Appointments and Planning the Presentation Module 6 Appointments and Planning the Presentation

Linking Solutions to Needs Salespeople should strive to communicate to the buyer . . . How the buyer’s needs will be met or how an opportunity can be realized as a result of a purchase. How the product/service features translate, in a functional sense, into benefits for the buyer. Why the buyer should purchase from the salesperson as opposed to a competitive salesperson. If you talk with your prospect about the things that concern him/her, you’ll always have an attentive listener

Getting the Appointment Experienced sales representatives try to schedule appointments in advance Appointments are efficient Appointments allow customers to see salespeople at their convenience, and to prepare for such meetings if necessary

Setting the Appointment Most commonly used methods: Telephone In-person calls Letters Email Third party introductions What are the Strengths and weaknesses of each method?

Third Party Referral Third party referral is an extension of the referral technique of prospecting The satisfied customer may be asked not only to supply names of prospects but also to write a note introducing you to that prospect This technique is particularly effective in industrial (B2B) situations

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

Canned Presentations Include 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 . . .

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

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

First Impressions Ask for permission to sit Never clutter the prospect’s desk without asking for permission Watch the tone of your voice Always be courteous but not overly friendly or pushy Never be presumptuous

Opening the Presentation What makes some salespeople standout? The best sales professionals know: How to emphasize benefits in their presentations The most effective presentations must start and finish with the prospect’s needs and wants as the focus

Video – Making Effective Sales Calls Consider the following questions when watching the video: What insights from personal/professional selling did you learn from watching this video? Do you agree with all the advice that the salespeople gave? Why or why not? What does Elaine Bailey mean by “getting a task to perform” when on a sales call?

Sales Dialogue and Presentation Template (Exhibit 6.4) 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