1. Planning the Sales Call Is a Must!
Chapter 8
Planning the Sales Call Is a Must!
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

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

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

4. Strategic Customer Sales Planning - The Preapproach cont…
Reasons for planning the sales call
Builds confidence
Develops atmosphere of goodwill
Reflects professionalism
Generally increases sales

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

6. 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

7. 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

8. 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

9. 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

10. 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

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

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

13. 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

14. Carefully Select Which Sales Presentation Method to Use
Chapter 9
Carefully Select Which Sales Presentation Method to Use
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

15. The Sales Presentation...
Completely and clearly explains all aspects of the salesperson’s proposition as it relates to a buyer’s needs

16. Prior knowledge of the customer Sales call objective
There are Several Sales Presentation Methods Requiring You to Select One According to Your...
Prior knowledge of the customer
Sales call objective
Customer benefit plan

17. Exhibit 9-2: The Structure of Sales Presentations

18. Select the Presentation Method, Then the Approach
Know which method to use before developing the presentation
Plan presentation
Select approach/opening

19. Exhibit 9-10: The Parallel Dimensions of Selling
Selling Process
Buyer’s Mental Steps
Presentation
Discuss Product
Present Marketing Plan
Explain Business Prop.
Suggest Purchase
Prospecting
Money
Authority
Desire
Discuss Product
Show Feature
Explain Advantage
Lead Into Benefit
Let Customer Talk
Preapproach
Present Marketing Plan
Availability, Delivery,
Guarantee, Installation,
Maintenance, Promotion, Training, Warranty
Explain Business Prop.
List Price, Shipping Cost,
Discounts, Financing, ROI, Value Analysis
Attention
Approach
Suggest Purchase
Product, Quantity,
Features, Delivery,
Installation, Price
Presentation
Interest
Trial Close
Desire
Determine Objections
Conviction
Meet Objections
Trial Close
Close
Purchase
Follow-up & Service

20. Begin Your Presentation Strategy
Chapter 10
Begin Your Presentation Strategy
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

21. For the Salesperson What Is the Approach?
The time from when the salesperson first sees the buyer to the beginning of the discussion of the product.

22. The Approach Could last seconds or minutes involving: Meeting Greeting
Rapport Building
One of the approach communication techniques discussed in this chapter

23. Caution Salespeople Take the approach seriously
Some feel this is the most important step in helping someone
If unsuccessful, you may never have opportunity to move into presentation
If you can not tell your story how will you make the sell?
The approach is extremely important

24. The Approach Step of the Sales Presentation
Is over when you begin discussing the product itself

25. The Approach—Opening the Sales Presentation
A buyer’s reactions to the salesperson in the early minutes of the presentation are critical to a successful sale
Your attitude during the approach
Common for salesperson to experience tension in various forms when contacting a prospect
Creative imagery

26. The First Impression You Make Is Critical to Success
Your first impression is projected by
Appearance
Attitude
You only have one chance to make a favorable first impression

27. To Make a Favorable Impression cont…
Be enthusiastic and positive toward the interview
Smile!
Do not apologize for taking the prospect’s time
Do not imply that you were just passing by
Maintain eye contact
If the prospect offers to shake hands, do so with a firm, positive grip while maintaining eye contact
Learn how to pronounce the prospect’s name correctly

28. Multiple Question Approach
Situation
Problem
Implication
Need-payoff questions
Remember product not mentioned in SPIN

29. Three Rules for Using Questions
1. Use only questions that you can anticipate the answer to or that will not lead you into a situation from which you cannot escape
2. Pause or wait after submitting a question
3. Listen

30. Be Flexible in Your Approach
Be willing and ready to change your planned approach
That is why you need several methods to open your sales presentation

31. Elements of a Great Sales Presentation
Chapter 11
Elements of a Great Sales Presentation
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

32. The Purpose of the Presentation
Main goal is to sell your product to your customer - to help
Purpose of presentation
Knowledge
Beliefs
Desire/Need
Attitude
Conviction

33. Exhibit 11-2: The Five Purposes of the Presentation

34. Exhibit 11-3: Three Essential Steps Within the Presentation

35. Exhibit 11-5: The Salesperson’s Presentation Mix

36. The Ideal Presentation
Your approach technique quickly captures your prospect’s interest and immediately finds signals that the prospect has a need for your product and is ready to listen
The ideal prospect
Is friendly, polite, relaxed, listens
Says “yes” and enthusiastically thanks you

37. Welcome Your Prospect’s Objections
Chapter 12
Welcome Your Prospect’s Objections
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

38. Welcome Objections! Accept objections as a challenge
People do not want to be taken advantage of
Learn to overcome objections

39. When Do Prospects Object?
Prospect may object any time during sales call
Always be ready to handle a prospect’s objections

40. Exhibit 12-1: When Objections Occur, Quickly Determine What To Do
Prospecting
Preapproach
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close
Follow-up & Service

41. Basic Points to Consider in Meeting Objections
Plan for objections
Anticipate and forestall
Handle objections as they arise
Postponement may cause a negative mental picture or reaction
Be positive
Listen - hear them out

42. Basic Points to Consider in Meeting Objections cont…
Understand objections
Request for information
A condition
Negotiation can overcome a condition
Major or minor objections
Practical or psychological objection
A real objection is tangible
Must uncover hidden objectives and eliminate them

43. Once Again! What Are Objections?
Opposition or Resistance to
Information
The salesperson’s request

44. Exhibit 12-4: Six Major Categories of Objections

45. Salespeople Need To Be Good Communicators - Right!? How?
Handling objections can be challenging
Done incorrectly, you may appear rude
Done correctly, you appear professional

46. Exhibit 12-7: Techniques for Meeting Objections

47. Techniques for Meeting Objections
The dodge neither denies, answers, nor ignores
Don’t be afraid to pass up an objection
Rephrase an objection as a question. (Exhibit 12-8)
Postponing objections is sometimes necessary
Send it back with the boomerang method
Ask questions to smoke out objections
Five-question sequence. (Exhibit 12-10)

48. Exhibit 12-10: Five-Question Sequence Method of Overcoming Objection
Back to 12-23

49. Approach Presentation Trial Close Determine Objections Meet Objections
If After Your Presentation You Received a Positive Response to Your Trial Close, What Would You Do?*
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close

50. Closing Begins the Relationship
Chapter 13
Closing Begins the Relationship
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

51. When Should I Pop the Question?
Closing is the process of helping people make a decision that will benefit them
No magic phrases and techniques to use in closing a sale
Close when the prospect is in the conviction stage of the mental buying process

52. Why Ask a Trial Close Before You Close?
To determine if ready to buy, plus what?
To determine if there are
Objections
Questions

53. Let’s Review! When Are the Times to Use a Trial Close?*
1. After making a strong selling point in the presentation
2. After the presentation but before the close
3. After answering an objection
4. Immediately before you move to close the sale

54. Reading Buying Signals
A buying signal is anything that prospects say or do indicating they are ready to buy
Asks questions
Asks another person’s opinion
Relaxes and becomes friendly
Pulls out a purchase order form
Carefully examines merchandise

55. What Makes a Good Closer?
Ask for the order and be quiet
Get the order—then move on!

56. How Many Times Should You Close?
Must be able to use multiple closes
Three closes is a minimum
You will learn how without being pushy

57. Exhibit 13-7: Techniques for Closing the Sale: Which Close Should be Used?

58. When You Do Not Make the Sale
Know that you cannot always sell everyone
Don’t take buyer’s denial personally
Be courteous and cheerful
Leave the door open

59. Approach Presentation Trial Close Determine Objections Meet Objections
If After You Meet the Objection You Received a Positive Response to Your Trial Close, What Would You Do?*
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Trial Close
Close
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