Planning Sales Dialogues and Presentations

6Planning Sales Dialogues and Presentations

6Learning Objectives

Explain why it is essential to focus on the customer when planning a sales call.

Understand alternative ways of communicating with prospects and customers through canned sales presentations, written sales proposals, and organized sales dialogues or presentations.

Discuss the nine components in the sales dialogue template that can be used for planning an organized sales dialogue or presentation.

L 1

L 2

L 3

6Learning Objectives

Explain how to write a customer value proposition statement.

Link buying motives to benefits of the seller’s offering, support claims made for benefits, and reinforce verbal claims made.

Engage the customer by setting appointments.

L 4

L 5

L 6

6Customer-Focused

Sales Dialogue

Throughout the process, selling strategy must focus on customer needs and how the customer defines value.

Sales Presentations

Need Discovery

Follow-Up; Build More

Value

Sales Calls

Customer-Focused Sales Dialogue

__________ Customer

Relationships

__________ Customer

Relationships

__________ Customer

Relationships

Sales dialogue occurs over time and includes sales calls and other forms of buyer-seller communication.

6Sales Communications Formats

6Written Sales Proposal

6Components of a Written Proposal

• Customer Needs and Proposed Solution• Seller Profile• _________________________

• Suggested Action and Timetable

• _____________________

The qualityof a salesperson’s written document is a surrogate for that salesperson’s competence and ability.

6Evaluating Sales Proposal

(Five Important Dimensions)

________: reflects your (the seller’s) ability to identify creative, dependable, and realistic solutions and strategies and match them to the buyer’s needs and wants.

_____________: builds the buyer’s trust and confidence in your ability to deliver, implement, produce, and/or provide benefits

___________: enhance and support the communication of your message and invite readership by its overall appearance, content, and organization.

________: confirms your thorough understanding of the buyer’s business and his or her specific needs and wants.

__________________: developed in a timely manner and demonstrates a willingness to provide solutions for the buyer’s needs and wants and to help measure results.

6Ethical Dilemma

6Organized Sales Dialogues

• _______________________________________________– Sales calls (e.g., Need Discovery, Presentation of Solutions, Follow-Up)– Other communication (phone, email, etc.)

• Conversations are customized based on each customer’s uniquecharacteristics (e.g., needs,communication style, etc.)

• May include standardizedsales and marketing communication materials (e.g., videos, brochures, etc.)

6Discovering Needs – Review ADAPT

6Sales Dialogue Template

6Sales Dialogue Template (cont.)

6Sales Dialogue Template (cont.)

6Customer Value Proposition

Customer Value Proposition: A statement of how the sales offering will add value to the prospect’s business by meeting a need or providing an opportunity.

6Buying Motives

• ______________ Typically relate to the economics of the situation,including cost, profitability,quality, services offered, andthe total value of the seller’soffering as perceived by thecustomer.

• ______________Includes motives such as security, status, and need to be liked; sometimes difficult for salespeople to uncover these motives.

6Features and Benefits

• FeatureA ___________________of aproduct or service that isdesigned to provide value toa buyer.

• BenefitThe ___________or favorableoutcome derived from features of the product or service seller offers.

Fuel Efficient V-6 Engine

Higher miles per gallon reduces fuel costs.

6Engaging the Customer

Request an appointment• ______________________ why an appointment

should be granted• _________ a specific amount of time• Suggest a specific time for the

appointment

6Ethical Dilemma

6Role Play