Chapter 6

Appointments and Planning the Presentation

Customer-Focused Sales Dialogue

Throughout the process, the selling strategy must focus on customer needs and how the customer defines value.

Sales Presentations

Need Discovery

Follow-Up; Build More

Value

Sales CallsCustomer-Focused Sales Dialogue Sales dialogue

occurs over time and includes sales calls and other forms of buyer-seller communication.

Linking Solutions to Needs

How the buyer’s needs will be met or how an opportunity can be realized as a result of a purchase.

How the product/service features translate, in a functional sense, into benefits for the buyer.

Why the buyer should purchase from the salesperson as opposed to a competitive salesperson.

If you talk with your prospect about the things that concern him/her, you’ll always have an attentive listener

Salespeople should strive to communicate to the buyer . . .

Getting the Appointment Experienced sales representatives try to

schedule appointments in advance Appointments are efficient Appointments allow customers to see

salespeople at their convenience, and to prepare for such meetings if necessary

Important Pre-Approach Information (from previous chapter(s))

Examples include:

Client name and pronunciation Risk/type of buying situation Communication style/profile of the buyer (may not be able

to assess till several visits) What is the market position of the company Major competitor(s) of the company Industry condition/intelligence Challenges the organization may be facing Company characteristics – size, division, decision makers,

etc.

Setting the Appointment Most commonly used methods:

Telephone In-person calls Letters Email Third party introductions

What are the Strengths and weaknesses of each method?

Third Party Referral Third party referral is an extension of the

referral technique of prospecting The satisfied customer may be asked not only

to supply names of prospects but also to write a note introducing you to that prospect

This technique is particularly effective in industrial (B2B) situations

Today’s Class and Announcements Put your phones away please!!!!!!!!!!!!!!!! Finish chapter 6, and start chapter 7 Project Presentation Schedule – other section

and this section Next Class – Guest Speaker

Chris Gallivan,BBA ‘08 Territory Manager - Peripheral Vascular & Biopsy - NS/NB/PE, Bard Canada Inc.

Wednesday November 14 – Brian Mulroney talk

Types of Sales Presentations

Canned Presentation

Organized Presentation

Written Proposal

Little training is required; inflexible/not customizable; difficult to build trust

Extensive training is required; customizable; interactive; fosters trust

Some training is required; customizable while being written but not once delivered; may be perceived as more credible

Canned Presentations

Include Scripted sales calls Memorized presentations Automated presentations

Should be tested for effectiveness Must assume buyers’ needs are

the same

Hello ___,

My name is _____.

I want to tell you about . . .

Written Presentations The proposal is a complete self-contained

sales presentation Customer may receive proposal and a follow-

up call to explain and clarify the proposal. Thorough assessment should take place

before a customized proposal is written Common parts to written proposals include:

Executive Summary Customers needs and proposed solution Seller profile Pricing and Sales Agreement Implementation and timetable

Organized Sales Dialoguesand Presentations

Addresses individual customer and different selling situations.

Allow flexibility to adapt to buyer feedback

Most frequently used format for sales professionals

Sales Dialogue and Presentation Template (Exhibit 6.4)

Section 1: Prospect Information

Section 2: Customer Value Proposition

Section 3: Sales Call Objective

Section 4: Linking Buying Motives, Benefits, Support Information and Reinforcement Method

Sales Dialogue and Presentation Template

Section 5: Competitive Situation

Section 6: Beginning the Sales Dialogue

Section 7: Anticipate Questions and Objections

Section 8: Earn Prospect Commitment

Section 9: Build Value through Follow-up Action

Establishing Sales Call Objectives

2. Minimum objectives

(lowest acceptable outcome)

3. Optimal objectives

(best possible outcome)

1. Primary objectives

(targeted outcome)

Establishing Sales Call Objectives

Establishing Sales Call Objectives

Use “S M A R T” steps to set sales objectives:

Specific: Establish a specific, major objective for the sales call. Measurable: Ensure that your major objective is measurable or quantifiable, e.g., a certain number of units or dollar sales volume.

Achievable: Make sure the goals you set are realistic and achievable.

Relational: Always try to develop a long-term relationship with the prospect even if the major objective on this sales call is not achieved. Why? Temporal: If you can, establish with the prospect a specific timeframe for achieving the major objective.

Common Sales Calls ObjectivesUltimately, most sales calls should achieve one or more of three overall objectives:

1. Generate sales: Sell particular products to target customers on designated sales calls

2. Develop the market: Lay the groundwork for generating new business by educating customers and gaining visibility with prospective buyers

3. Protect the market: Learn competitors’ strategies and tactics and protect relationships with current customers

Approaching the Customer - Sales Presentation Strategy

Three approaches:

Non-product Approach Consumer-Directed Approaches Product-related Approaches

Non-Product Related Approaches

Dramatic act

Free gift or sample

Mutual acquaintance or reference

Self-introduction

Non-ProductRelated

Approaches

Consumer-Directed Approaches

Question

Survey

Compliment or praise

Consumer-DirectedApproaches

Product-Related Approaches

Product demonstration

Product or Ingredient

Product-RelatedApproaches

First Impressions

Ask for permission to sit Never clutter the prospect’s desk without

asking for permission Watch the tone of your voice Always be courteous but not overly friendly or

pushy Never be presumptuous

Video Analysis

Video ClipsLook for the following: Relationships Buying situation Approaches to selling and leading-off Product Considerations

Knowledge Industry

Ethical considerations Transition question(s) Implication questions and Questioning Systems