Planning Sales Dialogues and Presentations 6 Planning Sales Dialogues and Presentations

Learning Objectives L 1 L 2 L 3 Explain why it is essential to focus on the customer when planning a sales call. Understand alternative ways of communicating with prospects and customers through canned sales presentations, written sales proposals, and organized sales dialogues or presentations. Discuss the nine components in the sales dialogue template that can be used for planning an organized sales dialogue or presentation. L 2 L 3

Learning Objectives L 4 L 5 L 6 Explain how to write a customer value proposition statement. Link buying motives to benefits of the seller’s offering, support claims made for benefits, and reinforce verbal claims made. Engage the customer by setting appointments. L 5 L 6

Key Thoughts Professional salespeople rely on organized sales dialogues and written and/or oral presentations. Poor grammar and spelling will severely diminish the effectiveness of a written proposal. Successful professional salespeople develop a sales call strategy prior to initiating the sales dialogue. Sales call strategies include a plan for asking questions and uncovering and understanding the buyer’s buying motives.

Sales Dialogue Business conversations between buyers and sellers that occur as salespeople attempt to initiate, develop, and enhance customer relationships. Sales dialogue occurs over time and includes sales calls and other forms of buyer-seller communication.

Customer-Focused Sales Dialogue Sales Presentations Need Discovery Follow-Up; Build More Value Sales Calls Customer-Focused Sales Dialogue Initiating Customer Relationships Developing Customer Relationships Enhancing Customer Relationships Sales dialogue occurs over time and includes sales calls and other forms of buyer-seller communication. Throughout the process, selling strategy must focus on customer needs and how the customer defines value.

Q. 1. What are the types of sales presentation formats?

Canned Presentations Include Should be tested for effectiveness 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 . . .

Organized Sales Dialogues and Presentations Address individual customer and different selling situations Allow flexibility to adapt to buyer feedback Most frequently used format for sales professionals

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

Types of Sales Presentations Canned Presentation Little training is required; inflexible/not customizable; difficult to build trust Organized Presentation 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 Written Proposal

Sales Communications Formats

Written Sales Proposal

Q. 2. What are the seven deadly mistakes to keep in mind when writing proposals?

Proposals Not writing a proposal Not fully understanding the customer’s business Missing a deadline Producing a proposal with little ‘drive up’ appeal Not saying anything that will make a difference

Q. 3. What are the components of an effective proposal?

Components of a Written Proposal Executive Summary Customer Needs & Proposed Solutions Seller Profile Pricing & Sales Agreement Suggested Action & Time Table The quality of a salesperson’s written document is a surrogate for that salesperson’s competence and ability.

Q. 4. What are the twelve simple rules of writing?

Twelve Simple Rules for Writing 1 Double check company names, titles, and individuals’ names. The spelling of words you are not sure of should always be looked up. Do not rely on your word processor’s spelling checker. 2

Twelve Simple Rules for Writing Write the proposal and get away from it before proofreading. Give your mind some time away from the document so that it will be fresh when it is time to begin the editing process. 3 4 Proofread and edit for improvements rather than to simply catch mistakes. How can the message be improved in clarity and crispness?

Twelve Simple Rules for Writing Repeat the proofreading process and, when possible, have a third party read for meaning, clarity, grammar, and spelling. A third set of eyes can find problems that the writer often overlooks. Don’t submit your first draft, as it won’t be your best. 5 6 Use hyphens to avoid confusion, but do not place a hyphen after an adverb that ends with ly.

Twelve Simple Rules for Writing Separate things in a series with a comma, and set off nonessential clauses with a comma. 7 Use that in restrictive clauses, use which in nonrestrictive clauses. (e.g., The sales quota that he announced is too low. He announced the new sales quota, which is too low.) 8

Twelve Simple Rules for Writing 9 Avoid starting sentences with the words and or but. 10 Use like for direct comparisons; use such as for examples.

Twelve Simple Rules for Writing Use a dash to set off and end a thought in a sentence that differs from the preceding concept or thought. 11 Periods, commas, and question marks go within quotation marks; semi-colons go outside quotation marks. 12

Evaluating Sales Proposal (Five Important Dimensions)

Evaluating Sales Proposal Reliability and Assurance reflects your (the seller’s) ability to identify creative, dependable, and realistic solutions and strategies and match them to the buyer’s needs and wants. builds the buyer’s trust and confidence in your ability to deliver, implement, produce, and/or provide benefits.

Evaluating Sales Proposal Tangibles, Empathy, & Responsiveness enhance and support the communication of your message and invite readership by its overall appearance, content, and organization. confirms your thorough understanding of the buyer’s business and his or her specific needs and wants. developed in a timely manner and demonstrates a willingness to provide solutions for the buyer’s needs and wants and to help measure results.

Organized Sales Dialogues

Discovering Needs – Review ADAPT

Sales Dialogue Template

Sales Dialogue Template (cont.)

Sales Dialogue Template (cont.)

Customer Value Proposition Customer Value Proposition: A statement of how the sales offering will add value to the prospect’s business by meeting a need or providing an opportunity.

Creating a Value Proposition

Ethical Dilemma

Q. 5. What are the various components of the sales presentation checklist?

Sales Dialogue and Presentation Template 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

Q. 6. What are the steps in the sales presentation?

Sequence of the Sales Presentation Introduction Need discovery – use questions, careful listening, and confirmation statements to uncover explicit needs Present benefits addressing buyer’s explicit needs

Sequence of the Sales Presentation Continuation of prior sales calls should start with a summary of earlier calls Pricing issues should not be focused on until the customer’s needs have been defined and addressed

Q. 7. What are the components of the sales mix model?

Sales Mix Model Presentation Pace Scope Depth of Inquiry Use of Visual Aids Two-Way Communication Prospect

Q. 8. What are the steps in approaching a customer?

Approaching the Customer: Getting the Appointment Setting appointments . . . Demonstrates respect for the prospects time. Increases the likelihood of receiving the prospect’s undivided attention. Improves time and territory management.

Engaging the Customer Request an appointment Give the prospect a reason why an appointment should be granted Request a specific amount of time Suggest a specific time for the appointment

Approaching the Customer: Starting the Sales Call Introductory Approach Product Approach Benefit Approach Question Approach Referral Approach Compliment Approach Survey Approach

Buying Motives Rational Typically relate to the economics of the situation, including cost, profitability, quality, services offered, and the total value of the seller’s offering as perceived by the customer. Emotional Includes motives such as security, status, and need to be liked; sometimes difficult for salespeople to uncover these motives.

Features and Benefits

Features and Benefits

Ethical Dilemma