Planning the Presentation and Approaching the Customer Module Six.

Planning the Presentation and Approaching the Customer

Planning the Presentation and Approaching the Customer

Module Six

Ingram LaForge Avila

Schwepker Jr. WilliamsProfessional Selling:A Trust-Based ApproachProfessional Selling:A Trust-Based Approach

Module 6:Planning the Presentation and Approaching the Customer

Learning ObjectivesLearning Objectives

1. Discuss the different types of sales presentations and what goes into their planning.

2. Determine when it is best to use the three types of sales presentations.

3. Discuss the importance of using a sales presentation checklist.




Learning ObjectivesLearning Objectives

4. Discuss the importance of planning the initial sales call.

5. Discuss how the sales mix model enhances the planning effort.

6. Explain how to approach and initiate contact with each prospect.




Setting the StageSetting the Stage

1. According to Linda Navarro, CEO of Sonnet Supply, where does a good sales presentation come from?

2. What must salespeople be able to accomplish during a sales presentation?

Successful Sales Presentations Require Planning, Customer Focus




Canned PresentationsCanned Presentations

• Include– Scripted Sales Calls

– Memorized Presentations

– Automated Presentations

• Should be Tested for Effectiveness

• Must Assume Buyers’ Needs are the Same

Hello ___,

My name is _____.

I want to tell you about . . .




Organized PresentationsOrganized Presentations

• Address Individual Customer and Different Selling Situations

• Allow Flexibility to Adapt to Buyer Feedback

• Most Frequently Used Format for Sales Professionals




Written PresentationsWritten Presentations

• The Proposal is a Complete Self-Contained Sales Presentation

• Customer May Receive Proposal and a Follow-Up Call to Explain and Clarify the Proposal.

• Thorough Assessment Should Take Place Before a Customized Proposal is Written




Types of Sales PresentationsTypes of Sales Presentations

Canned Presentation

Organized Presentation

Written Proposal

Little training is required; inflexible/not customizable; difficult to build trust

Extensive training is required; customizable; interactive; fosters trust

Some training is required; customizable while being written but not once delivered; may be perceived as more credible




InformationGathering Approach Presentation Handling

ResistanceEarn

Commitment Follow-up

100%

Rel

ativ

e P

artic

ipat

ion

Rat

e

Need Development

Need Awareness

Need Fulfillment

A D A P T

Assess

ment

Discove

ry

Activa

tion

Projection

Transition

Select

Featu

re

Explai

n Adv

anta

ge

Lead

to B

enef

its

Let C

usto

mer

Talk

SE

LL

% Time“The Salesperson”Talks/Participates

% Time“The Customer”

Talks/Participates

The Trust-based Selling Process:A Needs-Satisfaction Consultative Model

The Trust-based Selling Process:A Needs-Satisfaction Consultative Model




Proposal WritingProposal Writing

• Not writing a proposal.

• Not fully understanding the customer’s business.

• Missing the buyer’s submission deadline.

• Producing a proposal with little “drive-up” appeal.




Proposal WritingProposal Writing

• Not saying anything that really makes a difference.

• Using a standardized boilerplate approach.

• No one owning the responsibility or having authority to create quality and effective proposals.




Components of a Written ProposalComponents of a Written Proposal

• Needs and Benefits Analysis

• Company Description

• Pricing and Sales Agreement

• Suggested Action and Timetable

• Executive Summary




Twelve Simple Rules for WritingTwelve Simple Rules for Writing

Double check company names, titles, and individuals’ names.

The spelling of words you are not sure of should always be looked up. Do not rely on your word processor’s spelling checker.





Write the proposal and get away from it before proofreading. Give your mind some time away from the document so that it will be fresh when it is time to begin the editing process.

Proofread and edit for improvements rather than to simply catch mistakes. How can the message be improved in clarity and crispness?





Repeat the proofreading process and, when possible, have a third party read for meaning, clarity, grammar, and spelling. A third set of eyes can find problems that the writer often overlooks. Don’t submit your first draft, as it won’t be your best.

Use hyphens to avoid confusion, but do not place a hyphen after an adverb that ends with ly.





Separate things in a series with a comma, and set off nonessential clauses with a comma.

Use that in restrictive clauses, use which in nonrestrictive clauses. (e.g., The sales quota that he announced is too low. He announced the new sales quota, which is too low.)





Avoid starting sentences with the words and or but.

Use like for direct comparisons; use such as for examples.





Use a dash to set off and end a thought in a sentence that differs from the preceding concept or thought.

Periods, commas, and question marks go within quotation marks; semi-colons go outside quotation marks.




Sales Presentation ChecklistSales Presentation Checklist

Prospect InformationNeeds and/or Opportunity AnalysisProspect’s Buying MotivesCompetitive SituationSales Presentation ObjectivesSales Presentation Planning

• Specific Features/Benefits• Information to support claims• Reinforcing verbal content• First few minutes

• ADAPT Method• Questions and Objections• Prospect Commitment• Follow-up Action




1. Introduction

2. Need discovery – use questions, careful listening, and confirmation statements to uncover explicit needs

3. Present benefits addressing buyer’s explicit needs

Sequence of the Sales Presentation Sequence of the Sales Presentation




4. Continuation of prior sales calls should start with a summary of earlier calls

5. Pricing issues should not be focused on until the customer’s needs have been defined and addressed

Sequence of the Sales Presentation Sequence of the Sales Presentation




Sales Mix ModelSales Mix Model

PresentationPace

PresentationScope

Depth ofInquiry

Use ofVisual Aids

Two-WayCommunication

Prospect




Approaching the Customer: Getting the Appointment

Approaching the Customer: Getting the Appointment

Setting appointments . . .

• Demonstrates respect for the prospects time.

• Increases the likelihood of receiving the prospect’s undivided attention.

• Improves time and territory management.




Approaching the Customer:Starting the Sales Call

Approaching the Customer:Starting the Sales Call

• Introductory Approach• Product Approach• Benefit Approach• Question Approach• Referral Approach• Compliment Approach• Survey Approach




Discovering Needs – Review ADAPT Discovering Needs – Review ADAPT

ssessment Questions

ctivation Questions

iscovery Questions

rojection Questions

ransition Questions

Planning the Presentation and Approaching the Customer Module Six.

Documents

Transcript of Planning the Presentation and Approaching the Customer Module Six.