing the environment and body language of the person. First, look around the client’s office. Is it slow or fast paced? Is it neat and clean or are papers scattered everywhere? Someone who is deliberate in speech and actions and who has an organized work area will want you to meet their unhurried pace and give them specific details. They will also want information on price rather quickly. The opposite person is fast paced in speech and uses animated hand movements. They will likely be in tune with testimonials of prominent customers. Tell them how your product or service will enhance their business and make them look good and more profitable. Learning to match the preferred pace of your client and identifying personality characteristics can be very beneficial in the long run. It is up to us to adapt to our client, rather than forcing our client to adapt to our selling style.

Respect

Simply put, it is important to make sure our appointments with clients are scheduled at a convenient time for them. We need to honor their limited time by setting time limits for our visits and determining that time frame with the client. We should stick with the scheduled time and not go over. Arriving early is critical. It gives us time to mentally prepare and shows that we are ready to do business. A sales representative who is early garners great respect. You may have to wait longer than you had planned to present, but your patience and flexibility will be remembered. Perhaps meeting them for lunch or breakfast at a convenient location is a better option. In any case, be ready for possible important interruptions.

Organization

Know the names of the “buffers” and if possible make contact with them in advance and build rapport. The buffers are critical to your success. Have your product visual aids ready and professionally done. Of course, know the name of your client and how to pronounce that name correctly. Be aware of the types of approaches that will best work for your particular sales call. Most salespeople start with the “self-introduction” approach. It is the easiest and most used approach, but it is the least creative and effective. When introducing yourself and presenting your business card, you should add another approach. Become familiar with the “referral, compliment, product, demonstration, benefit, curiosity” and other approaches that work for your type of product and business. Practice them and be ready to adjust.

Action

Take the initiative to extend your hand and introduce yourself. Be the person who moves forward and begins the exchange. You may be asked to sit while presenting or perhaps you will be standing. Be organized and ready to present no matter what the environment may be for the sales call. Be positive and upbeat without being “pushy.”

Confidence

Show through your actions that you are pleased to be there and what you have to offer will be something that will increase the value of their business. Smile, be relaxed and be prepared. Remembering a previous success can build your self-assurance. A positive “can do” attitude will show through as confidence.

History

Know your own company and its products. Know your competition and their offerings. Especially, know your potential client and their needs, wants, company goals, interests, personality style characteristics and current successes. Be sincerely interested in them. Get to know the buffer and their interests and concerns also. Do this in advance and be ready to adjust to any situation.

Being aware of each of these APPROACH tips will increase your success in this phase of the sale. Starting off right will make a noticeable impact.