Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

7-2 Planning the Sales Call Is a Must Chapter 7

The Golden Rule: Planning  Plan how to help people solve problems and fulfill needs  Plan every aspect of the sales call so you will be organized and prepared  Plan to present a specific solution to each prospect’s unique set of problems and needs  You will see that ethical service builds true relationships 7-3

Begin Your Plan with Purpose Purpose  The constant truth that guides your business life  Directs how you approach each sales call  Your purpose for any sales call should be to make a contribution to the welfare of the person. Plan to Achieve your Purpose  Plan each day, and carry out your plan adjusting to circumstances as you go.  At the end of each day evaluate your day to ensure a successful tomorrow. 7-4

What’s a Plan? A plan is a method of achieving an end. The foundation of your plan must be based upon the truth. 7-5

Exhibit 7-1: Only Through Truth Can Trust Be Supported to Bridge the Gap between People 7-6

Exhibit 7.2: The preapproach involves planning the sales presentation 10. Follow-up & Service 10. Follow-up & Service 9. Close 9. Close 8. Trial close 8. Trial close 7. Meet objections 7. Meet objections 6. Determine objections 6. Determine objections 5. Trial close 5. Trial close 2. Preapproach/Planning 2. Preapproach/Planning 1. Prospect/Customer 1. Prospect/Customer 3. Approach 3. Approach 4. Presentation 4. Presentation Product SELLs Product SELLs Marketing Plan SELLs Marketing Plan SELLs Business Proposition SELLS Business Proposition SELLS 7-7

Strategic Customer Sales Planning– The Preapproach Strategic problem solving involves  Strategic needs  Creative solutions  Mutually beneficial agreements 7-8

Exhibit 7.3: Consultative Selling– Customer Relationship Model 7-9

Strategic Customer Sales Planning– The Preapproach, cont… Reasons for planning the sales call  Builds confidence  Develops atmosphere of goodwill  Reflects professionalism  Generally increases sales 7-10

Exhibit 7.5: Steps in the Preapproach: Planning the Sale Determine sales call objective(s) Develop customer profile Develop / review customer benefits Develop sales presentation 7-11

Strategic Customer Sales Planning– the Preapproach, cont… Always Have a Sales Call Objective  The precall objective – have one or more!  Focus and flexibility  Customer focus your efforts on the objective when you are with the customer  Be prepared to switch to another objective if needed  Make the goal specific  Move customer conversation toward the objective  Set a SMART call objective 7-12

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 7-13

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 profiles – get one for each customer 7-14

Exhibit 7.6: Information Used in a Profile and for Planning Customer Profile and Planning Sheet 1. Name: _____________________________________________________________________________ Address:____________________________________________________________________________ 2. Type of business:_____________________________________________________________________ Name of buyer:______________________________________________________________________ 3. People who influence buying decision or aid in using or selling out product:____________________________________________________________ 4. Buying hours and best time to see buyer:__________________________________________________ 5. Receptionist’s name:__________________________________________________________________ 6. Buyer’s profile:______________________________________________________________________ 7. Buyers’ personality style:______________________________________________________________ 8. Sales call objectives:__________________________________________________________________ 9. What are customer’s important buying needs:_______________________________________________ 10. Sales Presentation:___________________________________________________________________ a. Sales approach:____________________________________________________________________ b. Features, advantages, benefits to customer’s needs:________________________________________ c. Method of demonstrating FAB:_______________________________________________________ d. How to relate benefits to customer’s needs:______________________________________________ e. Trial close to use:___________________________________________________________________ f. Anticipated objections:_______________________________________________________________ g. Trial close to use:___________________________________________________________________ h. How to close this customer:___________________________________________________________ i. Hard or soft close:___________________________________________________________________ 11. Sales made – product use/promotional plan agreed on:________________________________________ ___________________________________________________________________________________ 12. Post – sales call comments (reason did/did not buy; what do you do on next call; follow-up promised):__________________________________________________________________ 7-15

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 7-16

Exhibit 7.7: 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  Concepts  Coupons  Demonstrations  Samples  Sweepstakes  POP displays 3. Sales Force  Working with their salespeople 4. Trade Shows End Users 1.Availability 2.Display 3.Guarantee 4.Installation  Who does it?  When?  How? 5.Maintenance/service 6.Training on use 7.Warranty 7-17

Exhibit 7.8: Examples of Topics Contained in the Business Proposition Segment of Your Sales Presentation Resellers 1.List price 2.Shipping costs 3.Discount  Cash  Consumer  Quantity  Trade  Financing  Payment Plans  Interest rate 4. Markup 5. Profit End Users 1.List price 2.Shipping costs 3.Discount  Cash  Quantity  Trade 4. Financing  Payment Plans  Interest rate 5. ROI 6. Value analysis 7-18

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 7-19

Exhibit 7.9: Major Phases in Your Presentation: A Sequence of Events to Complete in Developing a Sales Presentation 7-20

What is Left in Creating Your Sales Presentation?  As shown in Exhibit 7-8 you need to create your:  Approach – covered in Chapter 9  Close – covered in Chapter

Before You Can Pick Your Approach You Must:  Select which presentation method to use – covered in Chapter 8  Prepare for anticipated objections from your prospect/customer – covered in Chapter

In Planning a Sales Presentation, You Should Consider:  The prospect’s mental steps  What would the prospect be thinking as you give your presentation? ? ? ? ? ? 7-23

Exhibit 7.10: The Prospect’s Five Mental Steps in Buying 7-24

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 7-25

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

How Do You Build Desire for Your Product?  Show you are there to help!  Using your trial closes, determine if prospect is interested in benefits  Watch for nonverbal signals!  Green  Yellow  Red 7-27

How Do You Establish The Conviction Your Product Will Solve Needs or Problems?  Show you are there to help!  Let the customer see how your product’s FABs will solve her needs or problems  Your trial closes will reveal whether the customer ready to buy 7-28

How Do You Know if Customer Ready to Purchase So You Can Close?  Show you are there to help!  Trial close response(s) give nonverbal signals that indicate positive beliefs that the product will fulfill needs or solve problems 7-29

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 7-30