Presentation on theme: "SELLING Objectives and Strategies. Daniel is a new sales rep for Elanco Animal Health. He calls on large swine producers in a multi state territory."— Presentation transcript:
SELLING Objectives and Strategies
Daniel is a new sales rep for Elanco Animal Health. He calls on large swine producers in a multi state territory in the Midwest. What does he say is one of his biggest challenges in calling on customers? (Hort: It has to do with sales call goals).
Goals or Objectives for Selling to a Specific Prospect According to Stephen Covey, one of the seven habits of highly effective people is they “begin with the end in mind”. Goals, objectives, or ‘ends’ are what you hope to accomplish, where you want to get. “If you don’t know where you’re going, you just might end up somewhere else.” (Yogi Berra) Don’t always ‘sell’ something (remember patience is a virtue).
Good Sales Goals are ‘SMART’ S → specific (or precise) → not too vague, not too general M → measurable → quantifiable in numbers wherever possible (e.g. % of business) → need to determine if goal has been met A → attainable → realistic, doable (given resources) R → relevant → sales related → important, meaningful, challenging, motivating T → time-based → long-term (e.g. end of next 3 years) → short-term (e.g. after next sales call)
Selling Strategy The game plan for ‘how’ to accomplish the desired goal(s) The major steps/actions/routes to be taken Without a plan, you may come off as rambling, unorganized Need to be purposeful in everything you do Having a plan helps to save time and prevent mistakes
Strategies in Selling 1. Relationship => developing a long-term, high-quality, partnering relationship with customers, as well as with support staff and management 2. Product => identifying tangible products, services, information, and ideas that produce the most value, benefits, and solutions for customers 3. Presentation => establishing objectives for a sales call and a specific plan for accomplishing those objectives uniquely tailored to each customer Source: Reece & Manning
Long-Term Goal/Strategy Example Goal: To obtain 50% of John Parker’s total feed business within 3 years. Strategy: Arrange initial meeting (e.g. breakfast) to get acquainted and to obtain basic prospect information Arrange additional meetings to gradually gain confidence, establish credibility, and build a partnering relationship Invite Parker to advisory board meeting Introduce Parker to corporate technical staff Attempt trial program within 1 year Increase sales gradually after test run
Sales Call Goal Basics No call should ever be made without a clear goal Will save time (for you and your customer) Will help you have a better strategy Will make you appear more professional (e.g. ask the right questions, avoid talking too much, distinguish yourself from the competition, etc.) Just stopping by (winging it) is the mark of a real amateur You need to know why you are there Your customer needs to know too To keep in touch may require you to keep coming up with reasons Appointments or not? (When? Where?) Depends on prospect, salesperson, situation Increasingly, customers are wanting appointments If in doubt, call first
Short-Term Goal Examples (e.g. one sales call) Goals: To invite Parker to attend a corporate- sponsored meeting as my guest. To set up an appointment with Parker to discuss our ‘starter’ program. To get Parker to run a trial with our Super Start feed in one farrowing house. To get a walk-through tour of Parker’s facilities to better understand his operation.
Sales Call Strategy A general plan for the open, the presentation, and the close The Open How to greet my prospect? What will I say first? Rapport building topics? Observe mood /other traits of my customer. What questions will I ask to discover/reconfirm needs? How will I spark interest? The Presentation What problem/need do I plan to present a solution for? How will I present my proposal? What features and benefits will I stress? What sales aids will I use? What concerns/objections do I anticipate?
Sales Call Strategy The Close What will I ask my customer to do? How will I close? When will I close? Remember, offering P or other major concessions may not be an option What will I do/say after closing?
Selling Goals and Strategies Call #1 + Call #2 +Call #N =Long Term
Goal/Strategy Quotes The Law of 4 P’s: Preparation Prevents Poor Performance There is no shortcut to achievement, life requires thorough preparation. (George Washington Carver)
Goal/Strategy Quotes Most people don’t plan to fail, they fail to plan. It pays to plan ahead. It wasn’t raining when Noah built the ark. If I had 8 hours to chop down a tree, I would spend 6 hours sharpening the axe. (Abe Lincoln)
Goal/Strategy Quotes Luck is when preparation meets opportunity. It takes three weeks to prepare a good ad-lib speech. (Mark Twain) If you don’t know where you’re going, you might end up somewhere else. (Yogi Berra, former New York Yankee)