8-1 Exhibit 8-1: The Preapproach Involves Planning the Sales Presentation

8-2 Exhibit 8-4: Steps in the Preapproach: Planning the Sale Determine sales call objective Develop/Review customer profile Develop customer benefits Develop sales presentation

8-3 Strategic Customer Sales Planning - the Preapproach cont…  Always Have a Sales Call Objective Why am I going into the customers office? –To present my product/service and –To gain a trial order –To be given a second meeting –To get information about the current supplier –To write an order

8-4 Strategic Customer Sales Planning - The Preapproach cont…  Always have a sales call objective  Set a SMART call objective pecific easurable chievable ealistic imed SS MM AA RR TT

8-5 Strategic Customer Sales Planning - Customer Profile Provides Insight  Review information to create customized presentation  See what customer has done in the past to determine future needs  If do not have customer profile - get one for each customer

8-6 Exhibit 8-5: Information Used in a Profile and for Planning

8-7 Customer Benefit Plan: What It’s All About!  Steps in creating the customer benefit plan: Step 1: Select FABs for product discussion Step 2: Select FABs for marketing plan discussion Step 3: Select FABs for business proposition discussion Step 4: Develop suggested purchase order based on first three steps

8-8 Exhibit 8-6: Examples of Topics Contained in the Marketing Plan Segment of Your Sales Presentation Resellers 1. Advertising Geographical National Regional Local Co-op Type Television Radio Direct-mail Internet 2. Sales Promotion Contests Coupons Samples 4. Trade Shows 3. Sales Force Working with salespeople

8-9 Exhibit 8-6: Examples of Topics Contained in the Marketing Plan Segment of Your Sales Presentation End Users 1. Availability 2. Delivery 3. Guarantee 7. Warranty 6. Training on use 5. Maintenance/service 4. Installation Who does it? When? How?

8-10 Exhibit 8-6: Examples of Topics Contained in the Marketing Plan Segment of Your Sales Presentation

8-11 Exhibit 8-7: Examples of Topics Contained in the Business Proposition Segment of Your Sales Presentation 1. List price 2. Shipping costs 3. Discounts Cash Consumer Quantity Trade Financing Payment Plans Interest Rate 4. Markup 5. Profit Resellers

8-12 Exhibit 8-7: Examples of Topics Contained in the Business Proposition Segment of Your Sales Presentation 1. List price 2. Shipping costs 3. Discounts Cash Quantity 5. ROI 6. Value Analysis End Users 4. Financing Payment plans Interest rates

8-13 Exhibit 8-7: Examples of Topics Contained in the Business Proposition Segment of Your Sales Presentation

8-14 Customer Benefit Plan: Develop Sales Presentation  Write out all FABs for steps  Write out suggested purchase order  Now you are ALMOST ready to create your sales presentation

8-15 Exhibit 8-8: Major Phases in Your Presentation: A Sequence of Events to Complete in Developing a Sales Presentation

8-16 What is Left in Creating Your Sales Presentation? As shown in Exhibit 8-8 you need to create your:  Approach - covered in Chapter 10  Close - covered in Chapter 13

8-17 Before You Can Pick Your Approach You  Select which presentation method to use - covered in Chapter 9  Prepare for anticipated objections from your prospect/customer - covered in Chapter 12

8-18 In Planning a Sales Presentation, You Should Consider  The prospect’s mental steps  What would the prospect be thinking as you give your presentation?

8-19 Exhibit 8-9: The Prospect’s Five Mental Steps in Buying

8-20 How Do You Obtain Someone’s Attention When You Begin Your Presentation?  Show you are there to help!  The proper approach is important! (Chapter 10)  Your goal is to determine a need or problem

8-21 How Do You Keep Someone’s Interest in What You are Presenting?  Show you are there to help!  Quickly present major FABs that:  Fulfill a need  Solve a problem  Show and tell as discussed in Chapter 11

8-22 How Do You Build Desire for Your Product?  Show you are there to help!  Watch for nonverbal signals!  Green  Yellow  Red  Using your trial closes, determine if prospect is interested in benefits

8-23 How Do You Establish The Conviction Your Product Will Solve Needs or Problems?  Show you are there to help!  Your trial closes indicate ready to buy  The customer sees how your product’s FABs will solve their needs or problems

8-24 How Do You Know if Customer Ready to Purchase So You Can Close?  Show you are there to help!  Trial close response(s), nonverbal signals indicate positive beliefs product will fulfill needs or solve problems

8-25 Overview of the Selling Process  Getting the prospect’s attention and interest by having the prospect recognize a need or problem, and stating a wish to fulfill the need or solve the problem  Uncovering and answering the prospect’s questions and revealing and meeting or overcoming objections results in more intense desire  Desire is transformed into the conviction that your product can fulfill the prospect’s needs or solve problems

8-26 Exhibit 8-10a: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions

8-27 Exhibit 8-10b: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions

8-28 Summary of Major Selling Issues  Careful planning of the sales call is essential to success in selling  Planning builds self-confidence, develops an atmosphere of goodwill, creates professionalism, and increases sales  Sales call planning  Have a sales call objective that is SMART  Develop or review the customer profile  Develop your customer benefit plan