BMGT 204: Sales Strategies and
TechniquesChapter 7: Planning the Sales Call Is a Must
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
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.
A plan is a method of achieving an end.
The foundation of your plan must be based upon the truth.
Exhibit 7.2: The preapproach involves planning the sales presentation
Exhibit 7.2: The preapproach involves planning the sales presentation
Strategic Customer Sales Planning–The Preapproach
Strategic problem solving involves
Strategic needs
Creative solutions
Mutually beneficial agreements
Exhibit 7.3: Consultative Selling–Customer Relationship Model
Strategic Customer Sales Planning–The Preapproach, cont…
Reasons for planning the sales call
Builds confidence
Develops atmosphere of goodwill
Reflects professionalism
Generally increases sales
Exhibit 7.5: Steps in the Preapproach: Planning the Sale
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
Strategic Customer Sales Planning - The Preapproach, cont…
Develop sales presentation
Develop / review customer benefits
Develop customer profile
Determine sales call objective(s)
Strategic Customer Sales Planning–Customer Profile Provides Insight
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
Develop sales presentation
Develop / review customer benefits
Develop customer profile
Determine sales call objective(s)
Exhibit 7.6: Information Used in a Profile and for Planning
Customer Benefit Plan: What It’s All About!
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 / review customer benefits
Develop customer profile
Determine sales call objective(s)
Customer Benefit Plan: 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
Develop sales presentation
Develop / review customer benefits
Develop customer profile
Determine sales call objective(s)
Exhibit 7.9: Major Phases in Your Presentation: A Sequence of Events to Complete in Developing a Sales Presentation
Exhibit 7.10: The Prospect’s Five Mental Steps in Buying
Attention Interest Desire PurchaseConviction
How Do You Obtain Someone’s Attention When You Begin Your
Presentation?
Show you are there to help!
The proper approach is important! (Chapter 10)
Your goal is to determine a need or problem
Attention Interest Desire PurchaseConviction
How Do You Keep Someone’s Interest in What You are Presenting?
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
Attention Interest Desire PurchaseConviction
How Do You Build Desire for Your Product?
Show you are there to help!
Using your trial closes, determine if prospect is interested in benefits
Watch for nonverbal signals!
Green
Yellow
Red
Attention Interest Desire Purchase Conviction
How Do You Establish The Conviction Your Product Will Solve Needs or
Problems?
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
Attention Interest Desire PurchaseConviction
How Do You Know if Customer Ready to Purchase So You Can Close?
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
Attention Interest Desire Purchase Conviction
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