8-1. 8-2 Chap 7 - Summary of Major Selling Issues The sales process involves a series of actions...
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Transcript of 8-1. 8-2 Chap 7 - Summary of Major Selling Issues The sales process involves a series of actions...
8-1
8-2
Chap 7 - Summary of Major Selling Issues
The sales process involves a series of actions beginning with prospecting for customersFind prospects to contactObtain appointmentsPlan the entire sales presentation
8-3
Chap 7 - Summary of Major Selling Issues, cont…
Popular prospecting methods Cold canvas Endless chain methods Public exhibitions and demonstrations Locating centers of influence Direct mailouts Telephone and observation
Salesperson must develop ways of getting to see the prospect
Face and overcome the 12 Faces of Call reluctance
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
8
Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
Chapter
Chapter
88-5
Main TopicsMain TopicsMain TopicsMain Topics
The Tree of Business Life: PlanningStrategic Customer Sales Planning–The Preapproach
The Prospect’s Mental StepsOverview of the Selling Process
Chapter
Chapter
88-6
8-7
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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Exhibit 8-1: Only Through Truth Can Trust Be Supported to Bridge the Gap between People
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Exhibit 8-2: The Preapproach Involves Planning the Sales Presentation
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Strategic Customer Sales Planning–The Preapproach
Strategic problem solving involves:Strategic needs
Know your customer’s needs and then match FAB’s; it is a lot easier and smarter
Creative solutionsMust be able to customize each presentation to meet the
specific needs of each customer
Mutually beneficial agreementsMust work together to find an agreement that is
workable (win-win) for both parties
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Exhibit 8-3: Consultative Selling–Customer Relationship Model
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Strategic Customer Sales Planning–The Preapproach, cont…
Why would sales people plan the sales call? Why not attempt to deliver the FAB’s without
knowing the customer and their needs? Reasons for planning the sales call:
Builds self-confidenceDevelops atmosphere of goodwill – mutual
respectReflects professionalism and credibilityGenerally increases sales –
"Success is 90% Preparation, 10% inspiration" - Benjamin Franklin (paraphrased).
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Exhibit 8-5: 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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Strategic Customer Sales Planning–the Preapproach, cont…
Always Have a Sales Call Objective The precall objective – What is your goal? Have one or more &
write it down. Ex: Introduction, gain knowledge, set-up appointment; sell repeat
product or additional feature Focus and flexibility
Customer 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
The Sales Person is ALWAYS in control of the process Don’t assume that the customer knows the next step and will call you
back – most of the time they won’t! Set a SMART call objective (See next slide)
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Strategic Customer Sales Planning - The Preapproach, cont…
Always have a sales call objective
Develop salespresentation
Developcustomer benefits
Develop/Reviewcustomer profile
Determine salescall objective(s)
Set a SMART call objective
pecific
easurable
chievable
ealistic
imed
SMA
R
T
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Strategic Customer Sales Planning– Customer Profile Provides Insight
Review information to create customized presentation See what customer has done in the past to determine future
needs If do not have customer profiles – get one for each customer
Internal records Internet search and public records
Develop salespresentation
Developcustomer benefits
Develop/Reviewcustomer profile
Determine salescall objective(s)
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Exhibit 8-6: 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 discussion
Step 2: Select FABs for marketing plan discussion
Step 3: Select FABs for business proposition discussion
Step 4: Develop suggested purchase plan/order
based on first three steps
Develop salespresentation
Developcustomer benefits
Develop/Reviewcustomer profile
Determine salescall objective(s)
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Exhibit 8-7: Examples of Topics Contained in the Marketing Plan Segment of Your Sales Presentation
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Exhibit 8-8: Examples of Topics Contained in the Business Proposition Segment of Your Sales Presentation
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Customer Benefit Plan: Develop Sales Presentation
Write out all FABs for steps 1 - 3 Write out suggested purchase order Now you are ALMOST ready to create your
sales presentation
Develop salespresentation
Developcustomer benefits
Develop/Reviewcustomer profile
Determine salescall objective(s)
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Exhibit 8-9: Major Phases in Your Presentation: A Sequence of Events to Complete in Developing a Sales Presentation
Rapport-buildingUncover needsAttention, interest, transition
FeaturesAdvantagesBenefits
How to resell (for reseller)How to use (for consumersand industrial user)
What’s in it for yourcustomers?
Recommend what to buy inorder to fill the needsuncovered in the presentation.
Ask for the business!
Do not give up!Act as a professionalLeave the door open
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What is Left in Creating Your Sales Presentation?
As shown in Exhibit 8-8 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 8-10: 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!
GreenYellowRed
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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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Exhibit 8-11a: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions
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Exhibit 8-11b: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions
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Exhibit 8-11c: 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