Title: PLANNING A SALE
1CHAPTER 7
2CUSTOMER RELATIONSHIP MANAGEMENT
- ESTABLISH STRATEGIC PLAN FOR
- CUSTOMER RETENTION
- CUSTOMER ACQUISITION
- CUSTOMER PROFITABILITY
- EXHIBIT 7-2 P 227-CUSTOMER RELATIONSHIP MODEL
3PREAPPROACH OBJECTIVES
- ESTABLISH GOALS FOR THE INITIAL SALES CALL
- LEARN ABOUT THE PROSPECT
- PORTRAY THE RIGHT IMAGE
- PREPARE THE PRESENTATION(CUSTOMER BENEFIT PLAN)
- DETERMINE THE APPROACH
- BE A CREATIVE PROBLEM SOLVER
4REASONS FOR SALES CALL PLANNING
- AIDS IN BUILDING CONFIDENCE
- CREATES GOODWILL BETWEEN BUYER AND SELLER
- INCREASE PROFESSIONALISM
- INCREASE SALES THRU UNDERSTANDING OF BUYERS NEEDS
5ELEMENTS OF SALES CALL PLANNING
- EXIBIT 7-4 P 229
- DETERMINE SALES CALL OBJECTIVE (SPECIFIC,MEASURABL
E,ACHIEVABLE,REALISTIC AND TIME BOUND) - SHOULD BE FOCUSSED AND FLEXIBLE
- DEVELOP CUSTOMER PROFILE (EXIBIT 7-5 P 231)
- IDENTIFY THE DECISION MAKER,HISTORY AND
PURCHASING POLICIES OF ACCOUNT
6CUSTOMER BENEFIT PLAN
- MOST IMPORTANT PART OF YOUR PRESENTATIONSLECT
FEATURES,ADVANTAGES AND BENEFITS - DEVELOP YOUR MARKETING PLAN (HOW TO COORDINATE
OTHER ELEMENTS OF MARKETING(EX 7-6 P 233) - DEVELOP YOUR BUSINESS PROPOSITION( SEE LIST ON
EXHIBIT 7-7 p 233) - DEVELOP A SUGGESTED PURCHASE ORDER ( HOW TO
BUY,ASSORTMENT,STOCK POSITION ETC)
7PROSPECTS MENTAL STEPS
- ATTENTION
- INTEREST
- DESIRE
- CONVICTION
- PURCHASE OR ACTION
- SEE EXHIBIT 7-10 FOR OVERVIEW OF SLLING PROCESS
8SALES PRESENTATION CHECKLIST
- PROSPECT INFORMATION(KEY PERSON INFORMATION,OTHER
INFLUENCES ON PURCHASE DECISION) - NEED AND /OR OPPORTUNITY ANALYSIS (STATEMENT OF
PROSPECTS PROBLEMS/OPPORTUNITY RELATED TO SALES
OFFERING,BRIEF DESCRIPTION OF F A B THAT WILL
MEET PROSPECTS PROBLEMS/OPPORTUNITY
9- PROSPECTS BUYING MOTIVES (RATIONAL AND
EMOTIONAL) - COMPETITIVE SITUATION (STRENGHTS AND WEAKNESSES)
- SALES PRESNTETION OBJECTIVES (MAJOR AND MINOR
OBJECTIVES)
10SALES PRESENTATION PLANNING
- SPECIFIC FEATURES BENEFITS (TO BE ARRANGED IN
PRIORITY ORDER AND SEQUENCE) - INFORMATION TO SUPPORT CLAIMS
- REINFORCING VERBAL CONTENT(VISUAL
AID,ILLUSTRATIONS,TESTIMONIALS) - FIRST FEW MINUTES(PLANS FOR THE FIRST FEW MINUTES
OF PRESENTATION)
11- APPROACH(BUILD RAPPORT,ASSESMENT)
- QUESTIONS AND OBJECTIONS (ANTICIPATED QUESTIONS
AND PLANNED RESPONSES) - PROSPECT COMMITMENT
- FOLLOW UP ACTION
12SALES MIX MODEL
- DETERMINE PRESENTATION PACE
- PRESENTATION SCOPE(SELECTION OF BENEFITS TO BE
INCLUDED IN THE PRESENTATION - DEPTH OF INQUIRY
- TWO WAY COMMUNICATION ( CHOOSING THE TYPE OF
PRESNTATION) - USE OF VISUAL AIDS
13WRITTEN SALES PROPOSAL
- IMPORTANCE IN INDUSTRIAL SALES BEFORE OR AFTER
PRESENTATION - SEVEN DEADLY MISTAKES OF PROPOSAL WRITING
- 1.SUBSTITUTING A BROCHURE AND COVER LETTER FOR A
FULL PROPOSAL - 2.NOT UNDERSTANDING CUSTOMERS BUSINESS
- 3.MISSING THE BUYERS SUBMISSION DEADLINE
14- 4.PRODUCING WITH LITTLE DRIVE UP APPEAL
- 5.NOT SAYING ANYTHING THAT REALLY MAKES THE
DIFFERENCE - 6.USING STANDARDIZED APPROACH
- 7.NOT OWNING RESPONSIBILTY FOR THE PROPOSAL