Planning the Presentation and Approaching the Customer

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Planning the Presentation and Approaching the
Customer

• Module Six

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Improving Relationships ThroughPre-Call
PlanningAn Experts Viewpoint
. . . Dave knows he must gather information on
his prospects to prepare for each of his sales
calls. Pre-call planning is a must. When Dave
identifies a potential prospect, he knows his
work is just beginning. . . .
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Improving Relationships ThroughPre-Call
PlanningAn Experts Viewpoint
. . . . Having done my pre-call planning, I am
ready to demonstrate my expertise . . . . my
whole presentation is consultative selling . . .
I dont consider myself a yellow page account
executive but rather an advertising consultant.
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Types of Sales Presentations
Little training is required inflexible/not
customizable difficult to build trust
Extensive training is required customizable
interactive fosters trust
Some training is required customizable while
being written but not once delivered may be
perceived as more credible
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The Trust-based Selling ProcessA
Needs-Satisfaction Consultative Model
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Proposal Writing

• Not writing a proposal.
• Not fully understanding the customers business.
• Missing the buyers submission deadline.
• Producing a proposal with little drive-up
  appeal.

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Deadly Mistakes
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Proposal Writing

• Not saying anything that really makes a
  difference.
• Using a standardized boilerplate approach.
• No one owning the responsibility or having
  authority to create quality and effective
  proposals.

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Deadly Mistakes
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Components of a Written Proposal

• Executive Summary
• Needs and Benefits Analysis
• Company Description
• Pricing and Sales Agreement
• Suggested Action and Timetable

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Twelve Simple Rules for Writing
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Double check company names, titles, and
individuals names.
The spelling of words you are not sure of should
always be looked up. Do not rely on your word
processors spelling checker.
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Twelve Simple Rules for Writing
Write the proposal and get away from it before
proofreading. Give your mind some time away from
the document so that it will be fresh when it is
time to begin the editing process.
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Proofread and edit for improvements rather than
to simply catch mistakes. How can the message be
improved in clarity and crispness?
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Twelve Simple Rules for Writing
Repeat the proofreading process and, when
possible, have a third party read for meaning,
clarity, grammar, and spelling. A third set of
eyes can find problems that the writer often
overlooks. Dont submit your first draft, as it
wont be your best.
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Use hyphens to avoid confusion, but do not place
a hyphen after an adverb that ends with ly.
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Twelve Simple Rules for Writing
Separate things in a series with a comma, and set
off nonessential clauses with a comma.
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Use that in restrictive clauses, use which in
nonrestrictive clauses. (e.g., The sales quota
that he announced is too low. He announced the
new sales quota, which is too low.)
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Twelve Simple Rules for Writing
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Avoid starting sentences with the words and or
but.
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Use like for direct comparisons use such as for
examples.
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Twelve Simple Rules for Writing
Use a dash to set off and end a thought in a
sentence that differs from the preceding concept
or thought.
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Periods, commas, and question marks go within
quotation marks semi-colons go outside quotation
marks.
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Sales Presentation Checklist

• Prospect Information
• Needs and/or Opportunity Analysis
• Prospects Buying Motives
• Competitive Situation
• Sales Presentation Objectives
• Sales Presentation Planning

• Specific Features/Benefits
• Information to support claims
• Reinforcing verbal content
• First few minutes

• ADAPT Method
• Questions and Objections
• Prospect Commitment
• Follow-up Action

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Sequence of the Sales Presentation

1. Introduction
2. Need discovery use questions, careful
   listening, and confirmation statements to uncover
   explicit needs
3. Present benefits addressing buyers explicit needs

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Sequence of the Sales Presentation

1. Continuation of prior sales calls should start
   with a summary of earlier calls
2. Pricing issues should not be focused on until the
   customers needs have been defined and addressed

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Sales Mix Model
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Approaching the Customer Getting the
Appointment
Setting appointments . . .
Demonstrates respect for the prospects time.
Increases the likelihood of receiving the
prospects undivided attention.
Improves time and territory management.
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Approaching the CustomerStarting the Sales Call

• Introductory Approach
• Product Approach
• Benefit Approach
• Question Approach
• Referral Approach
• Compliment Approach
• Survey Approach

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Discovering Needs

• ssessment Questions

iscovery Questions
ctivation Questions
rojection Questions
ransition Questions