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8-1
Planning the Sales Call Planning the Sales Call Is a Must!Is a Must!
Planning the Sales Call Planning the Sales Call Is a Must!Is a Must!
ChapterChapter
88ChapterChapter
88
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
8-3
Strategic Customer Sales Planning - The Preapproach
Strategic problem solving involvesStrategic needsCreative solutionsMutually beneficial agreements
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Strategic Customer Sales Planning - The Preapproach cont…
Reasons for planning the sales callBuilds confidenceDevelops atmosphere of goodwillReflects professionalismGenerally increases sales
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Exhibit 8-4: Steps in the Preapproach: Planning the Sale
Determine sales call objective
Develop/Review customer profile
Develop customer benefits
Develop sales presentation
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Strategic Customer Sales Planning - the Preapproach cont…
Always Have a Sales Call ObjectiveThe precall objective - have one or more!Focus and flexibility
– when with customer focus your efforts on objective
– be prepared to switch to another objective if neededMake the goal specificMove customer conversation toward objectiveSet a SMART call objective
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Strategic Customer Sales Planning - The Preapproach cont…
Always have a sales call objective
Develop salespresentation
Developcustomer benefits
Develop/Reviewcustomer profile
Determine salescall objective
Set a SMART call objective
pecific
easurable
chievable
ealistic
imed
SMA
R
T
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Strategic Customer Sales Planning - Customer Profile Provides Insight
Review information to create customized presentationSee what customer has done in the past to determine
future needsIf do not have customer profile - get one for each
customer
Develop salespresentation
Developcustomer benefits
Develop/Reviewcustomer profile
Determine salescall objective
8-9
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
Develop salespresentation
Developcustomer benefits
Develop/Reviewcustomer profile
Determine salescall objective
8-10
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
Develop salespresentation
Developcustomer benefits
Develop/Reviewcustomer profile
Determine salescall objective
8-11
Exhibit 8-8: Major Phases in Your Presentation: A Sequence of Events to Complete in Developing a Sales Presentation
1. Approach.
3. Present yourmarketing plan.
2. Fully discuss yourproduct.
4. Explain yourbusiness proposition.
5. Suggested purchaseorder.
6. Close
7. Exit
Rapport-buildingUncover needsAttention, interest, transition
FeaturesAdvantagesBenefits
How to resell (for reseller)How to use (for consumersand industrial user)What’s in it for yourcustomers?
Recommend what to buy inorder to fill the needsuncovered in the presentation.
Ask for the business!
Do not give up!Act as a professionalLeave the door open
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Exhibit 8-9: The Prospect’s Five Mental Steps in Buying
Attention Interest Desire PurchaseConviction
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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
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Carefully Select Which Carefully Select Which Sales Presentation Sales Presentation
Method to UseMethod to Use
Carefully Select Which Carefully Select Which Sales Presentation Sales Presentation
Method to UseMethod to Use
ChapterChapter
99ChapterChapter
99
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
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The Sales Presentation...
Completely and clearly explains all aspects of the salesperson’s proposition as it relates to a buyer’s needs
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There are Several Sales Presentation Methods Requiring You to Select One According to Your...
Prior knowledge of the customer
Sales call objective
Customer benefit plan
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Select the Presentation Method, Then the Approach
Know which method to use before developing the presentation
Plan presentation
Select approach/opening
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Exhibit 9-10: The Parallel Dimensionsof Selling
Selling Process Buyer’s Mental Steps
Prospecting
Interest
Explain Business Prop.List Price, Shipping Cost,Discounts, Financing,ROI, Value Analysis
Suggest PurchaseProduct, Quantity,Features, Delivery,Installation, Price
MoneyAuthorityDesire
Present Marketing PlanAvailability, Delivery,Guarantee, Installation,Maintenance, Promotion,Training, Warranty
PresentationDiscuss ProductPresent Marketing PlanExplain Business Prop.Suggest Purchase
Discuss ProductShow FeatureExplain AdvantageLead Into BenefitLet Customer Talk
Desire
Conviction
Preapproach
Follow-up & Service
AttentionApproach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close Purchase
8-20
Begin Your Presentation Begin Your Presentation StrategyStrategy
Begin Your Presentation Begin Your Presentation StrategyStrategy
ChapterChapter
1010ChapterChapter
1010
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
8-21
For the Salesperson What Is the Approach?
The time from when the salesperson first sees the buyer to the beginning of the discussion of the product.
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The Approach
Could last seconds or minutes involving:
Meeting
Greeting
Rapport Building
One of the approach communication techniques discussed in this chapter
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Caution Salespeople
Take the approach seriously
Some feel this is the most important step in helping someone
If unsuccessful, you may never have opportunity to move into presentation
If you can not tell your story how will you make the sell?
The approach is extremely important
8-24
The Approach Step of the Sales Presentation
Is over when you begin discussing the product itself
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The Approach—Opening the Sales Presentation
A buyer’s reactions to the salesperson in the
early minutes of the presentation are critical
to a successful sale
Your attitude during the approachCommon for salesperson to experience tension
in various forms when contacting a prospect
Creative imagery
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The First Impression You Make Is Critical to Success
Your first impression is projected byAppearance
Attitude
You only have one chance to make
a favorable first impression
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To Make a Favorable Impression cont…
Be enthusiastic and positive toward the interviewSmile!Do not apologize for taking the prospect’s timeDo not imply that you were just passing byMaintain eye contactIf the prospect offers to shake hands, do so with
a firm, positive grip while maintaining eye contactLearn how to pronounce the prospect’s name
correctly
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Multiple Question Approach
Situation
Problem
Implication
Need-payoff questions
Remember product not mentioned in SPIN
8-29
Three Rules for Using Questions
1. Use only questions that you can anticipate the answer to or that will not lead you into a situation from which you cannot escape
2. Pause or wait after submitting a question
3. Listen
8-30
Be Flexible in Your Approach
Be willing and ready to change your planned approach
That is why you need several methods to open your sales presentation
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Elements of a Great Elements of a Great Sales PresentationSales Presentation
Elements of a Great Elements of a Great Sales PresentationSales Presentation
ChapterChapter
1111ChapterChapter
1111
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
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The Purpose of the Presentation
Main goal is to sell your product to your customer - to help
Purpose of presentationKnowledgeBeliefsDesire/NeedAttitudeConviction
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The Ideal Presentation
Your approach technique quickly captures your prospect’s interest and immediately finds signals that the prospect has a need for your product and is ready to listen
The ideal prospectIs friendly, polite, relaxed, listensSays “yes” and enthusiastically thanks you
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Welcome Your Welcome Your Prospect’s ObjectionsProspect’s Objections
Welcome Your Welcome Your Prospect’s ObjectionsProspect’s Objections
ChapterChapter
1212ChapterChapter
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Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
8-38
Welcome Objections!
Accept objections as a challenge
People do not want to be taken advantage of
Learn to overcome objections
8-39
When Do Prospects Object?
Prospect may object any time during sales call
Always be ready to handle a prospect’s objections
8-40
Exhibit 12-1: When Objections Occur, Quickly Determine What To Do
Prospecting
Preapproach
Follow-up & Service
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close
8-41
Basic Points to Consider in Meeting Objections
Plan for objectionsAnticipate and forestallHandle objections as they arise
Postponement may cause a negative mental picture or reaction
Be positiveListen - hear them out
8-42
Basic Points to Consider in Meeting Objections cont…
Understand objectionsRequest for informationA condition
– Negotiation can overcome a condition
Major or minor objectionsPractical or psychological objection
– A real objection is tangible– Must uncover hidden objectives and eliminate them
8-43
Once Again! What Are Objections?
Opposition or Resistance toInformationThe salesperson’s request
8-45
Salespeople Need To Be Good Communicators - Right!? How?
Handling objections can be challengingDone incorrectly, you may appear rudeDone correctly, you appear professional
8-47
Techniques for Meeting Objections
The dodge neither denies, answers, nor ignores
Don’t be afraid to pass up an objection
Rephrase an objection as a question. (Exhibit 12-8)
Postponing objections is sometimes necessary
Send it back with the boomerang method
Ask questions to smoke out objectionsFive-question sequence. (Exhibit 12-10)
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If After Your Presentation You Received a Positive Response to Your Trial Close, What Would You Do?*
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close
8-50
Closing Begins the Closing Begins the RelationshipRelationship
Closing Begins the Closing Begins the RelationshipRelationship
ChapterChapter
1313ChapterChapter
1313
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
8-51
When Should I Pop the Question?
Closing is the process of helping people make
a decision that will benefit them
No magic phrases and techniques to use in
closing a sale
Close when the prospect is in the conviction
stage of the mental buying process
8-52
Why Ask a Trial Close Before You Close?
To determine if ready to buy, plus what?To determine if there are
ObjectionsQuestions
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Let’s Review! When Are the Times to Use a Trial Close?*
1. After making a strong selling point in the
presentation
2. After the presentation but before the close
3. After answering an objection
4. Immediately before you move to close the sale
8-54
Reading Buying Signals
A buying signal is anything that prospects say or do indicating they are ready to buyAsks questionsAsks another person’s opinionRelaxes and becomes friendlyPulls out a purchase order formCarefully examines merchandise
8-56
How Many Times Should You Close?
Must be able to use multiple closesThree closes is a minimum
You will learn how without being pushy
8-58
When You Do Not Make the Sale
Know that you cannot always sell everyoneDon’t take buyer’s denial personallyBe courteous and cheerfulLeave the door open
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