Chapter 6

Appointments and Planning the Presentation

Customer-Focused Sales Dialogue

Throughout the process, the selling strategy must focus on customer needs and how the customer defines value.

Sales Presentations

Need Discovery

Follow-Up; Build More

Value

Sales Calls

Customer-Focused Sales Dialogue Sales dialogue occurs over time and includes sales calls and other forms of buyer-seller communication.

Linking Solutions to Needs

How the buyer’s needs will be met or how an opportunity can be realized as a result of a purchase.

How the product/service features translate, in a functional sense, into benefits for the buyer.

Why the buyer should purchase from the salesperson as opposed to a competitive salesperson.

If you talk with your prospect about the things that concern him/her, you’ll always have an attentive listener

Salespeople should strive to communicate to the buyer . . .

Getting the Appointment

Experienced sales representatives try to schedule appointments in advance

Appointments are efficient Appointments allow customers to see

salespeople at their convenience, and to prepare for such meetings if necessary

Important Pre-Approach Information (from previous chapter(s))

Examples include:

Client name and pronunciation Risk/type of buying situation Communication style/profile of the buyer (may not be able

to assess till several visits) What is the market position of the company Major competitor(s) of the company Industry condition/intelligence Challenges the organization may be facing Company characteristics – size, division, decision makers,

etc.

Setting the Appointment Most commonly used methods:

Telephone In-person calls Letters Email Third party introductions

What are the Strengths and weaknesses of each method?

Third Party Referral

Third party referral is an extension of the referral technique of prospecting

The satisfied customer may be asked not only to supply names of prospects but also to write a note introducing you to that prospect

This technique is particularly effective in industrial (B2B) situations

Types of Sales Presentations

Canned Presentation

Organized Presentation

Written Proposal

Little training is required; inflexible/not customizable; difficult to build trust

Extensive training is required; customizable; interactive; fosters trust

Some training is required; customizable while being written but not once delivered; may be perceived as more credible

Canned Presentations

Include Scripted sales calls Memorized presentations Automated presentations

Should be tested for effectiveness Must assume buyers’ needs are

the same

Hello ___,

My name is _____.

I want to tell you about . . .

Written Presentations

The proposal is a complete self-contained sales presentation

Customer may receive proposal and a follow-up call to explain and clarify the proposal.

Thorough assessment should take place before a customized proposal is written

Organized Sales Dialoguesand Presentations

Address individual customer and different selling situations.

Allow flexibility to adapt to buyer feedback

Most frequently used format for sales professionals

Establishing Sales Call Objectives

2. Minimum objectives

(lowest acceptable outcome)

2. Minimum objectives

(lowest acceptable outcome)

3. Optimal objectives

(best possible outcome)

3. Optimal objectives

(best possible outcome)

1. Primary objectives

(targeted outcome)

1. Primary objectives

(targeted outcome)

Establishing Sales Call Objectives

Establishing Sales Call Objectives

Establishing Sales Call Objectives

Use “S M A R T” steps to set sales objectives:

Specific: Establish a specific, major objective for the sales call. Measurable: Ensure that your major objective is measurable or quantifiable, e.g., a certain number of units or dollar sales volume.

Achievable: Make sure the goals you set are realistic and achievable.

Relational: Always try to develop a long-term relationship with the prospect even if the major objective on this sales call is not achieved. Why?

Temporal: If you can, establish with the prospect a specific timeframe for achieving the major objective.

Determining Which Selling Strategies to Use

The objective of the sales call could be to:

Each objective requires the selection of an appropriate sales presentation strategy.

• Introduce yourself• Gather more information about the prospect’s

needs• Develop a closer relationship• Win a large order

Non-Product Related Approaches

Dramatic actDramatic act

Free gift or sampleFree gift or sample

Mutual acquaintance

or reference

Mutual acquaintance

or reference

Self-introductionSelf-introduction

Non-ProductRelated

Approaches

Non-ProductRelated

Approaches

Consumer-Directed Approaches

QuestionQuestion

SurveySurvey

Compliment

or praise

Compliment

or praise

Consumer-DirectedApproaches

Consumer-DirectedApproaches

Product-Related Approaches

Product

demonstration

Product

demonstrationProduct or

Ingredient

Product or

IngredientProduct-Related

ApproachesProduct-Related

Approaches

First Impressions

Ask for permission to sit Never clutter the prospect’s desk without

asking for permission Watch the tone of your voice Always be courteous but not overly friendly or

pushy Never be presumptuous

Sales Dialogue and Presentation Template (Exhibit 6.4)

Section 1: Prospect Information

Section 2: Customer Value Proposition

Section 3: Sales Call Objective

Section 4: Linking Buying Motives, Benefits, Support Information and Reinforcement Method

Sales Dialogue and Presentation Template

Section 5: Competitive Situation

Section 6: Beginning the Sales Dialogue

Section 7: Anticipate Questions and Objections

Section 8: Earn Prospect Commitment

Section 9: Build Value through Follow-up Action