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10 Approaching the Customer with Adaptive Selling

A photo shows Alim Hirani showing a product to an casually dressed man. Both of them wear a hard hat. — Source: Michael Ahearne

Learning Objectives

When you finish reading this chapter, you should be able to

10.1 Describe the three prescriptions that are included in the presentation strategy
10.2 Discuss the two-part preapproach process
10.3 Describe team presentation strategies
10.4 Explain how adaptive selling builds on four broad strategic areas of personal selling
10.5 Describe the six main parts of the presentation plan
10.6 Explain how to effectively approach the customer
10.7 Describe seven ways to convert the prospect’s attention and arouse interest

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Over 10 million students improved their results using the Pearson MyLabs. Visit mymktlab.com for simulations, tutorials, and end-of-chapter problems.

Reality Selling Video—Alim Hirani/Hilti Corporation

The worldwide Hilti Corporation (www.hilti.com) specializes in providing leading-edge technology to the global construction industry. With some 20,000 employees in more than 120 countries around the world, Hilti actively pursues a value-added orientation in all of its activities.

As part of this orientation, Hilti puts its new salespeople through a rigorous training curriculum that includes one-month pretraining on Hilti products and services, a three-week intensive training in product and services sales, and a two-week training on software applications. In addition, these salespeople also ride along with experienced sales managers to get hands-on experience. Furthermore, the company offers refresher courses to keep its salespeople updated on Hilti’s products and services, the construction market, and corporate strategy. Equipped with this in-depth knowledge and the value orientation that is deeply rooted in the corporate culture, salespeople like Alim Hirani, on the right in the photo above, are always well prepared to approach customers to make sales presentations, demonstrate and explain Hilti’s products and services, and show the customers both the tangible and intangible benefits that Hilti can offer.

With a direct sales model, Hilti relies heavily on its salespeople to make the connection and deliver its values to its global customers. Alim is a strong believer that he and his sales team are the face of the company. His credibility is embedded in Hilti’s credibility and vice versa. He always makes sure that his sales presentations are well prepared in advance. More importantly, he builds and maintains rapport with his customers from the very beginning of the business relationship because such partnership mentality motivates the customers to disclose their actual concerns. In the end, customers value only solutions that address their actual needs, and Alim as a Hilti salesperson knows that by heart.

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Table of Contents for 10 Approaching the Customer with Adaptive Selling

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Table of Contents for
10 Approaching the Customer with Adaptive Selling