Download Price 2 - BYU Marriott School

Marketing Management
Personal Selling
Paul Dishman, Ph.D.
Department of Business Management
Marriott School of Management
Brigham Young University
Lecture 20
Marketing Management
Ten Steps
in the Sales Process
1. Suspecting and
Prospecting
2. Pre-Approach
3. Approach
4. Presentation
5. Trial Close
6. Objections
7. Overcoming
Objections
8. Trial Close
9. Close
10. Follow-up
Paul Dishman, Ph.D.
Marketing Management
1. Suspecting and Prospecting
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Filtration
Pipeline or Pooling?
Account Management
Contact Management vs.
Opportunity Management
Paul Dishman, Ph.D.
Marketing Management
Prospecting Methods
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Cold Canvas
Referrals
Orphans
Networks
Center of Influence
Resurrection
Paul Dishman, Ph.D.
Marketing Management
2. Pre-Approach
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Dealing with the Old Phobias at Home
Preparation
Call Planning
Prepare FAB’s
Paul Dishman, Ph.D.
Marketing Management
Sales Call Planning
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What’s the point?
Make the goal specific
What will it take to get you there?
Specific-Measurable-AchievableRealistic-Timed
Paul Dishman, Ph.D.
Marketing Management
3. Approach
• How long does the Approach last?
• First Impressions
Paul Dishman, Ph.D.
Marketing Management
4. The Presentation
• Types of Sales Presentations
– Memorized (canned)
– Formula
– Need-Satisfaction
– Problem-Solution
Paul Dishman, Ph.D.
Marketing Management
5. Trial Close
• A question that can be answered in just
a few words
• Does the prospect like it?
• When: after a faB, after meeting an
objection, just before the close
• SELL sequence
Paul Dishman, Ph.D.
Marketing Management
6. Objections
• Don’t FEAR - FUMBLE - FAIL
• Use trial closes to uncover
objections!
Paul Dishman, Ph.D.
Marketing Management
7. Overcoming Objections
• Plan, handle them as they arriveFIFO, Listen very carefully!!!!
Practical
MAJOR
Minor
Psychological
Can you make a
minor issue
Difficult to
Overcome
Emphasize as
minor issue
Can you smoke
it out?
Paul Dishman, Ph.D.
Marketing Management
8. Trial Close
• Why do we need a Trial Close here?
Paul Dishman, Ph.D.
Marketing Management
9. Closing
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Helping people make good decisions
Looking for BUYING Signals
Next logical step in the process
Ask for the order three to five times
Tailor your close to the situation
Trial Close -> Close
Paul Dishman, Ph.D.
Marketing Management
10. Follow up
• You must have on-going
relationships
• Service Attitude!
• Follow-up action plans, promises,
and lost business
• Every follow-up should lead to more
business
Paul Dishman, Ph.D.
Marketing Management
Steps in the Sales Process:
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•
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Suspecting
Prospecting
Pre-Approach
Approach
Sales
Presentation
• Trial Close
• Objections
• Overcoming
Objections
• Trial Close
• Close
• Follow up
Paul Dishman, Ph.D.
Marketing Management
Wrap up
Remember:
• Everybody sells something,
sometime
• No other person is more responsible
for the success of the company than
the salesperson...
• You better know what you are doing
• Veni,
Vedi,
Vendi!
Paul Dishman, Ph.D.