Fundamental Selling Skills - Syscomyinfo.sysco.com/Learning/content/Misc/VILT_Sysco_Fundamental... · M O D U L E 3 | Planning the Sales Call Fundamental Selling Skills Step By Date

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M O D U L E 3 | Planning the Sales Call

Fundamental Selling Skills

Step By Date Notes

First Draft complete

DC 10/19

FG template applied

DT 10/28

Sent to Client DC 10/29

Client revisions incorporated

DC

Graphics/Format pass

PAT done

Edit pass LGM Oct 21

Edit review DC 10/22

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Final Review DC

DT check template DT 10/28

Welcome Back!

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Sysco Fundamental Selling Skills

Sysco's Vision:

"To be our customers' most valued and trusted business partner.”

D i r e c t e d D i s c u s s i o n

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Review | Skill Application

Did you:

• Complete the “Handling Resistance” exercise.

• Work with a partner to practice getting commitment from a busy Decision Maker to meet with you?

• Get feedback about what worked well and ideas for improvement?

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Fundamental Selling Skills Program

1. Effective Communication Skills

2. Prospecting for New Business

3. Planning the Sales Call

4. Identifying Priorities

5. Relating & Reinforcing Benefits

6. Managing Feedback

7. Gaining Commitment

8. Building Positive and Long-term Customer Relationships

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Learning Objectives

At the end of this module you will be able to:

• Describe the phases of the customer’s six-stage Purchase Process

• Describe the phases of the six-stage Sales Process

• Use the three Rs to open the call

• Create customer-action objectives

• Open a sales call to capture a customer’s interest

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Fundamental Selling Skills Premise

This is a “Customer-Focused” approach to sales that includes:

Two sides to every sale

• Purchase Process

• Sales Process

A predictable six-stage Purchase Process

A Sales Process that parallels the Purchase Process

Focus on connecting the processes to build strong relationships

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Six-Stage Purchase Process

Openness Knowledge EvaluationFocus Decision Validation

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Purchase Process | Steps 1 - 3


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Add syscobackground


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Purchase Process | Steps 4 - 6


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Six-Stage Sales Process

GainingCommitment

Planning the Call

Relating & Reinforcing

Benefits

Managing Feedback

Identifying Priorities

Assuring Satisfaction

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Sales Process | Steps 1-3

GainingCommitment

Planning the Call


Benefits

Managing Feedback



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Sales Process | Steps 4-6

GainingCommitment

Planning the Call


Benefits

Managing Feedback



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Align the Processes-1

Planning the Call

Openness


Benefits

Knowledge

ManagingFeedback

Evaluation


Focus

GainingCommitment

Decision


Validation

Purchase Process

Sales Process Building Relationships

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C h a t

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Align the Processes-2

Planning the Call

Openness


Benefits

Knowledge

ManagingFeedback

Evaluation


Focus

GainingCommitment

Decision


Validation

Purchase Process


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C h a t

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Summary | Purchase and Sales Process

You now know:

• The six stages of the Purchase Process

• The six stages of the Sales Process

• The importance of aligning your Sales Process to the customer’s Purchase Process

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Introduction to Planning the Sales Call

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C h a t

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Openness | Planning the Call

Planning the Call

Openness


Benefits

Knowledge

Managing Feedback

Evaluation

IdentifyingPriorities

Focus

GainingCommitment

Decision


Validation


Planning the Call

Openness

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Purchase Process

First Meeting is Crucial

Less than 50% of first meetings result in second meetings.

Source: CSO Insights

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First Meeting Observations

• What have you observed about a first meeting experience?

• What makes it go well? • What makes it seem awkward?

Planning the Sales Call

When planning the sales call you should:

• Research the account

• Define effective call objectives for you and the customer

• Plan the call opener using the three Rs*

Proposing SolutionsRelated to

Needs

Assessing Reactions

DiscoveringNeeds

GainingCommitment


Planning the Call

Sales Process

| 20*Rapport, Reason and Response

Openness Stage

In the Openness stage, the customer should be open to:

• Your approach

• Improvements in their situation

• A need for change

• Possible solutions

Knowledge EvaluationFocus Decision ValidationOpenness

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C h a t

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Before You Call

You should: • Research the account before the sales call.

• Create SMART and effective call objectives for each sales call you go on.

• Plan your call opener in advance.

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C h a t

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What Are Trigger Events?

• Internal Triggers

– Open new sites

– Change in ownership or significant staff

– Rapid growth/slow growth

• External Triggers

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– Open new sites



Internal Trigger Events


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– Open new sites



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– Open new sites



External Trigger Events


– Newspaper article about restaurants

– Change in competitive landscape

– Food item found unsafe

– Trends impacting customer base

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– Open new sites



W o r k b o o k E x e r c i s e

Call Planning Worksheet

• Review the Call Planning Worksheet (for exercise only).

• Choose a scenario and plan a meeting.

• Be prepared to present parts of your plan to the class.

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Four Possible Results of a Sales Call

Yes

Not Now

No

Discuss Again

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C h a t

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Key Objectives for Your Sales Call

What are some things you could accomplish on your calls?

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Effective Call Objectives Are SMART

Effective call objectives are: • Specific

• Measureable

• Action Oriented

• Realistic

• Timely (if not for this call, when?)

+• Customer action included

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C h a t

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What Are Customer Action Objectives?

• When you plan a call, what do you expect the customer to do?

• What is the benefit to the customer to take this action?

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C h a t

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Examples of Customer Action Objectives

Your actions are:

• Set initial meeting

• Set follow-up meeting

• Submit proposal

The customer will:

• Acknowledge need

• Introduce you to rest of staff (Decision Makers)

• Endorse your proposal to his/her owner or chef

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W o r k b o o k E x e r c i s e

Effective Sales Call Objectives

• Open your workbook.

• Write two call objectives that are SMART and have a customer action.

• Be prepared to present to the class.

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You now know how to:

• Use trigger events to get customer interest

• Complete a Call Planning Worksheet

• Categorize sales meeting results

• Create effective call objectives

Summary | Planning the Sales Call

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Introduction to Opening the Sales Call

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First Impressions

“You’ll never get a second chance to make a great first impression.”

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Opening a Sales Call—the Three Rs

Great call openers build customer attention through:

• Rapport

• Reason

• Response

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C h a t

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Opening a Sales Call—Establish Rapport

Use the three Rs.

Establish Rapport by:

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C h a t

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Opening a Sales Call—Rapport

Use the three Rs.

Establish Rapport by:

• Drawing the customer into conversation–ask a question!

• Building on shared interests or past conversations

• Following the customer's lead

• Being genuine

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C h a t

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Opening a Sales Call—Reason to Call

Use the three Rs to:

• Establish Rapport

• Explain your Reason for the call

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C h a t

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Opening a Sales Call—Reason

Instead of:

“I’d like to tell you about our seafood products.”

Say:

“I'd like to show you how our seafood products offer value, consistency and save you labor costs.”



• Explain your Reason for the call– Use Impact-Benefit Statement • Common problems “Many

restaurants have found…”• Tie to pre-call research• Trigger event

– Propose an agenda

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C h a t

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Opening a Sales Call—Response



• Explain your Reason (for the call)

• Ask for a Response

– “How does that sound?”

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F i s h b o w l

1. Prepare to be the MA.

2. The facilitator will be the customer.

3. Everyone else will be an Observer.

4. Plan and demonstrate a first meeting. Use the three Rs.

5. Observers provide feedback.

6. Be prepared to demonstrate in front of the class.

First Meeting

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C h a t

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Summary | Opening the Sales Call

You now know how to:

• Use the three Rs to open a call and get customer interest

• Demonstrate opening a call

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Summary | Planning the Call

Now you know how to:• Align your Sales Process with the

Purchase Process

• Build relationships

• Perform effective pre-call research

• Create customer-action objectives

• Use the three Rs approach for opening sales calls

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Before Next Session

Before next session:

1. Homework:

a. Practice identifying what stage of the Purchase Process a customer whom have observed is in

b. Complete any exercises you didn’t complete in this session

c. Practice using the three Rs with a partner

2. Review the materials from this module

3. Log on to Sysco Interactive University (SIU)

4. Take the Assessment for Module #3: Planning the Sales Call

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Next Time

1. Effective Communication Skills

2. Prospecting for New Business

3. Planning the Sales Call

4. Identifying Priorities

5. Relating & Reinforcing Benefits

6. Managing Feedback

7. Gaining Commitment

8. Building Positive and Long-term

Customer Relationships

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Thank You

Documents

Fundamental Selling Skills - Syscomyinfo.sysco.com/Learning/content/Misc/VILT_Sysco_Fundamental... · M O D U L E 3 | Planning the Sales Call Fundamental Selling Skills Step By Date