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Bmgt 204 chapter_7

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  • 1. BMGT 204: Sales Strategies and Techniques Chapter 7: Planning the Sales Call Is a Must
  • 2. The Golden Rule: Planning 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
  • 3. Begin Your Plan with Purpose Purpose The constant truth that guides your business life Directs how you approach each sales call Your purpose for any sales call should be to make a contribution to the welfare of the person. Plan to Achieve your Purpose Plan each day, and carry out your plan adjusting to circumstances as you go. At the end of each day evaluate your day to ensure a successful tomorrow.
  • 4. A plan is a method of achieving an end. The foundation of your plan must be based upon the truth.
  • 5. Exhibit 7.2: The preapproach involves planning the sales presentation Exhibit 7.2: The preapproach involves planning the sales presentation
  • 6. Strategic Customer Sales Planning– The Preapproach Strategic problem solving involves Strategic needs Creative solutions Mutually beneficial agreements
  • 7. Exhibit 7.3: Consultative Selling–Customer Relationship Model
  • 8. Strategic Customer Sales Planning– The Preapproach, cont… Reasons for planning the sales call Builds confidence Develops atmosphere of goodwill Reflects professionalism Generally increases sales
  • 9. Exhibit 7.5: Steps in the Preapproach: Planning the Sale
  • 10. Strategic Customer Sales Planning–the Preapproach, cont… Always Have a Sales Call Objective The precall objective – have one or more! Focus and flexibility Customer focus your efforts on the objective when you are with the customer Be prepared to switch to another objective if needed Make the goal specific Move customer conversation toward the objective Set a SMART call objective
  • 11. Strategic Customer Sales Planning - The Preapproach, cont… Determine sales call objective(s) Develop customer profile Develop / review customer benefits Develop sales presentation
  • 12. Strategic Customer Sales Planning– Customer Profile Provides Insight Determine sales call objective(s) Develop customer profile Develop / review customer benefits Develop sales presentation Review information to create customized presentation See what customer has done in the past to determine future needs If do not have customer profiles – get one for each customer
  • 13. Exhibit 7.6: Information Used in a Profile and for Planning
  • 14. Customer Benefit Plan: What It’s All About! Determine sales call objective(s) Develop customer profile Develop / review customer benefits Develop sales presentation 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
  • 15. Customer Benefit Plan: Develop Sales Presentation Determine sales call objective(s) Develop customer profile Develop / review customer benefits Develop sales presentation Write out all FABs for steps 1 - 3 Write out suggested purchase order Now you are ALMOST ready to create your sales presentation
  • 16. Exhibit 7.9: Major Phases in Your Presentation: A Sequence of Events to Complete in Developing a Sales Presentation
  • 17. Attention Interest Desire Conviction Purchase Exhibit 7.10: The Prospect’s Five Mental Steps in Buying
  • 18. 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 10) Your goal is to determine a need or problem
  • 19. How Do You Keep Someone’s Interest in What You are Presenting? Attention Interest Desire Conviction Show you are there to help! Quickly present major FABs that: Fulfill a need Solve a problem Show and tell as discussed in Chapter 11 Purchase
  • 20. How Do You Build Desire for Your Product? Attention Interest Show you are there to help! Using your trial closes, determine 
 if prospect is interested in benefits Watch for nonverbal signals! Green Yellow Red Desire Conviction Purchase
  • 21. 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
  • 22. How Do You Know if Customer Ready to Purchase So You Can Close? 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
  • 23. 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