8-1. 8-2 Chap 7 - Summary of Major Selling Issues The sales process involves a series of actions beginning with prospecting for customers Find prospects

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8-2

Chap 7 - Summary of Major Selling Issues

The sales process involves a series of actions beginning with prospecting for customersFind prospects to contactObtain appointmentsPlan the entire sales presentation

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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 Planning the Sales Call Is a Must!Must!

Planning the Sales Call Is a Planning the Sales Call Is a Must!Must!

Chapter

Chapter

8

Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Chapter

Chapter

88-5

Main TopicsMain TopicsMain TopicsMain Topics

The Tree of Business Life: PlanningStrategic Customer Sales Planning–The Preapproach

The Prospect’s Mental StepsOverview of the Selling Process

Chapter

Chapter

88-6

8-7

The Tree of Business Life: Planning

Guided by The Golden The Golden RuleRule: 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

IT C

Ethi

cal Service

Builds

T r

u e

Relationships

TT T

T T T TT T T T

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

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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

Know your customer’s needs and then match FAB’s; it is a lot easier and smarter

Creative solutionsMust be able to customize each presentation to meet the

specific needs of each customer

Mutually beneficial agreementsMust work together to find an agreement that is

workable (win-win) for both parties

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Exhibit 8-3: Consultative Selling–Customer Relationship Model

8-12

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-confidenceDevelops atmosphere of goodwill – mutual

respectReflects professionalism and credibilityGenerally increases sales –

"Success is 90% Preparation, 10% inspiration" - Benjamin Franklin (paraphrased).

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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 – 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)

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Strategic Customer Sales Planning - The Preapproach, cont…

Always have a sales call objective

Develop salespresentation

Developcustomer benefits

Develop/Reviewcustomer profile

Determine salescall objective(s)

Set a SMART call objective

pecific

easurable

chievable

ealistic

imed

SMA

R

T

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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

Internal records Internet search and public records





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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 plan/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

Rapport-buildingUncover needsAttention, interest, transition

FeaturesAdvantagesBenefits

How to resell (for reseller)How to use (for consumersand industrial user)

What’s in it for yourcustomers?

Recommend what to buy inorder to fill the needsuncovered in the presentation.

Ask for the business!

Do not give up!Act as a professionalLeave the door open

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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

1. Approach.

3. Present yourmarketing plan.

2. Fully discuss yourproduct.

4. Explain yourbusiness proposition.

5. Suggested purchaseorder.

6. Close

7. Exit

1. Approach.





6. Close

7. Exit

1. Approach.





6. Close

7. Exit

8-24

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

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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

Attention Interest Desire PurchaseConviction

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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 needSolve a problemShow 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!

GreenYellowRed

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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

Documents

8-1. 8-2 Chap 7 - Summary of Major Selling Issues The sales process involves a series of actions beginning with prospecting for customers Find prospects