Relationship selling through service mkt 173 chap 7

Main Topics  The Tree of Business Life: Planning  Strategic Customer Sales Planning–The Preapproach  The Prospect’s Mental Steps  Overview of the Selling Process... Strategic Custom

Planning the Sales Call Is a

Main Topics

 The Tree of Business Life: Planning

 Strategic Customer Sales Planning–The

Preapproach

 The Prospect’s Mental Steps

 Overview of the Selling Process

The Tree of Business Life: Planning

Guided by The Golden The Golden

Rule:

 Plan how to help people solve problems and fulfill needs.

 Plan every aspect of the sales call

so you will be organized and prepared.

 Plan to present a specific solution

to each prospect’s unique set of problems and needs.

 You will see that ethical service builds true relationships.

How Do You Define Success?

 You might define success as making an “A.”

 Or you might define success as just passing this course

How Do You Define Success?, cont…

 A salesperson might define

success as making the sales

quota this year

 Or he or she might define success

as being the top salesperson in

the company

How Do You Define Success?, cont…

 What is success when

calling on an individual

customer?

 If your purpose, plan,

and goal are centered

on helping instead of

selling, can you fail?

How Do You Define Success?, cont…

 What if your customer did not have a

need? Did you fail?

 Yes or no?

Can You “Not” Make a Sale and Still Be

Successful?

 What if your product would not

help meet your customer’s

needs? Did you fail?

 Yes or no?

Can You “Not” Make a Sale and Still Be

Successful?, cont…

 There are reasons you may

not make a sale, but there

should never be a reason that

you do not meet the

“purpose” of your business

meeting….Why?

Can You “Not” Make a Sale and Still Be

Successful?, cont…

Your purpose is to help someone!

Can You “Not” Make a Sale and Still Be

Successful?, cont…

A. Sales Call Purpose – to make a contribution

to the welfare of a person or organization

B. Plan – a method of achieving an end

C. Success – setting a goal and accomplishing

it

D. To be successful doesn’t necessarily mean

to make a sale It just means to serve the customer in the best way possible

How Do You Define Success?

Exhibit 7-2: The Preapproach Involves

Planning the Sales Presentation

Strategic Customer Sales Planning—The

Preapproach

Effective Strategic problem solvers have the skills

and knowledge to:

 Uncover and understand the customer’s

strategic needs by gaining an in-depth

knowledge of the customer’s organization

 Develop creative solutions that demonstrate a

creative approach to addressing the customer’s

strategic needs in the most efficient and effective

manner possible

 Arrive at a mutually beneficial agreement

Strategic Problem Solving

Strategic Needs

The salesperson who understands the full

range of the customer’s needs is in a much better position to provide a product solution that helps the customer progress more

efficiently and effectively toward achieving his

or her organization's strategic goal

Strategic Problem Solving

Creative Solutions

 A customized version of a product and/or service that efficiently addresses the

customer’s specific strategic goals

 A mix of goods and services – including competitors’ products and services – that offers the best possible solution in light of the customer's strategic needs

Strategic Problem Solving

Mutually Beneficial

Agreements

Salespeople and customers must work

together to develop a common understanding

of the issues and challenges at hand to

achieve a mutually beneficial agreement

Customer Relationship Model

 Customers have strategic needs that salespeople must meet through creative solutions

 Both come to mutual benefit solutions

 Leads to long-term relationships between the

customer and salesperson

 Meets performance goals

Exhibit 7-3: Consultative Selling–Customer

Relationship Model

Exhibit 7-5: Steps in the Preapproach:

Planning the Sale

Determine sales

call objective(s)

Develop/Review customer profile

Develop customer benefits

Develop sales presentation

Strategic Customer Sales Planning—The

Preapproach cont…

Elements of sales call planning

 Determining the sales call objective

 Developing or reviewing the customer profile

 Developing a customer benefit plan

 Developing the individual sales presentation

based on

 the sales call objective,

 the customer profile, and

 the customer benefit plan

Develop sales presentation

Develop customer benefits

Develop/Review customer profile

Determine sales

call objective(s)

Exhibit 7-5: Steps in the Preapproach:

Planning the Sale, cont…

Always Have a Sales Call Objective

 The sales call objective is the main purpose

of contact with a prospect or customer

 The exception is a survey call

Strategic Customer Sales Planning—The

Preapproach cont…

Always have a sales call objective – set

objective for every call

 The precall objective – have one or more

“ If this call is successful, what will result?”

 Be focused and flexible – know where you

Strategic Customer Sales Planning—The

Preapproach cont…

 Make the goal specific

Not just to “…get an order.”

 Move customer conversation toward your

objective

Guide the customer to preplanned outcome

 Set a SMART call objective

Strategic Customer Sales Planning—The

Preapproach cont…

 Set a SMART call objective

Specific—not just “…get an order”

Measurable—quantifiable (number, size, etc.)

Achievable—not too difficult to fulfill

Realistic—not too easy to fulfill

Timed—at this call, or before EOM, EOY, etc.

 Customer profile provides insight

 Customer benefit plan: what’s it all about?

 The sales presentation is where it all comes together

Develop sales presentation

Develop customer benefits

Develop/Review customer profile

Determine sales

call objective(s)

Exhibit 7-5: Steps in the Preapproach:

Planning the Sale, cont…

Customer Profile Provides Insight

 Review information to create customized presentation.

 See what your customer has done in the past to

determine future needs.

 If you do not have customer profiles, get one for each customer.

Customer Profile Provides Insight

It should tell you

 Who makes the buying decisions?

 What is the buyer’s background?

 What are the desired business terms and what are the needs of the account?

 What competitors do business with the account?

 What is the history of the account?

Exhibit 7-6: Information Used in a Profile

and for Planning

Develop sales presentation

Develop customer benefits

Develop/Review customer profile

Determine sales

call objective(s)

Exhibit 7-5: Steps in the Preapproach:

Planning the Sale, cont…

Customer Benefit Plan: What It’s All About!

1 Select features, advantages, and benefits

2, Develop your marketing plan

4 Develop a suggested purchase order

based on customer benefit plan

3 Develop your business proposition

Customer Benefit Plan: What It’s All About!

 Steps in creating the customer benefit plan:

Step 1: Select FABs for product discussion

Step 2: Select FABs for marketing plan discussion

Step 3: Select FABs for business proposition discussion

Step 4: Develop suggested purchase order based on first three

steps

Exhibit 7-7: Examples of Topics Contained in the

Marketing Plan Segment of Your Sales Presentation

Exhibit 7-8: Examples of Topics Contained in the Business

Proposition Segment of Your Sales Presentation

Exhibit 7-5: Steps in the Preapproach:

Planning the Sale, cont…

Develop sales presentation

Develop customer benefits

Develop/Review customer profile Determine sales

call objective(s)

The Sales Presentation Is Where It All

Comes Together

The sales presentation is

where it all comes together

The Sales Presentation Is Where It All

Comes Together

 Write out all FABs for steps 1 – 3

 Write out suggested purchase order

 Now you are ALMOST ready to create your

sales presentation

Exhibit 7-9: Major Phases in Your 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 consumer and industrials user)

What’s in it for your customers?

Recommend what to buy in order to fill the needs

uncovered in the presentation Ask for the business!

Do not give up!

Act as a professional Leave the door open

Approach – covered in Chapter 9

Close – covered in Chapter 12

In Planning a Sales Presentation, You

Should Consider:

 The prospect’s mental steps

 What would the prospect be thinking as

you give your presentation?

The Prospect’s Five Mental Steps

1. Attention

2. Interest—determine buying motives

3. Desire—use FAB

4. Conviction—develop

strong belief in product

5. Purchase or Action

How Do You Obtain Someone’s Attention

When You Begin Your Presentation?

Attention Interest Desire Conviction Purchase

 Show you are there to help!

 The proper approach is important! (Chapter

9)

 Your goal is to determine a need or problem

How Do You Keep Someone’s Interest in

What You are Presenting?

Attention Interest Desire Conviction Purchase

 Show you are there to help!

 Quickly present major FABs that:

 Fulfill a need

 Solve a problem

 Show and tell as discussed in Chapter 10

How Do You Build Desire for Your

Product?

Attention Interest Desire Conviction Purchase

 Show you are there to help!

 Using your trial closes, determine

if prospect is interested in benefits

 Watch for nonverbal signals!

 Green

 Yellow

 Red

How Do You Establish The Conviction

Your Product Will Solve Needs or

Problems?

Attention Interest Desire Conviction Purchase

 Show you are there to help!

 Let the customer see how your product’s

FABs will solve her needs or problems

 Your trial closes will reveal whether the

customer ready to buy

How Do You Know if Customer Ready to

Attention Interest Desire Conviction Purchase

 Show you are there to help!

 Trial close response(s) give nonverbal

signals that indicate positive beliefs that the product will fulfill needs or solve problems

Overview of the Selling Process

 Getting the prospect’s attention and interest by

having the prospect recognize a need or problem, and stating a wish to fulfill the need or solve the

problem

 Uncovering and answering the prospect’s questions and revealing and meeting or overcoming objections results in more intense desire

 Desire is transformed into the conviction that your product can fulfill the prospect’s needs or solve

problems.

Exhibit 7-11a: The Selling Process and Examples

of Prospect’s Mental Thoughts and Questions

Exhibit 7-11b: The Selling Process and Examples

of Prospect’s Mental Thoughts and Questions

Exhibit 7-11c: The Selling Process and Examples

of Prospect’s Mental Thoughts and Questions

Summary of Major Selling Issues

 Careful planning of the sales call is essential to success in selling.

 Planning builds self-confidence, develops an atmosphere of

goodwill, creates professionalism, and increases sales.

 Sales call planning:

 Have a sales call objective that is SMART

 Develop or review the customer profile

 Develop your customer benefit plan