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Sales Process Preapproach


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Second group who presented for my fundamentals of selling class.

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Sales Process Preapproach

  1. 1. Strategic Customer Sales Planning The Pre-approach Presentation by: Chris John Lim Don Marco Luy Patrick Edrozo Matthew Abas Krishna Loquinte Bella Militante
  2. 2.  Also known as the Pre-approach Stage The Stage right after Prospecting and just before the Approach stage. Strategic Problem Solving needed in this stage.Planning Stage
  3. 3.  Effective Strategic Problem Solvers: ◦ Understand customer’s strategic needs ◦ Develop creative solutions ◦ Arrive at Mutually Beneficial Agreements Essential in creating a Strategic Customer RelationshipStrategic Problem Solving
  4. 4.  Helps the salesperson provide a product solution that would help the customer fulfill his/her goal.Understanding Customer’s needs
  5. 5.  Needed to meet customer’s specific need.Develop Creative Solutions
  6. 6.  Creating win-win situations would benefit both customer and the company.Mutually Beneficial Agreements
  7. 7.  Determining the Sales Call Objective Developing Customer Profile Developing Customer Benefit Plan Developing Individual Sale Presentation based on the aforementioned components aboveFour Components of Sales CallPlanning
  8. 8.  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 objectiveStrategic Customer SalesPlanning–the Preapproach
  9. 9. Strategic Customer Sales Planning- The Preapproach, cont… Determine sales Develop/Review Develop Develop sales call objective(s) customer profile customer benefits presentation• Always have a sales call objective  Set a SMART call objective  Specific  Measurable  Achievable  Realistic  Timed
  10. 10. Strategic Customer SalesPlanning–Customer ProfileProvides Insight Determine sales Develop/Review Develop Develop sales call objective(s) customer profile customer benefits 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
  11. 11. Customer Benefit Plan: WhatIt’s All About! Determine sales Develop/Review Develop Develop sales call objective(s) customer profile customer benefits 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
  12. 12. Customer Benefit Plan: DevelopSales Presentation Determine sales Develop/Review Develop Develop sales call objective(s) customer profile customer benefits presentation• Write out all FABs for steps 1 - 3• Write out suggested purchase order• Now you are ALMOST ready to create your sales presentation
  13. 13. Exhibit 8-9: Major Phases in YourPresentation: A Sequence of Events toComplete in Developing a Sales Presentation Rapport-building Uncover needs Attention, interest, transition Features Advantages Benefits How to resell (for reseller) How to use (for consumers and industrial user) What’s in it for your customers? Recommend what to buy in order to fill the needs uncovered in the presentation. Ask for the business! Do not give up! Act as a professional Leave the door open
  14. 14.  First you must choose the structure of your Sales Presentation…Before you approach…
  15. 15. Sales Presentation Structures
  16. 16. Memorized Selling
  17. 17. Why Choose the Memorized (Canned) Sales Presentation Method? Because it:  Ensures the salesperson gives a well-planned presentation  Ensures all of the company’s salespeople discuss the same information  Both aides and lends confidence to the inexperienced salesperson It is effective when:  Selling time is short, as in door-to-door or telephone selling  The product type is non-technical – such as books, cooking utensils, or cosmetics
  18. 18. Why Not to Choose the Memorized (Canned) Sales Presentation Method? Because it:  Presents FABs that may not be important to the buyer  Allows for little prospect participation  Is impractical to use when selling technical products that require prospect input and discussion  Requires the salesperson to proceed quickly through the sales presentation to the close, resulting in several closes or requests for the order, which may be interpreted by the prospect as high pressure selling
  19. 19. Formula Selling
  20. 20. Why Choose the Formula SalesPresentation Method?• Because you: –Are contacting similar prospects in similar situations –Know something about the prospect –Have called on the prospect in the past –Want to ensure all information is presented logically –Want to have reasonable amount of buyer-seller interaction
  21. 21. Why Choose the Formula SalesPresentation Method?, cont…• Because it allows for smooth handling of anticipated questions and objections• Examples of product types that work well with this method are: –Consumer goods –Pharmaceutical goods
  22. 22. Why Not to Choose the FormulaSales Presentation Method?• Because you: – Do not know the prospect’s needs – See a need for the prospect to talk more – Have a complex selling situation such as: • Selling a technical product • Selling to a group
  23. 23. Need Satisfaction Structure
  24. 24. Why Choose the Need- Satisfaction Sales Presentation Method? Because you:  Need a flexible, interactive sales presentation  Need to uncover needs by asking questions  Need the prospect to talk about his needs Use this method the first time you call on a prospect Should you have to come back a second time, you would use the formula sales presentation method
  25. 25. Why Choose the Need- Satisfaction Sales Presentation Method?, cont… Examples of product types that work well with this method are:  Financial services  Systems  High priced goods/services such as vehicles, real estate, computer systems, industrial equipment
  26. 26. Why Not to Choose the Need-Satisfaction Sales PresentationMethod?• Because you: – Need more control over the conversation – Feel should not ask too many questions – Are new to the sales profession
  27. 27. Problem-Solution
  28. 28. Why Choose the Problem-Solution Sales PresentationMethod?• Because you: – Are selling highly complex or technical products – Are required to make several sales calls to develop a detailed in-depth analysis of a prospect’s needs – Need a flexible, customized presentation based on findings
  29. 29. The Problem-SolutionPresentation’s Six StepsStep 1 - Convincing the prospect to allow the salesperson to conduct the analysisStep 2 - Making the actual analysisStep 3 - Agreeing on the problems and determining that the buyer wants to solve the problemStep 4 - Preparing the proposal for a solution to the prospect’s needsStep 5 - Preparing the sales presentation based on the analysis and proposalStep 6 - Making the sales presentation
  30. 30. The Approach• Could last seconds or minutes and involves: – Meeting – Greeting – Rapport Building – One of the approach communication techniques discussed in this chapter
  31. 31. Caution Salespeople• Take the approach seriously• Some feel this is the most important step in helping someone• If unsuccessful, you may never have opportunity to move into the presentation• If you can not tell your story how will you make the sale?• The approach is extremely important
  32. 32. Let’s Summarize! TheSalesperson:• Meets• Greets• Rapport Builds• Goes through the approach• Discusses the product• Discusses the marketing plan• Discusses the business proposition• Closes – asks for the order
  33. 33. The Approach–Opening theSales Presentation• A buyer’s reactions to the salesperson in the early minutes of the presentation are critical to a successful sale• Your attitude during the approach – It is common for a salesperson to experience tension in various forms when contacting a prospect – Successful salespeople have learned to use creative imagery to relax and concentrate
  34. 34. The First Impression You MakeIs Critical to Success• Your first impression is projected by: – Appearance – Attitude• You only have one chance to make a favorable first impression
  35. 35. To Make a FavorableImpression Wear business clothes that are suitable and fairly conservative Be neat in dress and grooming Refrain from smoking, chewing gum, or drinking in your prospect’s office Keep an erect posture Leave all unnecessary materials outside the office If possible, sit down
  36. 36. To Make a FavorableImpression, cont…• Be enthusiastic and positive toward the interview• Smile!• Do not apologize for taking the prospect’s time• Do not imply that you were just passing by• Maintain eye contact• If the prospect offers to shake hands, do so with a firm, positive grip while maintaining eye contact• Learn how to pronounce the prospect’s name correctly
  37. 37. Approach Categories• Opening with a statement• Opening with a demonstration• Opening with a question or questions
  38. 38. The Situation Faced Determinesthe Approach• Influences on the approach to use include: – Product being sold – Whether the call is a repeat call – Customer’s needs – Amount of time – Awareness of a problem
  39. 39. Objectives Of Using QuestionApproach Techniques• Uncover needs and problems – Fulfill needs – Solve problems• Have prospect tell you about: – Needs – Problems – Intention to do something about them
  40. 40. Opening With Statements• Introductory approach• Complimentary approach• Referral approach• Premium approach
  41. 41. Demonstration Openings• Product approach• Showmanship approach
  42. 42. Technology in theApproach• Powerful attention-grabbers – Sounds – Visuals – Touch
  43. 43. Three Rules for Using Questions1. Use only questions that you can anticipate the answer to or that will not lead you into a situation from which you cannot escape2. Pause or wait after submitting a question3. Listen
  44. 44. Be Flexible in YourApproach• Be willing and ready to change your planned approach• That is why you need several methods to open your sales presentation