Sales Process Preapproach
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Transcript of Sales Process Preapproach
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Strategic Customer Sales Planning
The Pre-approach Presentation by:Chris John LimDon Marco LuyPatrick EdrozoMatthew AbasKrishna LoquinteBella Militante
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Planning Stage
Also known as the Pre-approach Stage
The Stage right after Prospecting and just before the Approach stage.
Strategic Problem Solving needed in this stage.
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Strategic Problem Solving
Effective Strategic Problem Solvers:◦Understand customer’s strategic needs◦Develop creative solutions◦Arrive at Mutually Beneficial Agreements
Essential in creating a Strategic Customer Relationship
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Understanding Customer’s needs
Helps the salesperson provide a product solution that would help the customer fulfill his/her goal.
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Develop Creative Solutions
Needed to meet customer’s specific need.
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Mutually Beneficial Agreements
Creating win-win situations would benefit both customer and the company.
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Four Components of Sales Call Planning
Determining the Sales Call ObjectiveDeveloping Customer ProfileDeveloping Customer Benefit PlanDeveloping Individual Sale Presentation
based on the aforementioned components above
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Strategic Customer Sales Planning–the Preapproach
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 specific◦Move customer conversation toward the
objective◦Set a SMART call 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 objective
pecificeasurable
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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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
Develop salespresentation
Developcustomer benefits
Develop/Reviewcustomer profile
Determine salescall objective(s)
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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 Presentation
Rapport-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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Before you approach…
First you must choose the structure of your Sales Presentation…
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Sales Presentation Structures
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Memorized Selling
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Why Choose the Memorized (Canned) Sales Presentation Method?
Because it: Ensures the salesperson gives a well-planned presentation Ensures all of the company’s salespeople discuss the same
information Both aides and lends confidence to the inexperienced
salesperson
It is effective when: Selling time is short, as in door-to-door or telephone selling The product type is non-technical – such as books, cooking
utensils, or cosmetics
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Because it: Presents FABs that may not be important to the buyer Allows for little prospect participation Is impractical to use when selling technical products that
require prospect input and discussion Requires the salesperson to proceed quickly through the
sales presentation to the close, resulting in several closes or requests for the order, which may be interpreted by the prospect as high pressure selling
Why Not to Choose the Memorized (Canned) Sales Presentation Method?
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Formula Selling
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Why Choose the Formula Sales Presentation Method?
• Because you:–Are contacting similar prospects in similar situations
–Know something about the prospect–Have called on the prospect in the past
–Want to ensure all information is presented logically
–Want to have reasonable amount of buyer-seller interaction
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Why Choose the Formula Sales Presentation Method?, cont…
• Because it allows for smooth handling of anticipated questions and objections
• Examples of product types that work well with this method are:–Consumer goods–Pharmaceutical goods
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Why Not to Choose the Formula Sales Presentation Method?
• Because you:– Do not know the prospect’s needs– See a need for the prospect to talk
more – Have a complex selling situation
such as:• Selling a technical product• Selling to a group
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Need Satisfaction Structure
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Why Choose the Need-Satisfaction Sales Presentation Method?
Because you:Need a flexible, interactive sales presentationNeed to uncover needs by asking questionsNeed the prospect to talk about his needs
Use this method the first time you call on a prospect
Should you have to come back a second time, you would use the formula sales presentation method
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Why Choose the Need-Satisfaction Sales Presentation Method?, cont…
Examples of product types that work well with this method are:Financial servicesSystemsHigh priced goods/services such as vehicles, real
estate, computer systems, industrial equipment
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Why Not to Choose the Need-Satisfaction Sales Presentation Method?
• Because you:– Need more control over the
conversation– Feel should not ask too many
questions– Are new to the sales profession
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Problem-Solution
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Why Choose the Problem-Solution Sales Presentation Method?
• Because you:– Are selling highly complex or
technical products– Are required to make several sales
calls to develop a detailed in-depth analysis of a prospect’s needs
– Need a flexible, customized presentation based on findings
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The Problem-Solution Presentation’s Six Steps
Step 1 - Convincing the prospect to allow the salesperson to conduct the analysis
Step 2 - Making the actual analysisStep 3 - Agreeing on the problems and determining
that the buyer wants to solve the problemStep 4 - Preparing the proposal for a solution to the
prospect’s needsStep 5 - Preparing the sales presentation based on the
analysis and proposalStep 6 - Making the sales presentation
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The Approach• Could last seconds or minutes and
involves:– Meeting– Greeting– Rapport Building– One of the approach communication
techniques discussed in this chapter
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Caution Salespeople• Take the approach seriously• Some feel this is the most important
step in helping someone• If unsuccessful, you may never have
opportunity to move into the presentation
• If you can not tell your story how will you make the sale?
• The approach is extremely important
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Let’s Summarize! The Salesperson:
• Meets• Greets• Rapport Builds• Goes through the approach• Discusses the product• Discusses the marketing plan• Discusses the business proposition• Closes – asks for the order
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The Approach–Opening the Sales Presentation
• A buyer’s reactions to the salesperson in the early minutes of the presentation are critical to a successful sale
• Your attitude during the approach– It is common for a salesperson to
experience tension in various forms when contacting a prospect
– Successful salespeople have learned to use creative imagery to relax and concentrate
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The First Impression You Make Is Critical to Success
• Your first impression is projected by:– Appearance– Attitude
• You only have one chance to make a favorable first impression
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To Make a Favorable Impression
Wear business clothes that are suitable and fairly conservative
Be neat in dress and grooming Refrain from smoking, chewing gum, or
drinking in your prospect’s office Keep an erect posture Leave all unnecessary materials outside
the office If possible, sit down
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To Make a Favorable Impression, cont…• Be enthusiastic and positive toward the
interview• Smile!• Do not apologize for taking the prospect’s time• Do not imply that you were just passing by• Maintain eye contact• If the prospect offers to shake hands, do so with
a firm, positive grip while maintaining eye contact
• Learn how to pronounce the prospect’s name correctly
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Approach Categories
• Opening with a statement• Opening with a demonstration• Opening with a question or
questions
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The Situation Faced Determines the Approach
• Influences on the approach to use include:– Product being sold– Whether the call is a repeat call– Customer’s needs– Amount of time– Awareness of a problem
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Objectives Of Using Question Approach Techniques
• Uncover needs and problems– Fulfill needs– Solve problems
• Have prospect tell you about:– Needs– Problems– Intention to do something about
them
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Opening With Statements
• Introductory approach• Complimentary approach• Referral approach• Premium approach
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Demonstration Openings
• Product approach• Showmanship approach
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Technology in the Approach
• Powerful attention-grabbers– Sounds– Visuals– Touch
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Three Rules for Using Questions
1. Use only questions that you can anticipate the answer to or that will not lead you into a situation from which you cannot escape
2. Pause or wait after submitting a question
3. Listen
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Be Flexible in Your Approach
• Be willing and ready to change your planned approach
• That is why you need several methods to open your sales presentation