Chapter
3
Planning the Sales Is a Must!
Chapter
3
Chapter
3
Main Topics
 The Tree of Business Life: Planning
 Strategic Customer Sales Planning–The
Preapproach
 The Prospect’s Mental Steps
 Overview of the Selling Process
The Tree of Business Life: Planning
T
T T
T T TT
T T T T
Builds
Guided by The Golden
Rule:
 Plan how to help people solve


Relationships

problems and fulfill needs
Plan every aspect of the sales call
so you will be organized and
prepared
Plan to present a specific solution
to each prospect’s unique set of
problems and needs
You will see that ethical service
builds true relationships
Begin Your Plan with Purpose
 Purpose
 The constant truth that guides your business life
 Directs how you approach each sales call
 Your purpose for any sales call should be to
make a contribution to the welfare of the person.
 Plan to Achieve your Purpose
 Plan each day, and carry out your plan adjusting
to circumstances as you go.
 At the end of each day evaluate your day to
ensure a successful tomorrow.
What’s a Plan?
 A plan is a method of achieving an end.
 The foundation of your plan must be based
upon the truth.
Exhibit : Only Through Truth Can Trust Be
Supported to Bridge the Gap between People
8-7
Exhibit : The Preapproach Involves
Planning the Sales Presentation
Strategic Customer Sales Planning–
The Preapproach
 Strategic problem solving involves
 Strategic needs
 Creative solutions
 Mutually beneficial agreements
Exhibit : Consultative Selling–
Customer Relationship Model
Strategic Customer Sales Planning–
The Preapproach, cont…
 Reasons for planning the sales call
 Builds confidence
 Develops atmosphere of goodwill
 Reflects professionalism
 Generally increases sales
Exhibit : Steps in the Preapproach:
Planning the Sale
Determine sales
call objective(s)
Develop/Review
customer profile
Develop customer
benefits
Develop sales
presentation
Strategic Customer Sales Planning–
the Preapproach, cont…
 Always Have a Sales Call Objective
 The precall objective – have one or more!
 Focus and flexibility
 Customer focus your efforts on the objective when you
are with the customer
 Be prepared to switch to another objective if needed
 Make the goal specific
 Move customer conversation toward the objective
 Set a SMART call objective
Strategic Customer Sales Planning The Preapproach, cont…
Determine sales
call objective(s)
Develop/Review
customer profile
Develop
customer benefits
Develop sales
presentation
 Always have a sales call objective
 Set a SMART call objective
 S pecific
 Measurable
 Achievable
 Realistic
 Timed
Strategic Customer Sales Planning–
Customer Profile Provides Insight
Determine sales
call objective(s)
Develop/Review
customer profile
Develop
customer benefits
Develop sales
presentation
 Review information to create customized
presentation
 See what customer has done in the past to
determine future needs
 If do not have customer profiles – get one
for each customer
Exhibit : Information Used in a
Profile and for Planning
Customer Benefit Plan: What It’s All
About!
Determine sales
call objective(s)
Develop/Review
customer profile
Develop
customer benefits
Develop sales
presentation
 Steps in creating the customer benefit plan:
Step 1: Select FABs for product discussion
Step 2: Select FABs for marketing plan discussion
Step 3: Select FABs for business proposition
discussion
Step 4: Develop suggested purchase order based
on first three steps
Exhibit : Examples of Topics Contained in the
Marketing Plan Segment of Your Sales Presentation
Exhibit : Examples of Topics Contained in the Business
Proposition Segment of Your Sales Presentation
Customer Benefit Plan: Develop
Sales Presentation
Determine sales
call objective(s)
Develop/Review
customer profile
Develop
customer benefits
Develop sales
presentation
 Write out all FABs for steps 1 - 3
 Write out suggested purchase order
 Now you are ALMOST ready to create your
sales presentation
Exhibit : Major Phases in Your Presentation: A
Sequence of Events to Complete in Developing a
Sales Presentation
Rapport-building
Uncover needs
Attention, interest, transition
Features
Advantages
Benefits
How to resell (for reseller)
How to use (for consumers
and industrial user)
What’s in it for your
customers?
Recommend what to buy in
order to fill the needs
uncovered in the presentation.
Ask for the business!
Do not give up!
Act as a professional
Leave the door open
What is Left in Creating Your Sales
Presentation?
1. Approach.
2. Fully discuss your
product.
3. Present your
marketing plan.
4. Explain your
business proposition.
5. Suggested purchase
order.
6. Close
7. Exit
 As shown in Exhibit you need to
create your:
 Approach
 Close
Before You Can Pick Your Approach
You Must:
 Select which presentation method to use
 Prepare for anticipated objections from your
prospect/customer
In Planning a Sales Presentation,
You Should Consider:
 The prospect’s mental steps
?
? ?? ?
 What would the prospect be thinking as
you give your presentation?
Exhibit : The Prospect’s Five Mental
Steps in Buying
Attention
Interest
Desire
Conviction
Purchase
How Do You Obtain Someone’s Attention
When You Begin Your Presentation?
 Show you are there to help!
 The proper approach is important!
 Your goal is to determine a need or problem
Attention
Interest
Desire
Conviction
Purchase
How Do You Keep Someone’s Interest
in What You are Presenting?
 Show you are there to help!
 Quickly present major FABs that:
 Fulfill a need
 Solve a problem
Attention
Interest
Desire
Conviction
Purchase
How Do You Build Desire for Your
Product?
 Show you are there to help!
 Using your trial closes, determine
if prospect is interested in benefits
 Watch for nonverbal signals!
 Green
 Yellow
 Red
Attention
Interest
Desire
Conviction
Purchase
How Do You Establish The Conviction Your
Product Will Solve Needs or Problems?
 Show you are there to help!
 Let the customer see how your product’s
FABs will solve her needs or problems
 Your trial closes will reveal whether the
customer ready to buy
Attention
Interest
Desire
Conviction
Purchase
How Do You Know if Customer Ready
to Purchase So You Can Close?
 Show you are there to help!
 Trial close response(s) give nonverbal
signals that indicate positive beliefs that the
product will fulfill needs or solve problems
Attention
Interest
Desire
Conviction
Purchase
Overview of the Selling Process
 Getting the prospect’s attention and interest by


having the prospect recognize a need or problem,
and stating a wish to fulfill the need or solve the
problem
Uncovering and answering the prospect’s questions
and revealing and meeting or overcoming objections
results in more intense desire
Desire is transformed into the conviction that your
product can fulfill the prospect’s needs or solve
problems
Exhibit : The Selling Process and Examples
of Prospect’s Mental Thoughts and Questions
Exhibit : The Selling Process and Examples
of Prospect’s Mental Thoughts and Questions
Exhibit : The Selling Process and Examples
of Prospect’s Mental Thoughts and Questions
Summary of Major Selling
Issues
 Careful planning of the sales call is
essential to success in selling
 Planning builds self-confidence, develops
an atmosphere of goodwill, creates
professionalism, and increases sales
 Sales call planning
 Have a sales call objective that is SMART
 Develop or review the customer profile
 Develop your customer benefit plan