Effective Sales Campaigns and Sales Calls

William FreemanCambridge Associates

www.cambridge-associates.co.uk

Decide the outcome youwant and make a planto get there

OUTCOME OPTIONS:

• make a specific sale or,

• progress the ‘sales campaign’

FACE TO FACE SALES CALLS

© William Freeman: www.cambridge-associates.co.uk

• Wanting it• Preferring it• Favouring it• Considering your idea• Sees possible value• Prepared to listen• No requirement

SALES CAMPAIGN MILESTONESviewed as how the prospective client

‘feels’ after your meeting

Work out how you want the ‘buyer’to feel after every sales activity andplan for that outcome


SALES CALL PLANNING

BEFORE YOUR MEETING...

• identify the outcome you want

• plan your opening conversation

• plan your question topics

• note your typical selling benefits

• work out how you will ‘close’


OPENING

PROPOSAL

CLOSE

OBJECTIONS

NEEDS

ACTIVE

LISTENING

THE SALES CALL MODEL

• Not all phases are equal

• It’s OK to jump around, but know where you are


YOUR OPENING MESSAGENeeds

Opening

Proposal

Close

OBJECTIONS

1. SOCIAL PLEASANTRIES(‘Meet, Greet & Seat’)

2. OPENING CONVERSATION(To establish your ‘Competence, Credibility & Intent’)

• Have a natural conversation• Move on to business when customer is ready• Outline your proposed ‘agenda’• You may have to offer a ‘teaser’ of value

LISTENING


‘ACTIVE LISTENING’Needs

Opening

Proposal

Close

OBJECTIONS

LISTENING

• Involves summarising & paraphrasing• Important throughout the sales call

• It shows you are listening• It checks understanding• It gives you time to ‘digest & reply’• It reinforces key points• It gives the customer more ‘air time’


ESTABLISHING NEEDSQuestioning & Listening to discover:

• Current Situation

• Issues / Problems

• Problem Implications

• Potential ‘Value’

Needs

Opening

Proposal

Close

OBJECTIONS

LISTENING


SELLING BENEFITS

Showing the value of your approach orsuggestion

Defining a ‘next step’ that will help andinvolve the customer

Opening

Proposal

Close

OBJECTIONS

LISTENING

Needs


CLOSING THE SALES CALL

• SUMMARISE - restate benefits - clarify (questions?)

• ASK - for the ‘order’ - for commitment to next stage

• WAIT - for the reply

Needs

Opening

Proposal

Close

OBJECTIONS

LISTENING


HANDLING ‘OBJECTIONS’

Opening

Proposal

Close

OBJECTIONS

LISTENING

Needs

Think of objections as being natural sales resistanceand understandable uncertainty

Expect them / want them

Treat them seriously and with respect



LISTEN, CLARIFY, VERIFY

ISOLATE / TEST

Opening

Proposal

Close

OBJECTIONS

LISTENING

Needs

Understand the customer concern BEFORE you tryto answer it

Understand its significance from the customer’s pointof view




ISOLATE / TEST

EXCUSE MISUNDERSTANDING VALID

Opening

Proposal

Close

OBJECTIONS

LISTENING

Needs

3 ‘types’ of sales resistance comment




ISOLATE / TEST

EXCUSE MISUNDERSTANDING VALID

Return to ‘NEEDS’Correct with Sensitivity

Agree &Outweigh

Opening

Proposal

Close

OBJECTIONS

LISTENING

Needs




ISOLATE / TEST

VALID

Agree &Outweigh

Opening

Proposal

Close

OBJECTIONS

LISTENING

Needs

• acknowledge the concern• test the significance of it• check for other areas of concern• accept that you must address the concern• re-stress benefits that put ‘concern’ into context• consider if you have alternatives• you wont win every time but leave the door open

Contact us to organise workshops on this topic for you


• Wanting it• Preferring it• Favouring it• Considering your idea• Sees possible value• Prepared to listen• No requirement

SALES CAMPAIGN MILESTONES

Each campaign step (e.g. sales call) mustmove you up this scale. Assess where you areto work out next best step in the salescampaign© William Freeman: www.cambridge-associates.co.uk

ON-SITE SUPPORT

Breakfast meetings, workshopsand ‘booster sessions’ toreinforce techniques and to giveyou the impetus

REMOTE SUPPORTAssistance with all aspects ofyour sales planning. FromTeddington to Timbuktu.Geographic distance no object

enquiries to [email protected]© William Freeman: www.cambridge-associates.co.uk

For more information about courses,workshops & seminars:

Visit www.cambridge-associates.co.ukEmail: [email protected]

Sessions from one hour upwards


Effective Sales Campaigns and Sales Calls

Documents

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