Uploaded byCara Deanne Babida
Pre approach / Pre planning in Selling Process
The document discusses different strategies for developing an effective sales presentation in the pre-approach stage of the customer relationship selling process. It describes four main presentation structures - memorized, formula, need-satisfaction, and problem-solution - and provides details on when each structure is most appropriate based on factors like the product, customer familiarity, and sales situation. The goal is to strategically plan the presentation content and approach depending on the specific customer's needs in order to best position the product as a solution and create a mutually beneficial agreement.
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Pre approach / Pre planning in Selling Process
- 1. Ten Important Stepsin the Customer Relationship Selling Process The Pre-approach Presentation by: Babida, Cara Deanne B. Bautista, Shairmane Bustos, Carmela
- 2. Pre-approach Stage •Alsoknown as the Planning Stage •The Stage right after Prospecting and just before the Approach stage. •Strategic Problem Solving needed in this stage.
- 3. Strategic Problem Solving •Effective Strategic Problem Solvers: • Understand customer’s strategic needs • Develop creative solutions • Arrive at Mutually Beneficial Agreements •Essential in creating a Strategic Customer Relationship
- 4. Effective Strategic Problem Solvers
- 5. Understanding Customer’s needs •Helps the salesperson provide a product solution that would help the customer fulfill his/her goal.
- 6. Develop Creative Solutions •Needed to meet customer’s specific need.
- 7. Mutually Beneficial Agreements •Creating win-win situations would benefit both customer and the company.
- 8. Strategic Customer SalesPlanning–the Pre-approach
- 9. Develop sales presentation Develop customer benefits Develop/Review customer profile The Pre call objective – have one or more! Focus and flexibility Make the goal specific Determine sales call objective(s) Determine Sales Call Objective(s)
- 10. Develop sales presentation Develop customer benefits Develop/Review customer profile Determine sales call objective(s)
- 11. Develop/ Review CustomerProfile Develop sales presentation Develop customer benefits Develop/Review customer profile • 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 Determine sales call objective(s)
- 12. Develop Customer Benefits • 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 Develop sales presentation Develop customer benefits Develop/Review customer profile Determine sales call objective(s)
- 13. Develop Sales Presentation Develop sales presentation Develop customer benefits Develop/Review customer profile • Write out all FABs for steps 1 - 3 • Write out suggested purchase order • Now you are ALMOST ready to create your sales presentation Determine sales call objective(s)
- 14. A Sequence ofEvents to Complete in Developing a Sales Presentation
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- 17. Why Choose the Memorized Sale Presentation Method? • Because it: • Well-planned presentation • Discuss the same information • Both aides and lends confidence • It is effective when: • Selling time is short, as in door-to- door or telephone selling • The product type is non-technical
- 18. Why Not Choosethe Memorized Sale Presentation Method? Because it: FABs that may not be important 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.
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- 20. Why Choose theFormula Sales Presentation Method? • Because you: – Are contacting similar prospects in similar situations – Know something about the prospect –Have called on the prospect in the past – All information is presented logically
- 21. • Reasonable amountof buyer-seller interaction • Smooth handling of anticipated questions and objections • Examples of product types that work well with this method are: –Consumer goods –Pharmaceutical goods
- 22. Why Not toChoose the Formula Sales 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
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- 24. Why Choose theNeed- 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
- 25. Why Not toChoose the Need-Satisfaction Sales Presentation Method? • Because you: – Need more control over the conversation – Feel should not ask too many questions – Are new to the sales profession
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- 27. Why Choose the Problem-Solution Sales Presentation Method? • Because you: – Selling highly complex or technical products – 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
- 28. The Problem-Solution Presentation’sSix Steps Step 1 - Convincing the prospect to allow the salesperson to conduct the analysis Step 2 - Making the actual analysis Step 3 - Agreeing on the problems and determining that the buyer wants to solve the problem Step 4 - Preparing the proposal for a solution to the prospect’s needs Step 5 - Preparing the sales presentation based on the analysis and proposal Step 6 - Making the sales presentation
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