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Planning the Sales Call Is a Must!
8 Chapter Planning the Sales Call Is a Must! McGraw-Hill/Irwin Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved.
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8 8-3 Chapter
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8 Main Topics Chapter The Tree of Business Life: Planning
8-4 Chapter Main Topics 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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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 relationships T T Ethical Service T T T T T T T T Builds T r u e Relationships T C I
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8-6 Exhibit 8-1: Only Through Truth Can Trust Be Supported to Bridge the Gap between People
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8-7 Only Through Truth Can Trust Be Supported to Bridge the Gap between People TR TH StickMen meet on left side of bridge (Animated) TRUST SELLER BUYER
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Exhibit 8-2: 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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Exhibit 8-3: 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
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Exhibit 8-5: 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…
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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Strategic Customer Sales Planning - The Preapproach, cont…
Always have a sales call objective Set a SMART call objective S M A R T pecific easurable chievable ealistic imed
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Strategic Customer Sales Planning–Customer Profile Provides Insight
Review information to create customized presentation See what customer has done in the past to determine future needs If do not have customer profiles – get one for each customer
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Exhibit 8-6: Information Used in a Profile and for Planning
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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
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Exhibit 8-7: Examples of Topics Contained in the Marketing Plan Segment of Your Sales Presentation
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Exhibit 8-8: Examples of Topics Contained in the Business Proposition Segment of Your Sales Presentation
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Customer Benefit Plan: Develop Sales Presentation
Write out all FABs for steps 1 - 3 Write out suggested purchase order Now you are ALMOST ready to create your sales presentation
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Exhibit 8-9: Major Phases in Your Presentation: A Sequence of Events to Complete in Developing a Sales Presentation
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What is Left in Creating Your Sales Presentation?
As shown in Exhibit 8-8 you need to create your: Approach – covered in Chapter 10 Close – covered in Chapter 13
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Before You Can Pick Your Approach You Must:
Select which presentation method to use – covered in Chapter 9 Prepare for anticipated objections from your prospect/customer – covered in Chapter 12
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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 8-10: The Prospect’s Five Mental Steps in Buying
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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 10) 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 need Solve a problem Show and tell as discussed in Chapter 11
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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 8-11a: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions
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Exhibit 8-11b: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions
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Exhibit 8-11c: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions
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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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