Chapter 8 Making the Sales Call

Learning Objectives How should the salesperson make the initial approach to make a good impression and gain the prospect’s attention? How can the salesperson develop rapport and increase source credibility? Why is discovering the prospect’s needs important, and how can a salesperson get this information?

Learning Objectives How can the salesperson relate the product or service features to the prospect’s needs? Why is it important for the salesperson to make adjustments during the call? How does the salesperson recognize that adjustments are needed? How can a salesperson effectively sell to groups?

Exhibit 8.1 - Essential Elements of the Sales Call

Four A’s of Selling Process Acknowledge Acquire Advise Assure

Making a Good Impression Impression management: Process where salespeople can manage the buyer’s impression of them Waiting for the prospect Be on time or call if you’re going to be late Make good use of your waiting time 15 minute rule Be polite and tactful when asking to reschedule

Making a Good Impression Managing first impression Identifying the prospects social style and status Getting the customer’s attention Developing rapport Maintaining proper perspective and a sense of humor, when things go wrong

Getting the Customer’s Attention Social media tools can be used to generate interest Make effective use of time Halo effect: Manner in which you do something changes a person’s perceptions of other things you do Opening: Method of getting the prospect’s attention and interest quickly and making a smooth transition into the next part of the presentation

Openings That Salespeople Can Use to Gain Attention Opening method Things to consider Introduction opening - Simply introduce yourself Simple but may not generate interest Referral opening - Tell about someone who referred you to the buyer Always get permission. Don’t stretch the truth Benefit opening - Start by telling some benefit of the product Get down to business right away Product opening - Demonstrate a product feature and benefit as soon as you walk up to the prospect) Use visual and not just verbal opening; to create excitement Compliment opening - Start by complimenting the buyer or the buyer’s firm) Be sincere and do not indulge in flattery Question opening - Start the conversation with a question Start two-way communication

Rapport Close, harmonious relationship founded on mutual trust Should be a salesperson’s primary goal Small talk: Breaks the ice for the actual presentation Current news, hobbies, mutual friends Consider cultural and personality differences Share goals or agenda

Developing Rapport Do not engage in the following: Controversial topics like politics and religion Trying to gain sympathy Complaining about others Gossiping about competitors Avoid using trite phrases

Exhibit 8.3 - Discovering the Root Cause of the Need

Asking Open and Closed Questions Open questions: Require the prospect to go beyond a simple yes or no response Encourage the prospect to open up and share a useful information Closed questions: Require yes, no, or short fill-in-the- blank type response Help in identifying problems and attitudes Summarize the prospect’s needs

SPIN® TECHNIQUE Method of discovering needs with help of: Situation questions Problem questions Implication questions Need payoff questions Works for salespeople involved in: Major sale: Involves a long selling cycle, a large customer commitment, an ongoing relationship, and large risks for the prospect

SPIN® Technique Situation questions Problem questions Answered through recall information gathering and planning Problem questions About specific difficulties, problems, or dissatisfaction Implications questions Help the prospect recognize the true ramifications of the problem Motivate the prospect to search for a solution to the problem Need payoff questions Focused on solution

Conclusions about SPIN® Encourages the prospect to define the need Prospect views the salesperson more as a consultant trying to help than as someone pushing a product For best outcomes, practice each component and plan implication and need payoff questions before each sales call

Developing a Strategy Prioritize buyer needs Discuss features that address buyer needs Feature dumping: Discussing features that is of no use to the customer

Relating Features to Benefits Quality or characteristic of the product or service Every product has many features designed to help potential customers Benefit The way in which a specific feature will help a particular buyer Customer benefit proposition: Manner in which a salesperson shows how a product addresses the buyer’s specific needs

Offering More Value FAB (Features, advantages, benefits) Instead of mentioning features and benefits, requiring salespeople to discuss features, advantages, and benefits Advantage: Points out why a feature would be important FEBA (Features, evidence, benefits, agreement) mention the feature provide evidence that the feature actually exists, explain the benefit Ask if buyer agrees with the value and benefit of the feature

Exhibit 8.7 - The Problem/Solution Model Source: Carl Sooder, used with permission

Assessing Reactions Using nonverbal cues Verbal probing Trial close: Taking the pulse of the situation during the presentation Allows the salesperson to stop talking and encourages two-way conversation Lets the salesperson see whether the buyer is listening and understanding what is being said Indicates whether the prospect is interested or not

Assessing Reactions Selective perception: Hearing what one wants to hear Making adjustments Changing direction Collecting additional information Developing a new sales strategy Altering the style of presentation

Building Credibility During the Call Credibility: Being believable and reliable Clearly delineate the time she or he thinks the call will take and then stop when the time is up Back up verbal statements Credibility statements: Includes features of the salesperson, organization and other related and useful information

Building Credibility During the Call Avoid making statements that do not have the ring of truth Make a balanced presentation that shows all sides of the situation Balanced presentation: Is honest and shows all sides of the situation Recognize cultural differences Demonstrate product expertise

Building Credibility During the Call Keep it simple Be honest and straightforward Never use a word unless you know the exact definition

Selling to Groups Discover the following for each prospect group member Member status within the group Authority Perceptions about the urgency of the problem Receptivity to ideas Knowledge of the subject matter Likely resistance and ways to handle it

Selling to Groups Develop objectives and plan Learn the names of group members and use them when appropriate Listen carefully and observe all nonverbal cues