As the first step in your sales presentation, the approach is a critical factor. To ensure your prospects' attention and interest during a memorized or formula mode of presentation, you may want to use a statement or demonstration approach. In more technically oriented situations in which you and the prospects must agree on needs and problems, a questioning approach (SPIN, for instance) is in order. Generally, in developing your approach, imagine your prospects asking themselves, "Do I have time to listen to, talk with, or devote to this person? What’s in it for me?"

Words alone will not ensure that you are heard. The first impression that you make on a prospect can negate your otherwise positive and sincere opening. To ensure a favorable impression in most selling situations, dress conservatively, be well groomed, and act as though you are truly glad to meet the prospect. Your approach statement should be especially designed for each prospect. You can choose to open with a statement, question, or demonstration by using any one of the techniques. You should have several alternative approaches ready in case you need to alter your plans for a specific situation.

Carefully phrased questions are useful at any point in a sales presentation. Questions should display a sincere interest in prospects and their situations. Skillfully handled questions employed in a sales approach can wrest a prospect's attention from distractions and center it on you and your presentation. Questions are generally used to determine prospect wants and needs, thereby increasing prospect participation in the sales presentation. Four basic types of questions discussed in this chapter are direct, nondirective, rephrasing, and redirect questions.

In using questions, ask the type of questions that you can anticipate the answer to. Also, remember to allow prospects time to completely answer the question. Listen carefully to their answers for a guide as to how well you are progressing toward selling to them. Should you determine that your prospect is not listening, do something to regain attention. Techniques such as offering something or asking questions can refocus the prospect's attention long enough for your return to the presentation.