Transcript Fundamentals of Selling

Final Presentation Part B
PART B – The Sales Call Objective and the Customer Benefit Plan
To Do:
A. Read pages 261-262 and use the information in the write-up below.
B. Write up your sales call objectives using the SMART technique on page 262.
Your sales call objectives should answer the following types of questions: What am I
going into the customer’s office for? What is the result I am trying to make happen with
this visit to the customer? What will be the result of a “successful” sales call?
Note: “I want to sell the product” is too simple an answer.
C. Read pages 264-265 and write up steps 1, 2, 3, and 4 of your Customer Benefit Plan.
You will use these when selling your product or service.
Value: 20 points.
Due Date: Friday, May 4th.
Hints:
For full credit organize and label your sections so your paper is easy to read and
understand, and so it is clear, first, what your Sales Call Objective is, and then what your
Customer Benefit Plan is.
Exhibit 8-4: Steps in the Preapproach:
Planning the Sale
Determine sales
call objective
Develop/Review
customer profile
Develop customer
benefits
Develop sales
presentation
Strategic Customer Sales Planning the Preapproach cont…
Always Have a Sales Call Objective
Why am I going into the customers office?
– To present my product/service and
– To gain a trial order
– To be given a second meeting
– To get information about the current supplier
– To write an order
Strategic Customer Sales Planning The Preapproach cont…
Determine sales
call objective
Develop/Review
customer profile
Develop
customer benefits
Develop sales
presentation
Always have a sales call objective
Set a SMART call objective
Specific To get a trial order. To get a second appointmen
M easurable
A chievable
R ealistic
Timed
Strategic Customer Sales Planning The Preapproach cont…
Specific
• To get a trial order.
• To get a second appointment.
• To meet a higher-level decision maker.
Strategic Customer Sales Planning The Preapproach cont…
Measurable
• To get a trial order of 150 units.
• To get an order of 20 small, 20 medium, 20 large.
• To get an order for 10 cases.
Strategic Customer Sales Planning The Preapproach cont…
Achievable
• An order for 150 because that’s the quantity that
the customer has been selling each month.
• An order for 10 cases because that’s been the
customer’s standard order.
Strategic Customer Sales Planning The Preapproach cont…
Realistic
• The customer has been selling 250 a month,
and I ask for an order of 150.
Strategic Customer Sales Planning The Preapproach cont…
Timed
• To get a trial order today.
• To get a second appointment in 30 days.
• To meet a higher-level decision maker next week.
Strategic Customer Sales Planning Customer Profile Provides Insight
Determine sales
call objective
Develop/Review
customer profile
Develop
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 profile - get one for
each customer
Information Used in a Profile
and for Planning
Customer Benefit Plan:
What It’s All About!
Determine sales
call objective
Develop/Review
customer profile
Develop
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
Customer Benefit Plan:
What It’s All About!
Determine sales
call objective
Develop/Review
customer profile
Develop
customer benefits
Develop sales
presentation
Steps in creating the customer benefit plan:
Step 2: Select FABs for marketing plan discussion
Resale Customer wants to know:
How are you going to help me sell your product?
End-user wants to know:
How are you going to take care of me?
Exhibit 8-6: Examples of Topics Contained in the
Marketing Plan Segment of Your Sales Presentation
Customer Benefit Plan:
What It’s All About!
Determine sales
call objective
Develop/Review
customer profile
Develop
customer benefits
Develop sales
presentation
Steps in creating the customer benefit plan:
Step 3: Select FABs for business proposition
discussion.
Resale Customer wants to know:
How much profit will I make from your order?
End-user wants to know:
How much does it cost?
Exhibit 8-7: Examples of Topics Contained in the Business
Proposition Segment of Your Sales Presentation
Customer Benefit Plan:
Develop Sales Presentation
Determine sales
call objective
Develop/Review
customer profile
Develop
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
Major Phases in Your Presentation: A Sequence of Events to
Complete in Developing a Sales Presentation
1. Approach.
2. Fully discuss your
product.
3. Present your
marketing plan.
4. Explain your
business proposition.
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?
5. Suggested purchase
order.
Recommend what to buy in
order to fill the needs
uncovered in the presentation.
6. Close
Ask for the business!
7. Exit
Do not give up!
Act as a professional
Leave the door open
Final Presentation Part B
PART B – The Sales Call Objective and the Customer Benefit Plan
To Do:
A. Read pages 261-262 and use the information in the write-up below.
B. Write up your sales call objectives using the SMART technique on page 262.
Your sales call objectives should answer the following types of questions: What am I
going into the customer’s office for? What is the result I am trying to make happen with
this visit to the customer? What will be the result of a “successful” sales call?
Note: “I want to sell the product” is too simple an answer.
C. Read pages 264-265 and write up steps 1, 2, 3, and 4 of your Customer Benefit Plan.
You will use these when selling your product or service.
Value: 20 points.
Due Date: Friday, May 4th.
Hints:
For full credit organize and label your sections so your paper is easy to read and
understand, and so it is clear, first, what your Sales Call Objective is, and then what your
Customer Benefit Plan is.