Planning the Presentation and Approaching the Customer Module Six

Improving Relationships Through Pre-Call Planning An Expert’s Viewpoint: “... Dave knows he must gather information on his prospects to prepare for each of his sales calls. Pre-call planning is a must. When Dave identifies a potential prospect, he knows his work is just beginning....” “... Dave knows he must gather information on his prospects to prepare for each of his sales calls. Pre-call planning is a must. When Dave identifies a potential prospect, he knows his work is just beginning....” Action

Improving Relationships Through Pre-Call Planning An Expert’s Viewpoint: “.... Having done my pre-call planning, I am ready to demonstrate my expertise.... my whole presentation is consultative selling... I don’t consider myself a yellow page account executive but rather an advertising consultant.” “.... Having done my pre-call planning, I am ready to demonstrate my expertise.... my whole presentation is consultative selling... I don’t consider myself a yellow page account executive but rather an advertising consultant.” Result

Types of Sales Presentations Canned Presentation Organized Presentation Written Proposal Little training is required; inflexible/not customizable; difficult to build trust 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

InformationGathering ApproachPresentation HandlingResistanceEarnCommitment Follow-up 100% Relative Participation Rate Need Development Need Awareness Need Fulfillment ADAP T Assessment Discovery Activation Projection Transition Select Feature Explain Advantage Lead to Benefits Let Customer Talk S E L L % Time “The Salesperson” Talks/Participates % Time “The Customer” Talks/Participates The Trust-based Selling Process: The Trust-based Selling Process: A Needs-Satisfaction Consultative Model

Proposal Writing Not writing a proposal.Not writing a proposal. Not fully understanding the customer’s business.Not fully understanding the customer’s business. Missing the buyer’s submission deadline.Missing the buyer’s submission deadline. Producing a proposal with little “drive- up” appeal.Producing a proposal with little “drive- up” appeal.

Proposal Writing Not saying anything that really makes a difference.Not saying anything that really makes a difference. Using a standardized boilerplate approach.Using a standardized boilerplate approach. No one owning the responsibility or having authority to create quality and effective proposals.No one owning the responsibility or having authority to create quality and effective proposals.

Components of a Written Proposal Executive SummaryExecutive Summary Needs and Benefits AnalysisNeeds and Benefits Analysis Company DescriptionCompany Description Pricing and Sales AgreementPricing and Sales Agreement Suggested Action and TimetableSuggested Action and Timetable

Twelve Simple Rules for Writing Double check company names, titles, and individuals’ names. The spelling of words you are not sure of should always be looked up. Do not rely on your word processor’s spelling checker.

Twelve Simple Rules for Writing Write the proposal and get away from it before proofreading. Give your mind some time away from the document so that it will be fresh when it is time to begin the editing process. Proofread and edit for improvements rather than to simply catch mistakes. How can the message be improved in clarity and crispness?

Twelve Simple Rules for Writing Repeat the proofreading process and, when possible, have a third party read for meaning, clarity, grammar, and spelling. A third set of eyes can find problems that the writer often overlooks. Don’t submit your first draft, as it won’t be your best. Use hyphens to avoid confusion, but do not place a hyphen after an adverb that ends with ly.

Twelve Simple Rules for Writing Separate things in a series with a comma, and set off nonessential clauses with a comma. Use that in restrictive clauses, use which in nonrestrictive clauses. (e.g., The sales quota that he announced is too low. He announced the new sales quota, which is too low.)

Twelve Simple Rules for Writing Avoid starting sentences with the words and or but. Use like for direct comparisons; use such as for examples.

Twelve Simple Rules for Writing Use a dash to set off and end a thought in a sentence that differs from the preceding concept or thought. Periods, commas, and question marks go within quotation marks; semi-colons go outside quotation marks.

Sales Presentation Checklist Prospect Information Prospect Information Needs and/or Opportunity Analysis Needs and/or Opportunity Analysis Prospect’s Buying Motives Prospect’s Buying Motives Competitive Situation Competitive Situation Sales Presentation Objectives Sales Presentation Objectives Sales Presentation Planning Sales Presentation Planning Specific Features/BenefitsSpecific Features/Benefits Information to support claimsInformation to support claims Reinforcing verbal contentReinforcing verbal content First few minutesFirst few minutes ADAPT MethodADAPT Method Questions and ObjectionsQuestions and Objections Prospect CommitmentProspect Commitment Follow-up ActionFollow-up Action

1.Introduction 2.Need discovery – use questions, careful listening, and confirmation statements to uncover explicit needs 3.Present benefits addressing buyer’s explicit needs Sequence of the Sales Presentation

4.Continuation of prior sales calls should start with a summary of earlier calls 5.Pricing issues should not be focused on until the customer’s needs have been defined and addressed Sequence of the Sales Presentation

Sales Mix Model PresentationPacePresentationScope Depth of Inquiry Use of Visual Aids Two-WayCommunication Prospect

Approaching the Customer: Getting the Appointment Setting appointments... Demonstrates respect for the prospects time. Increases the likelihood of receiving the prospect’s undivided attention. Improves time and territory management.

Approaching the Customer: Starting the Sales Call Introductory ApproachIntroductory Approach Product ApproachProduct Approach Benefit ApproachBenefit Approach Question ApproachQuestion Approach Referral ApproachReferral Approach Compliment ApproachCompliment Approach Survey ApproachSurvey Approach

Discovering Needs ssessment Questions ctivation Questions iscovery Questions rojection Questions ransition Questions