Chapter 7
Planning The Sales
Call Is A Must!
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7-1
The Consultative Selling—
Customer Relationship Model
Customer
strategic
needs
Performance
Goals
•Costs
Mutual
beneficial
agreements
Long-term
relationships
•Productivity
•Sales
Salesperson’s
creative
solutions
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•Profits
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7-2
Steps in the Preapproach:
Planning the Sale
Determine
sales call
objective
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Develop
customer
profile
Develop
customer
benefits
Develop
sales
presentation
© McGraw-Hill Companies, Inc., 2000
7-3A
Information Used in Profile and
Planning
Customer Profile and Planning Sheet
1. Name:
Address:
2. Type of business:
Name of buyer:
3. People who influence buying decision or aid in using or selling our product:
4.
5.
6.
7.
8.
9.
Buying hours and best time to see buyer:
Receptionist’s name:
Buyer’s profile:
Buyer’s personality style:
Sales call objectives:
What are customer’s important buying needs:
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© McGraw-Hill Companies, Inc., 2000
7-3B
Information Used in Profile and
Planning
10. Sales presentation:
a. Sales approach:
b. Features, advantages, benefits:
c. Method of demonstrating FAB:
d. How to relate benefits to customer’s needs:
e. Trial close to use:
f. Anticipated objections:
g. Trial close to use:
h. How to close this customer:
i. Hard or soft close:
11. Sales made—product use/promotional plan agreed on:
12. Post sales call comments (reason did/did not buy; what to do on next call;
follow-up promised):
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© McGraw-Hill Companies, Inc., 2000
7-4A
Examples of Topics Contained in the
Marketing Plan Segment of a Sales
Presentation
Resellers
 Advertising
 Geographical
 National
 Regional
 Local
 Co-op
 Type
 Television
 Radio
 Direct-mail
 Internet
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 Sales Promotion
 Contests
 Coupons
 Demonstrations
 Samples
 Sweepstakes
 POP displays


Sales force
 Working with
their salespeople
Trade Shows
© McGraw-Hill Companies, Inc., 2000
7-4B
Examples of Topics Contained in the
Marketing Plan Segment of a Sales
Presentation
End-Users




Availability
Delivery
Guarantee
Installation
 Who does it?
 When?
 How?
 Maintenance/service
 Training on use
 Warranty
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7-5
Examples of Topics Contained in the Business
Proposition Segment of a Sales Presentation
Resellers
 List price
 Shipping costs
 Discounts
 Cash
 Consumer
 Quantity
 Trade
 Financing
 Payment plans
 Interest rate
 Markup
 Profit
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End-Users
 List price
 Shipping Costs
 Discounts
 Cash
 Quantity
 Financing
 Payment
plans
 Interest rates
 ROI
 Value analysis
© McGraw-Hill Companies, Inc., 2000
7-6A
Major Phases in a Presentation:
A Sequence of Events to Complete in
Developing a Sales Presentation
1. Approach
Rapport-building
Uncover needs
Attention, interest, transition
2. Fully discuss
your product
Features
Advantages
Benefits
3. Present your
marketing plan
How to resell (for reseller)
How to use (for consumers and
industrial user)
Irwin/McGraw-Hill
© McGraw-Hill Companies, Inc., 2000
7-6B
Major Phases in a Presentation:
A Sequence of Events to Complete in
Developing a Sales Presentation
4. Explain your
business proposition
What’s in it for your customers?
5. Suggested
purchase order
Recommend what to buy in order
to fill their 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
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7-7
The Prospect’s Five Mental Steps
in Buying
Attention
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Interest
Desire
Conviction
Purchase
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7-8A
The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the
Selling Process
Prospect’s
Mental Steps
Prospect’s Potential
Verbal and Mental
Questions
1. Prospecting
Salesperson locates
and qualifies prospects
2. Preapproach
Salesperson
determines sales call
objective, develops customer profile, customer
benefit program, and
selling strategies.
Customer’s needs
are determined.
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© McGraw-Hill Companies, Inc., 2000
7-8B
The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the
Selling Process
3. Approach
Salesperson obtains
interview, meets
prospect, and begins
individualized sales
presentation.
Needs are further
uncovered.
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Prospect’s
Mental Steps
Attention due to arousal of
potential need or problem.
Interest due to recognized
need or problem and the
desire to fulfill the need or
solve the problem.
Prospect’s Potential
Verbal and Mental
Questions
Should I see salesperson?
Should I continue to listen,
interact, devote much time
to a salesperson?
What’s in it for me?
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7-8C
The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the
Selling Process
4. Presentation
Salesperson relates
product benefits to
needs, using
demonstration,
dramatizations,
visuals, and proof
statements.
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Prospect’s
Mental Steps
Interest in information that
provides knowledge and
influences perceptions and
attitude.
Desire begins to develop
based on information evaluation of product features,
advantages, and benefits.
This is due to forming positive attitudes that product
may fulfill need or solve
problem. Positive attitudes
brought about by
knowledge
obtained
from presentation.
Prospect’s Potential
Verbal and Mental
Questions
Is the salesperson prepared?
Are my needs understood? Is
the seller interested in my
needs?
Should I continue to listen
and interact?
So what? (to statements
about features)
Prove it! (to statements about
advantages)
Are the benefits of this
product the best to fulfill
my needs?
© McGraw-Hill Companies, Inc., 2000
7-8D
The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the
Selling Process
Prospect’s
Mental Steps
5. Trial close
Salesperson asks
prospect’s opinion on
benefits during and
after presentation.
Desire continues based on
information evaluation.
6. Objections
Salesperson uncovers
objections.
Desire continues based on
information evaluation.
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Prospect’s Potential
Verbal and Mental
Questions
Do I understand the
salesperson’s marketing
plan and business
proposition?
I need more information to
make a decision. Can you
meet my conditions?
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7-8E
The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the
Selling Process
7. Meet Objections
Salesperson
satisfactorily answers
objections.
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Prospect’s
Mental Steps
Desire begins to be
transformed into belief.
Conviction established due to
belief the product and
salesperson can solve needs
or problems better than
competitive products.
Appears ready to buy.
Prospect’s Potential
Verbal and Mental
Questions
Let me see the reaction when
I give the salesperson a
hard time.
I have a minor/major
objection to what you are
saying.
Is something nonverbal being
communicated?
Did I get a reasonable answer
to my objection?
© McGraw-Hill Companies, Inc., 2000
7-8F
The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the
Selling Process
Prospect’s
Mental Steps
8. Trial Close
Salesperson uses
another trial close to
see if objections have
been overcome; or if
presentation went
smoothly before the
close, to determine
if the prospect is ready
to buy.
Conviction becomes stronger.
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Prospect’s Potential
Verbal and Mental
Questions
Can I believe and trust this
person?
Should I reveal my real
concerns?
© McGraw-Hill Companies, Inc., 2000
7-8G
The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the
Selling Process
9. Close
Salesperson has
determined prospect is
ready to buy and now
asks for the order.
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Prospect’s
Mental Steps
Action (purchase) occurs
based on positive beliefs
that the product will fulfill
needs or solve problems.
Prospect’s Potential
Verbal and Mental
Questions
I am asked to make a buying
decision now.
If I buy and I am dissatisfied,
what can I do?
Will I receive after-the-sale
service as promised?
What are my expectations
toward this purchase?
Why don’t you ask me to
buy?
Ask one more time and I’ll
buy.
© McGraw-Hill Companies, Inc., 2000
7-8H
The Selling Process and Examples
of Prospect’s Thoughts and Questions
Steps in the
Selling Process
Prospect’s
Mental Steps
10. Follow-Up
Salesperson provides
customer service after
the sale.
Satisfaction—Dissatisfaction
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Prospect’s Potential
Verbal and Mental
Questions
Did the product meet my
expectations?
Am I experiencing
dissonance?
How is the service associated
with this product?
Should I buy again from this
salesperson?
© McGraw-Hill Companies, Inc., 2000