The question approach is best used by describing an interesting characteristic about the product and then following it up with a question. It is hoped that a good question will trigger the prospect’s thinking about a problem they need solved. The salesperson might say: “We’ve added three new flavors to our product line. Do you have time for me to tell you about then?”
Once the salesperson asks the question, he or she must listen carefully to the response. If the answer is yes, then the salesperson should proceed with an enthusiastic presentation of the three new flavors. If the answer is no, then the salesperson should find out when an appropriate time might be.
Referral Approach
Citing the name of a satisfied customer or friend of the prospect (after receiving their approval to use their name) can begin an effective sales call. It is important to remember that the referral approach can have a negative effect if the prospect and referral are not as good friends as the referral thinks. It is important not to drop names and act as if buyers are happy customers when they are not. An example of a referral approach might be: “Mr. Todd, I am here at the suggestion of your south-side store manager, Mr. Frost. He thought you might be interested in our new product line. We put it in for them last month, and Mr. Frost is very happy with the results.”
Compliment Approach
Everyone enjoys a compliment. If the compliment approach is sincere, it may be an effective beginning to a sales call. However, insincere flattery is often obvious and offensive to prospects. Compliments must be both specific and sincere and of real interest to the prospect.
A salesperson’s use of an inappropriate compliment follows: “Mr. Smith, I really like the open concept of your office building.” On the surface, this compliment does not appear to be anything that a salesperson should not say. However, the compliment was not specific and agitated the buyer. The buyer hated the open concept because there was no privacy and it was impossible to shut the door when the office building was noisy.