Planning the Sales Call Is a Must

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Planning the Sales Call Is a Must

Chapter7

The Golden Rule: PlanningThe Golden Rule: Planning

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 relationships

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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.

Plan to Achieve your PurposePlan each day, and carry out your plan adjusting

to circumstances as you go. At the end of each day evaluate your day to

ensure a successful tomorrow.

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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 7-1: Only Through Truth Can Trust Be Supported to Bridge the Gap between People

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Exhibit 7.2: The preapproach involves planning the sales presentation

10. Follow-up & Service10. Follow-up & Service

9. Close9. Close

8. Trial close8. Trial close

7. Meet objections7. Meet objections

6. Determine objections6. Determine objections

5. Trial close5. Trial close

2. Preapproach/Planning2. Preapproach/Planning

1. Prospect/Customer1. Prospect/Customer

3. Approach3. Approach

4. Presentation4. Presentation• Product SELLsProduct SELLs

• Marketing Plan SELLsMarketing Plan SELLs

• Business Proposition SELLSBusiness Proposition SELLS

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Strategic Customer Sales Planning–The Preapproach Strategic problem solving involves

Strategic needsCreative solutionsMutually beneficial agreements

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Exhibit 7.3: Consultative Selling–Customer Relationship Model

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Strategic Customer Sales Planning–The Preapproach, cont… Reasons for planning the sales call

Builds confidenceDevelops atmosphere of goodwillReflects professionalismGenerally increases sales

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Exhibit 7.5: Steps in the Preapproach: Planning the Sale

Determine sales call objective(s)

Develop customer profile

Develop / review customer benefits

Develop sales presentation

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Strategic Customer Sales Planning–the Preapproach, cont… Always Have a Sales Call Objective

The 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

objectiveSet a SMART call objective

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Strategic Customer Sales Planning - The Preapproach, cont…

Always have a sales call objective





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





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Exhibit 7.6: Information Used in a Profile and for Planning

Customer Profile and Planning Sheet 1. Name: _____________________________________________________________________________ Address:____________________________________________________________________________2. Type of business:_____________________________________________________________________ Name of buyer:______________________________________________________________________3. People who influence buying decision or aid in using or selling out product:____________________________________________________________4. Buying hours and best time to see buyer:__________________________________________________5. Receptionist’s name:__________________________________________________________________6. Buyer’s profile:______________________________________________________________________7. Buyers’ personality style:______________________________________________________________8. Sales call objectives:__________________________________________________________________9. What are customer’s important buying needs:_______________________________________________10. Sales Presentation:___________________________________________________________________ a. Sales approach:____________________________________________________________________ b. Features, advantages, benefits to customer’s needs:________________________________________ c. Method of demonstrating FAB:_______________________________________________________ d. How to relate benefits to customer’s needs:______________________________________________ e. Trial close to use:___________________________________________________________________ f. Anticipated objections:_______________________________________________________________ g. Trial close to use:___________________________________________________________________ h. How to close this customer:___________________________________________________________ i. Hard or soft close:___________________________________________________________________11. Sales made – product use/promotional plan agreed on:________________________________________ ___________________________________________________________________________________12. Post – sales call comments (reason did/did not buy; what do you do on next call; follow-up promised):__________________________________________________________________

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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 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





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Exhibit 7.7: Examples of Topics Contained in the Marketing Plan Segment of Your Sales Presentation

Resellers

1. AdvertisingGeographical

National Regional Local Co-op

Type Television Radio Direct-mail Internet

2. Sales PromotionConceptsCouponsDemonstrationsSamplesSweepstakesPOP displays3. Sales ForceWorking with their salespeople4. Trade Shows

End Users

1.Availability2.Display3.Guarantee4.InstallationWho does it?When?How?5.Maintenance/service6.Training on use7.Warranty

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Exhibit 7.8: Examples of Topics Contained in the Business Proposition Segment of Your Sales Presentation

Resellers

1.List price2.Shipping costs3.Discount

Cash Consumer Quantity Trade Financing

Payment PlansInterest rate4. Markup5. Profit

End Users

1.List price2.Shipping costs3.Discount

Cash Quantity Trade

4. FinancingPayment PlansInterest rate5. ROI6. Value analysis

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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





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Exhibit 7.9: Major Phases in Your Presentation: A Sequence of Events to Complete in Developing a Sales Presentation

Rapport-building Uncover needs Attention, interest, transition into Presentation

Features (Physical characteristic) Advantages (Performance Characteristic) Benefits (Results of Features and Benefits) SELL How to resell (for reseller) How to use (for consumers and industrial user) SELL

What’s in it for your customers? SELL

Recommend what to buy in order to fill the needs uncovered in the presentation.

Ask for the business!

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What is Left in Creating Your Sales Presentation?

As shown in Exhibit 7-8 you need to create your: Approach – covered in Chapter 9 Close – covered in Chapter 12

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. Exit7-7-2121

Before You Can Pick Your Approach You Must: Select which presentation method to use –

covered in Chapter 8 Prepare for anticipated objections from your

prospect/customer – covered in Chapter 11

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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 7.10: 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?


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?


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

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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 Interest Desire Purchase Conviction

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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

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How Do You Know if Customer Ready to Purchase So You Can Close?

Attention Interest Desire Purchase Conviction

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

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Planning the Sales Call Is a Must

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