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8/10/2019 Manning 09
1/20
IT PRE-SALES PLANNING
8/10/2019 Manning 09
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PRESENTATION STRATEGY
DEFINED
The presentation strategy includes threeprescriptions
1. Establishing objectives2. Developing presale presentation plan
to meet objectives
3. Renewing ones commitment tooutstanding customer service.
9-2
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PRE-APPROACH AND APPROACH
PLANNING
PRE-APPROACHINVOLVES
PREPARING PRESALE
OBJECTIVES ANDPRESENTATION PLAN FOR
NEXT THREE MONTHS.
APPROACH INVOLVES
MAKING GOOD IMPRESSION,
SECURING ATTENTION,
DEVELOPING INTEREST .
9-3
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PRE-APPROACH OBJECTIVES
1. Obtain customer information andupdate file
2. Conduct needs assessment.
3. Involve prospect in productdemonstration.
4. Make appointment with decision-maker
5. Secure list of referrals.
6. Provide post-sale service.
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PREPARING FOR PRESENTATION
PLANNING
APPROACH
--Review objectives
--Review selling model
--Review 6-step plan
--Prepare worksheet
DURING
APPROACH
--Telephone contact
--Social contact
--Business contact
(converting buyer
attention)
See Figure 9.2 in text.
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THREE BASIC PRESENTATION OBJECTIVETYPES
INFORMATIVE
ELOQUENT
REMINDER
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INFORMATIVE PRESENTATION
Usually involves new or unique product
More prevalent when new product
introduced to market
Typically prospects dont purchase until
familiar with product details
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ELOQUENT PRESENTATION
Presenting product appeals to influenceprospects beliefs, attitudes, and
behaviors Strategy designed to urge buyer to
make decision and/or positiveresponse
Dont be too pushy
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REMINDER PRESENTATION
Reminds prospects of products
offered by firm
Reminders can prevent competition
from capturing business
Also remind customers of special
services such as training classes
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SIX-STEP PRESENTATION PLAN
See details Figure 9.3.
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1. APPROACH
2. PRESENTATION
4. NEGOTIATION
3. DEMONSTRATION
6. SERVICE
5. CLOSE
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APPROACH OBJECTIVES
First prospect contact
Three objectives
--Build rapport--Capture full attention
--Generate product interest
Often a phone call
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TELEPHONE CONTACT
Set first appointment
Practices to employ
--Plan in advance--Identify self and firm
--State purpose of call
--State estimated length--Confirm via note
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USING VOICE-MAIL
Be prepared
Be brief
Give likely benefits Give best time to call back
Repeat your phone
number, slowly
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USING E-MAIL
Meaningful subject line
Tell reader what youwant, then encourage
a reply Always use grammar and
spell-check tools
Use signature file
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SOCIAL CONTACT
First few minutes key infirst impressions
Develop conversation
--Here and now items
--Compliment client
--Search for mutual interests,
acquaintances
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BUSINESS CONTACT
Convert prospect focus
from social to business part
Six effective methods
to capture attention
and focus follow
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BUSINESS CONTACT APPROACHES
1. PRODUCT
DEMONSTRATION
--Give actual productdemonstration
--Use computer or other
audio/visual aids to
provide virtualdemonstration
2. REFERRAL
--Third party opinion or
statement addscredibility
--Include name/directreference to third party
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BUSINESS CONTACT APPROACHES
3. CUSTOMER
BENEFIT
--Immediately point out atleast one benefit of your
product
--Present key benefits in
order of importance
4. QUESTION
--Ask direct question--Gets prospect thinking
about problem your
product will solve
--Listen to response
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BUSINESS CONTACT APPROACHES
5. SURVEY--Prospect completes
questionnaire before
contact--Analyze results to
assess needs andbenefits
--Avoids early price issue
6. PREMIUM
--Provide free sample of
product--Provide prospect with gift,
such as monthly
appointment calendar
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NEGOTIATION AND CLOSURE
9-20
Have an alternative - negotiate with freedom of choice
Negotiate when the sale is conditionally agreed
Aim high.
Let the other side go first
Trade concessions - don't give them awayKeep accurate notes
Summarize and clarify the negotiation as you go.
Closure