Chapter 7

Planning The Sales

Call Is A Must!

Irwin/McGraw-Hill © McGraw-Hill Companies, Inc., 2000

 7-1
The Consultative Selling—
Customer Relationship Model
Customer
Customer
strategic Performance
Performance
strategic Goals
needs
needs Goals

••Costs
Costs
Mutual
Mutual Long-term
Long-term ••Productivity
beneficial
beneficial Productivity
relationships
relationships
agreements
agreements
••Sales
Sales
Salesperson’s
Salesperson’s
creative ••Profits
Profits
creative
solutions
solutions
Irwin/McGraw-Hill © McGraw-Hill Companies, Inc., 2000
 7-2
Steps in the Preapproach:
Planning the Sale

Determine
Determine Develop
Develop Develop
Develop Develop
Develop
sales
salescall
call customer
customer customer
customer sales
sales
objective
objective profile
profile benefits
benefits presentation
presentation

Irwin/McGraw-Hill © 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. Buying hours and best time to see buyer:

5. Receptionist’s name:
6. Buyer’s profile:
7. Buyer’s personality style:
8. Sales call objectives:
9. What are customer’s important buying needs:

Irwin/McGraw-Hill © McGraw-Hill Companies, Inc., 2000

 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 customer’s 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 made—product use/promotional plan agreed on:

12. Post sales call comments (reason did/did not buy; what to do on next call;
follow-up promised):

Irwin/McGraw-Hill © McGraw-Hill Companies, Inc., 2000

 7-4A Examples of Topics Contained in the
Marketing Plan Segment of a Sales
Presentation
Resellers
 Advertising  Sales Promotion
 Geographical  Contests
 National  Coupons
 Regional  Demonstrations
 Local  Samples
 Co-op  Sweepstakes
 Type  POP displays
 Television  Sales force
 Radio  Working with
 Direct-mail their salespeople
 Internet  Trade Shows

Irwin/McGraw-Hill © 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

Irwin/McGraw-Hill © McGraw-Hill Companies, Inc., 2000

 7-5
Examples of Topics Contained in the Business
Proposition Segment of a Sales Presentation

Resellers End-Users
 List price  List price
 Shipping costs
 Shipping Costs
 Discounts
 Cash  Discounts
 Consumer  Cash
 Quantity  Quantity
 Trade
 Financing
 Financing
 Payment plans
 Payment plans
 Interest rate  Interest rates
 Markup  ROI
 Profit  Value analysis

Irwin/McGraw-Hill © McGraw-Hill Companies, Inc., 2000

 7-6A Major Phases in a Presentation:
A Sequence of Events to Complete in
Developing a Sales Presentation

Rapport-building
1.1.Approach
Approach Uncover needs
Attention, interest, transition

Features
2.2.Fully
Fullydiscuss
discuss Advantages
your
yourproduct
product Benefits

How to resell (for reseller)

3.3.Present
Presentyour
your How to use (for consumers and
marketing
marketingplan
plan industrial user)

Irwin/McGraw-Hill © McGraw-Hill Companies, Inc., 2000

 7-6B Major Phases in a Presentation:
A Sequence of Events to Complete in
Developing a Sales Presentation
4. Explain your
What’s in it for your customers?
business proposition

Recommend what to buy in order

5. Suggested
to fill their needs uncovered in
purchase order the presentation

6. Close Ask for the business!

Do not give up!

7. Exit Act as a professional
Leave the door open
Irwin/McGraw-Hill © McGraw-Hill Companies, Inc., 2000
 7-7
The Prospect’s Five Mental Steps
in Buying

Attention
Attention Interest
Interest Desire
Desire Conviction
Conviction Purchase
Purchase

Irwin/McGraw-Hill © McGraw-Hill Companies, Inc., 2000

 7-8A
The Selling Process and Examples
of Prospect’s Thoughts and Questions
Prospect’s Potential
Steps in the Prospect’s Verbal and Mental
Selling Process Mental Steps Questions
1. Prospecting
Salesperson locates
and qualifies prospects

2. Preapproach
Salesperson
determines sales call
objective, develops cus-
tomer profile, customer
benefit program, and
selling strategies.
Customer’s needs
are determined.
Irwin/McGraw-Hill © McGraw-Hill Companies, Inc., 2000
 7-8B
The Selling Process and Examples
of Prospect’s Thoughts and Questions
Prospect’s Potential
Steps in the Prospect’s Verbal and Mental
Selling Process Mental Steps Questions
3. Approach Attention due to arousal of Should I see salesperson?
Salesperson obtains potential need or problem. Should I continue to listen,
interview, meets Interest due to recognized interact, devote much time
prospect, and begins need or problem and the to a salesperson?
individualized sales desire to fulfill the need or What’s in it for me?
presentation. solve the problem.
Needs are further
uncovered.

Irwin/McGraw-Hill © McGraw-Hill Companies, Inc., 2000

 7-8C
The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the Prospect’s
Selling Process Mental Steps
4. Presentation Interest in information that
Salesperson relates provides knowledge and
product benefits to influences perceptions and
needs, using attitude.
demonstration, Desire begins to develop
dramatizations, based on information eval-
visuals, and proof uation of product features,
statements. advantages, and benefits.
This is due to forming posi-
tive attitudes that product
may fulfill need or solve
problem. Positive attitudes
brought about by
knowledge obtained
from presentation.
Irwin/McGraw-Hill
Prospect’s 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?
© McGraw-Hill Companies, Inc., 2000
 7-8D
The Selling Process and Examples
of Prospect’s Thoughts and Questions
Prospect’s Potential
Steps in the Prospect’s Verbal and Mental
Selling Process Mental Steps Questions
5. Trial close Desire continues based on
Salesperson asks information evaluation.
prospect’s opinion on
benefits during and
after presentation.

6. Objections Desire continues based on Do I understand the

Salesperson uncovers information evaluation. salesperson’s marketing
objections. plan and business
proposition?
I need more information to
make a decision. Can you
meet my conditions?

Irwin/McGraw-Hill © McGraw-Hill Companies, Inc., 2000

 7-8E
The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the Prospect’s
Selling Process Mental Steps
7. Meet Objections Desire begins to be
Salesperson transformed into belief.
satisfactorily answers Conviction established due to
objections. belief the product and
salesperson can solve needs
or problems better than
competitive products.
Appears ready to buy.
Prospect’s 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?

Irwin/McGraw-Hill © McGraw-Hill Companies, Inc., 2000

 7-8F
The Selling Process and Examples
of Prospect’s Thoughts and Questions
Prospect’s Potential
Steps in the Prospect’s Verbal and Mental
Selling Process Mental Steps Questions
8. Trial Close Conviction becomes stronger. Can I believe and trust this
Salesperson uses person?
another trial close to Should I reveal my real
see if objections have concerns?
been overcome; or if
presentation went
smoothly before the
close, to determine
if the prospect is ready
to buy.

Irwin/McGraw-Hill © McGraw-Hill Companies, Inc., 2000

 7-8G
The Selling Process and Examples
of Prospect’s Thoughts and Questions
Prospect’s Potential
Steps in the Prospect’s Verbal and Mental
Selling Process Mental Steps Questions
9. Close Action (purchase) occurs I am asked to make a buying
Salesperson has based on positive beliefs decision now.
determined prospect is that the product will fulfill If I buy and I am dissatisfied,
ready to buy and now needs or solve problems. what can I do?
asks for the order. Will I receive after-the-sale
service as promised?
What are my expectations
toward this purchase?
Why don’t you ask me to
buy?
Ask one more time and I’ll
buy.

Irwin/McGraw-Hill © McGraw-Hill Companies, Inc., 2000

 7-8H
The Selling Process and Examples
of Prospect’s Thoughts and Questions
Prospect’s Potential
Steps in the Prospect’s Verbal and Mental
Selling Process Mental Steps Questions
10. Follow-Up Satisfaction—Dissatisfaction Did the product meet my
Salesperson provides expectations?
customer service after Am I experiencing
the sale. dissonance?
How is the service associated
with this product?
Should I buy again from this
salesperson?

Irwin/McGraw-Hill © McGraw-Hill Companies, Inc., 2000