8-1. 8-2 Planning the Sales Call Is a Must! Chapter 8 Copyright © 2004 by The McGraw-Hill...

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Planning the Sales Call Planning the Sales Call Is a Must!Is a Must!

Planning the Sales Call Planning the Sales Call Is a Must!Is a Must!

ChapterChapter

88ChapterChapter

88

Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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ChapterChapter

88ChapterChapter

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8-4Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Strategic Customer Sales Planning—

The Preapproach

The Prospect’s Mental Steps

Overview of the Selling Process

Strategic Customer Sales Planning—

The Preapproach

The Prospect’s Mental Steps


Main TopicsChapterChapter

88ChapterChapter

88

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Exhibit 8-1: The Preapproach Involves Planning the Sales Presentation

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Strategic Customer Sales Planning - The Preapproach

Strategic problem solving involvesStrategic needsCreative solutionsMutually beneficial agreements

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Exhibit 8-2: Consultative Selling -- Customer Relationship Model

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Strategic Customer Sales Planning - The Preapproach cont…

Reasons for planning the sales callBuilds confidenceDevelops atmosphere of goodwillReflects professionalismGenerally increases sales

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Exhibit 8-4: Steps in the Preapproach: Planning the Sale

Determine sales call objective

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 ObjectiveThe precall objective - have one or more!Focus and flexibility

– when with customer focus your efforts on objective

– be prepared to switch to another objective if neededMake the goal specificMove customer conversation toward objectiveSet a SMART call objective

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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

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 presentationSee what customer has done in the past to determine

future needsIf do not have customer profile - get one for each

customer





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Exhibit 8-5: 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 order based on first three steps





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Exhibit 8-6: Examples of Topics Contained in the Marketing Plan Segment of Your Sales Presentation

Resellers

1. Advertising Geographical

National Regional Local Co-op

Type Television Radio Direct-mail Internet

2. Sales Promotion Contests Coupons Samples

4. Trade Shows

3. Sales Force Working with salespeople

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End Users1. Availability

2. Delivery

3. Guarantee

7. Warranty

6. Training on use

5. Maintenance/service

4. Installation Who does it? When? How?

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Exhibit 8-7: Examples of Topics Contained in the Business Proposition Segment of Your Sales Presentation

1. List price

2. Shipping costs

3. Discounts Cash Consumer Quantity Trade Financing

Payment Plans Interest Rate

4. Markup

5. Profit

Resellers

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1. List price

2. Shipping costs

3. Discounts Cash Quantity

5. ROI

6. Value Analysis

End Users

4. Financing Payment plans Interest rates

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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





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Exhibit 8-8: Major Phases in Your Presentation: A Sequence of Events to Complete in Developing a Sales Presentation

1. Approach.

3. Present yourmarketing plan.

2. Fully discuss yourproduct.

4. Explain yourbusiness proposition.

5. Suggested purchaseorder.

6. Close

7. Exit

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.





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

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 8-9: 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?



Quickly present major FABs that: Fulfill a need Solve a problem Show and tell as discussed in Chapter 11

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How Do You Build Desire for Your Product?



Watch for nonverbal signals! Green Yellow Red

Using your trial closes, determine if prospect is interested in benefits

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



Your trial closes indicate ready to buy

The customer sees how your product’s FABs will solve their needs or problems

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How Do You Know if Customer Ready to Purchase So You Can Close?



Trial close response(s), nonverbal signals indicate positive beliefs product will fulfill needs or solve problems

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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 8-10a: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions

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Exhibit 8-10b: 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 planningHave a sales call objective that is SMARTDevelop or review the customer profileDevelop your customer benefit plan

8-1. 8-2 Planning the Sales Call Is a Must! Chapter 8 Copyright © 2004 by The McGraw-Hill...

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