Sales call
Dr. Mohamed Mossad
Call Steps Salesman's Action Prospect's Decision
ProspectionFind / Identify /Qualify / Classify
/Categorize
PreparationAnalyze / Study / set objective
Plan / Define
ApproachSecure access / gain attention /
awake interest
Willing to see / to
listen
PresentationFind out needs / buying motives /
present benefitsWants / will benefit
ResponsesListen to responses / reactions/ buying
signalsUnderstands
Close Ask for order / commitmentNeeds / wants will
benefit
Post - call Follow through / evaluate
Steps of a Sales call
Evolution of the Sales Process
Prospecting Customer Retention
Pre-approach Pre Database/Knowledge management
Approach Relationship Selling
Presentation Marketing
Overcoming Objections Problem Solving
Closing Adding Value
Following‐up Relationship Maintenance
Steps of a Sales call
First Step
• Identify the target market • What segments exist in my territory?• Who are the potential buyers in these segments?
Steps of a Sales call
Second Step
Find the potential prospects:- Records Superior Observations Non – competing sales persons
Steps of a Sales call
Third Step
• Qualify the prospect:-• Needs • Financial ability• Buying decision • Potentiality
Steps of a Sales call
Fourth step
• Evaluate user status:-• Current user • Lapsed user • Competitor user • Non – user (of class)
Steps of a Sales call
Fifth step:
• Classify your prospect according to:-• Specialty • Potentiality • Adoption sequence
Adopters
Early LateInnovators: venture some Early
adopters: respected
Early majority: intentional
Late majority :skeptical
Laggards : tradition-bound
Age Younger Older
Education Well educated Less educated
Income Higher Lower
Adopter categories
AdoptersEarly Late
Social relationships:
within or outside
community
Innovators : within wide
experience
Others: more localities
Totally local
Social status Higher Lower
Information sources Wider variety, many media Limited media exposure,
rely on local groups
Adopter categories
Preparation
First Part:
• SMART Objectives:
Specific Measurable Ambitious / Realistic Triggering action / Decision
• Yardstick to measure your success:
Factor, data, etc. obtained from reliable sources
Preparation
Planning the call:
How do you want to proceed?
Find out best time to see customer Prepare Approach Questions / to uncover needs and verify assumptions Benefits to satisfy needs Responses to possible reactions Use of visual aidWays of closing / gaining commitment Preparation enhances confidence and lead to more sales
Planning your call strategy
How are you going to achieve your objective?
I. Finding out the best time.
II. List all of your products strong sales features, benefits, and your competitive advantages.
Planning your call strategy
How are you going to achieve your objective?
III. Analyze your competitors:
Who are your competitors? What are the strengths of your competitors? Why do people buy from competitors? What are their weaknesses? Why do customers buy from you and not from competitors? What are your competitors doing right? How can you imitate their success?
Preparation
Prepare:
Approach Questions to uncover needs and verify assumptions Benefits to satisfy needs Responses to possible reactions Use of visual aid Ways of closing / gaining commitments
Approach
Approach
Main goals:
To gain the prospect's attention To stimulate the prospect's interest To provide a smooth transition into the presentation
Approach
Three parts of approach
Introduce yourself and whom you represent The purpose of your call A question
Approach
Approach Techniques:
Referral Call objective Product or service benefit Buyer needs
Approach
Avoid negative "Suicidal" approach:
To apologize in the beginning To refer to last negative visit To start asking (How is business?) or (May I help you?) To begin with close-ended question
Approach
Approach Techniques:
Utilizing your call objective(s) Utilizing a prospect's needs (known or unknown) Utilizing a product and / service benefits
Approach
Approach Techniques:
Utilizing your call objective(s):
"Good evening Dr. Ali ,summer season is about to start.When do you need your next order of Parentral Infusions to coverthis season?“
"Good morning Mr. Salama I am calling on you today to talkabout the new Swiss watch. What are you looking for in a goodwatch?“
Approach Techniques:
Utilizing a prospect's needs (known or unknown)
"Good afternoon Mr. Ahmed. I am here today to find out whatis your requirement from us to increase the productivity of yourstaff?“
"Good morning Dr. Hassan I am calling on you today to solve theproblem of the expiry date. How many expired packs do youhave?“
Approach
Approach Techniques:
Utilizing a product and / service benefits:
"Good morning Mr. Saad. We offer a 120 days credit facility fororders placed prior to July 31St . How many packs would you like tohave?“
"Good afternoon Dr. Salwa. We are granting 20% free goodswhich mean an increase in your profit. How many packs wouldyou like to order?"
Approach
Presentation
Main Purpose:
• To "zero in" on the customer's needs / buying motives withthe features and benefits of our proposal (product).
• To be built on a positive two way communication.
Presentation
• First half of presentation:
To uncover customer's needs by effective use of questions.
• Second half of presentation:
To start matching product benefits with customer's needs / wishes in order to find the decisive buying motive.
Presentation
Second half of presentation:
We define:
• the feature of our product- what it is / has• as many benefits of our product as possible (6 buying motives!)
what it can do
We look for:
• the customer's buying motive and match our benefit with hisneed
You do not sell
FoodClothesBooksYour ticketComputerBlanketFurniture
Do Remember!!
But you sell the idea of
Tasty & healthy mealsAttractive appearanceInformationEnjoyment and fun Management & controlWarmthComfortable home
Practice Session – Products
It causes acid suppression
(F)
This promotion will lead to increased business results
(B)
It consists of a full range of dosages forms
(F)
The slow – release form improves patient compliance
(B)
Practice Session – Products
It is highly recommended by Prof. Hassan Hosny
(B)
Your product has a pleasant taste
(F)
It works within 10 minutes
(F)
This product can administered once daily
(B)
Thanks
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