8-1 Planning the Sales Call Is a Must! Chapter 8 Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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

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Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

8-2

Exhibit 8-1: The Preapproach Involves Planning the Sales Presentation

8-3

Strategic Customer Sales Planning - The Preapproach

Strategic problem solving involvesStrategic needsCreative solutionsMutually beneficial agreements

8-4

Strategic Customer Sales Planning - The Preapproach cont…

Reasons for planning the sales callBuilds confidenceDevelops atmosphere of goodwillReflects professionalismGenerally increases sales

8-5

Exhibit 8-4: Steps in the Preapproach: Planning the Sale

Determine sales call objective

Develop/Review customer profile

Develop customer benefits

Develop sales presentation

8-6

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

8-7

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

8-8

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





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





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





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

8-12

Exhibit 8-9: The Prospect’s Five Mental Steps in Buying

Attention Interest Desire PurchaseConviction

8-13

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

8-14

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

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8-15

The Sales Presentation...

Completely and clearly explains all aspects of the salesperson’s proposition as it relates to a buyer’s needs

8-16

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

8-17

Exhibit 9-2: The Structure of Sales Presentations

8-18

Select the Presentation Method, Then the Approach

Know which method to use before developing the presentation

Plan presentation

Select approach/opening

8-19

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

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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.

8-22

The Approach

Could last seconds or minutes involving:

Meeting

Greeting

Rapport Building

One of the approach communication techniques discussed in this chapter

8-23

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

8-25

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

8-26

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

8-27

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

8-28

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

8-31

Elements of a Great Elements of a Great Sales PresentationSales Presentation

Elements of a Great Elements of a Great Sales PresentationSales Presentation

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8-32

The Purpose of the Presentation

Main goal is to sell your product to your customer - to help

Purpose of presentationKnowledgeBeliefsDesire/NeedAttitudeConviction

8-33

Exhibit 11-2: The Five Purposesof the Presentation

8-34

Exhibit 11-3: Three Essential Steps Within the Presentation

8-35

Exhibit 11-5: The Salesperson’s Presentation Mix

8-36

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

8-37

Welcome Your Welcome Your Prospect’s ObjectionsProspect’s Objections

Welcome Your Welcome Your Prospect’s ObjectionsProspect’s Objections

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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


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

8-44

Exhibit 12-4: Six Major Categories of Objections

8-45

Salespeople Need To Be Good Communicators - Right!? How?

Handling objections can be challengingDone incorrectly, you may appear rudeDone correctly, you appear professional

8-46

Exhibit 12-7: Techniques forMeeting Objections

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)

8-48

Exhibit 12-10: Five-Question Sequence Method of Overcoming Objection

Back to 12-23

8-49

If After Your Presentation You Received a Positive Response to Your Trial Close, What Would You Do?*

Approach

Presentation

Trial Close


Meet Objections

Trial Close

Close

8-50

Closing Begins the Closing Begins the RelationshipRelationship

Closing Begins the Closing Begins the RelationshipRelationship

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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

8-53

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

8-55

What Makes a Good Closer?

Ask for the order and be quietGet the order—then move on!

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

8-57

Exhibit 13-7: Techniques for Closing the Sale: Which Close Should be Used?

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

8-59

If After You Meet the Objection You Received a Positive Response to Your Trial Close, What Would You Do?*

Approach

Presentation

Trial Close


Meet Objections

Trial Close

CloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseCloseClose

Documents

8-1 Planning the Sales Call Is a Must! Chapter 8 Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin