chp 8 planning sales call ppt
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8-18-1McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter
Chapter
8
Planning the Sales Call Is a Must!
Chapter8
Chapter
Chapter
8
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8-4
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 relationshipsI
T C
Ethi
cal Service
Builds
T r
u e
Relationships
TT T
T T T TT T T T
8-5
Begin Your Plan with Purpose
Purpose The constant truth that guides your
business lifeDirects how you approach each sales callYour purpose for any sales call should be
to make a contribution to the welfare of the person.
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What’s a Plan?
A plan is a method of achieving an end.
The foundation of your plan must be based upon the truth.
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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 involvesStrategic needsCreative solutionsMutually beneficial agreements
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Strategic Customer Sales Planning–The Preapproach, cont…
Reasons for planning the sales callBuilds confidenceDevelops atmosphere of goodwillReflects professionalismGenerally increases sales
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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 ObjectiveThe precall objective – have one or more!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 specificMove customer conversation toward the
objective
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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 objectivepecific
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
Develop salespresentation
Developcustomer benefits
Develop/Reviewcustomer profile
Determine salescall objective(s)
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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 discussionStep 2: Select FABs for marketing plan discussionStep 3: Select FABs for business proposition discussionStep 4: Develop suggested purchase order based
on first three steps
Develop salespresentation
Developcustomer benefits
Develop/Reviewcustomer profile
Determine salescall objective(s)
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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
Develop salespresentation
Developcustomer benefits
Develop/Reviewcustomer profile
Determine salescall objective(s)
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Exhibit 8.9: Major Phases in Your Presentation: A Sequence of Events to Complete in Developing a
Sales PresentationRapport-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.
3. Present yourmarketing plan.
2. Fully discuss yourproduct.
4. Explain yourbusiness proposition.
5. Suggested purchaseorder.
6. Close
7. Exit
1. Approach.
3. Present yourmarketing plan.
2. Fully discuss yourproduct.
4. Explain yourbusiness proposition.
5. Suggested purchaseorder.
6. Close
7. Exit
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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?
Attention Interest Desire PurchaseConviction
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?
Attention Interest Desire PurchaseConviction
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?
Attention Interest Desire PurchaseConviction
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?
Attention Interest Desire PurchaseConviction
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?
Attention Interest Desire PurchaseConviction
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