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The Power of Selling

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Chapter 8 The Preapproach: The Power of

Preparation

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Video Ride-Along

• The video The Pre-Approach features Tonya Murphy, general sales manager at WBEN-FM

• She discusses pre-approach which cannot be done in one specific way

• She explains the importance of the “I know statement”

• To view the video, click here

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Chapter Objectives

• Explain how to research a qualified prospect and list resources to conduct prospect research.

• Understand how to identify needs and opportunities.

• Learn how to set SMART precall objectives.

• Discuss key elements of presentation preparation.

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Researching Your Prospect: Going Deeper

• Gathering information as much as possible about your prospect demonstrates personal commitment and boosts your credibility

• Research plays a crucial role in both target account and key account

• It is important to use a precall planning worksheet when you are contacting your new or existing customers

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Figure 8.1 - Precall Planning Worksheet

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Going Deeper with the Fundamentals: What You’ll Want to Know

• About the company

– Demographics

– Company news

– Financial performance

• About the company’s customers

– Customer demographics

– Size of customer base

– What customers are saying about your prospect

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Going Deeper with the Fundamentals: What You’ll Want to Know

• About the current buying situation

– Type of purchase

– Competitor/current provider

– Current pricing

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Going Deeper with the Fundamentals: What You’ll Want to Know

• About the contact person

– Title and role in the company

– Professional background

– Personal information

– Essential problem(s) your contact needs to solve

– Motivation for buying

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Going Deeper with the Fundamentals: What You’ll Want to Know

• About your existing customers

– Opportunities to expand the relationship

– Opportunities for synergy

Item number: 97195610

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Preparation Is Essential

• The video Pre-approach features Priya Masih, sales representative at Lupin Pharmaceuticals

• Priya Masih talks about the importance of preparation before a sales call

• According to Priya Masih, being prepared allows you to make an impact and a strong first impression on your client

• To view the video, click here

• http://www.youtube.com/watch?v=IY1ObVnOlzg

Source: YouTube

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Sources of Information

• Online searches

• Business directories

• Publicly available contracts

• Trade journals

• Blogs, social networks, and online forums

• Professional organizations

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Table 8.1 – Benefit Statements Examples

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Determine Your Objectives

• Setting precall objectives is strategically important before your sales call

– Precall objectives: Goals that are determined for the sales call before the call is made

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Figure 8.5 – SMART Objectives

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Setting SMART Objectives

• The video ‘How to get Better Results From Your Sales Meeting’ features Brian Conway

• Brian Conway discusses the importance of setting SMART objectives

• He further explains how setting SMART sales objectives gives a salesperson the required clarity on the process and he /she knows exactly what he/she wants to achieve

• To view the video, click here

Source: YouTube

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Figure 8.6 – Examples of SMART Objectives

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Four Ps of Presentation Preparation

• Prioritize your agenda

• Personalize it

• Prepare illustrations

• Practice