Planning the Sales Call Is a Must! Chapter 7 McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill...

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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Chapter

Chapter

7

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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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What Is Success?

Purpose

Plan

Success

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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.


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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?


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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?


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Your purpose is to help someone!


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Exhibit 7-1: Only Through Truth Can Trust Be Supported to Bridge the Gap Between People

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Strategic Customer Sales Planning–The Preapproach

Strategic problem solving involves:Strategic needsCreative solutionsMutually beneficial agreements

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Exhibit 7-2: The Preapproach Involves Planning the Sales Presentation

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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 7-3: Consultative Selling–Customer Relationship Model

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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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SMART Call Objective

pecificeasurablechievableealistic

imed

SMART

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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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Exhibit 7-6: Information Used in a Profile and for Planning

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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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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.





6. Close

7. Exit

1. Approach.





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?


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?


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?


Show you are there to help! Using your trial closes, determine

if prospect is interested in benefits. Watch for nonverbal signals!

GreenYellowRed

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How Do You Establish The Conviction Your Product Will Solve Needs or Problems?


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?


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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Exhibit 7-11a: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions

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Exhibit 7-11b: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions

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Exhibit 7-11c: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions

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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

Planning the Sales Call Is a Must! Chapter 7 McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill...

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