1. Marketing Management Personal Selling
Paul Dishman, Ph.D.
Department of Business Management
Marriott School of Management
Brigham Young University
Lecture 20

2. Ten Steps in the Sales Process
1. Suspecting and Prospecting
2. Pre-Approach
3. Approach
4. Presentation
5. Trial Close
6. Objections
7. Overcoming Objections
8. Trial Close
9. Close
10. Follow-up

3. 1. Suspecting and Prospecting
Filtration
Pipeline or Pooling?
Account Management
Contact Management vs. Opportunity Management

4. Prospecting Methods Cold Canvas Referrals Orphans Networks
Center of Influence
Resurrection

5. 2. Pre-Approach Dealing with the Old Phobias at Home Preparation
Call Planning
Prepare FAB’s

6. Sales Call Planning What’s the point? Make the goal specific
What will it take to get you there?
Specific-Measurable-Achievable-Realistic-Timed

7. 3. Approach
How long does the Approach last?
First Impressions

8. 4. The Presentation Types of Sales Presentations Memorized (canned)
Formula
Need-Satisfaction
Problem-Solution

9. 5. Trial Close A question that can be answered in just a few words
Does the prospect like it?
When: after a faB, after meeting an objection, just before the close
SELL sequence

10. 6. Objections Don’t FEAR - FUMBLE - FAIL
Use trial closes to uncover objections!

11. 7. Overcoming Objections
Plan, handle them as they arrive- FIFO, Listen very carefully!!!!
Practical Psychological
MAJOR
Minor
Emphasize as
minor issue
Can you make a
Difficult to
Overcome
Can you smoke
it out?

12. 8. Trial Close
Why do we need a Trial Close here?

13. 9. Closing Helping people make good decisions
Looking for BUYING Signals
Next logical step in the process
Ask for the order three to five times
Tailor your close to the situation
Trial Close -> Close

14. 10. Follow up You must have on-going relationships Service Attitude!
Follow-up action plans, promises, and lost business
Every follow-up should lead to more business

15. Steps in the Sales Process:
Suspecting
Prospecting
Pre-Approach
Approach
Sales Presentation
Trial Close
Objections
Overcoming Objections
Trial Close
Close
Follow up

16. Wrap up Remember: Everybody sells something, sometime
No other person is more responsible for the success of the company than the salesperson...
You better know what you are doing
Veni, Vedi, Vendi!