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Sm 8

  1. 1. Sales Call Planning Chapter 8
  2. 2. Sales Call Planning <ul><li>Sales Call Planning is called the customer sales preapproach. </li></ul><ul><li>Effective and efficient salesperson will engage in problem solving and use their skills & knowledge to: </li></ul><ul><ul><li>Get solution to problems and their strategic needs . </li></ul></ul><ul><ul><li>Get an in-depth knowledge of the customers and expectation. </li></ul></ul><ul><ul><li>Engage in creative solutions development to overcome customer’s personal needs. </li></ul></ul><ul><ul><li>The salesperson has the ability to come to an agreement with the prospect which mutually beneficial to both parties. </li></ul></ul><ul><li>Note: three key terms – strategic needs, creative solutions, mutually beneficial agreement are important tp strategic problem solving. If done effectively the salesperson can create a strategic customer relationship or formal relationship with the customer with both and each other benefits. </li></ul>
  3. 3. Sales call Planning – Key Terms <ul><li>Strategic Needs </li></ul><ul><ul><li>A Salesperson who understands the customer’s total needs is in much better in providing better service to the customer. </li></ul></ul><ul><ul><li>This helps the customer to achieve their organizational goals. </li></ul></ul><ul><ul><li>Top performing salesperson have a greater understanding of the customer’s needs. </li></ul></ul><ul><ul><li>The salesperson has the ability to match their products with the customer’s organization’s needs. </li></ul></ul>
  4. 4. Sales call Planning – Key Terms(2) <ul><li>Creative Solutions </li></ul><ul><ul><li>Different customers have different needs and the organizational needs differ too. </li></ul></ul><ul><ul><li>Thus different types of problems require different types of specific creative solutions from the salesperson to full their customer’s satisfaction. </li></ul></ul><ul><ul><li>The salesperson must use creative problem solving techniques to identify specific solution that fulfill customer’s needs. </li></ul></ul>
  5. 5. Sales call Planning – Key Terms(3) <ul><li>Solution represent the following option: </li></ul><ul><ul><li>A customized version that effectively addresses the customer’s specific needs. </li></ul></ul><ul><ul><li>A mix of goods and services, if possible include competitor’s product and services when trying to fulfill customer’s needs. </li></ul></ul><ul><li>Note: The stronger is the customer relationship when the salespeople can resolve as when arise trying to fulfill customer’s needs. </li></ul>
  6. 6. Mutually Beneficial Agreements <ul><li>How to achieve mutual beneficial agreement with the customer? </li></ul><ul><ul><li>Must able to develop common understanding of the issues, problems and challenges. </li></ul></ul><ul><ul><li>Must be able to work together or form a synergy with theirs customers. </li></ul></ul><ul><ul><li>Must be able to secure the confidence of the customers. </li></ul></ul><ul><ul><li>Gain access to confidential information of the customer and be trustee of the information entrusted. </li></ul></ul>Salesperson Customer
  7. 7. The Customer Relationship Model
  8. 8. <ul><li>Consultative Selling – Customer Relationship Model </li></ul><ul><ul><li>The diagram consist of the main elements of consultative selling (CS). </li></ul></ul><ul><ul><li>Salespeople through creative thinking arrive at solutions that meets customers needs. </li></ul></ul><ul><ul><li>The customer benefits and so does the salesperson. </li></ul></ul><ul><ul><li>CS brings recurring sales to salespeople and their organization . </li></ul></ul>The Customer Relationship Model
  9. 9. Reasons- Sales call Planning <ul><li>Sales call planning is the key to success. </li></ul><ul><li>Why is sale call planned? They help: </li></ul><ul><li>In building confidence </li></ul><ul><li>To develop an atmosphere of friendly relationship between buyer and seller. </li></ul><ul><li>To show professionalism. </li></ul><ul><li>To increase the sales because the salesperson understands the buyer’s needs </li></ul>
  10. 10. Builds Confidence <ul><li>Early preparation helps in advance what you intend to say and talk about it. </li></ul><ul><li>Helps to increase your confidence and your ability to communicate effectively as a professional salesperson. </li></ul><ul><li>Helps to impress the prospect/buyer or customer so the chances for salesperson to get a positive reply is good. </li></ul>
  11. 11. Develop a good friendly relationship with the prospect/customer <ul><li>Understand the needs of the prospect. </li></ul><ul><li>Concern for the prospect’s welfare. </li></ul><ul><li>Positive attitude and goodwill. </li></ul><ul><li>All this lead to a positive response and sincerity on the part of customer to the salesperson. </li></ul>
  12. 12. Create Professionalism <ul><li>Good business relationship is built on a good knowledge of your company, industry and customer’s business needs. </li></ul><ul><li>As a professional, the salesperson must have the </li></ul><ul><li>Have the ability to solve customer’s problems </li></ul><ul><li>Be able to provide solution to the customer’s needs. </li></ul><ul><li>Using knowledge and experience acquired be used wisely for the customer and business needs </li></ul>
  13. 13. Increase Sales <ul><li>The salesperson must be able to communicate to make customer’s understand how their product address customer’s needs. </li></ul><ul><li>A proper and effective sales call planning will help you come up with a suitable solution for the customer. </li></ul><ul><li>Thus a well thought out and planned sales call will help tremendously in sales success. </li></ul>
  14. 14. Elements of Sales Call Planning
  15. 15. The Sales Call Planning <ul><li>Sales Call Planning consist of:- </li></ul><ul><li>Determining the sales call objective. </li></ul><ul><li>Developing or reviewing the customer profile. </li></ul><ul><li>Developing a customer benefit plan. </li></ul><ul><li>Developing an individual presentation. </li></ul>
  16. 16. The Sales Call Objective <ul><li>Let's set clear objectives for our sales calls and presentations as a means to improve communications with our clients </li></ul><ul><li>When you know specifically what your objectives are, you feel more confident and in command of the situation. </li></ul>
  17. 17. The Pre Call Objective <ul><li>A Sales call will systematically move to the creation of the sale provided all that is required to ensure its success has been maintained and sustained. </li></ul>
  18. 18. Focus and Flexibility <ul><li>Writing down your Precall objective, increases the focus of your efforts. </li></ul><ul><li>As a professional salesperson you should be moving your prospect to a preset goal. </li></ul><ul><li>Salesperson must know where he or she is going. </li></ul><ul><li>If your call objective is not suitable you may change direction and reroute to achieve a new objective. </li></ul>
  19. 19. Making the goal specific <ul><li>More specific the objective is, the better the outcome of your action. </li></ul><ul><li>Salespeople should be thinking and asking some key questions to themselves: </li></ul><ul><li>What potential has this prospect? </li></ul><ul><li>Which product or service is best for this account? </li></ul><ul><li>How large an order should I propose and is acceptable to the prospect? </li></ul>
  20. 20. Moving towards the objective <ul><li>A Sales Call may have limited objective, but an effective tool in sales process. </li></ul><ul><li>Salespeople ought to direct the prospect or customer in the right direction of the preplanned course of action. </li></ul><ul><li>Asking the right question helps: </li></ul><ul><li>If we can meet your product spec, will you be able to set up a trial close for us? </li></ul><ul><li>How soon do you expect the VP to make an positive decision? </li></ul><ul><li>Can you arrange for a demonstration at the end of this month? </li></ul>
  21. 21. SMART Call Objective <ul><li>Use a mnemonic (short form) S.M.A.R.T call objective to help you get there. The formula:- </li></ul><ul><li>Specific – to get a specific order. </li></ul><ul><li>Measurable – quantifiable </li></ul><ul><li>Achievable – can be done </li></ul><ul><li>Realistic – practical and possible. </li></ul><ul><li>Timed – achievable within a preset time </li></ul>
  22. 22. Developing the Customer Profile <ul><li>What is a Customer Profile? </li></ul><ul><li>A record of a customer's details - e.g. age, gender (male or female), address. </li></ul><ul><li>Can be used to compare with those details of other customers. </li></ul><ul><li>Can enable a company to monitor the qualities/volume of product buying or service usage by customers. </li></ul><ul><li>It can help the company to develop other products for the same sector or to develop different strategies for selling the same products to other target markets. </li></ul>
  23. 23. Customer Profile - Contents <ul><li>A customer profile consist of: </li></ul><ul><li>Who makes the buying decision? </li></ul><ul><li>What is the background of the buyer? </li></ul><ul><li>What are desired business terms & conditions required of the key accounts e.g. delivery, credit and technical service etc. </li></ul><ul><li>What are main purchasing policies and practice of the key account? </li></ul><ul><li>What is the history of the key account? </li></ul>
  24. 24. Developing the Customer Benefit Plan <ul><li>What is a Customer Benefit Plan? </li></ul><ul><ul><li>This Plan covers the core information used in your sales presentation. </li></ul></ul><ul><ul><li>It must be of good quality </li></ul></ul>
  25. 25. Steps in developing a Customer Benefit Plan Develop a suggested purchase order based on a customer benefit plan Step 4 Develop your business proposition Step 3 Develop the marketing plan Step 2 Select the features, advantages & benefits (F & B) of your product to present to the prospect Step 1
  26. 26. The Sales Presentation
  27. 27. What is Sales Presentation? <ul><li>SP is the promotional message a sales person delivers to a prospect . </li></ul><ul><li>To explain, stimulate, interest in and motivate the prospect to purchase the products or products recommended in the proposal. </li></ul>