Part II SALES FORCE ACTIVITIES

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Part IISALES FORCE ACTIVITIES

• Chapter 5
• Customer Interaction Management

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Improving Your Chances of Success

• Build awareness
• Get on the short list
• Demonstrate how your proposal meets company needs
• Directly address decision makers personal needs
• Be prepared for buyer remorse

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Personal Selling
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Customer Interaction

• Pre-Call Planning
• What do I want to accomplish?
• What do I know about the prospect?
• Where can I find the information?
• What am I going to say?

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Customer Interaction
Figure 5-2 Some Important Pre-transactional
Information
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Customer Interaction

• Anticipate Buyer Questions
• What are you selling?
• Why do I need it?
• Who is your company?
• How much will it cost?
• Who else is using it? Are they satisfied?
• What kind of person are you?
• How does your solution compare to alternatives?
• Is price competitive?
• Why do I need it now?
• Your record for support service?

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Customer Interaction
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Customer Interaction

• Successful Salespeople
• Research prospect background
• Use referrals for prospecting
• Open by asking questions
• Use needs-satisfaction type presentation
• Focus on customer needs
• Let prospect make purchase decision

• Less Successful Salespeople
• Do little background research
• Use company generated prospect lists
• Open with a product statement
• Use standard presentations
• Focus on product benefits
• Close by focusing on the most important customer
  objection

Figure 5-3 Successful Versus Less Successful
Salespeople
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Customer Interaction
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Customer Interaction
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Customer Interaction
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Customer Interaction

• Needs Discovery Types of Questions
• Permission Close-ended
• Fact-finding Factual information
• Feeling finding Open-ended questions
• Checking questions Confirm understanding

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Customer Interaction
Figure 5-6 Key Differences in Practices Between
Relationships
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Customer Interaction

• Sales Proposals General Format
• Problem Analysis
• Solution
• Product Specifications
• Cost-benefit Analysis
• Contract

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Customer Interaction
Handling Concerns Listen to the buyers
feelings Share concerns without
judgment Clarify real issue with
questions Problem-solve present options and
solutions Ask for ACTION to determine
commitment
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Customer Interaction
Pseudo-Concerns Ill have to talk it over with
Frank. Ill get back to you. Im too busy
right now. Our budget is tight this year. We
have no room to store it.
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Customer Interaction

• Closing Techniques

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Customer Interaction
Most Profitable Return
Top 3 Rankings for Growth
Rated Very Important to Growth
Quality of service to customers
Product improvements or extensions
Information technology
Advertising and sales promotion
Development of entirely new product lines
Figure 5-7 The Role of Customer Service
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Figure 5-8 Servicing the Sale The Four Pillars
of Sales Support
Customer Interaction
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Customer Interaction

• Pillars of Sales Support

• Reduce buyer anxiety
• Make a follow-up call
• Ask for feedback

Support Buying Decision

• Assist w/ approval process
• Introduce support resources
• Monitor report progress

Manage the Implementation
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Customer Interaction

• Pillars of Sales Support

Deal with Dissatisfaction

• Empathize with the buyer
• Respond to problems use objection handling
  techniques
• Anticipate buyer concerns and expectations
• Reinforce the Benefits

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Customer Interaction

• Pillars of Sales Support

Enhance the Relationship

• Be available
• Arrange continuedpersonal communications
• Maintain quality of products/services
• Provide ongoing updates and progress reports

• Be a resource for info, help and ideas
• Grow the business internally
• Ask for referrals

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Customer Interaction
Ways to Anger Customers

• Constant Selling
• Neglecting Customer Problems
• Talking Too Much
• Stretching the Truth
• No Thank-Yous