AGRI-SELLING PROCESS
• Key Components
– Preparation
– Opening
– Presentation ( and
Handling Objections)
– Closing
– Service
Agri-selling and the Preparation Process
Chapter # 4
Objectives 1. Define and explain how to use prospecting.(Q2Ch4)
2. Are all sales leads good prospects?
3. What are the characteristics of a qualified prospect?
4. Describe 3 methods of Prospecting.(Q3Ch4)
5. Give an example using trade shows to Prospect
6. How can a salesperson overcome a reluctance to prospect?
7. Use an example prospect priority index. (Q4Ch4)
8. Describe the value of key accounts & how you develop a key
account strategy.
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PREPARATION
A) Build knowledge base for product/service
– ____________________________________
awareness of technical features and potential benefits of the
product/service
– ____________________________________
awareness of other potential rival products, their features and
limitations, market trends important to your customers, all major
factors that can affect your prospects buying decision
– ____________________________________
awareness of customer’s goals, needs, related purchase and
production activities. Create a client profile.
– Knowledge: Gives you
_______________________________________________________
_____________________________________________________
___________________________________
Audio Video clips funded by
the Barnhart Fund for
Excellence
Phillip Logesdon, Field Research**
Research Manager
Manages Research Plots
• Meet with sales people
• _____________
information
• Field Plot and actual
results may
________
PREPARATION
• B) Identify prospects (Q1Ch9, part 1) . Define and explain prospecting)
– Prospecting:the process of
– ____________________________
An effective prospecting program is systematic and
can be measured for effectiveness.
• Good salespeople
______________________
that constantly give them
____________________
____________
Five Rules For Successful Prospecting
• 1. The prospecting plan must help you achieve all
___________________
• 2. Study your market to know what is changing and can identify
___________________
• 3. Use a
variety of prospecting methods
• 4. ___________________
your prospects
• 5. Develop a system for
___________________
using important information to prepare a selling strategy
McGraw-Hill/Irwin
Characteristics of a Good Prospect
• ______________________________________
• ________________________
– A client is not a real prospect without resources to
pay for the product
– Ability to pay includes
________________________
• ________________________
– Knowing who has purchasing authority saves the
salesperson time and effort because it can result in a
sale
____________________________________________
________________________
7-7
An Application Nugget
You are a salesperson for a new breed of laying hens, how
would you develop a prospect list?
___________________________________________________________
___________________________________________________________
_________________________________________________________
___________________________________________________________
___________________________________________________________
_________________________________________________________
___________________________________________________________
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Sales Goal(s)
(Q1Ch9, part 2)
•Penetration__________________
•Concentration –
_________________
•Both
•(the BMA example)
McGraw-Hill/Irwin
How and Where to Obtain Prospects
• Networking
– Salesperson uses personal _______________
_________________________________
– to secure leads (influence peddlers)
– Suggestions:
• Call at least two people per day and go to at least
_______________________
• Spend most of your initial conversation with a
new contact talking about his or her business and
_________________________________
• Follow up on a regular basis
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McGraw-Hill/Irwin
How and Where to Obtain Prospects
(continued)
• __________________________
– Sales person cultivates well-known, influential people in the territory
who are willing to supply lead information
• _________________
– Salesperson uses websites, e-mail, listservers, bulletin boards, forums,
roundtables, and newsgroups to secure leads
– Extranets
_____________________________________________________
– E-selling, E-tailing
• ___________________________________________
– Salespeople use these forms of promotional activities to generate
leads
– Postcard pack
– Bounce-back card
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How and Where to Obtain Prospects
(continued)
• _________________________________
(more on this one next)
• _____________
– Salespeople use seminars for prospects to
generate leads
– Appeal to a specialized market
– Invite good prospects
– Go high-quality
– Be involved before, during, and after
• __________________________
– Secondary data sources; free or fee-based
– SICs and NAICS (Standard Industrial Classification /
North American Industry Classification System)
– Purchasing lists
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(Q2Ch9- Methods of Prospecting)
• Cold calls:
___________________________________
• Cool calls (Segment Specific
Prospecting): Calling on prospects
_____________________________
• Leads: Calling on prospects who have
been_______________________________
__________________________________
___
• Target Prospecting: Concentrates limited
resources, and directs efforts to
Cold Calls - The Downside?
Relative to cool calls, leads and targets cold call
prospects are not as likely to
• _________________________________
• __________________________
• __________________________
• _________________________________
• __________________________
to probe & collect needs information
• __________________________
TRADE SHOWS
•(Using trade shows to prospect – Appendix B)
•Develop a goal
__________________________
•Positive physical arrangements which accurately portray
your intent
_________________________
TRADE SHOWS
•Develop a goal (PR/exposure, leads/contacts or sales)
•Positive physical arrangements which accurately portray
your intent (location, display & size)
•Attention grabbers
__________________________
•Visitor relations & the
__________________________
Prompt follow-up the key
__________________________
(Student recruiting example)
Trade Shows
Jeff Rice, Director of Market
Development**
Clip funded by the Barnhart fund for
Excellence
•
•
•
•
Local, state & national
Farm machinery show
_____________________
_____________________
McGraw-Hill/Irwin
How and Where to Obtain Prospects
(continued)
• _______________
– Personal letters to potential leads
– Follow up with a telephone call
– Include promotional items
• Other sources of leads
– _______________, people in his or her own
firm, friends, and so on, to secure information
– ____________________
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Overcoming a Reluctance to Prospect
• Reasons for reluctance
– Being overly concerned with ____________
_______________
– Being fearful of:
•
•
•
•
________________________
________________________
________________________
________________________
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Overcoming a Reluctance to Prospect
(continued)
• Helpful activities:
– Identify and evaluate ____________
– Engage in sales ______________________
activities
– Make prospecting contacts ______________
________________________
– Set ______________ for all of your
prospecting activity
– Realize the ______________ of prospecting
activities
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Overcoming a Reluctance to Prospect
(continued)
• Helpful activities (continued):
– Remember you are calling to ________________
– ________________ of what prospects might say
about you, your company, or your products
– Learn and apply ____________________________
______________
– Recount your own _______________________, or
those of others
7-21
Segmenting
Miles Enterprises
Growers
Jeff Rice, Director of
Market
Development**
Clip funded by the Barnhart fund for
Excellence
With and without
• ________________
• ________________
Building a Prospect Profile
Beginning with the Basics
• Name, address, family, education,
•
_____________________________________________________________
(Helps for opening the call and for classifying buyer type) as
does
• _____________________________________________
• _____________________________________________
• Credit Rating
(Pre and early qualifying)
• _____________________________ A detailed information
sheet or source for each
• ________________________
prospect that includes
necessary information or
developing an effective sales
call strategy
David Gress
Miles Enterprises**
• Preparing for the call
•
•
•
•
____________________________
____________________________
____________________________
____________________________
Clip funded by the Barnhart
fund for excellence
Brad - Cargill Ag-Horizons,
Go after customers that
___________________________________
your business with them by growing together
Bob - Agway Ag Products
Categorize the prospects by
_________________________
_________________________
_________________________
4. Etc...
PREPARATION
• Criteria for identifying good prospects:
– _______________
– _______________
– ______________________________
– ______________________
– _________________________________
– ______________
– ______________________________________________
– ______________________
– ___________________________________________
– ______________________
– TRY TO RANK YOUR CRITERIA!
– (Objective - Explain how to prioritize prospects.)
PREPARATION
– _______________________________
is a widely recognized tool for prioritizing prospects
– (Objective, Q4Ch9. Use and example PPI)
• Enter the names of specific accounts, those you
________________________________
• Review the characteristics in your PPI
• Add any that are ___________________
• Delete any that no longer apply (see the H/O)
The Prospect Priority Index
Prospect Priority Index
Factor/Prospect
Pot Acct Size
Credit evaluation
Distribution/delivery
opinion leader
loyalty
Profit potential
total
2X Distribution
Wt
Joe
John
Jim
PREPARATION
• C) Profile targets/customers
___________________________________________________________
To have knowledge of customer readily available
• D) Develop objectives and strategies: Determine the long term sales
objectives which are
– Tangible:
________________________________________________
– Measurable:
________________________________________________
– Feasible:
________________________________________________
– Or SMART
________________________________________________
or SMAC
A KEY ACCOUNT
A customer …
____________________________________
_____________________
(Objective. Describe a key account & related strategy)
Key Account Strategy
•Key account goals should match company, territory &
personal sales goals
•History, data & information (more detail coming)
•___________________________
•_______________________________
•___________________________
•Measure satisfaction and revise strategy
Key Account History &
Information
• _____________________________
• _________________
•___________________________
•___________________________
•What products/services/information fit their needs?
Key Account Data
•Purchase History by product including time &
quantity of purchases
•_____________________________________
•_____________________________________
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_
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The Prospect’s/Customer’s Organization
• __________________________________________
–
–
–
–
–
Type of organization
Size, number of locations
Products and services offered
Financial position and its future
Overall culture of the organization
• __________________________________________
– Who they are
– How they differ in their business approaches
– Prospect’s strategic position in the industry
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The Prospect/Customer as an Individual
(continued)
• _____________________________
– Formal reporting relationships
– Bonds that the prospect has already formed
with other salespeople
• ______________________________
– Product evaluation process
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The Prospect’s/Customer’s Organization
(continued)
• ________________________________
– Sole supplier or multiple suppliers – why?
– Reason for buying from & satisfaction with
present suppliers
• _________________________________
– Type of buying process
– Strengths and weaknesses of potential
competitors
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The Prospect’s/Customer’s Organization
(continued)
• _________________________________
– How they fit into the formal and informal
organizational structure
– Their roles in this decision
– Current problems the organization faces
– _________________________________
– About salespeople, contacts & visits
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Sources of Information
• _____________________________________________
Resources________________________
– Firm’s own on-line sales portals – Lufthansa, Continental,
Rubbermaid & Keebler (trends, general information &
presentation templates)
– Selling center - a team of all who participate
• The _______________
– Prospect company’s own Web page
– Personalized Web pages
– Hoovers, JustSell.com, etc.
• _______________________________
• _______________________________
8-38
• Each key account contact
– _____________________________________________
– ____________________________
____________________________
Featuring:
Bob talking about
what he does before
an important call.
02
Summary
• ______________________________________i
s the first step in the sales process.
• Not all sales leads qualify as ______________.
• Many methods can be used to locate prospects.
– The best source is a _________________________.
• Effective prospecting requires a
______________________________________t
hat hinges on developing a lead qualification
and management system and overcoming
reluctance to prospect.
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