Manning 09

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    IT PRE-SALES PLANNING

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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 .

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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.

    9-4

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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.

    9-5

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    THREE BASIC PRESENTATION OBJECTIVETYPES

    INFORMATIVE

    ELOQUENT

    REMINDER

    9-6

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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.

    9-10

    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

    9-14

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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

    9-19

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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