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The Power of Selling

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Chapter 8 The Preapproach: The Power of

Preparation

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Video Ride-Along

• The video The Pre-Approach features Tonya Murphy, general sales manager at WBEN-FM

• She discusses pre-approach which cannot be done in one specific way

• She explains the importance of the “I know statement”• To view the video, click here

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Chapter Objectives

• Explain how to research a qualified prospect and list resources to conduct prospect research.

• Understand how to identify needs and opportunities.• Learn how to set SMART precall objectives.• Discuss key elements of presentation preparation.

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Researching Your Prospect: Going Deeper

• Gathering information as much as possible about your prospect demonstrates personal commitment and boosts your credibility

• Research plays a crucial role in both target account and key account

• It is important to use a precall planning worksheet when you are contacting your new or existing customers

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Figure 8.1 - Precall Planning Worksheet

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Going Deeper with the Fundamentals: What You’ll Want to Know

• About the company– Demographics– Company news– Financial performance

• About the company’s customers– Customer demographics– Size of customer base– What customers are saying about your prospect

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Going Deeper with the Fundamentals: What You’ll Want to Know

• About the current buying situation– Type of purchase– Competitor/current provider– Current pricing

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Going Deeper with the Fundamentals: What You’ll Want to Know

• About the contact person– Title and role in the company– Professional background– Personal information– Essential problem(s) your contact needs to solve– Motivation for buying

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Going Deeper with the Fundamentals: What You’ll Want to Know

• About your existing customers– Opportunities to expand the relationship– Opportunities for synergy

Item number: 97195610

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Preparation Is Essential

• The video Pre-approach features Priya Masih, sales representative at Lupin Pharmaceuticals

• Priya Masih talks about the importance of preparation before a sales call

• According to Priya Masih, being prepared allows you to make an impact and a strong first impression on your client

• To view the video, click here • http://www.youtube.com/watch?v=IY1ObVnOlzg

Source: YouTube

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Sources of Information

• Online searches• Business directories• Publicly available contracts• Trade journals• Blogs, social networks, and online forums• Professional organizations

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Table 8.1 – Benefit Statements Examples

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Determine Your Objectives

• Setting precall objectives is strategically important before your sales call– Precall objectives: Goals that are determined for the sales call before

the call is made

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Figure 8.5 – SMART Objectives

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Setting SMART Objectives

• The video ‘How to get Better Results From Your Sales Meeting’ features Brian Conway

• Brian Conway discusses the importance of setting SMART objectives

• He further explains how setting SMART sales objectives gives a salesperson the required clarity on the process and he /she knows exactly what he/she wants to achieve

• To view the video, click here

Source: YouTube

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Figure 8.6 – Examples of SMART Objectives

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Four Ps of Presentation Preparation

• Prioritize your agenda• Personalize it• Prepare illustrations• Practice