Download Fundamentals of Selling

Planning the Sales Call Is a
Must!
McGraw-Hill/Irwin
Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter
7
7-3
Chapter
7
Main Topics
 The Tree of Business Life: Planning
 Strategic Customer Sales Planning–The


7-4
Preapproach
The Prospect’s Mental Steps
Overview of the Selling Process
Chapter
7
The Tree of Business Life: Planning
T
T T
T T TT
T T T T
Builds
Guided by The Golden
Rule:
 Plan how to help people solve


Relationships
7-5

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.
What Is Success?
Purpose
Plan
Success
7-6
How Do You Define Success?
 A baseball coach might define success as
having more wins than losses.
 Her or his boss might define success as
winning the national championship or the
World Series.
7-7
How Do You Define Success?, cont…
 You might define success as making an “A.”
 Or you might define success as just passing
this course.
7-8
How Do You Define Success?, cont…
 A salesperson might define
success as making the sales
quota this year.
 Or he or she might define success
as being the top salesperson in
the company.
7-9
How Do You Define Success?, cont…
 What is success when
calling on an individual
customer?
 If your purpose, plan,
and goal are centered
on helping instead of
selling, can you fail?
7-10
Can You “Not” Make a Sale and Still Be
Successful?
 What if your customer did not have a
need? Did you fail?
 Yes or no?
7-11
Can You “Not” Make a Sale and Still Be
Successful?, cont…
 What if your product would not
help meet your customer’s
needs? Did you fail?
 Yes or no?
7-12
Can You “Not” Make a Sale and Still Be
Successful?, cont…
 There are reasons you may
not make a sale, but there
should never be a reason that
you do not meet the
“purpose” of your business
meeting….Why?
7-13
Can You “Not” Make a Sale and Still Be
Successful?, cont…
 Your purpose is to help someone!
7-14
Exhibit 7-1: Only Through Truth Can Trust Be
Supported to Bridge the Gap Between People
7-15
Strategic Customer Sales Planning–The
Preapproach
 Strategic problem solving involves:
 Strategic needs
 Creative solutions
 Mutually beneficial agreements
7-16
Exhibit 7-2: The Preapproach Involves
Planning the Sales Presentation
7-17
Strategic Customer Sales Planning–The
Preapproach, cont…
 Reasons for planning the sales call:
 Builds confidence
 Develops atmosphere of goodwill
 Reflects professionalism
 Generally increases sales
7-18
Exhibit 7-3: Consultative Selling–Customer
Relationship Model
7-19
Exhibit 7-5: Steps in the Preapproach:
Planning the Sale
Determine sales
call objective(s)
7-20
Develop/Review
customer profile
Develop customer
benefits
Develop sales
presentation
Always Have a Sales Call Objective
 The sales call objective is the main purpose
of contact with a prospect or customer
 The exception is a survey call.
7-21
Exhibit 7-5: Steps in the Preapproach:
Planning the Sale, cont…
Determine sales
call objective(s)
7-22
Develop/Review
customer profile
Develop
customer benefits
Develop sales
presentation
Set an Objective for Every Call
 The pre-call objective – have one or more!
 Focus and flexibility:
 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.
 Set a SMART call objective.
7-23
SMART Call Objective
 S pecific
 M easurable
 A chievable
 R ealistic
 T imed
7-24
Exhibit 7-5: Steps in the Preapproach:
Planning the Sale, cont…
Determine sales
call objective(s)
7-25
Develop/Review
customer profile
Develop
customer benefits
Develop sales
presentation
Customer Profile Provides Insight
 Review information to create customized
presentation.
 See what your customer has done in the past
to determine future needs.
 If you do not have customer profiles, get one
for each customer.
7-26
Exhibit 7-6: Information Used in a Profile
and for Planning
7-27
Exhibit 7-5: Steps in the Preapproach:
Planning the Sale, cont…
Determine sales
call objective(s)
7-28
Develop/Review
customer profile
Develop
customer benefits
Develop sales
presentation
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 order based
on first three steps
7-29
Exhibit 7-7: Examples of Topics Contained in the
Marketing Plan Segment of Your Sales Presentation
7-30
Exhibit 7-8: Examples of Topics Contained in the Business
Proposition Segment of Your Sales Presentation
7-31
Exhibit 7-5: Steps in the Preapproach:
Planning the Sale, cont…
Determine sales
call objective(s)
7-32
Develop/Review
customer profile
Develop
customer benefits
Develop sales
presentation
The Sales Presentation Is Where It All
Comes Together
 Write out all FABs for steps 1 – 3.
 Write out suggested purchase order.
 Now you are ALMOST ready to create your
sales presentation.
7-33
Exhibit 7-9: Major Phases in Your Presentation: A Sequence of
Events to Complete in Developing a Sales Presentation
1. Approach
2. Fully discuss your
product
3. Present your
Marketing
How to resell (for reseller)
How to use (for consumer and
industrials user)
4. Explain your
business proposition
What’s in it for your
customers?
5. Suggested
purchase order
6. Close
7. Exit
7-34
Rapport-building
Uncover needs
Attention, interest, transition
Features
Advantages
Benefits
Recommend what to buy in
order to fill the needs
uncovered in the presentation
Ask for the business!
Do not give up!
Act as a professional
Leave the door open
What is Left in Creating Your Sales
Presentation?
1. Approach.
2. Fully discuss your
product.
3. Present your
marketing plan.
4. Explain your
business proposition.
5. Suggested purchase
order.
6. Close
7. Exit
7-35
 As shown in Exhibit 7-8 you need
to create your:
 Approach – covered in Chapter 10
 Close – covered in Chapter 13
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.
7-36
In Planning a Sales Presentation, You
Should Consider:
 The prospect’s mental steps
?
?
?? ?
 What would the prospect be thinking as
you give your presentation?
7-37
Exhibit 7-10: The Prospect’s Five Mental
Steps in Buying
Attention
7-38
Interest
Desire
Conviction
Purchase
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.
Attention
7-39
Interest
Desire
Conviction
Purchase
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 need
 Solve a problem
 Show and tell as discussed in Chapter 11
Attention
7-40
Interest
Desire
Conviction
Purchase
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!
 Green
 Yellow
 Red
Attention
7-41
Interest
Desire
Conviction
Purchase
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.
Attention
7-42
Interest
Desire
Conviction
Purchase
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.
Attention
7-43
Interest
Desire
Conviction
Purchase
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.
7-44
Exhibit 7-11a: The Selling Process and Examples
of Prospect’s Mental Thoughts and Questions
7-45
Exhibit 7-11b: The Selling Process and Examples
of Prospect’s Mental Thoughts and Questions
7-46
Exhibit 7-11c: The Selling Process and Examples
of Prospect’s Mental Thoughts and Questions
7-47
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
7-48
End of Chapter 7
McGraw-Hill/Irwin
Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter
7