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

3. 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
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4. Begin Your Plan with 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.
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5. What’s a Plan? A plan is a method of achieving an end.
The foundation of your plan must be based upon the truth.
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6. Exhibit 7-1: Only Through Truth Can Trust Be Supported to Bridge the Gap between People
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7. Exhibit 7.2: The preapproach involves planning the sales presentation
1. Prospect/Customer
2. Preapproach/Planning
3. Approach
4. Presentation
Product SELLs
Marketing Plan SELLs
Business Proposition SELLS
5. Trial close
6. Determine objections
7. Meet objections
8. Trial close
9. Close
10. Follow-up & Service
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8. Strategic Customer Sales Planning–The Preapproach
Strategic problem solving involves
Strategic needs
Creative solutions
Mutually beneficial agreements
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9. Exhibit 7.3: Consultative Selling–Customer Relationship Model
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10. Strategic Customer Sales Planning–The Preapproach, cont…
Reasons for planning the sales call
Builds confidence
Develops atmosphere of goodwill
Reflects professionalism
Generally increases sales
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11. 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
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12. 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
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13. Strategic Customer Sales Planning - The Preapproach, cont…
Always have a sales call objective
Set a SMART call objective S M A R T
pecific
easurable
chievable
ealistic
imed
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14. 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
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15. 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):__________________________________________________________________
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16. 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
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17. 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
Availability
Display
Guarantee
Installation
Who does it?
When?
How?
Maintenance/service
Training on use
Warranty
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18. Exhibit 7.8: Examples of Topics Contained in the Business Proposition Segment of Your Sales Presentation
Resellers
List price
Shipping costs
Discount
Cash
Consumer
Quantity
Trade
Financing
Payment Plans
Interest rate
4. Markup
5. Profit
End Users
List price
Shipping costs
Discount
Cash
Quantity
Trade
4. Financing
Payment Plans
Interest rate
5. ROI
6. Value analysis
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19. Customer Benefit Plan: Develop Sales Presentation
Write out all FABs for steps 1 - 3
Write out suggested purchase order
Now you are ALMOST ready to create your sales presentation
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20. Exhibit 7.9: Major Phases in Your Presentation: A Sequence of Events to Complete in Developing a Sales Presentation
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21. 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 12
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22. 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 11
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23. In Planning a Sales Presentation, You Should Consider:?
The prospect’s mental steps
What would the prospect be thinking as you give your presentation? ? ? ? ?
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24. Exhibit 7.10: The Prospect’s Five Mental Steps in Buying
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25. Show you are there to help!
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
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26. 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
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27. 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
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28. Show you are there to help!
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
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29. 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
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30. 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
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