Accudata Webinar Sales Call Tutorial Final
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Transcript of Accudata Webinar Sales Call Tutorial Final
The power of partnership.The power of partnership.
Sales Training Series
Running an Effective Sales Call
Training Module Run Time: 17 minutes
Welcome
What you will learn from this tutorial….
• Why proper sales call execution will shorten sale cycles
• How to achieve your objective on every call
Before We Start…
A “sales call” can mean any type of sales-focused customer
interaction:
• Lead follow up
• Proposal review
• Attrition call
• Phone or face-to-face
Typical Sales Call Mistakes
• Lack of preparation
• Skipping call set up/not driving the call
• Pitching instead of discovery/listening
• Selling too soon
• Etc.
Every Sales Call Has Three Parts
Every call should have the same beginning and end. The nature of the call will determine what happens in the middle.
Rapport Call Set Up
Your Compan
y Overvie
w Elevator
Pitch
Targeted Discover
y Question
s
Summarize and Discuss Solution
s
Beginning Middle
Close for Next Steps
End
Example – Objective of a First Call
• Uncover the needs of the customer and qualify
• Show the value of your solution
• Get commitment for a next step
• Understand the customers approval process
The call should be structured to meet the objectives.
Rapport Building
• Don’t underestimate the importance of building rapport with the
client
• Rapport building gets the customer accustomed to talking to you
Never skip this step!
Call Set-Up
• Start by thanking the prospect for taking the time to meet and then
recommend an agenda
• Get agreement on the plan
• Do introductions if people in the room / on the call are not acquainted with
one another
Elevator Pitch
Many times it helps to give a quick overview of your company just to give the customers some context
You need to develop an elevator pitch:
A one or two sentence description of what you do
• “___” is a (type of company) that provides (type of offering) for (types of customers)
• Do not embellish – make sure your elevator pitch is easy to understand
Sample Elevator Pitch
“AccuData provides data resources, marketing analytics, and marketing database technology for companies like ______
The reason we are here today is your company fits the profile of our typical customer and we would like to learn more about how you do direct marketing today”
Sample Company Overview
The “5” slide rule….
• Company background • What does your company do• Customers• A few relevant case studies• Why you are different / your unique value proposition
Discovery Questions
• Great questions are the best way to show your expertise as a sales person
• Start with identifying what you need to learn
You should ALWAYS make a list of questions prior to any sales call!
Summarize/Close
• You must earn the right to close for a next step
• Summarize your takeaways and sell the next step
You should walk in the call knowing what to close for!
Executing a Proposal Delivery Call
Rapport/ Call Set
Up
Review of Needs
Proposed
Solution(description, cost,
time frame, etc.)
Why This Solution
Will Solve the
Problem(how will
this improve
the customer situation)
Feedback and Q&A
Beginning Middle
Summarize
Close for Next Steps
End
Sales call start / finish the same way!
Sales Call Execution Best Practices
• Have a vision for every call
• You must structure your call to take into account
• Be cognizant of sales call components and execute
accordingly
• Continue to “check in” to gauge understanding and interest
Sales Call Follow-Up
Use Discovery Letters
• A detailed description of the sales person’s understanding of the
need and what is driving the need.
• A description of the timetable, budget, and approval process.
• A list of agreed upon next steps and owners. This list is one of
the best ways to push things forward, especially if there are due
dates attached to each next step.
Preparation
Why spend the time to prepare…
• Ensures every interaction has the best chance to succeed
• Builds confidence in your ability to execute
• Greatly reduces the chance of getting caught off guard
• Focuses the meeting on specific outcomes
Make sure the customer understands why you are coming!
How to Prep
Start with the end result in mind…
• Close for “X”
• Get commitment for “X”
• Get answers to ____ questions
• Validate their decision process
• Validate your assumptions
Prep Template
Call Prep Template NotesDate and time of meeting
Participants/roles (both at customer and your company)
Objectives and agenda (to be shared with customer)
Specific results you are seeking (detail potential next steps to close for)
What questions might they ask? (How will these questions be answered/who will answer?)
What information/messages do we want to communicate? How do we do so?
Call Structure – detail each component of the call – who will do what?
Scenario Planning: What is the best case scenario/our plan if we land here?
What is the most likely case scenario/our plan if we land here?
What is the worst case scenario/our plan if we land here?
Sales Call Execution Framework
20
PrepSales Call Exec
FollowUp
Three components of every sales call
Summary: Why care about sales call execution
“Blocking and tackling” can make a huge difference for a sales
person
• You have one shot to make a good impression
• Differentiate yourself via professionalism
21
The power of partnership.The power of partnership.
For Further Information:
Call your sales rep
800.732.3440 | [email protected]