Planning the Sales Call is a Must! Chapter 7 McGraw-Hill/Irwin ABC’s of Selling, 10/e Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved

Planning the Sales Call

is a Must!

Chapter 7

McGraw-Hill/IrwinABC’s of Selling, 10/e

Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Main Topics

Defining Success The Tree of Business Life: Planning Strategic Customer Sales Planning–The

Preapproach The Prospect’s Mental Steps Overview of the Selling Process

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A baseball coach might define success as having more wins than losses.

Her or his boss might define success as winning the national championship or the World Series.

How Do You Define Success?

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You might define success as making an “A.” Or you might define success as just passing this

course.

How Do You Define Success?, cont…

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A salesperson might define success as making the sales quota this year.

Or he or she might define success as being the top salesperson in the company.


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What is success when calling on an individual customer?

If your purpose, plan, and goal are centered on helping instead of selling, can you fail?


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What if your customer did not have a need? Did you fail?

Yes or no?

Can You “Not” Make a Sale and Still Be Successful?

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What if your product would not help meet your customer’s needs? Did you fail?

Yes or no?

Can You “Not” Make a Sale and Still Be Successful?, cont…

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There are reasons you may not make a sale, but there should never be a reason that you do not meet the “purpose” of your business meeting….Why?


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Your purpose is to help someone!


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A. Sales Call Purpose – to make a contribution to the welfare of a person or organization.

B. Success – setting a goal and accomplishing it.

C. To be successful doesn’t necessarily mean to make a sale. It just means to serve the customer in the best way possible.

How Do You Define Success?

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What Is Success?

Purpose

Plan

Success

The Tree of Business Life: Planning

Guided by The Golden Rule:

Plan how to help people solve problems and fulfill needs

Plan every aspect of the sales call so you will be organized and prepared

Plan to present a specific solution to each prospect’s unique set of problems and needs

You will see that ethical service builds true relationshipsI

T C

Ethi

cal Service

Builds

T r

u e

Relationships

TT T

T T T TT T T T

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What’s a Plan?

A plan is a method of achieving an end. The foundation of your plan must be based upon

the truth.

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Exhibit 7-1: Only Through Truth Can Trust Be Supported to Bridge the Gap between People

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Begin Your Plan with Purpose

Purpose The constant truth that guides your business life Directs how you approach each sales call Your purpose for any sales call should be to make a

contribution to the welfare of the person. Plan to Achieve your Purpose

Plan each day, and carry out your plan adjusting to circumstances as you go.

At the end of each day evaluate your day to ensure a successful tomorrow.

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Exhibit 7-2: The Preapproach Involves Planning the Sales Presentation

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Strategic Customer Sales Planning–The Preapproach

Strategic problem solving involves Strategic needs Creative solutions Mutually beneficial agreements

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Strategic Customer Sales Planning—The Preapproach

Effective Strategic problem solvers have the skills and knowledge to:

Uncover and understand the customer’s strategic needs by gaining an in-depth knowledge of the customer’s organization

Develop creative solutions that demonstrate a creative approach to addressing the customer’s strategic needs in the most efficient and effective manner possible

Arrive at a mutually beneficial agreement

Strategic Problem Solving

Strategic Needs

The salesperson who understands the full range of the customer’s needs is in a much better position to provide a product solution that helps the customer progress more efficiently and effectively toward achieving his or her organization's strategic goal


Creative Solutions

A customized version of a product and/or service that efficiently addresses the customer’s specific strategic goals

A mix of goods and services – including competitors’ products and services –

that offers the best possible solution in light of the customer's strategic needs


Mutually Beneficial Agreements

Salespeople and customers must work together to develop a common understanding of the issues and challenges at hand to achieve a mutually beneficial agreement

Customer Relationship Model

Customers have strategic needs that salespeople must meet through creative solutions

Both come to mutual benefit solutions

Leads to long-term relationships between the customer and salesperson

Meets performance goals

Exhibit 7-3: Consultative Selling–Customer Relationship Model

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Strategic Customer Sales Planning–The Preapproach, cont… Reasons for planning the sales call:

Builds confidence Develops atmosphere of goodwill Reflects professionalism Generally increases sales

Exhibit 7-5: Steps in the Preapproach: Planning the Sale

Determine sales call objective(s)

Develop/Review customer profile

Develop customer benefits

Develop sales presentation

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Strategic Customer Sales Planning—The Preapproach cont…

Elements of sales call planningDetermining the sales call objective

Developing or reviewing the customer profile

Developing a customer benefit plan

Developing the individual sales presentation based on

the sales call objective, the customer profile, and the customer benefit plan

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Develop sales presentation

Develop customer benefits

Develop/Review customer profile

Determine sales call objective(s)

Exhibit 7-5: Steps in the Preapproach: Planning the Sale,

cont…

Strategic Customer Sales Planning–the Preapproach, cont…

Always Have a Sales Call Objective The precall objective – have one or more! Focus and flexibility

Customer focus your efforts on the objective when you are with the customer

Be prepared to switch to another objective if needed Make the goal specific Move customer conversation toward the objective Set a SMART call objective

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Always Have a Sales Call Objective

The sales call objective is the main purpose of contact with a prospect or customer

The exception is a survey call.


Always have a sales call objective – set objective for every call

The precall objective – have one or more

“If this call is successful, what will result?”

Be focused and flexible – know where you are going

Focus your efforts on the objective when you are with the customerBe prepared to switch to another objective if needed


Make the goal specific

Not just to “…get an order.”

Move customer conversation toward your objective

Guide the customer to preplanned outcome

Set a SMART call objective

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SMART Call Objective

pecificeasurablechievableealistic

imed

SMART


Set a SMART call objective

Specific—not just “…get an order”

Measurable—quantifiable (number, size, etc.)Achievable—not too difficult to fulfill

Realistic—not too easy to fulfill

Timed—at this call, or before EOM, EOY, etc.

Customer profile provides insight

Customer benefit plan: what’s it all about?

The sales presentation is where it all comes together

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Develop salespresentation

Developcustomer benefits

Develop/Reviewcustomer profile

Determine salescall objective(s)

Exhibit 7-5: Steps in the Preapproach: Planning the Sale,

cont…

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Customer Profile Provides Insight

Review information to create customized presentation.

See what your customer has done in the past to determine future needs.

If you do not have customer profiles, get one for each customer.

Customer Profile Provides Insight

It Should Tell YouWho makes the buying decisions?

What is the buyer’s background?

What are the desired business terms and what are the needs of the account?

What competitors do business with the account?

What is the history of the account?

Exhibit 7-6: Information Used in a Profile and for Planning

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Exhibit 7-5: Steps in the Preapproach: Planning the Sale, cont…

Customer Benefit Plan: What It’s All About!

1. Select features, advantages, and

benefits

2. Develop your marketing plan

4. Develop a suggested purchase order based on customer benefit plan

3. Develop your business proposition

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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

Exhibit 7-7: Examples of Topics Contained in the Marketing Plan Segment of Your Sales Presentation

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Exhibit 7-8: Examples of Topics Contained in the Business Proposition Segment of Your Sales Presentation

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Exhibit 7-5: Steps in the Preapproach: Planning the Sale, cont…





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The Sales Presentation Is Where It All Comes Together

The sales presentation is where it all comes together

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The Sales Presentation Is Where It All Comes Together

Write out all FABs for steps 1 – 3. Step 1: Select FABs for product discussion Step 2: Select FABs for marketing plan discussion Step 3: Select FABs for business proposition discussion

Write out suggested purchase order. Now you are ALMOST ready to create your sales

presentation.

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Exhibit 7-9: Major Phases in Your Presentation: A Sequence of Events to Complete in Developing a

Sales PresentationRapport-buildingUncover needsAttention, interest, transitionFeaturesAdvantagesBenefits

How to resell (for reseller)How to use (for consumer and industrials user)

What’s in it for your customers?

Recommend what to buy in order to fill the needs uncovered in the presentationAsk for the business!

Do not give up!Act as a professionalLeave the door open

1. Approach

2. Fully discuss your product

3. Present yourMarketing Plan

4. Explain yourBusiness Proposition

5. Suggested purchase order

6. Close

7. Exit

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What is Left in Creating Your Sales Presentation?As shown in Exhibit 7-9 you

need to create your:Approach – covered in Chapter 9

Close – covered in Chapter 12

1. Approach.

3. Present yourmarketing plan.

2. Fully discuss yourproduct.

4. Explain yourbusiness proposition.

5. Suggested purchaseorder.

6. Close

7. Exit

1. Approach.





6. Close

7. Exit

1. Approach.





6. Close

7. Exit

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Before You Can Pick Your Approach You Must:

Select which presentation method to use – covered in Chapter 8.

Prepare for anticipated objections from your prospect/customer – covered in Chapter 11.

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In Planning a Sales Presentation, You Should Consider:

The prospect’s mental steps

What would the prospect be thinking as you give your presentation?

?????

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Exhibit 7-10: The Prospect’s Five Mental Steps in Buying

Attention Interest Desire PurchaseConviction

The Prospect’s Five Mental Steps

1. Attention

2. Interest—determine buying motives

3. Desire—use FAB

4. Conviction—develop

strong belief in product

5. Purchase or Action

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How Do You Obtain Someone’s Attention When You Begin Your Presentation?


Show you are there to help! The proper approach is important! (Chapter

9) Your goal is to determine a need or problem.

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How Do You Keep Someone’s Interest in What You are Presenting?


Show you are there to help! Quickly present major FABs that:

Fulfill a needSolve a problemShow and tell as discussed in

Chapter 10

How Do You Build Desire for Your Product?


Show you are there to help! Using your trial closes, determine

if prospect is interested in benefits Watch for nonverbal signals!

Green Yellow Red

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How Do You Establish The Conviction Your Product Will Solve Needs or Problems?


Show you are there to help! Let the customer see how your product’s FABs

will solve her needs or problems Your trial closes will reveal whether the customer

ready to buy

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How Do You Know if Customer Ready to Purchase So You Can Close?


Show you are there to help! Trial close response(s) give nonverbal signals that

indicate positive beliefs that the product will fulfill needs or solve problems

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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.

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Exhibit 7-11a: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions

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Exhibit 7-11b: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions

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Exhibit 7-11c: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions

Summary of Major Selling Issues

Careful planning of the sales call is essential to success in selling

Planning builds self-confidence, develops an atmosphere of goodwill, creates professionalism, and increases sales

Sales call planning Have a sales call objective that is SMART Develop or review the customer profile Develop your customer benefit plan

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Documents

Planning the Sales Call is a Must! Chapter 7 McGraw-Hill/Irwin ABC’s of Selling, 10/e Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved