Bmgt 204 chapter_7

BMGT 204: Sales Strategies and

TechniquesChapter 7: Planning the Sales Call Is a Must

The Golden Rule: Planning

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

Begin Your Plan with Purpose

Purpose

The constant truth that guides your business life

Directs how you approach each sales call

Your purpose for any sales call should be to make a contribution to the welfare of the person.

Plan to Achieve your Purpose

Plan each day, and carry out your plan adjusting to circumstances as you go.

At the end of each day evaluate your day to ensure a successful tomorrow.

A plan is a method of achieving an end.

The foundation of your plan must be based upon the truth.

Exhibit 7.2: The preapproach involves planning the sales presentation

Exhibit 7.2: The preapproach involves planning the sales presentation

Strategic Customer Sales Planning–The Preapproach

Strategic problem solving involves

Strategic needs

Creative solutions

Mutually beneficial agreements

Exhibit 7.3: Consultative Selling–Customer Relationship Model

Strategic Customer Sales Planning–The Preapproach, cont…

Reasons for planning the sales call

Builds confidence

Develops atmosphere of goodwill

Reflects professionalism

Generally increases sales

Exhibit 7.5: Steps in the Preapproach: Planning the Sale

Strategic Customer Sales Planning–the Preapproach, cont…

Always Have a Sales Call Objective

The precall objective – have one or more!

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

Set a SMART call objective

Strategic Customer Sales Planning - The Preapproach, cont…

Develop sales presentation

Develop / review customer benefits

Develop customer profile

Determine sales call objective(s)

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





Exhibit 7.6: Information Used in a Profile and for Planning

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





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





Exhibit 7.9: Major Phases in Your Presentation: A Sequence of Events to Complete in Developing a Sales Presentation

Exhibit 7.10: The Prospect’s Five Mental Steps in Buying

Attention Interest Desire PurchaseConviction

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


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


How Do You Build Desire for Your Product?


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

Watch for nonverbal signals!

Green

Yellow

Red

Attention Interest Desire Purchase Conviction

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

Problems?


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


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


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

Attention Interest Desire Purchase Conviction

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

Bmgt 204 chapter_7

Business

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