Post on 24-Dec-2015
Planning the Sales Call Is a Planning the Sales Call Is a Must!Must!
Planning the Sales Call Is a Planning the Sales Call Is a Must!Must!
Chapter
Chapter
7
McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.
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Main TopicsMain TopicsMain TopicsMain Topics
The Tree of Business Life: Planning Strategic Customer Sales Planning–The
Preapproach The Prospect’s Mental Steps Overview of the Selling Process
7C
hapterC
hapter
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The Tree of Business Life: Planning
Guided by The Golden The Golden RuleRule: Plan how to help people solve
problems and fulfill needs. Plan every aspect of the sales call
so you will be organized and prepared.
Plan to present a specific solution to each prospect’s unique set of problems and needs.
You will see that ethical service builds true relationships.
IT C
Ethi
cal Service
Builds
T r
u e
Relationships
TT T
T T T TT T T T
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A baseball coach might define success as having more wins than losses.
Her or his boss might define success as winning the national championship or the World Series.
How Do You Define Success?
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You might define success as making an “A.” Or you might define success as just passing
this course.
How Do You Define Success?, cont…
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A salesperson might define success as making the sales quota this year.
Or he or she might define success as being the top salesperson in the company.
How Do You Define Success?, cont…
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What is success when calling on an individual customer?
If your purpose, plan, and goal are centered on helping instead of selling, can you fail?
How Do You Define Success?, cont…
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What if your customer did not have a need? Did you fail?
Yes or no?
Can You “Not” Make a Sale and Still Be Successful?
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What if your product would not help meet your customer’s needs? Did you fail?
Yes or no?
Can You “Not” Make a Sale and Still Be Successful?, cont…
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There are reasons you may not make a sale, but there should never be a reason that you do not meet the “purpose” of your business meeting….Why?
Can You “Not” Make a Sale and Still Be Successful?, cont…
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Strategic Customer Sales Planning–The Preapproach
Strategic problem solving involves:Strategic needsCreative solutionsMutually beneficial agreements
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Strategic Customer Sales Planning–The Preapproach, cont…
Reasons for planning the sales call:Builds confidenceDevelops atmosphere of goodwillReflects professionalismGenerally increases sales
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Exhibit 7-5: Steps in the Preapproach: Planning the Sale
Determine sales call objective(s)
Develop/Review customer profile
Develop customer benefits
Develop sales presentation
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Always Have a Sales Call Objective
The sales call objective is the main purpose of contact with a prospect or customer
The exception is a survey call.
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Develop salespresentation
Developcustomer benefits
Develop/Reviewcustomer profile
Determine salescall objective(s)
Exhibit 7-5: Steps in the Preapproach: Planning the Sale, cont…
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Set an Objective for Every Call
The pre-call objective – have one or more! Focus and flexibility:
Focus your efforts on the objective when you are with the customer
Be prepared to switch to another objective if needed
Make the goal specific. Move customer conversation toward the objective. Set a SMART call objective.
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Develop salespresentation
Developcustomer benefits
Develop/Reviewcustomer profile
Determine salescall objective(s)
Exhibit 7-5: Steps in the Preapproach: Planning the Sale, cont…
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Customer Profile Provides Insight
Review information to create customized presentation. See what your customer has done in the past to
determine future needs. If you do not have customer profiles, get one for each
customer.
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Develop salespresentation
Developcustomer benefits
Develop/Reviewcustomer profile
Determine salescall objective(s)
Exhibit 7-5: Steps in the Preapproach: Planning the Sale, cont…
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Customer Benefit Plan: What It’s All About!
Steps in creating the customer benefit plan:Step 1: Select FABs for product discussionStep 2: Select FABs for marketing plan discussionStep 3: Select FABs for business proposition discussionStep 4: Develop suggested purchase order based on first three
steps
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Exhibit 7-7: Examples of Topics Contained in the Marketing Plan Segment of Your Sales Presentation
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Exhibit 7-8: Examples of Topics Contained in the Business Proposition Segment of Your Sales Presentation
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Exhibit 7-5: Steps in the Preapproach: Planning the Sale, cont…
Develop salespresentation
Developcustomer benefits
Develop/Reviewcustomer profile
Determine salescall objective(s)
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The Sales Presentation Is Where It All Comes Together
Write out all FABs for steps 1 – 3. Write out suggested purchase order. Now you are ALMOST ready to create your
sales presentation.
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Exhibit 7-9: Major Phases in Your Presentation: A Sequence of Events to Complete in Developing a Sales Presentation
Rapport-buildingUncover needsAttention, interest, transitionFeaturesAdvantagesBenefits
How to resell (for reseller)How to use (for consumer and industrials user)
What’s in it for your customers?
Recommend what to buy in order to fill the needs uncovered in the presentationAsk for the business!
Do not give up!Act as a professionalLeave the door open
1. Approach
2. Fully discuss your product
3. Present yourMarketing
4. Explain yourbusiness proposition
5. Suggested purchase order
6. Close
7. Exit
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What is Left in Creating Your Sales Presentation?
As shown in Exhibit 7-8 you need to create your:Approach – covered in Chapter 10 Close – covered in Chapter 13
1. Approach.
3. Present yourmarketing plan.
2. Fully discuss yourproduct.
4. Explain yourbusiness proposition.
5. Suggested purchaseorder.
6. Close
7. Exit
1. Approach.
3. Present yourmarketing plan.
2. Fully discuss yourproduct.
4. Explain yourbusiness proposition.
5. Suggested purchaseorder.
6. Close
7. Exit
1. Approach.
3. Present yourmarketing plan.
2. Fully discuss yourproduct.
4. Explain yourbusiness proposition.
5. Suggested purchaseorder.
6. Close
7. Exit
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Before You Can Pick Your Approach You Must:
Select which presentation method to use – covered in Chapter 9.
Prepare for anticipated objections from your prospect/customer – covered in Chapter 12.
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In Planning a Sales Presentation, You Should Consider:
The prospect’s mental steps
What would the prospect be thinking as you give your presentation?
???
??
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Exhibit 7-10: The Prospect’s Five Mental Steps in Buying
Attention Interest Desire PurchaseConviction
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How Do You Obtain Someone’s Attention When You Begin Your Presentation?
Attention Interest Desire PurchaseConviction
Show you are there to help! The proper approach is important! (Chapter
10) Your goal is to determine a need or problem.
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How Do You Keep Someone’s Interest in What You are Presenting?
Attention Interest Desire PurchaseConviction
Show you are there to help! Quickly present major FABs that:
Fulfill a needSolve a problemShow and tell as discussed in Chapter 11
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How Do You Build Desire for Your Product?
Attention Interest Desire PurchaseConviction
Show you are there to help! Using your trial closes, determine
if prospect is interested in benefits. Watch for nonverbal signals!
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How Do You Establish The Conviction Your Product Will Solve Needs or Problems?
Attention Interest Desire PurchaseConviction
Show you are there to help! Let the customer see how your product’s
FABs will solve her needs or problems. Your trial closes will reveal whether the
customer ready to buy.
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How Do You Know if Customer Ready to Purchase So You Can Close?
Attention Interest Desire PurchaseConviction
Show you are there to help! Trial close response(s) give nonverbal
signals that indicate positive beliefs that the product will fulfill needs or solve problems.
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Overview of the Selling Process Getting the prospect’s attention and interest by
having the prospect recognize a need or problem, and stating a wish to fulfill the need or solve the problem
Uncovering and answering the prospect’s questions and revealing and meeting or overcoming objections results in more intense desire
Desire is transformed into the conviction that your product can fulfill the prospect’s needs or solve problems.
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Summary of Major Selling Issues Careful planning of the sales call is essential to success in
selling. Planning builds self-confidence, develops an atmosphere of
goodwill, creates professionalism, and increases sales. Sales call planning:
Have a sales call objective that is SMART Develop or review the customer profile Develop your customer benefit plan