AGRI-SELLING PROCESS

• Key Components– Preparation– Opening– Presentation ( and

Handling Objections)– Closing– Service

04/20/23 2

Agri-selling and the Preparation ProcessChapter # 4

Objectives -1. Define and explain how to use prospecting.(Q2Ch4)2. Are all sales leads good prospects? 3. What are the characteristics of a qualified prospect?4. Describe 3 methods of Prospecting.(Q3Ch4)5. Give an example using trade shows to Prospect6. How can a salesperson overcome a reluctance to prospect?7. Use an example prospect priority index. (Q4Ch4)8. Describe the value of key accounts & how you develop a key

account strategy.

PREPARATIONA) Build knowledge base for product/service

– ____________________________________awareness of technical features and potential benefits of the

product/service– ____________________________________ awareness of other potential rival products, their features and

limitations, market trends important to your customers, all major factors that can affect your prospects buying decision

– ____________________________________awareness of customer’s goals, needs, related purchase and

production activities. Create a client profile. – Knowledge: Gives you _______________________________________________________

________________________________________________________________________________________

Phillip Logesdon, Field Research**• Meet with sales people

• _____________

information

• Field Plot and actual results may

________

Research Manager

Manages Research Plots

Audio Video clips funded by the Barnhart Fund for Excellence

Audio Video clips funded by the Barnhart Fund for Excellence

PREPARATION• B) Identify prospects (Q1Ch9, part 1) . Define and explain prospecting)

– Prospecting:the process of – ____________________________

An effective prospecting program is systematic and can be measured for effectiveness.

• Good salespeople

______________________

that constantly give them ________________________________

Five Rules For Successful Prospecting• 1. The prospecting plan must help you achieve all ___________________

• 2. Study your market to know what is changing and can identify

___________________

• 3. Use a

variety of prospecting methods

• 4. ___________________

your prospects

• 5. Develop a system for

___________________

using important information to prepare a selling strategy

• ______________________________________• ________________________

– A client is not a real prospect without resources to pay for the product

– Ability to pay includes ________________________

• ________________________– Knowing who has purchasing authority saves the

salesperson time and effort because it can result in a sale

____________________________________________________________________

7-7

Characteristics of a Good Prospect

McGraw-Hill/Irwin

04/20/23 8

An Application Nugget

You are a salesperson for a new breed of laying hens, how would you develop a prospect list?

___________________________________________________________

___________________________________________________________

_________________________________________________________

___________________________________________________________

___________________________________________________________

_________________________________________________________

___________________________________________________________

Sales Goal(s)(Q1Ch9, part 2)

•Penetration-

__________________

•Concentration –

_________________

•Both•(the BMA example)

• Networking– Salesperson uses personal _______________

_________________________________ – to secure leads (influence peddlers)– Suggestions:

• Call at least two people per day and go to at least _______________________

• Spend most of your initial conversation with a new contact talking about his or her business and _________________________________

• Follow up on a regular basis7-10

How and Where to Obtain Prospects

McGraw-Hill/Irwin

• __________________________– Sales person cultivates well-known, influential people in the territory

who are willing to supply lead information• _________________

– Salesperson uses websites, e-mail, listservers, bulletin boards, forums, roundtables, and newsgroups to secure leads

– Extranets _____________________________________________________– E-selling, E-tailing

• ___________________________________________– Salespeople use these forms of promotional activities to generate

leads– Postcard pack– Bounce-back card

7-11

How and Where to Obtain Prospects (continued)

McGraw-Hill/Irwin

How and Where to Obtain Prospects (continued)

• _________________________________ (more on this one next)

• _____________– Salespeople use seminars for prospects to

generate leads– Appeal to a specialized market– Invite good prospects– Go high-quality– Be involved before, during, and after

• __________________________– Secondary data sources; free or fee-based– SICs and NAICS (Standard Industrial Classification /

North American Industry Classification System)

– Purchasing lists

7-12McGraw-Hill/Irwin

• Cold calls:

___________________________________

• Cool calls (Segment Specific

Prospecting): Calling on prospects

_____________________________

• Leads: Calling on prospects who have been____________________________________________________________________

• Target Prospecting: Concentrates limited resources, and directs efforts to

___________________________

(Q2Ch9- Methods of Prospecting)

Cold Calls - The Downside?

Relative to cool calls, leads and targets cold call prospects are not as likely to

• _________________________________• __________________________• __________________________• _________________________________• __________________________ to probe & collect needs information• __________________________

TRADE SHOWS

•(Using trade shows to prospect – Appendix B)

•Develop a goal

__________________________

•Positive physical arrangements which accurately portray your intent

_________________________

TRADE SHOWS

•Develop a goal (PR/exposure, leads/contacts or sales)

•Positive physical arrangements which accurately portray your intent (location, display & size)

•Attention grabbers

__________________________

•Visitor relations & the

__________________________

Prompt follow-up the key

__________________________

(Student recruiting example)

Jeff Rice, Director of Market Development**

• Local, state & national• Farm machinery show• _____________________• _____________________

Trade Shows

Clip funded by the Barnhart fund for Excellence

Clip funded by the Barnhart fund for Excellence

How and Where to Obtain Prospects (continued)

• _______________– Personal letters to potential leads

– Follow up with a telephone call

– Include promotional items

• Other sources of leads– _______________, people in his or her own

firm, friends, and so on, to secure information

– ____________________

7-18McGraw-Hill/Irwin

• Reasons for reluctance– Being overly concerned with ____________

_______________– Being fearful of:

• ________________________

• ________________________

• ________________________

• ________________________

7-19

Overcoming a Reluctance to Prospect

McGraw-Hill/Irwin

• Helpful activities:– Identify and evaluate ____________– Engage in sales ______________________

activities– Make prospecting contacts ______________

________________________– Set ______________ for all of your

prospecting activity– Realize the ______________ of prospecting

activities

7-20

Overcoming a Reluctance to Prospect (continued)

McGraw-Hill/Irwin

• Helpful activities (continued):– Remember you are calling to ________________– ________________ of what prospects might say

about you, your company, or your products– Learn and apply ____________________________

______________– Recount your own _______________________, or

those of others

7-21

Overcoming a Reluctance to Prospect (continued)

McGraw-Hill/Irwin

Jeff Rice, Director of Market

Development**

With and without• ________________• ________________

Segmenting Miles Enterprises Growers

Clip funded by the Barnhart fund for Excellence

Clip funded by the Barnhart fund for Excellence

Building a Prospect Profile Beginning with the Basics

• Name, address, family, education,

• _____________________________________________________________

(Helps for opening the call and for classifying buyer type) as does

• _____________________________________________• _____________________________________________• Credit Rating(Pre and early qualifying)• _____________________________• ________________________

A detailed information sheet or source for each

prospect that includesnecessary information or

developing an effective sales call strategy

A detailed information sheet or source for each

prospect that includesnecessary information or

developing an effective sales call strategy

David GressMiles Enterprises**

• ____________________________

• ____________________________

• ____________________________

• ____________________________

• Preparing for the call

Clip funded by the Barnhart fund for excellence

Brad - Cargill Ag-Horizons,

Bob - Agway Ag Products

Go after customers that ___________________________________ your business with them by growing together

Categorize the prospects by _________________________ _________________________

_________________________ 4. Etc...

PREPARATION• Criteria for identifying good prospects:

– _______________ – _______________– ______________________________ – ______________________ – _________________________________– ______________ – ______________________________________________– ______________________ – ___________________________________________– ______________________ – TRY TO RANK YOUR CRITERIA!– (Objective - Explain how to prioritize prospects.)

PREPARATION

– _______________________________

is a widely recognized tool for prioritizing prospects– (Objective, Q4Ch9. Use and example PPI)

• Enter the names of specific accounts, those you ________________________________

• Review the characteristics in your PPI

• Add any that are ___________________

• Delete any that no longer apply (see the H/O)

The Prospect Priority Index

Prospect Priority Index

Factor/Prospect Wt Joe John Jim

Pot Acct Size

Credit evaluation

Distribution/delivery

opinion leader

loyalty

Profit potential

total

2X Distribution

PREPARATION

• C) Profile targets/customers___________________________________________________________To have knowledge of customer readily available

• D) Develop objectives and strategies: Determine the long term sales objectives which are– Tangible: ________________________________________________– Measurable: ________________________________________________– Feasible: ________________________________________________– Or SMART ________________________________________________ or SMAC

A customer …

_________________________________________________________

(Objective. Describe a key account & related strategy)

A KEY ACCOUNT

Key Account Strategy

•Key account goals should match company, territory & personal sales goals

•History, data & information (more detail coming)

•___________________________

•_______________________________

•___________________________

•Measure satisfaction and revise strategy

Key Account History & Information

• _____________________________

• _________________

•___________________________

•___________________________

•What products/services/information fit their needs?

04/20/23 33

Key Account Data

•Purchase History by product including time & quantity of purchases

•_____________________________________

•_____________________________________

•______________________________________

04/20/23 34

• __________________________________________– Type of organization– Size, number of locations– Products and services offered– Financial position and its future– Overall culture of the organization

• __________________________________________– Who they are– How they differ in their business approaches– Prospect’s strategic position in the industry

8-34

The Prospect’s/Customer’s Organization

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• _____________________________– Formal reporting relationships– Bonds that the prospect has already formed

with other salespeople

• ______________________________– Product evaluation process

8-35

The Prospect/Customer as an Individual (continued)

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04/20/23 36

• ________________________________– Sole supplier or multiple suppliers – why?– Reason for buying from & satisfaction with

present suppliers

• _________________________________– Type of buying process– Strengths and weaknesses of potential

competitors

8-36

The Prospect’s/Customer’s Organization (continued)

McGraw-Hill/Irwin

04/20/23 37

• _________________________________– How they fit into the formal and informal

organizational structure– Their roles in this decision– Current problems the organization faces

– _________________________________– About salespeople, contacts & visits

8-37

The Prospect’s/Customer’s Organization (continued)

McGraw-Hill/Irwin

• _____________________________________________Resources________________________– Firm’s own on-line sales portals – Lufthansa, Continental,

Rubbermaid & Keebler (trends, general information & presentation templates)

– Selling center - a team of all who participate

• The _______________– Prospect company’s own Web page– Personalized Web pages– Hoovers, JustSell.com, etc.

• _______________________________• _______________________________

8-38

Sources of Information

McGraw-Hill/Irwin

• Each key account contact – _____________________________________________

– ____________________________

____________________________

Featuring:Bob talking about what he does before an important call.

02

04/20/23 40

• ______________________________________is the first step in the sales process.

• Not all sales leads qualify as ______________.• Many methods can be used to locate prospects.

– The best source is a _________________________.

• Effective prospecting requires a ______________________________________that hinges on developing a lead qualification and management system and overcoming reluctance to prospect.

7-40

Summary

McGraw-Hill/Irwin