1. 8-1

2. 8-2 Planning the Sales Call Is a Must! Chapter 8 Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

3. 8-3 Chapter 8

4. 8-4 Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin  Strategic Customer Sales Planning— The Preapproach  The Prospect’s Mental Steps  Overview of the Selling Process  Strategic Customer Sales Planning— The Preapproach  The Prospect’s Mental Steps  Overview of the Selling Process Main Topics Chapter 8

5. 8-5 Exhibit 8-1: The Preapproach Involves Planning the Sales Presentation

6. 8-6 Strategic Customer Sales Planning - The Preapproach  Strategic problem solving involves  Strategic needs  Creative solutions  Mutually beneficial agreements

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

8. 8-8 Strategic Customer Sales Planning - The Preapproach cont…  Reasons for planning the sales call  Builds confidence  Develops atmosphere of goodwill  Reflects professionalism  Generally increases sales

9. 8-9 Exhibit 8-4: Steps in the Preapproach: Planning the Sale Determine sales call objective Develop/Review customer profile Develop customer benefits Develop sales presentation

10. 8-10 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

11. 8-11 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

12. 8-12 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

13. 8-13 Exhibit 8-5: Information Used in a Profile and for Planning

14. 8-14 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

15. 8-15 Exhibit 8-6: 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 4. Trade Shows 3. Sales Force Working with salespeople

16. 8-16 Exhibit 8-6: Examples of Topics Contained in the Marketing Plan Segment of Your Sales Presentation End Users 1. Availability 2. Delivery 3. Guarantee 7. Warranty 6. Training on use 5. Maintenance/service 4. Installation Who does it? When? How?

17. 8-17 Exhibit 8-6: Examples of Topics Contained in the Marketing Plan Segment of Your Sales Presentation

18. 8-18 Exhibit 8-7: Examples of Topics Contained in the Business Proposition Segment of Your Sales Presentation 1. List price 2. Shipping costs 3. Discounts Cash Consumer Quantity Trade Financing Payment Plans Interest Rate 4. Markup 5. Profit Resellers

19. 8-19 Exhibit 8-7: Examples of Topics Contained in the Business Proposition Segment of Your Sales Presentation 1. List price 2. Shipping costs 3. Discounts Cash Quantity 5. ROI 6. Value Analysis End Users 4. Financing Payment plans Interest rates

20. 8-20 Exhibit 8-7: Examples of Topics Contained in the Business Proposition Segment of Your Sales Presentation

21. 8-21 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

22. 8-22 Exhibit 8-8: Major Phases in Your Presentation: A Sequence of Events to Complete in Developing a Sales Presentation

23. 8-23 What is Left in Creating Your Sales Presentation? As shown in Exhibit 8-8 you need to create your:  Approach - covered in Chapter 10  Close - covered in Chapter 13

24. 8-24 Before You Can Pick Your Approach You  Select which presentation method to use - covered in Chapter 9  Prepare for anticipated objections from your prospect/customer - covered in Chapter 12

25. 8-25 In Planning a Sales Presentation, You Should Consider  The prospect’s mental steps  What would the prospect be thinking as you give your presentation?

26. 8-26 Exhibit 8-9: The Prospect’s Five Mental Steps in Buying

27. 8-27 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

28. 8-28 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

29. 8-29 How Do You Build Desire for Your Product?  Show you are there to help!  Watch for nonverbal signals!  Green  Yellow  Red  Using your trial closes, determine if prospect is interested in benefits

30. 8-30 How Do You Establish The Conviction Your Product Will Solve Needs or Problems?  Show you are there to help!  Your trial closes indicate ready to buy  The customer sees how your product’s FABs will solve their needs or problems

31. 8-31 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

32. 8-32 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

33. 8-33 Exhibit 8-10a: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions

34. 8-34 Exhibit 8-10b: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions

35. 8-35 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