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Planning The Sales

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7-1

The Consultative Selling Customer Relationship Model


Performance Goals

Customer strategic needs Mutual beneficial agreements

Costs
Long-term relationships Productivity

Sales Salespersons creative solutions


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Profits
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7-2

Steps in the Preapproach: Planning the Sale

Determine sales call objective

Develop customer profile

Develop customer benefits

Develop sales presentation

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McGraw-Hill Companies, Inc., 2000

7-3A

Information Used in Profile and 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 our product: 4. 5. 6. 7. 8. 9. Buying hours and best time to see buyer: Receptionists name: Buyers profile: Buyers personality style: Sales call objectives: What are customers important buying needs:
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7-3B

Information Used in Profile and Planning

10. Sales presentation: a. Sales approach: b. Features, advantages, benefits: c. Method of demonstrating FAB: d. How to relate benefits to customers 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 madeproduct use/promotional plan agreed on: 12. Post sales call comments (reason did/did not buy; what to do on next call; follow-up promised):
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7-4A

Examples of Topics Contained in the Marketing Plan Segment of a Sales Presentation


Resellers
Sales Promotion
Contests Coupons Demonstrations Samples Sweepstakes POP displays

Advertising
Geographical National Regional Local Co-op Type Television Radio Direct-mail Internet

Sales force Working with their salespeople Trade Shows

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McGraw-Hill Companies, Inc., 2000

7-4B

Examples of Topics Contained in the Marketing Plan Segment of a Sales Presentation


End-Users

Availability Delivery Guarantee Installation Who does it? When? How? Maintenance/service Training on use Warranty

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McGraw-Hill Companies, Inc., 2000

7-5

Examples of Topics Contained in the Business Proposition Segment of a Sales Presentation


Resellers
List price Shipping costs Discounts
Cash Consumer Quantity Trade Financing Payment plans Interest rate

End-Users
List price Shipping Costs Discounts
Cash Quantity

Financing

Markup Profit
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plans Interest rates ROI Value analysis


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Payment

7-6A

Major Phases in a Presentation: A Sequence of Events to Complete in Developing a Sales Presentation


Rapport-building Uncover needs Attention, interest, transition Features Advantages Benefits How to resell (for reseller) How to use (for consumers and industrial user)
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1. Approach

2. Fully discuss your product

3. Present your marketing plan


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7-6B

Major Phases in a Presentation: A Sequence of Events to Complete in Developing a Sales Presentation


Whats in it for your customers?

4. Explain your business proposition

5. Suggested purchase order

Recommend what to buy in order to fill their needs uncovered in the presentation

6. Close

Ask for the business!

7. Exit
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Do not give up! Act as a professional Leave the door open

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7-7

The Prospects Five Mental Steps in Buying

Attention

Interest

Desire

Conviction

Purchase

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7-8A

The Selling Process and Examples of Prospects Thoughts and Questions


Prospects Mental Steps Prospects Potential Verbal and Mental Questions

Steps in the Selling Process


1. Prospecting Salesperson locates and qualifies prospects

2. Preapproach Salesperson determines sales call objective, develops customer profile, customer benefit program, and selling strategies. Customers needs are determined.
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7-8B

The Selling Process and Examples of Prospects Thoughts and Questions


Prospects Mental Steps
Attention due to arousal of potential need or problem. Interest due to recognized need or problem and the desire to fulfill the need or solve the problem.

Steps in the Selling Process


3. Approach Salesperson obtains interview, meets prospect, and begins individualized sales presentation. Needs are further uncovered.

Prospects Potential Verbal and Mental Questions


Should I see salesperson? Should I continue to listen, interact, devote much time to a salesperson? Whats in it for me?

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7-8C

The Selling Process and Examples of Prospects Thoughts and Questions


Prospects Mental Steps
Interest in information that provides knowledge and influences perceptions and attitude. Desire begins to develop based on information evaluation of product features, advantages, and benefits. This is due to forming positive attitudes that product may fulfill need or solve problem. Positive attitudes brought about by knowledge obtained from presentation.

Steps in the Selling Process


4. Presentation Salesperson relates product benefits to needs, using demonstration, dramatizations, visuals, and proof statements.

Prospects Potential Verbal and Mental Questions


Is the salesperson prepared? Are my needs understood? Is the seller interested in my needs? Should I continue to listen and interact? So what? (to statements about features) Prove it! (to statements about advantages) Are the benefits of this product the best to fulfill my needs?
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7-8D

The Selling Process and Examples of Prospects Thoughts and Questions


Prospects Mental Steps
Desire continues based on information evaluation.

Steps in the Selling Process


5. Trial close Salesperson asks prospects opinion on benefits during and after presentation. 6. Objections Salesperson uncovers objections.

Prospects Potential Verbal and Mental Questions

Desire continues based on information evaluation.

Do I understand the salespersons marketing plan and business proposition? I need more information to make a decision. Can you meet my conditions?
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7-8E

The Selling Process and Examples of Prospects Thoughts and Questions


Prospects Mental Steps
Desire begins to be transformed into belief. Conviction established due to belief the product and salesperson can solve needs or problems better than competitive products. Appears ready to buy.

Steps in the Selling Process


7. Meet Objections Salesperson satisfactorily answers objections.

Prospects Potential Verbal and Mental Questions


Let me see the reaction when I give the salesperson a hard time. I have a minor/major objection to what you are saying. Is something nonverbal being communicated? Did I get a reasonable answer to my objection?

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7-8F

The Selling Process and Examples of Prospects Thoughts and Questions


Prospects Mental Steps
Conviction becomes stronger.

Steps in the Selling Process


8. Trial Close Salesperson uses another trial close to see if objections have been overcome; or if presentation went smoothly before the close, to determine if the prospect is ready to buy.

Prospects Potential Verbal and Mental Questions


Can I believe and trust this person? Should I reveal my real concerns?

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McGraw-Hill Companies, Inc., 2000

7-8G

The Selling Process and Examples of Prospects Thoughts and Questions


Prospects Mental Steps
Action (purchase) occurs based on positive beliefs that the product will fulfill needs or solve problems.

Steps in the Selling Process


9. Close Salesperson has determined prospect is ready to buy and now asks for the order.

Prospects Potential Verbal and Mental Questions


I am asked to make a buying decision now. If I buy and I am dissatisfied, what can I do? Will I receive after-the-sale service as promised? What are my expectations toward this purchase? Why dont you ask me to buy? Ask one more time and Ill buy.

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7-8H

The Selling Process and Examples of Prospects Thoughts and Questions


Prospects Mental Steps
SatisfactionDissatisfaction

Steps in the Selling Process


10. Follow-Up Salesperson provides customer service after the sale.

Prospects Potential Verbal and Mental Questions


Did the product meet my expectations? Am I experiencing dissonance? How is the service associated with this product? Should I buy again from this salesperson?

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McGraw-Hill Companies, Inc., 2000