PLANNING A SALE

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PLANNING A SALE

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PROSPECT INFORMATION(KEY PERSON INFORMATION,OTHER INFLUENCES ON PURCHASE DECISION) ... PROSPECT'S BUYING MOTIVES (RATIONAL AND EMOTIONAL) ... – PowerPoint PPT presentation

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Title: PLANNING A SALE


1
CHAPTER 7
  • PLANNING A SALE

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

3
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

4
REASONS FOR SALES CALL PLANNING
  • AIDS IN BUILDING CONFIDENCE
  • CREATES GOODWILL BETWEEN BUYER AND SELLER
  • INCREASE PROFESSIONALISM
  • INCREASE SALES THRU UNDERSTANDING OF BUYERS NEEDS

5
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

6
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)

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

8
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

9
  • PROSPECTS BUYING MOTIVES (RATIONAL AND
    EMOTIONAL)
  • COMPETITIVE SITUATION (STRENGHTS AND WEAKNESSES)
  • SALES PRESNTETION OBJECTIVES (MAJOR AND MINOR
    OBJECTIVES)

10
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)

11
  • APPROACH(BUILD RAPPORT,ASSESMENT)
  • QUESTIONS AND OBJECTIONS (ANTICIPATED QUESTIONS
    AND PLANNED RESPONSES)
  • PROSPECT COMMITMENT
  • FOLLOW UP ACTION

12
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

13
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

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
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