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Planning for the Sales Call: Six Steps to Pre- Approach Success
There are at least six general steps that ought to be considered in preparing for a sales call
1. Prepare the prospect for the initial sales call
"Seeding"
prospect-focused activities carried out several weeks or months before a sales call
fax
mail telephone
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Planning for the Sales Call: Six Steps to Pre- Approach Success (contd)
3. Gather and analyze all relevant information about the prospect
Gathering Information About Consumer Prospects Consumer credit bureaus Market research
Library sources
Gathering Information About Organizational Prospects In-house purchasing agents Electronic directories and databases Library sources
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Planning for the Sales Call: Six Steps To Pre- Approach Success (contd)
4. Identify the prospect's problems and needs
Implication
Needs Payoff
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The old saying that "you never get a second chance to make a first impression" indicates how important that first face-to-face contact with the prospect can be
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Mood
positive
Facial Expression
warmly smiling with mouth and eyes
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A common complaint of many buyers is that salespeople are oftentimes rude, particularly to receptionists. So, professional deportment with the receptionist is critical.
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Because failure is so prominent in selling, salespeople may need to reprogram themselves so that they can focus on their successes rather than on their failures.
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Key Terms
Preapproach
The approach planning stage of the selling process.
Approach
The first face-to-face contact with the prospect.
Seeding
Prospect-focused activities, such as mailing pertinent news articles, carried out several weeks or months before a sales call.
Prenotification
A technique using an in-person cold call, a mailing, or a telephone call to send a strong signal to the prospect that the salesperson would like to schedule a sales call appointment.
Copyright Houghton Mifflin Company. All rights reserved. 426
SPIN
A selling technique that allows the salesperson to identify a prospects major needs quickly. The acronym refers to Situation, Problem, Implications, and Needs payoff.
Customer-Benefit Approach
An approach whereby the salesperson offers the prospect a specific benefit that can be realized from using the salespersons product.
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Survey Approach
An approach whereby the salesperson asks the prospect to answer a few survey questions, the responses to which establish quickly whether or not the prospect has a need for the salespersons product.
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