Marketing chapter 7a planning the sales call is a must

Chapter Planning the Sales Call is a Must! McGraw-Hill/Irwin ABC’s of Selling, 10/e Copyright © 2009 by The McGraw-Hill Companies, Inc All rights reser Main Topics      Defining Success The Tree of Business Life: Planning Strategic Customer Sales Planning–The Preapproach The Prospect’s Mental Steps Overview of the Selling Process 7-2 How Do You Define Success?   A baseball coach might define success as having more wins than losses Her or his boss might define success as winning the national championship or the World Series 7-3 How Do You Define Success?, cont…   You might define success as making an “A.” Or you might define success as just passing this course 7-4 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 7-5 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? 7-6 Can You “Not” Make a Sale and Still Be Successful?   What if your customer did not have a need? Did you fail? Yes or no? 7-7 Can You “Not” Make a Sale and Still Be Successful?, cont…   What if your product would not help meet your customer’s needs? Did you fail? Yes or no? 7-8 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 not meet the “purpose” of your business meeting….Why? 7-9 Can You “Not” Make a Sale and Still Be Successful?, cont… Your purpose is to help someone! 7-10 What is Left in Creating Your Sales Presentation? Approach Fully discuss your product Present your marketing plan  As shown in Exhibit 7-9 you need to create your:  Approach – covered in Chapter  Close – covered in Chapter 12 Explain your business proposition Suggested purchase order Close Exit 7-48 Before You Can Pick Your Approach You Must:  Select which presentation method to use – covered in Chapter  Prepare for anticipated objections from your prospect/customer – covered in Chapter 11 7-49 In Planning a Sales Presentation, You Should Consider:  The prospect’s mental steps ? ? ?? ?  What would the prospect be thinking as you give your presentation? 7-50 Exhibit 7-10: The Prospect’s Five Mental Steps in Buying Attention Interest Desire 7-51 Conviction Purchase The Prospect’s Five Mental Steps Attention Interest—determine buying motives Desire—use FAB Conviction—develop strong belief in product Purchase or Action How Do You Obtain Someone’s Attention When You Begin Your Presentation?  Show you are there to help!  The proper approach is important! (Chapter 9)  Your goal is to determine a need or problem Attention Interest Desire 7-53 Conviction Purchase How Do You Keep Someone’s Interest in What You are Presenting?  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 Attention Interest Desire 7-54 Conviction Purchase How Do You Build Desire for Your Product?    Show you are there to help! Using your trial closes, determine if prospect is interested in benefits Watch for nonverbal signals!    Green Yellow Red Attention Interest Desire Conviction Purchase 7-55 How Do You Establish The Conviction Your Product Will Solve Needs or Problems?    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 Attention Interest Desire Conviction Purchase 7-56 How Do You Know if Customer Ready to Purchase So You Can Close?   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 Attention Interest Desire Conviction Purchase 7-57 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 7-58 Exhibit 7-11a: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions 7-59 Exhibit 7-11b: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions 7-60 Exhibit 7-11c: The Selling Process and Examples of Prospect’s Mental Thoughts and Questions 7-61 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  7-62 ... 7-29 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 7-30 Strategic Customer Sales Planning. .. Preapproach: Planning the Sale, cont… 7-28 Strategic Customer Sales Planning the Preapproach, cont…  Always Have a Sales Call Objective The precall objective – have one or more!  Focus and... Develop sales presentation 7-26 Strategic Customer Sales Planning The Preapproach cont…  Elements of sales call planning Determining the sales call objective Developing or reviewing the customer