Planning Sales Dialogues and Presentations

Chapter 6 - Planning Sales Dialogues and
Presentations
6
Planning Sales
Dialogues and
Presentations
Copyright ©2020 Cengage Learning. All Rights Reserved. May

not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Learning Outcomes
LEARNING OUTCOMES
1. Explain why it is essential to focus on the

customer when planning sales calls
2. Understand alternative ways of communicating
with prospects and customers through canned sales
presentations, written sales proposals, and
organized sales dialogues and presentations
3. Discuss the nine components in the sales dialogue
template that can be used for planning an organized
sales dialogue or presentation
Copyright ©2020 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part. SELL6 | CH6 2
Learning
LEARNINGOutcomes (continued)
OUTCOMES (continued)
4. Explain how to write a customer value proposition

statement
5. Link buying motives to benefits of the seller’s
offering, support claims made for benefits, and
reinforce verbal claims made
6. Engage the customer by setting appointments
LO 1
Customer-Focused Sales Dialogue Planning
• Sales call: In-person meeting between the

buyer and the sales team to discuss business
• Sales dialogue
➖ Business conversations between buyer and
salesperson to initiate, develop, and enhance
customer relationships
• Sales presentations: Comprehensive
communications designed to persuade the
customer to make a purchase
LO 2
Exhibit 6.1 Types of Sales Communications
LO 2
Tips for Creating Effective Sales Proposals
• Focus on the prospect

• Present a compelling, relevant case for the
offering
• Make the proposal as concise as possible
• Quantify the value that can be offered
• Present important details and make the
entire proposal clear
• Include testimonials and endorsements
when appropriate
LO 2
Tips for Creating Effective Sales Proposals

(continued)
• Write the proposal in the customer’s

language and avoid seller jargon
• Realize that most proposals serve an
educational purpose
• Clearly communicate next steps and make it
easy for the customer to take action
• Be sure communications lines are open
• Allow ample time for proofreading
LO 2
Parts of a Sales Proposal
• Executive summary
• Functions
➖ Succinctly and clearly demonstrates the
salesperson’s understanding of the customer’s
needs and the relevance of the proposed
solution
➖ Builds a desire to read the full proposal
• Customer needs and proposed solution
• Includes situation analysis and the
recommended solution
LO 2
Parts of a Sales Proposal (continued)
• Seller profile
• Information about the selling company
• Pricing and sales agreement
• This section presents the pricing and delivery
options
• Implementation and timetable
• Includes a contract, an order form, or
instructions regarding who to call to place an
order or request additional information
LO 2
Dimensions for Evaluating Sales Proposals
• Reliability
• Assurance
• Tangibles
• Empathy
• Responsiveness
LO 2
Organized Sales Dialogues
• Several sales conversations that involve the

process of converting a prospect into a
customer over multiple encounters
• May precede or follow other sales
communications such as a written sales
proposal
LO 2
Figure 6.1 The Trust-Based Selling Process:

A Need-Satisfaction Consultative Model
LO 3
Exhibit 6.4 Sales Dialogue Template
LO 3
Exhibit 6.4 Sales Dialogue Template (continued 1)
LO 3
LO 3
LO 3
Ethical Dilemma
LO 4
Engaging the Customer
• Most initial sales calls on new prospects

require an appointment
• Chances of getting an appointment improves
with the following directives:
➖ Giving the prospect a reason why an
appointment should be granted
➖ Requesting a specific amount of time
➖ Suggesting a specific time for the
appointment
Key Terms
KEY TERMS
• Sales call • Sales dialogue

• Sales dialogue template
• Sales presentations • Customer value
• Canned sales proposition
presentations • Buying motive
• Written sales • Rational buying
proposals motives
• Organized sales • Emotional buying
dialogue motives
• Organized sales • Features
presentation • Benefits
SELL6 | CH6 19
Summary
SUMMARY
• Sales dialogue with a customer involves

making a sales call and a sales presentation
• Salespeople must decide on a basic format
in planning customer encounters
• A sales dialogue template ensures that all
pertinent content areas are covered with
each prospect
• Engaging the prospect involves making an
appointment with him or her
Copyright ©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. HIST4
SELL6 | CH6 20
Chapter 06

Planning Sales Dialogues and Presentations

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Chapter 6 - Planning Sales Dialogues and

Copyright ©2020 Cengage Learning. All Rights Reserved. May

1. Explain why it is essential to focus on the

4. Explain how to write a customer value proposition

Customer-Focused Sales Dialogue Planning

• Sales call: In-person meeting between the

Exhibit 6.1 Types of Sales Communications

Tips for Creating Effective Sales Proposals

• Focus on the prospect

Tips for Creating Effective Sales Proposals

• Write the proposal in the customer’s

Parts of a Sales Proposal

Parts of a Sales Proposal (continued)

Dimensions for Evaluating Sales Proposals

Organized Sales Dialogues

• Several sales conversations that involve the

Figure 6.1 The Trust-Based Selling Process:

Exhibit 6.4 Sales Dialogue Template

Exhibit 6.4 Sales Dialogue Template (continued 1)

Exhibit 6.4 Sales Dialogue Template (continued 2)

Exhibit 6.4 Sales Dialogue Template (continued 3)

Engaging the Customer

• Most initial sales calls on new prospects

• Sales call • Sales dialogue

• Sales dialogue with a customer involves

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