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Chapter 8

Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Some questions answered in Chapter 8


Why should salespeople plan their sales calls? What pre-call information is needed about the individual prospect and the prospects organization? How can this information be obtained? What is involved in setting call objectives? Should more than one objective be set for each call? How can appointments be made effectively and efficiently?

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Applying the concept of planning

Take a few minutes and think about the the objective you have for taking this course. Write it down in your notebook. Dont worry it wont be graded!

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Pre-call planning

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Youre getting ready for a 2nd job interview. Where would you get this information?
What is the interviewers name? What are the interviewers interests (hobbies, sports, reading, etc.), and what does the interviewer not enjoy? What is the interviewers social style (driver, amiable, analytical, expressive)? Who are the companys customers? What current problems does the organization face? What is the organizations financial position and its future?

What are the words you would use to ask for the information?
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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Where would you get this information about a prospect?


What is the prospects attitude toward salespeople in general, toward the salespersons company, and toward products offered by the salespersons company and its competitors? What are the prospects job aspirations, attitudes toward risk, and level of selfconfidence in decision-making? Is this a manufacturing, wholesaling, or retailing organization? How large is it? What goods or services does it provide? In what stage in the buying cycle is the organization?

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Where would you get this information about a prospect?


How much does the organization purchase in the product category? Does the organization buy from several suppliers, or only one? What types of customers does the organization sell to? What benefits does the organizations target market seek? Who are the people involved in the purchase decision for the product category? How do they fit into the formal organizational structure? Who is most influential? Which of them carry great influence but are opposed to us (often called influential adversaries)?

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Where would you get this information about a prospect?


Which are the organizations primary competitors? How do the competitors differ in their business approach? Why does the organization buy from its present suppliers? Is it satisfied with them? Why or why not? What policies does the organization have regarding salespeople, sales visits, purchasing, and pricing? What other firms might the organization be considering (i.e., who are the sellers potential competitors)?

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Sources of information
Resources within your company Information in your company records Company intranet Other people within your firm, especially if there is a selling center for this account The Internet Prospects home page Sources such as Hoovers Online Portals that gather information from many sources Secretaries and receptionists Non-competing salespeople Published directories The prospect themselves

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Sales call objectives

Which of the following statements about sales call objectives is false? 1. The objective of any sales call is to make a sale. 2. An objective should be established for every sales call. 3. Objectives must be measurable. 4. Objectives should be aimed at customer satisfaction.

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Why are these criteria necessary for effective objectives?

Specific Realistic Measurable Are the objectives you wrote earlier consistent with these criteria?

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Examples of call objectives


Exhibit 8.2

Objectives leading up to the sale:


To have the prospect agree to come to the local branch office sometime during the next two weeks for a hands-on demonstration of the copier. To set up another appointment for one week from now, at which time the buyer will allow me to do a complete survey of his/her printing needs. To inform the doctor of the revolutionary anti-clogging mechanism that has been incorporated in our new drug and have the doctor agree to read the pamphlet I will leave behind. To have the buyer agree to pass my information along to the buying committee with her/his endorsement of my proposal.

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Examples of call objectives


Exhibit 8.2

Objectives related to consummating the sale:


To have the prospect sign an order for 100 pair of Levis jeans. To schedule a co-op newspaper advertising program to be implemented in the next month. To have the prospect agree to use our brand of computer paper for a trial period of one month. To have the retailer agree to allow us space for an end-of-aisle display for the summer promotion of RAID insect repellant.

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

How would you adjust your objectives?

Primary Minimum Optimistic

What are the benefits of multiple call objectives?


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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Setting objectives for several calls


Series of very specific objectives for future calls. (For example multiple call objectives of a Panasonic salesperson selling to Johnson Electronics from your text). Keep good records, make any necessary adjustments. Have you made contact with all the key players? Do you understand all the business, technical, political and personal issues involved? Do you know what your competitors strengths, weakness, and strategies are? N.B. The key objective of the first session is to have another chance to visit

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Making appointments

Has anyone made an appointment with you lately (or scheduled a meeting with you)? How did they do it? Were you pleased with the way they did it? What would you differently? Remember, people are different

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Making appointments
What are the benefits of making an appointment? The right person Focus of receptivity Focus of dissatisfaction Focus of power The right time Type of selling Type of customer The right place Free from distractions Remember, it is an appointment

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Cultivating relationships with subordinates


Barriers or screens Treat them with respect. Why? Strategies with the screen: 1. Over the screen 2. Under the screen 3. Through the screen

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Telephoning for appointments

1. State the customers name 2. State your name 3. Check time 4. State purpose 5. Close 6. Show appreciation, restate time, or keep the door open

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Can you think of better responses to this secretarys objections?


Exhibit 8.4

Im sorry, but Mr. Wilkes is busy now.


What I have to say will only take a few minutes. Should I call back in a half-hour, or would you suggest I set up an appointment?

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Can you think of better responses to this secretarys objections?


Exhibit 8.4

We already have a copier.


Thats fine. I want to talk to Mr. Wilkes about our new paperflow system designed for companies like yours.

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Can you think of better responses to this secretarys objections?


Exhibit 8.4

I take care of all the copying.


Thats fine. But Im here to present what Xerox has to offer for a complete paper-flow system that integrates data transmission, report generation, and copiers. Id like to speak to Mr. Wilkes about this total service.

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Can you think of better responses to this prospects objections?


Exhibit 8.4

Cant you mail the information to me?


Yes, I could. But everyones situation is different, Ms. Wilkes, and our systems are individually tailored to meet the needs of each customer. Now [benefit statement and repeat request for appointment].

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Can you think of better responses to this prospects objections?


Exhibit 8.4

Well, what is it you want to talk about?


Its difficult to explain the system over the telephone. In 15 minutes, I can demonstrate the savings you get from the system.

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Can you think of better responses to this prospects objections?


Exhibit 8.4

Youd just be wasting your time. Im not interested.


Do you say that because you dont copy many documents?

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Can you think of better responses to this prospects objections?


Exhibit 8.4

We had a Xerox copier once and didnt like it.


probe for the specific reason of dissatisfaction and have a reply, but dont go too far. The objective is to get an appointment, not to sell the copier.

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

How would you go about accomplishing this other necessary planning?


How to build good impressions and credibility with this prospect. How to uncover this prospects needs. Anticipating likely objections and developing appropriate responses. How to obtain commitment.

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

Any questions about the terminology?


Primary call objective Privacy laws Screens Secondary call objectives Seeding Selling center Value proposition Videoconferencing Virtual sales call Web-casting

Analysis paralysis Barriers Focus of dissatisfaction Focus of power Focus of receptivity Gatekeepers Influential adversaries Minimum call objective Optimistic call objective

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

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Chapter 8
Questions answered Your objectives Pre-call planning Effectiveness criteria Multiple objectives Making appointments Additional planning Terminology

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