SALES REPRESENTATION
ANDREW ZIELINSKI, MBA
www.accrongroup.com/fengyeschool/
More in-Class Presentations
REVIEW
Activity 6.3.2
Team Work
1.
2.
3.
4.
5.
Create teams of TWO
Each team needs to select, in secret, a product or service, write it
down on a piece of paper and hand it in to teacher who will put it in
a container
Another container will hold more pieces of paper representing the
17 administrative regions of Quebec
Each team of two students will then pick one piece of paper from
each container
Download from class web site Activity 6.3.2 and complete it with
your partner, using the two pieces of paper
REVIEW
4.
Prospecting Using the Written Word
1.
Winning Strategies
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
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
2.
Types of Letters/Emails
a)
b)
c)
3.
Product, Service, Brand Awareness
Initial introduction to you, to your company, and its products and
services
Mass communicate key product features and benefits, promotions, new
product introductions
Set and confirm events and meetings
Prospecting
Request or Confirmation of a Meeting
Follow-up
Steps to Preparing Prospecting Correspondence
1.
2.
3.
Plan
Draft
Edit
MODULE 6: PROSPECTING
1.
Plan What You Want to Say
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

Ensures your communication goals are actually met
Helps to flush out unnecessary or repetitive phrases
Requires you to think ahead for not only what to say but also
how to say it
MODULE 6: PROSPECTING
2.
Draft Your Text
November 2013
Mr. John Smith
John Smith Enterprises
641 Victoria
Sherbrooke (Quebec) J1J 3B3
What do Jean Coutu pharmacies and IGA Supermarkets in your area have in common?
Mr. Smith,
All these high-value brand name businesses trust ABX Advertising to find effective and affordable
advertising strategies that increase their sales volume and bottom line. Why not do the same?
This is why I would like us to meet.
MORE CUSTOMERS COMING TO YOU
With the power to increase your visibility, you will draw hundreds of new customers to you and
solidify your position as market leader in your area.
MODULE 6: PROSPECTING
ADAPTED TO YOUR BUDGET
In addition, our 20+ years serving SMBs, like yours, we can effectively work with you towards
your business objectives while maintaining your budget requirements
LISTENING TO YOUR NEEDS
Lastly, ABX Advertising offers personalized and results-oriented service that ensures your needs
are always heard and respected by our entire team of more than a hundred employees who, like
you, work hard to build economic prosperity in our region.
The best way to reach me is by phone at: (514) 123-4567. Let’s discuss the winning advertising
strategies that would work best for you.
Jerry Seinfeld,
President
ABX Advertising, Montreal
P.S.: Call before December 1st, 2013, to take advantage of our season promotion – 10% off
regular cost of 2014 advertising package!
MODULE 6: PROSPECTING
Sample Letter 2: Reference Promotion
April 2, 2014
Mr. Alvin Smith
Real Estate Agent
345, River Road
Quebec (Quebec) 58A 8S1
I have a $100 Cheque Written to Your Name!
Mr. Smith,
I a convinced that you know someone that would like to purchase a swimming pool, For each homeowner name that you
refer to me and that purchases a swimming pool from me, I will send you a $100 cheque.
Your references get service and installation adapted to their budget and you get $100. On my end, I get new customers
and a new partner. Think about it. Send me references and I will offer them professional service that you have made them
accustomed to.
Eagerly,
Jane Doe
Sales Director,
Just-for-You Custom Swimming Pools
P.S.: Call me at 450-123-4567 for a free beach parasol with no obligation on your part.
MODULE 6: PROSPECTING
Sample Letter 3: Confirmation Letter
October 5th, 2014
Mr. Gilles Léveillé
Entreprise RST
789, rue des Erables
Ville Fleurie (Quebéc) J0Y 9K0
Sir,
I am happy to confirm our meeting on Monday, October 10th, at 10am, at your office. This first
meeting will help us to get introduced and determine if my company has the necessary
capacity and expertise to make your XYZ product.
As agreed, I am enclosing a video tour (on DVD) of our manufacturing facility.
Respectfully,
Frank Amdur
Sales Director,
Just-in-Time Manufacturing Services
MODULE 6: PROSPECTING
Sample Letter 4: New Product Introduction Letter
February 8, 2014
Ms. Lise Gauthier
Entreprise JKL
789, rue des Tulipes
Ville Fleurie (Quebéc) J0Y 9K0
A new Product Line with Margins Well-Above Market Average!
Ms. Gauthier,
We have been business partners for some time so you know our company and our excellent level of customer service. With
the launch of our latest product we can further increase our respective bottom lines!
One of our sales representatives will be in your area between February 25th and March 7th. We would be happy to show
you the new products at that time.
I will call you during the week of February 15th to confirm a date and time for product demonstration.
Best Regards,
Arlene Diamond
Sales Director,
Consolidated Products Ltd.
P.S.: Call me at (987) 123-4567 for a free sample kit!
MODULE 6: PROSPECTING
3.


Edit
At minimum, SPELL CHECK your document!!!
Here is a checklist of items to help you review your draft
Done
document:
Content meets initial objectives
☐
If a prospecting letter, all 7 elements are included
☐
If a prospecting letter, all AIDA elements are present
☐
Ideas flow in a logical manner
☐
Ideas are clearly expressed, in short and wellstructured sentences
☐
There is a date
☐
No spelling mistakes
☐
Level of language is appropriate
☐
Punctuation is correct
☐
Signature included (as required)Spell check and
grammar checking tools have been used
☐
My contact information appears in the text
☐
MODULE 6: PROSPECTING
In Summary…
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

Personalize your message: address yourself directly to your
prospect by name
Write as though the prospect was physically in front of you
Present your main idea up front
Use positive sentence structures (“Call me without delay”
instead of “Don’t wait before calling us”)
End your communication with a call to action, with a sense
of urgency
NOW, YOU DO IT!
Activity 6.4.1
Writing for Prospecting
1.
2.
3.
Select three companies and list their name and contact
information
Imagine that you are a sales representative for a company
that can sell them a product or service
Draft a written communication for each of the following
companies:
a.
Prospecting letter to the first company that you listed, above Imagine
that you have an amazing offer for them. Keep to the standard
business letter format. Prepare a plan for the letter. Then, draft the
letter
NOW, YOU DO IT!
Activity 6.4.1
Writing for Prospecting
b.
c.
4.
Draft a confirmation letter to the second company that you listed
above. Imagine that you have a meeting with this person soon. Prepare
a plan for the letter. Then, draft the letter
Draft a re-launch letter to the third company you listed. Imagine that
this customer has already purchased your product or service and that
it has been a while since they last ordered. Use as a pretext that you
have something new to present. Prepare a plan for the letter. Then,
draft the letter
Save all your work as: Activity641_FirstName_LastName.docx
MODULE 6: PROSPECTING
Module Summary (36 Hours: 3 - 3.5 Weeks)
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5.
6.
7.
Defining a Target Customer Base
Determining a Target Customer Base & Building a Database
Determining a Sales Territory
Communicating in Writing with Target Customers
Communicating by Telephone with Target Customers
Meeting in Person with Target Customers
Post Mortem and Follow-Up
Competency Achieved: How to develop prospects within a given
sales territory
MODULE 6: PROSPECTING
Communicating by Telephone
Types
Winning Strategies
Steps
1.
2.
3.
I.
II.
III.
IV.
V.
VI.
Preparation
Opening and Presentation
Qualification
Managing Objections
Booking Appointments
Ending the Call
MODULE 6: PROSPECTING
Keep in Mind…
 Wording
 Tone
 Voice
Quality
 Diction
 Rhythm
… to convey a sincere desire to provide your customers
with the best possible service and results
MODULE 6: PROSPECTING
Types of Prospecting Calls
1.
I.
II.
III.
Cold Calls
Follow-Up to a Cold Call or Promotion Campaign
Follow-Up after a meeting. (Not a prospecting call)
MODULE 6: PROSPECTING
Some Best Practices


Before placing your call, find a quiet place, if possible, to
mentally prepare and adequately think about what you want
to say or ask
Your posture and physical comfort translates into voice
quality since a telephone call is, ironically, a physical act
•
•
•
Some sales training programs suggest that you sit down to make
your call
Other programs advocate to make your physical level of comfort or
excitement match the situation and your sales objectives
In either case, be mindful of your posture and comfort and how it
affects the vocal image you project during your calls
MODULE 6: PROSPECTING
Some Best Practices
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Time is important. Know when to call your prospect
Be mindful of the microphone. Do not obstruct it with your fingers or anything
else. Even with a headset, ensure that the microphone is neither to far (weak
voice) or too close (can hear breathing and other sounds)
Make sure any tools that you need are immediately at hand – pen, paper,
samples, spec sheet, internet access, database system, turned on, logged in,
etc.
Tone of voice matters a lot! Ensure it is warm and welcoming
Smile!
Use simple words, appropriate for your prospect and use the polite form, always,
in French
Speak a little slower than if you were physically in front of your prospect and
maintain proper diction
No gum or other food in the mouth. No drinking during a call. If it’s a long call, a
tepid glass of water can be occasionally sipped with the phone briefly on mute
MODULE 6: PROSPECTING
2.
Winning Strategies

Prepare – Set aside blocks of time specifically for calling, even if it is a

Create ‘objection scenarios’ and script some replies
Ensure you are completely familiar with your prospect’s key
contact, biographical, and business information – helps you to

couple of hours
determine the best approach



Have, at hand, the client file – to consult details and add information
Have, at hand, your up-to-date agenda – to quickly organize any
follow-up action items and set meetings with your prospect
If cold calling, create a simple, standard opening line to introduce

yourself, your company name, and the reason for your call
Write down a list of benefits for your product/service that pertain
to your prospect
Plan for different prospect situations – they’re too busy, don’t need

Rehearse with someone you trust or in front of a mirror

your product, already have a supplier, curious, impatient, etc.
MODULE 6: PROSPECTING
3.
Steps to Prospecting
I.
Preparation
The better you know your prospect, the more likely you
will convert them to a customer:

•
•
•
•
•



Is your prospect the decision-maker, purchaser, user?
Is my company/brand familiar to them?
Am I sufficiently familiar with their company/business activity to
effectively position my products/services to them?
Do they know of someone else that can use my products/services?
What type of discussion and words will hold their attention and get a
meeting with them and their company?
Research, research, research!
Before your call, memorize the name of your prospect
Keep in mind that the objective of a typical prospecting
call is to get a meeting and not necessarily a sale
MODULE 6: PROSPECTING (LEFT OFF HERE)
3.
Steps to Prospecting
II.
Opening and Presentation


Purpose of call is always to get an appointment
Examples – “What is the purpose of your call?”




“I would like to speak with <name of prospect> regarding an
limited time offer”
“I would like to speak with <name of prospect> to discuss our
new swimming pool liners that are more resistant and
environment-friendly”
“I would like only 5 minutes to show you how Liner Experts
products help you better serve your residential customers and
improve your gross sales”
Objective is to quickly hold the prospect’s attention to
talk them into meeting with you
MODULE 6: PROSPECTING
3.
Steps to Prospecting (Continued)


The next piece is to immediately follow this opener with a
“hook phrase” that is designed to obtain a “yes”
response from your prospect
Example


“Hello, Mr. Plummer. My name is John Smith, at XMV Office
Supplies. I am calling you, today, to se if you would be interested
in saving hundreds of dollars per year on your purchase of office
products”
The survey approach


You can ask for permission to ask a FEW questions, as though
you were conducting a survey
This has the triple benefit of: get their attention, raise their
interest, and qualify them, before asking for a meeting
MODULE 6: PROSPECTING
3.
Steps to Prospecting
III.
Qualification



A first level of filtering - Are we speaking with the right
person in the organization?
Two to Three questions
In many companies, this is a two step process
1.
2.

Creating a list of qualified prospects
Approaching these qualified prospects
What you need to obtain from qualifying a prospect



Full name, if you do not already have it
Role in the organization
Needs
MODULE 6: PROSPECTING
3.
Steps to Prospecting
IV.
Handling Objections




This is where top sales representative move “ahead of
the heard”
Prepare, prepare, prepare!
Do not be overly forceful
Examples


“I am not interested”
“I understand. Can I ask what are you currently using as a
cleaning product?”
“I have a lot on my plate, now. I have no time to meet with you”
“I understand. It’s exactly to help you save time and money in
your daily process that we should meet for a few minutes”
MODULE 6: PROSPECTING
3.
Steps to Prospecting







Your responses you never seem “canned”
Do not take objections personally
Empathy is key
Say just enough to get the meeting!
Leave them wanting more
But, if there is high interest, try a simple sell. The
meeting will be for the close
Some complex products will not fit this Quick Sell
option
MODULE 6: PROSPECTING
3.
Steps to Prospecting
Booking Appointments
V.




This is the main objective of your call
After the qualification questions and the hook phrase, your
prospect may ask a few questions or have some objections
When you successfully address those questions and objections
and explain the key benefits of your product or service, propose to
meet in person for a full demonstration of the features and
benefits, how the product works, the pricing structure, and how to
get started with your product or service
Example


“So, Mr. Cabana, I can show you the new pool liners on Monday, at
your office. Will 11am work for you?”
If your prospect refuses, ask why. It may be that the day and
time don’t work. Propose another, etc.
MODULE 6: PROSPECTING
3.
Steps to Prospecting
VI.
Ending the Call





Thank your prospect for their time
Use their name
End on a polite, respectful and agreeable note regardless of
end result
Mention that you are available (and how you are available –
email, phone, etc.) to answer any additional question they
may have, even if the call did not yield a meeting or sale
Example

“Thank you for your time, Mr. Cabana. We will see each other
on Monday. In the meantime, if any other questions come up,
do not hesitate to contact me by phone or email.”
MODULE 6: PROSPECTING
3.
Steps to Prospecting
Traps to Avoid




Do not provide too much information – this can make the
reason for your call unclear or the prospect might loose the
train of thought tying your call together
Do not leave a message – instead ask when your prospect
can best be reached
Do not quote a price over the phone, even if prospect asks –
insist on discussing this in person
Do not use verbs in the conditional form. Speak in the
present. Gives an affirmative, pro-active tone to the
conversation
MODULE 6: PROSPECTING
3.
Steps to Prospecting
Example

A receptionist answers: “ABC Inc., Good Morning!”
“Hello. May I speak to the owner, Mr. Wayne, please?”
1.
2.
3.

If receptionist answers yes – Wait until owner picks up
If receptionist answers: “What is the purpose of your call?” – BRIEFLY
explain your area of activity or say a few words about your
product/service. Give as little information as possible
If receptionist says that the owner is busy or away from the office, or in
a meeting – Do not leave a message. Ask when you can best reach the
owner
Take the time to thank the receptionist. If you can, ask for
their name. May help to personalize your next call. Enter the
receptionist’s name in your prospect file
MODULE 6: PROSPECTING
3.
Steps to Prospecting
Another Example

Prospect answers: “ABC Inc., Good Morning!”
“Hello. Am I speaking Mr. Wayne?”
“Yes, this is him.”
“Hello, Mr. Wayne. I am John Smith, from Clean Printing, inc.
Would you be interested in saving money on your next
purchases of ink cartridges for your office printers?
“I’m not against it.”
“This is exactly why I’d like to meet with you. We offer some
of the lowest prices in town for environment-friendly options.
How many printers do you have in your office and how many
cartridges do you use per month?”
MODULE 6: PROSPECTING
3.
Steps to Prospecting
Another Example

“Four, and one cartridge per month, per printer”
Mr. Wayne, I’d like to meet with you to show you how our new
cartridges are more economical to use that those that are
currently on the market and how they are more
environmentally-friendly. I will be in your area next week. Can
we meet at your office on Monday, at 11am?”
1.
2.
3.
If he answers yes – Set the meeting right away
If he asks questions: BRIEFLY and honestly answer. If he asks about
pricing, be evasive and say that you can discuss in person
If he says that he doesn’t need your products: Insist on your benefits,
savings, etc. Stay open but determined
MODULE 6: PROSPECTING
3.
Steps to Prospecting
Another Example
4.
5.
6.


If he answers that he has no time: Promise that it will take only 15
minutes and ask what would be a better time to meet
If he says that he wants more detail over the phone: explain that there
are some elements that needs to be seen (you can even offer a free
sample that will be given to him when you meet) and that your
presentation will be shorter in person than over the phone
If he asks for pricing: Mention that it costs nothing to meet in person for
15 minutes and that you can provide all the information, brochure and
pricing at that time
Be understanding and empathetic in responding to his
objections
It’s easier for a prospect to agree to meet with you if you are
patient, determined, and competent
MODULE 6: PROSPECTING
3.
Steps to Prospecting
Another Example


Show that it is important to you to not waste their time, that
you offer a great solution, and are there to help
End your call on a positive note: thank Mr. Wayne for his time,
confirm the day and time of your meeting or mention that you
will call back at another time, depending on how the call goes
NOW, YOU DO IT!
Activity 6.5.1
Prospecting by Telephone
1.
2.
3.
4.
Save all your work in a Word file:
Activity651_FirstName_LastName.docx
Provide two reasons for why it is useful to set aside a block of
time to perform several prospecting calls rather than do one call,
from time to time, throughout the day
List the seven steps to telephone prospecting
Handling objections. During a prospecting telephone call, write
what you would say to a potential customer that says to you:
a)
b)
“I once did business with someone from your company and the aftersales service was very bad”
“I am not the person responsible for purchasing”
NOW, YOU DO IT!
Activity 6.5.1
Prospecting by Telephone
c)
d)
4.
“I just purchased a new coffee machine for the office. So, I will not
be needing your products”
“I will be leaving on vacation tomorrow. I will not be able to meet
with you for at least a month”
You call on Frederique Maltais and represent Pour la vie,
specializing in custom-made bridal gowns. You are making
prospecting calls
a)
Write a script for the beginning part of your call: introducing
yourself, your company, and what you do
NOW, YOU DO IT!
Activity 6.5.1
Prospecting by Telephone
5.
You work for an exterminator. Write out a full script for your
prospecting call to the owner of an apartment building
a)
b)
c)
d)
e)
f)
Salutation
Purpose of call
Qualification
Identify and Address key objections
Asking for the meeting
Ending the call
NOW, YOU DO IT!
Activity 6.5.2
Role Playing
CASES
1.
You work for a publisher of childrens books. You call on an elementary
school asking for the Principal. You would like to set a meeting with her
to present your new series that are made for the 7-9 year old age group
2.
You represent a bottled water company that uses biodegradable labels.
You call on a vegetarian restaurant chain and would like to set a
meeting with the Director of Purchasing to show him your products,
how it saves the environment and promotes the health of their
customers
3.
Your employer, Desjardins Greenhouses, make and markets different
varieties of lilies and germaniums. As sales representative, you are
contacting a funeral home in order to appear in their customer
catalogue in the section show options for flowers for the deceased.
Your unique selling characteristic is that all your products are locally
grown
NOW, YOU DO IT!
Activity 6.5.2
Role Playing
INSTRUCTIONS
1. If you are playing the role of the sales representative, use
everything that you learned to obtain a meeting with your
prospect. If you are playing the role of the prospect, make
your sales representative earn the meeting by asking
questions, expressing objections or even being unpleasant
2. Carefully observe the role-play of your colleagues. Take
note of strong points and points that can use fine-tuning or
improvement
3. In group, and with the teacher, discuss the pros and cons
of the scenarios that your team acted out
MODULE 6: PROSPECTING
Summary – Prospecting by Telephone
Steps to a prospecting call
1.
2.
3.
4.
5.
6.
Salutation and presentation
Purpose of Call
Qualification of Prospect
Handling Objections
Setting a Meeting
Ending the Call
MODULE 6: PROSPECTING
Primarily, the objective of a prospecting call is to get a meeting
with the prospect. In order to accomplish this, you need to:







Be prepared – have all your material at hand and know exactly who you
need to speak with
Know your message – presenting your self, your company, your products
and services, etc.
Express yourself in an assertive and positive manner that inspires
confidence
Speak at a reasonable rhythm and with a smile
Be mindful of your wording and nurture a positive discussion of
persuasion
Build call scenarios in order to realistically practice answering frequent
questions and objections
Work both English and French scripts, as your language capabilities
permit
Discuss Internships
List of prospect companies
 Status of relationship building
 Who has a internship lined up, so far?
 Determine what others need to do to move
forward towards obtaining an internship
