Relationship selling through service mkt 173 chap 7

Planning the Sales Call Is a Must! McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc All Chapter Main Topics  The Tree of Business Life: Planning  Strategic Customer Sales Planning–The Preapproach  The Prospect’s Mental Steps  Overview of the Selling Process 7-4 Chapter The Tree of Business Life: Planning True Et hic al ce rvi Se T T T T T TT T T T T Builds Relationships T I C Guided by The Golden Rule: 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 What Is Success? Purpose Plan Success 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 How Do You Define Success?, cont…  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? 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? 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? 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 In Planning a Sales Presentation, You Should Consider:  The prospect’s mental steps ? ??? ?  What would the prospect be thinking as you give your presentation? Exhibit 7-10: The Prospect’s Five Mental Steps in Buying Attention Interest Desire 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 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 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 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 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 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 End of Chapter McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc All Chapter ... Prospect’s Mental Steps  Overview of the Selling Process 7- 4 Chapter The Tree of Business Life: Planning True Et hic al ce rvi Se T T T T T TT T T T T Builds Relationships T I C Guided by The Golden... 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... 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