Planning Sales Dialogues and Presentations Chapter 6

Customer-Focused Sales Dialogue Planning Sales Call – An in-person meeting between a salesperson or sales team and one or more buyers to discuss business. Sales Dialogue – Business conversations between buyers and sellers that occur as salespeople attempt to initiate, develop, and enhance customer relationships. Sales dialogue should be customer-focused and have a clear purpose. Sales Presentations – Comprehensive communications that convey multiple points designed to persuade the customer to make a purchase.

Sales Communications Formats Canned Sales Presentations – Sales presentations that include scripted sales calls, memorized presentations, and automated presentations. Written Sales Proposals – A complete self-contained sales presentation on paper, often accompanied by other verbal sales presentations before or after the proposal is delivered. Organized Sales Dialogue – Also known as the organized sales presentation. Unlike a canned sales presentation, an organized sales dialogue has a high level of customer involvement.

Writing Effective Proposals (p. 1) Executive Summary This summary precedes the full proposal and serves two critical functions. An effective summary will spell out the customer’s problems, the nature of the proposed solution, and the resulting benefits to the customer. Build a desire to read the full proposal. Customer Needs and Proposed Solution This section is typically composed of two primary parts. First the situation analysis should concisely explain the salesperson’s understanding of the customer’s situation, problems, and needs. Second, the recommended solution is presented and supported with illustrations and evidence on how the proposed solution uniquely addresses the buyer’s problems and needs.

Writing Effective Proposals (p. 2) Seller Profile This section contains information that the customer wants to know about the selling company. It offers a succinct overview and background of the firm, but the emphasis should be on the company’s capabilities. Pricing and Sales Agreement Presenting pricing information and delivery options presented in the form of a sales agreement for the buyer to sign off on and complete. Implementation and Timetable There may be a contract to sign, an order form to fill out, or instructions regarding who to call to place an order or request additional information. A timetable that details a schedule of key implementation events should also be included.

Organized Sales Dialogues Organized Sales Presentation – A sales presentation that allows a salesperson to implement appropriate sales strategies and tactics based on customer research or information gathered during previous sales calls. Organized sales presentations feature a two-way dialogue with a high level of customer involvement. Sales Dialogue Template – A flexible planning tool that assists the salesperson in assembling pertinent information to be covered with the prospect.

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. Buying Motive – A need-activated drive to search for and acquire a solution to resolve a need or problem; the most important factors from the customer’s perspective in making a purchase decision. Rational Buying Motives – Typically related 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 Buying Motives – Includes motives such as security, status, and need to be liked; sometimes difficult for salespeople to uncover these motives. Features – A quality or characteristic of a product or service that is designed to provide value to a buyer. Benefits – The added value or favorable outcome derived from features of the product or service the seller offers.