Some questions answered in Chapter 8

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Some questions answered inChapter 8

• Why should salespeople plan their sales calls?
• What precall information is needed about the
  individual prospect and the prospects
  organization?
• How can this information be obtained?
• What is involved in setting call objectives?
• Should more than one objective be set for each
  call?
• How can appointments be made effectively and
  efficiently?

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Applying the concept of planning
Take a few minutes and think about the the
objective you have for taking this course. Write
it down in your notebook. Dont worry it wont
be graded!
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Precall planning
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Precall planning
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Youre getting ready for a 2nd job
interview.Where would you get this information?

• What is the interviewers name?
• What are the interviewers interests (hobbies,
  sports, reading, etc.), and what does the
  interviewer not enjoy?
• What is the interviewers social style (driver,
  amiable, analytical, expressive)?
• Who are the companys customers?
• What current problems does the organization face?
• What is the organizations financial position
  and its future?

What are the words you would use to ask for the
information?
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Where would you get this informationabout a
prospect?

• What is the prospects attitude toward
  salespeople in general, toward the salespersons
  company, and toward products offered by the
  salespersons company and its competitors?
• What are the prospects job aspirations,
  attitudes toward risk, and level of
  self-confidence in decision-making?
• Is this a manufacturing, wholesaling, or
  retailing organization? How large is it? What
  goods or services does it provide?
• In what stage in the buying cycle is the
  organization?

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Where would you get this informationabout a
prospect?

• How much does the organization purchase in the
  product category? Does the organization buy from
  several suppliers, or only one?
• What types of customers does the organization
  sell to? What benefits does the organizations
  target market seek?
• Who are the people involved in the purchase
  decision for the product category? How do they
  fit into the formal organizational structure? Who
  is most influential? Which of them carry great
  influence but are opposed to us (often called
  influential adversaries)?

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Where would you get this informationabout a
prospect?

• Which are the organizations primary competitors?
  How do the competitors differ in their business
  approach?
• Why does the organization buy from its present
  suppliers? Is it satisfied with them? Why or why
  not?
• What policies does the organization have
  regarding salespeople, sales visits, purchasing,
  and pricing?
• What other firms might the organization be
  considering (i.e., who are the sellers potential
  competitors)?

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Sources of information

• Resources within your company
• Information in your company records
• Company intranet
• Other people within your firm, especially if
  there is a selling center for this account
• The Internet
• Prospects home page
• Sources such as Hoovers Online
• Portals that gather information from many sources
• Secretaries
• Noncompeting salespeople
• Published directories
• The prospect themselves

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Sales call objectives

• Which of the following statements about sales
  call objectives is false?
• The objective of any sales call is to make a
  sale.
• An objective should be established for every
  sales call.
• Objectives must be measurable.
• Objectives should be aimed at customer
  satisfaction.

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Why are these criteria necessary for effective
objectives?

• Specific
• Realistic
• Measurable

Are the objectives you wrote earlier consistent
with these criteria?
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Examples of call objectives
Exhibit 8.2

• Objectives leading up to the sale
• To have the prospect agree to come to the local
  branch office sometime during the next two weeks
  for a hands-on demonstration of the copier.

• To set up another appointment for one week from
  now, at which time the buyer will allow me to do
  a complete survey of his/her printing needs.
• To inform the doctor of the revolutionary
  anti-clogging mechanism that has been
  incorporated in our new drug and have the doctor
  agree to read the pamphlet I will leave behind.
• To have the buyer agree to pass my information
  along to the buying committee with her/his
  endorsement of my proposal.

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Examples of call objectives
Exhibit 8.2

• Objectives related to consummating the sale
• To have the prospect sign an order for 100 pair
  of Levis jeans.
• To schedule a co-op newspaper advertising program
  to be implemented in the next month.
• To have the prospect agree to use our brand of
  computer paper for a trial period of one month.
• To have the retailer agree to allow us space for
  an end-of-aisle display for the summer promotion
  of RAID insect repellant.

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How would you adjust your objectives?

• Primary
• Minimum
• Optimistic

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Making appointments

• Has anyone made an appointment with you lately
  (or scheduled a meeting with you)?

• How did they do it?
• Were you pleased with the way they did it?
• What would you differently?

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Can you think of better responses to this
prospects objections?
Exhibit 8.4
Im sorry, but Mr. Wilkes is busy now. What I
have to say will only take a few minutes. Should
I call back in a half-hour, or would you suggest
I set up an appointment?
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Can you think of better responses to this
prospects objections?
Exhibit 8.4
We already have a copier. Thats fine. I want
to talk to Mr. Wilkes about our new paper-flow
system designed for companies like yours.
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Can you think of better responses to this
prospects objections?
Exhibit 8.4
Cant you mail the information to me? Yes, I
could. But everyones situation is different, Ms.
Wilkes, and our systems are individually tailored
to meet the needs of each customer. Now benefit
statement and repeat request for appointment.
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Can you think of better responses to this
prospects objections?
Exhibit 8.4
Well, what is it you want to talk about? Its
difficult to explain the system over the
telephone. In 15 minutes, I can demonstrate the
savings you get from the system.
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Can you think of better responses to this
prospects objections?
Exhibit 8.4
Youd just be wasting your time. Im not
interested. Do you say that because you dont
copy many documents?
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How would you go about accomplishingthis other
necessary planning?

• How to build good impressions and credibility
  with this prospect.

• How to uncover this prospects needs.
• Anticipating likely objections and developing
  appropriate responses.
• How to obtain commitment.

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Any questions about the terminology?

• Primary call objective
• Privacy laws
• Screens
• Secondary call objectives
• Seeding
• Selling center
• Value proposition
• Videoconferencing
• Virtual sales call
• Webcasting

• Analysis paralysis
• Barriers
• Focus of dissatisfaction
• Focus of power
• Focus of receptivity
• Gatekeepers
• Influential adversaries
• Minimum call objective
• Optimistic call objective

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