AGRI-SELLING PROCESS Key Components Preparation Opening
Presentation ( and Handling Objections) Closing Service
Slide 2
8/29/20152 Agri-selling and the Preparation Process Chapter # 4
Objectives - 1.Define and explain how to use prospecting.(Q2Ch4)
2.Are all sales leads good prospects? 3.What are the
characteristics of a qualified prospect? 4.Describe 3 methods of
Prospecting.(Q3Ch4) 5.Give an example using trade shows to Prospect
6.How can a salesperson overcome a reluctance to prospect? 7.Use an
example prospect priority index. (Q4Ch4) 8.Describe the value of
key accounts & how you develop a key account strategy.
Slide 3
PREPARATION A) Build knowledge base for product/service
____________________________________ awareness of technical
features and potential benefits of the product/service
____________________________________ awareness of other potential
rival products, their features and limitations, market trends
important to your customers, all major factors that can affect your
prospects buying decision ____________________________________
awareness of customers goals, needs, related purchase and
production activities. Create a client profile. Knowledge: Gives
you _______________________________________________________
_____________________________________________________
___________________________________
Slide 4
Phillip Logesdon, Field Research** Meet with sales people
_____________ information Field Plot and actual results may
________ Research Manager Manages Research Plots Audio Video clips
funded by the Barnhart Fund for Excellence
Slide 5
PREPARATION B) Identify prospects (Q1Ch9, part 1). Define and
explain prospecting) Prospecting:the process of
____________________________ An effective prospecting program is
systematic and can be measured for effectiveness. Good salespeople
______________________ that constantly give them
____________________ ____________
Slide 6
Five Rules For Successful Prospecting 1. The prospecting plan
must help you achieve all ___________________ 2. Study your market
to know what is changing and can identify ___________________ 3.
Use a variety of prospecting methods 4. ___________________ your
prospects 5. Develop a system for ___________________ using
important information to prepare a selling strategy
Slide 7
______________________________________ ________________________
A client is not a real prospect without resources to pay for the
product Ability to pay includes ________________________ Knowing
who has purchasing authority saves the salesperson time and effort
because it can result in a sale
____________________________________________
________________________ 7-7 Characteristics of a Good Prospect
McGraw-Hill/Irwin
Slide 8
8/29/20158 An Application Nugget You are a salesperson for a
new breed of laying hens, how would you develop a prospect list?
___________________________________________________________
_________________________________________________________
___________________________________________________________
_________________________________________________________
___________________________________________________________
Slide 9
Sales Goal(s) (Q1Ch9, part 2) Penetration- __________________
Concentration _________________ Both (the BMA example)
Slide 10
Networking Salesperson uses personal _______________
_________________________________ to secure leads (influence
peddlers) Suggestions: Call at least two people per day and go to
at least _______________________ Spend most of your initial
conversation with a new contact talking about his or her business
and _________________________________ Follow up on a regular basis
7-10 How and Where to Obtain Prospects McGraw-Hill/Irwin
Slide 11
__________________________ Sales person cultivates well-known,
influential people in the territory who are willing to supply lead
information _________________ Salesperson uses websites, e-mail,
listservers, bulletin boards, forums, roundtables, and newsgroups
to secure leads Extranets
_____________________________________________________ E-selling,
E-tailing ___________________________________________ Salespeople
use these forms of promotional activities to generate leads
Postcard pack Bounce-back card 7-11 How and Where to Obtain
Prospects (continued) McGraw-Hill/Irwin
Slide 12
How and Where to Obtain Prospects (continued)
_________________________________ (more on this one next)
_____________ Salespeople use seminars for prospects to generate
leads Appeal to a specialized market Invite good prospects Go
high-quality Be involved before, during, and after
__________________________ Secondary data sources; free or
fee-based SICs and NAICS (Standard Industrial Classification /
North American Industry Classification System) Purchasing lists
7-12 McGraw-Hill/Irwin
Slide 13
Cold calls: ___________________________________ Cool calls
(Segment Specific Prospecting): Calling on prospects
_____________________________ Leads: Calling on prospects who have
been_______________________________
__________________________________ ___ Target Prospecting:
Concentrates limited resources, and directs efforts to
___________________________ (Q2Ch9- Methods of Prospecting)
Slide 14
Cold Calls - The Downside? Relative to cool calls, leads and
targets cold call prospects are not as likely to
_________________________________ __________________________
_________________________________ __________________________ to
probe & collect needs information
__________________________
Slide 15
TRADE SHOWS (Using trade shows to prospect Appendix B) Develop
a goal __________________________ Positive physical arrangements
which accurately portray your intent _________________________
Slide 16
TRADE SHOWS Develop a goal (PR/exposure, leads/contacts or
sales) Positive physical arrangements which accurately portray your
intent (location, display & size) Attention grabbers
__________________________ Visitor relations & the
__________________________ Prompt follow-up the key
__________________________ (Student recruiting example)
Slide 17
Jeff Rice, Director of Market Development** Local, state &
national Farm machinery show _____________________ Trade Shows Clip
funded by the Barnhart fund for Excellence
Slide 18
How and Where to Obtain Prospects (continued) _______________
Personal letters to potential leads Follow up with a telephone call
Include promotional items Other sources of leads _______________,
people in his or her own firm, friends, and so on, to secure
information ____________________ 7-18 McGraw-Hill/Irwin
Slide 19
Reasons for reluctance Being overly concerned with ____________
_______________ Being fearful of: ________________________ 7-19
Overcoming a Reluctance to Prospect McGraw-Hill/Irwin
Slide 20
Helpful activities: Identify and evaluate ____________ Engage
in sales ______________________ activities Make prospecting
contacts ______________ ________________________ Set ______________
for all of your prospecting activity Realize the ______________ of
prospecting activities 7-20 Overcoming a Reluctance to Prospect
(continued) McGraw-Hill/Irwin
Slide 21
Helpful activities (continued): Remember you are calling to
________________ ________________ of what prospects might say about
you, your company, or your products Learn and apply
____________________________ ______________ Recount your own
_______________________, or those of others 7-21 Overcoming a
Reluctance to Prospect (continued) McGraw-Hill/Irwin
Slide 22
Jeff Rice, Director of Market Development** With and without
________________ Segmenting Miles Enterprises Growers Clip funded
by the Barnhart fund for Excellence
Slide 23
Building a Prospect Profile Beginning with the Basics Name,
address, family, education,
_____________________________________________________________
(Helps for opening the call and for classifying buyer type) as does
_____________________________________________ Credit Rating (Pre
and early qualifying) _____________________________
________________________ A detailed information sheet or source for
each prospect that includes necessary information or developing an
effective sales call strategy A detailed information sheet or
source for each prospect that includes necessary information or
developing an effective sales call strategy
Slide 24
David Gress Miles Enterprises** ____________________________
Preparing for the call Clip funded by the Barnhart fund for
excellence
Slide 25
Brad - Cargill Ag-Horizons, Bob - Agway Ag Products Go after
customers that ___________________________________ your business
with them by growing together Categorize the prospects by
_________________________ 4. Etc...
Slide 26
PREPARATION Criteria for identifying good prospects:
_______________ ______________________________
______________________ _________________________________
______________ ______________________________________________
______________________ ___________________________________________
______________________ TRY TO RANK YOUR CRITERIA! (Objective -
Explain how to prioritize prospects.)
Slide 27
PREPARATION _______________________________ is a widely
recognized tool for prioritizing prospects (Objective, Q4Ch9. Use
and example PPI) Enter the names of specific accounts, those you
________________________________ Review the characteristics in your
PPI Add any that are ___________________ Delete any that no longer
apply (see the H/O)
Slide 28
The Prospect Priority Index Prospect Priority Index
Factor/ProspectWtJoeJohnJim Pot Acct Size Credit evaluation
Distribution/delivery opinion leader loyalty Profit potential total
2X Distribution
Slide 29
PREPARATION C) Profile targets/customers
___________________________________________________________ To have
knowledge of customer readily available D) Develop objectives and
strategies: Determine the long term sales objectives which are
Tangible: ________________________________________________
Measurable: ________________________________________________
Feasible: ________________________________________________ Or SMART
________________________________________________ or SMAC
Slide 30
A customer ____________________________________
_____________________ (Objective. Describe a key account &
related strategy) A KEY ACCOUNT
Slide 31
Key Account Strategy Key account goals should match company,
territory & personal sales goals History, data &
information (more detail coming) ___________________________
_______________________________ ___________________________ Measure
satisfaction and revise strategy
Slide 32
Key Account History & Information
_____________________________ _________________
___________________________ What products/services/information fit
their needs?
Slide 33
8/29/201533 Key Account Data Purchase History by product
including time & quantity of purchases
_____________________________________
_____________________________________ _
Slide 34
8/29/201534 __________________________________________ Type of
organization Size, number of locations Products and services
offered Financial position and its future Overall culture of the
organization __________________________________________ Who they
are How they differ in their business approaches Prospects
strategic position in the industry 8-34 The Prospects/Customers
Organization McGraw-Hill/Irwin
Slide 35
8/29/201535 _____________________________ Formal reporting
relationships Bonds that the prospect has already formed with other
salespeople ______________________________ Product evaluation
process 8-35 The Prospect/Customer as an Individual (continued)
McGraw-Hill/Irwin
Slide 36
8/29/201536 ________________________________ Sole supplier or
multiple suppliers why? Reason for buying from & satisfaction
with present suppliers _________________________________ Type of
buying process Strengths and weaknesses of potential competitors
8-36 The Prospects/Customers Organization (continued)
McGraw-Hill/Irwin
Slide 37
8/29/201537 _________________________________ How they fit into
the formal and informal organizational structure Their roles in
this decision Current problems the organization faces
_________________________________ About salespeople, contacts &
visits 8-37 The Prospects/Customers Organization (continued)
McGraw-Hill/Irwin
Slide 38
_____________________________________________
Resources________________________ Firms own on-line sales portals
Lufthansa, Continental, Rubbermaid & Keebler (trends, general
information & presentation templates) Selling center - a team
of all who participate The _______________ Prospect companys own
Web page Personalized Web pages Hoovers, JustSell.com, etc.
_______________________________ 8-38 Sources of Information
McGraw-Hill/Irwin
Slide 39
Each key account contact
_____________________________________________
____________________________ ____________________________
Featuring: Bob talking about what he does before an important call.
02
Slide 40
8/29/201540 ______________________________________i s the first
step in the sales process. Not all sales leads qualify as
______________. Many methods can be used to locate prospects. The
best source is a _________________________. Effective prospecting
requires a ______________________________________t hat hinges on
developing a lead qualification and management system and
overcoming reluctance to prospect. 7-40 Summary
McGraw-Hill/Irwin