2. 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

3. 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

4. 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.

5. 8
8-5
Chapter

6. 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

7. 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. 8-8
Exhibit 8-1: Only Through Truth Can Trust Be Supported to Bridge the Gap between People

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

10. 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

11. Exhibit 8-3: Consultative Selling–Customer Relationship Model

12. 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).

13. 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

14. 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)

15. 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

16. 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

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

18. 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

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

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

21. 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

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

23. 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

24. 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

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

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

27. 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

28. 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

29. 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

30. 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

31. 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

32. 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

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

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

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

36. 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