2. Planning the Sales Call Is a Must!
Chapter 7
Planning the Sales Call Is a Must!
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

3. Chapter 7

4. Main Topics Strategic Customer Sales Planning— The Preapproach
Chapter 7
Main Topics
Strategic Customer Sales Planning— The Preapproach
The Prospect’s Mental Steps
Overview of the Selling Process
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

5. The Tree of Business Life: Planning
Guided by The Golden Rule:
Plan on 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. T T
Ethical
Service T T T T T T T T
Builds
T r u e
Relationships T C I

6. Exhibit 7-1: The Preapproach Involves Planning the Sales Presentation

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

8. Exhibit 7-2: Consultative Selling -- Customer Relationship Model

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

10. Exhibit 7-4: Steps in the Preapproach: Planning the Sale
Determine sales call objective(s)
Develop/Review customer profile
Develop customer benefits
Develop sales presentation

11. Strategic Customer Sales Planning - the Preapproach cont…
Always Have a Sales Call Objective
The precall objective - have one or more!
Focus and flexibility
when with customer focus your efforts on objective
be prepared to switch to another objective if needed
Make the goal specific
Move customer conversation toward objective
Set a SMART call objective

12. 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

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 profile - get one for each customer

14. Exhibit 7-5: Information Used in a Profile and for Planning

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

16. Exhibit 7-6: 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
3. Sales Force
Working with salespeople
4. Trade Shows

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

18. Exhibit 7-6: Examples of Topics Contained in the Marketing Plan Segment of Your Sales Presentation

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

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

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

22. 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

23. Exhibit 7-8: Major Phases in Your Presentation: A Sequence of Events to Develop a Complete Sales Presentation

24. 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

25. Before You Can Pick Your Approach You
Select which presentation method to use - covered in Chapter 8
Prepare for anticipated objections from your prospect/customer - covered in Chapter 11

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

27. Exhibit 7-9: The Prospect’s Five Mental Steps in Buying

28. How Do You Obtain Someone’s Attention When You Begin Your Presentation?
Show you are there to help!
The proper approach is important! (Chapter 9)
Your goal is to determine a need or problem

29. 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 10

30. 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

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

32. 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

33. 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

34. Exhibit 7-10a: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions

35. Exhibit 7-10b: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions

36. 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