PLANNING A SALE

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CHAPTER 7

• PLANNING A SALE

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CUSTOMER RELATIONSHIP MANAGEMENT

• ESTABLISH STRATEGIC PLAN FOR
• CUSTOMER RETENTION
• CUSTOMER ACQUISITION
• CUSTOMER PROFITABILITY
• EXHIBIT 7-2 P 227-CUSTOMER RELATIONSHIP MODEL

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PREAPPROACH 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

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REASONS FOR SALES CALL PLANNING

• AIDS IN BUILDING CONFIDENCE
• CREATES GOODWILL BETWEEN BUYER AND SELLER
• INCREASE PROFESSIONALISM
• INCREASE SALES THRU UNDERSTANDING OF BUYERS NEEDS

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ELEMENTS 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

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CUSTOMER 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)

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PROSPECTS MENTAL STEPS

• ATTENTION
• INTEREST
• DESIRE
• CONVICTION
• PURCHASE OR ACTION
• SEE EXHIBIT 7-10 FOR OVERVIEW OF SLLING PROCESS

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SALES 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

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• PROSPECTS BUYING MOTIVES (RATIONAL AND
  EMOTIONAL)
• COMPETITIVE SITUATION (STRENGHTS AND WEAKNESSES)
• SALES PRESNTETION OBJECTIVES (MAJOR AND MINOR
  OBJECTIVES)

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SALES 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)

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• APPROACH(BUILD RAPPORT,ASSESMENT)
• QUESTIONS AND OBJECTIONS (ANTICIPATED QUESTIONS
  AND PLANNED RESPONSES)
• PROSPECT COMMITMENT
• FOLLOW UP ACTION

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SALES 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

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WRITTEN 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

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• 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