SELLING Objectives and Strategies

 Daniel is a new sales rep for Elanco Animal Health. He calls on large swine producers in a multi state territory in the Midwest. What does he say is one of his biggest challenges in calling on customers? (Hort: It has to do with sales call goals).

Goals or Objectives for Selling to a Specific Prospect  According to Stephen Covey, one of the seven habits of highly effective people is they “begin with the end in mind”.  Goals, objectives, or ‘ends’ are what you hope to accomplish, where you want to get.  “If you don’t know where you’re going, you just might end up somewhere else.” (Yogi Berra)  Don’t always ‘sell’ something (remember patience is a virtue).

Good Sales Goals are ‘SMART’ S → specific (or precise) → not too vague, not too general M → measurable → quantifiable in numbers wherever possible (e.g. % of business) → need to determine if goal has been met A → attainable → realistic, doable (given resources) R → relevant → sales related → important, meaningful, challenging, motivating T → time-based → long-term (e.g. end of next 3 years) → short-term (e.g. after next sales call)

Selling Strategy  The game plan for ‘how’ to accomplish the desired goal(s)  The major steps/actions/routes to be taken  Without a plan, you may come off as rambling, unorganized  Need to be purposeful in everything you do  Having a plan helps to save time and prevent mistakes

Strategies in Selling 1. Relationship => developing a long-term, high-quality, partnering relationship with customers, as well as with support staff and management 2. Product => identifying tangible products, services, information, and ideas that produce the most value, benefits, and solutions for customers 3. Presentation => establishing objectives for a sales call and a specific plan for accomplishing those objectives uniquely tailored to each customer Source: Reece & Manning

Long-Term Goal/Strategy Example Goal: To obtain 50% of John Parker’s total feed business within 3 years. Strategy:  Arrange initial meeting (e.g. breakfast) to get acquainted and to obtain basic prospect information  Arrange additional meetings to gradually gain confidence, establish credibility, and build a partnering relationship  Invite Parker to advisory board meeting  Introduce Parker to corporate technical staff  Attempt trial program within 1 year  Increase sales gradually after test run

Sales Call Goal Basics  No call should ever be made without a clear goal Will save time (for you and your customer) Will help you have a better strategy Will make you appear more professional (e.g. ask the right questions, avoid talking too much, distinguish yourself from the competition, etc.)  Just stopping by (winging it) is the mark of a real amateur You need to know why you are there Your customer needs to know too To keep in touch may require you to keep coming up with reasons  Appointments or not? (When? Where?) Depends on prospect, salesperson, situation Increasingly, customers are wanting appointments If in doubt, call first

Short-Term Goal Examples (e.g. one sales call) Goals:  To invite Parker to attend a corporate- sponsored meeting as my guest.  To set up an appointment with Parker to discuss our ‘starter’ program.  To get Parker to run a trial with our Super Start feed in one farrowing house.  To get a walk-through tour of Parker’s facilities to better understand his operation.

Sales Call Strategy  A general plan for the open, the presentation, and the close  The Open How to greet my prospect? What will I say first? Rapport building topics? Observe mood /other traits of my customer. What questions will I ask to discover/reconfirm needs? How will I spark interest?  The Presentation What problem/need do I plan to present a solution for? How will I present my proposal? What features and benefits will I stress? What sales aids will I use? What concerns/objections do I anticipate?

Sales Call Strategy  The Close What will I ask my customer to do? How will I close? When will I close? Remember, offering P or other major concessions may not be an option What will I do/say after closing?

Selling Goals and Strategies Call #1 + Call #2    +Call #N =Long Term

Goal/Strategy Quotes  The Law of 4 P’s: Preparation Prevents Poor Performance  There is no shortcut to achievement, life requires thorough preparation. (George Washington Carver)

Goal/Strategy Quotes  Most people don’t plan to fail, they fail to plan.  It pays to plan ahead. It wasn’t raining when Noah built the ark.  If I had 8 hours to chop down a tree, I would spend 6 hours sharpening the axe. (Abe Lincoln)

Goal/Strategy Quotes  Luck is when preparation meets opportunity.  It takes three weeks to prepare a good ad-lib speech. (Mark Twain)  If you don’t know where you’re going, you might end up somewhere else. (Yogi Berra, former New York Yankee)