Chap 7 - Summary of Major Selling Issues The sales process involves a series of actions beginning with prospecting for customers Find prospects to contact Obtain appointments Plan the entire sales presentation

Chap 7 - Summary of Major Selling Issues, cont… Popular prospecting methods Cold canvas Endless chain methods Public exhibitions and demonstrations Locating centers of influence Direct mailouts Telephone and observation Salesperson must develop ways of getting to see the prospect Face and overcome the 12 Faces of Call reluctance

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.

8 8-5 Chapter

8 Main Topics Chapter The Tree of Business Life: Planning 8-6 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

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

8-8 Exhibit 8-1: Only Through Truth Can Trust Be Supported to Bridge the Gap between People

Exhibit 8-2: The Preapproach Involves Planning the Sales Presentation

Strategic Customer Sales Planning–The Preapproach Strategic problem solving involves: Strategic needs Know your customer’s needs and then match FAB’s; it is a lot easier and smarter Creative solutions Must be able to customize each presentation to meet the specific needs of each customer Mutually beneficial agreements Must work together to find an agreement that is workable (win-win) for both parties

Exhibit 8-3: Consultative Selling–Customer Relationship Model

Strategic Customer Sales Planning–The Preapproach, cont… Why would sales people plan the sales call? Why not attempt to deliver the FAB’s without knowing the customer and their needs? Reasons for planning the sales call: Builds self-confidence Develops atmosphere of goodwill – mutual respect Reflects professionalism and credibility Generally increases sales – "Success is 90% Preparation, 10% inspiration" - Benjamin Franklin (paraphrased).

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

Strategic Customer Sales Planning–the Preapproach, cont… Always Have a Sales Call Objective The precall objective – What is your goal? Have one or more & write it down. Ex: Introduction, gain knowledge, set-up appointment; sell repeat product or additional feature 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 The Sales Person is ALWAYS in control of the process Don’t assume that the customer knows the next step and will call you back – most of the time they won’t! Set a SMART call objective (See next slide)

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

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 Internal records Internet search and public records

Exhibit 8-6: Information Used in a Profile and for Planning

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 plan/order based on first three steps

Exhibit 8-7: Examples of Topics Contained in the Marketing Plan Segment of Your Sales Presentation

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

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

Exhibit 8-9: Major Phases in Your Presentation: A Sequence of Events to Complete in Developing a Sales Presentation

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

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

In Planning a Sales Presentation, You Should Consider: ? The prospect’s mental steps What would the prospect be thinking as you give your presentation? ? ? ? ?

Exhibit 8-10: The Prospect’s Five Mental Steps in Buying

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

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

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

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

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

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

Exhibit 8-11a: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions

Exhibit 8-11b: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions

Exhibit 8-11c: 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