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(C) Cosmopoint International University College

Sales Call Planning

Chapter 8


Sales Call Planning• Sales Call Planning is called the customer sales

preapproach.• Effective and efficient salesperson will engage in

problem solving and use their skills & knowledge to:– Get solution to problems and their strategic needs.– Get an in-depth knowledge of the customers and

expectation.– Engage in creative solutions development to

overcome customer’s personal needs.– The salesperson has the ability to come to an

agreement with the prospect which mutually beneficial to both parties.

• Note: three key terms – strategic needs, creative solutions, mutually beneficial agreement are important tp strategic problem solving. If done effectively the salesperson can create a strategic customer relationship or formal relationship with the customer with both and each other benefits.


Sales call Planning – Key Terms

• Strategic Needs – A Salesperson who

understands the customer’s total needs is in much better in providing better service to the customer.

– This helps the customer to achieve their organizational goals.

– Top performing salesperson have a greater understanding of the customer’s needs.

– The salesperson has the ability to match their products with the customer’s organization’s needs.


Sales call Planning – Key Terms(2)

• Creative Solutions– Different customers have

different needs and the organizational needs differ too.

– Thus different types of problems require different types of specific creative solutions from the salesperson to full their customer’s satisfaction.

– The salesperson must use creative problem solving techniques to identify specific solution that fulfill customer’s needs.


Sales call Planning – Key Terms(3)

•Solution represent the following option:

– A customized version that effectively addresses the customer’s specific needs.

– A mix of goods and services, if possible include competitor’s product and services when trying to fulfill customer’s needs.

Note: The stronger is the customer relationship when the salespeople can resolve as when arise trying to fulfill customer’s needs.


Mutually Beneficial Agreements

• How to achieve mutual beneficial agreement with the customer?– Must able to develop common

understanding of the issues, problems and challenges.

– Must be able to work together or form a synergy with theirs customers.

– Must be able to secure the confidence of the customers.

– Gain access to confidential information of the customer and be trustee of the information entrusted.

SalespersonCustomer


The Customer Relationship Model

Customer Strategic needs

Salesperson’s creative

solutions

Mutually beneficial agreements

Long term realtionships

Consultative selling – customer relationship model

Performance Goals

§ Costs

§ Productivity

§ Sales

§ Profits


• Consultative Selling – Customer Relationship Model– The diagram consist of the main elements of

consultative selling (CS).

– Salespeople through creative thinking arrive at solutions that meets customers needs.

– The customer benefits and so does the salesperson.

– CS brings recurring sales to salespeople and their organization.

The Customer Relationship Model


Reasons- Sales call Planning

• Sales call planning is the key to success.

• Why is sale call planned? They help:

• In building confidence• To develop an atmosphere of

friendly relationship between buyer and seller.

• To show professionalism.• To increase the sales

because the salesperson understands the buyer’s needs


Builds Confidence

• Early preparation helps in advance what you intend to say and talk about it.

• Helps to increase your confidence and your ability to communicate effectively as a professional salesperson.

• Helps to impress the prospect/buyer or customer so the chances for salesperson to get a positive reply is good.


Develop a good friendly relationship with the prospect/customer

• Understand the needs of the prospect.

• Concern for the prospect’s welfare.

• Positive attitude and goodwill.

• All this lead to a positive response and sincerity on the part of customer to the salesperson.


Create Professionalism• Good business relationship is

built on a good knowledge of your company, industry and customer’s business needs.

• As a professional, the salesperson must have the

• Have the ability to solve customer’s problems

• Be able to provide solution to the customer’s needs.

• Using knowledge and experience acquired be used wisely for the customer and business needs


Increase Sales

• The salesperson must be able to communicate to make customer’s understand how their product address customer’s needs.

• A proper and effective sales call planning will help you come up with a suitable solution for the customer.

• Thus a well thought out and planned sales call will help tremendously in sales success.


Elements of Sales Call Planning

Determine sales call objective

STEPS IN THE PREAPPRAOCH : PLANNING THE SALE

Develop customer profile

Develop customer benefits

Develop sales presentation


The Sales Call Planning

• Sales Call Planning consist of:-

• Determining the sales call objective.

• Developing or reviewing the customer profile.

• Developing a customer benefit plan.

• Developing an individual presentation.


The Sales Call Objective

• Let's set clear objectives for our sales calls and presentations as a means to improve communications with our clients

• When you know specifically what your objectives are, you feel more confident and in command of the situation.


The Pre Call Objective

• A Sales call will systematically move to the creation of the sale provided all that is required to ensure its success has been maintained and sustained.


Focus and Flexibility

• Writing down your Precall objective, increases the focus of your efforts.

• As a professional salesperson you should be moving your prospect to a preset goal.

• Salesperson must know where he or she is going.

• If your call objective is not suitable you may change direction and reroute to achieve a new objective.


Making the goal specific

• More specific the objective is, the better the outcome of your action.

• Salespeople should be thinking and asking some key questions to themselves:

• What potential has this prospect?• Which product or service is best for this

account?• How large an order should I propose and

is acceptable to the prospect?


Moving towards the objective

• A Sales Call may have limited objective, but an effective tool in sales process.

• Salespeople ought to direct the prospect or customer in the right direction of the preplanned course of action.

• Asking the right question helps:• If we can meet your product spec, will you be able to set

up a trial close for us?• How soon do you expect the VP to make an positive

decision?• Can you arrange for a demonstration at the end of this

month?


SMART Call Objective

• Use a mnemonic (short form) S.M.A.R.T call objective to help you get there. The formula:-

• Specific – to get a specific order.

• Measurable – quantifiable• Achievable – can be done• Realistic – practical and

possible.• Timed – achievable within a

preset time


Developing the Customer Profile

• What is a Customer Profile?• A record of a customer's details - e.g. age, gender (male

or female), address.• Can be used to compare with those details of other

customers.• Can enable a company to monitor the qualities/volume of

product buying or service usage by customers. • It can help the company to develop other products for

the same sector or to develop different strategies for selling the same products to other target markets.


Customer Profile - Contents

• A customer profile consist of:• Who makes the buying

decision?• What is the background of the

buyer?• What are desired business

terms & conditions required of the key accounts e.g. delivery, credit and technical service etc.

• What are main purchasing policies and practice of the key account?

• What is the history of the key account?


Developing the Customer Benefit Plan

• What is a Customer Benefit Plan?– This Plan covers the

core information used in your sales presentation.

– It must be of good quality


Steps in developing a Customer Benefit Plan

Step 1 Select the features, advantages & benefits (F & B) of your product to present to the prospect

Step 2 Develop the marketing plan

Step 3 Develop your business proposition

Step 4 Develop a suggested purchase order based on a customer benefit plan


The Sales PresentationApproach

Fully discuss your product

Present your marketing plan

Explain your business proposition

Suggested purchase order

Close

Exit

Rapport buildingUncover needsAttention, interest & transition

FeaturesAdvantagesBenefits

How to resell (for resellers)How to use (for consumers and industrial user)

What’s in it for your customer?

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

Ask for the business?

Do not give up?Act as a professionalLeave the door open


What is Sales Presentation?

• SP is the promotional message a sales person delivers to a prospect.

• To explain, stimulate, interest in and motivate the prospect to purchase the products or products recommended in the proposal.

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