Chapter 6
Appointments and Planning the
Presentation
Customer-Focused
Sales Dialogue
Customer-Focused Sales Dialogue
Sales Calls
Need
Discovery
Sales
Presentations
Throughout the process,
the selling strategy must
focus on customer needs
and how the customer
defines value.
Follow-Up;
Build More
Value
Sales dialogue
occurs over time
and includes
sales calls and
other forms of
buyer-seller
communication.
Linking Solutions to Needs
Salespeople should strive to communicate to the buyer . . .
 How the buyer’s needs will be met or how an opportunity can
be realized as a result of a purchase.
 How the product/service features translate, in a functional
sense, into benefits for the buyer.
 Why the buyer should purchase from the salesperson as
opposed to a competitive salesperson.
 If you talk with your prospect about the things that concern
him/her, you’ll always have an attentive listener
Getting the Appointment
 Experienced sales representatives try to
schedule appointments in advance
 Appointments are efficient
 Appointments allow customers to see
salespeople at their convenience, and to
prepare for such meetings if necessary
Important Pre-Approach
Information (from previous chapter(s))
Examples include:
 Client name and pronunciation
 Risk/type of buying situation
 Communication style/profile of the buyer (may not be able
to assess till several visits)
 What is the market position of the company
 Major competitor(s) of the company
 Industry condition/intelligence
 Challenges the organization may be facing
 Company characteristics – size, division, decision makers,
etc.
Setting the Appointment
 Most commonly used methods:
 Telephone
 In-person calls
 Letters
 Email
 Third party introductions
What are the Strengths and
weaknesses of each method?
Third Party Referral
 Third party referral is an extension of the
referral technique of prospecting
 The satisfied customer may be asked not only
to supply names of prospects but also to write
a note introducing you to that prospect
 This technique is particularly effective in
industrial (B2B) situations
Types of Sales Presentations
Canned Presentation
Little training is required;
inflexible/not customizable;
difficult to build trust
Organized Presentation
Extensive training is required;
customizable; interactive;
fosters trust
Written Proposal
Some training is required;
customizable while being written
but not once delivered; may be
perceived as more credible
Canned Presentations
Hello ___,
My name is
_____.
I want to tell
you about . . .
 Include
 Scripted sales calls
 Memorized presentations
 Automated presentations
 Should be tested for effectiveness
 Must assume buyers’ needs are
the same
Written Presentations
 The proposal is a complete self-contained
sales presentation
 Customer may receive proposal and a followup call to explain and clarify the proposal.
 Thorough assessment should take place
before a customized proposal is written
Organized Sales Dialogues
and Presentations
 Address individual customer and different
selling situations.
 Allow flexibility to adapt to buyer feedback
 Most frequently used format for sales
professionals
Establishing Sales Call
Objectives
1.
Primary objectives
(targeted
outcome)
2.
Minimum
objectives
(lowest
acceptable
outcome)
Establishing
Sales Call
Objectives
3.
Optimal objectives
(best
possible
outcome)
Establishing Sales Call
Objectives
Use “S M A R T” steps to set sales objectives:
Specific: Establish a specific, major objective for the sales call.
Measurable: Ensure that your major objective is measurable or
quantifiable, e.g., a certain number of units or dollar sales volume.
Achievable: Make sure the goals you set are realistic and achievable.
Relational: Always try to develop a long-term relationship with the prospect
even if the major objective on this sales call is not achieved. Why?
Temporal: If you can, establish with the prospect a specific timeframe for
achieving the major objective.
Determining Which
Selling Strategies to Use
 The objective of the sales call could be to:
•
Introduce yourself
•
Gather more information about the prospect’s
needs
•
Develop a closer relationship
•
Win a large order
 Each objective requires the selection of an
appropriate sales presentation strategy.
Non-Product Related
Approaches
Self-introduction
Dramatic act
Non-Product
Related
Approaches
Free gift or sample
Mutual acquaintance
or reference
Consumer-Directed Approaches
Question
Consumer-Directed
Approaches
Survey
Compliment
or praise
Product-Related Approaches
Product
demonstration
Product-Related
Approaches
Product or
Ingredient
First Impressions
 Ask for permission to sit
 Never clutter the prospect’s desk without
asking for permission
 Watch the tone of your voice
 Always be courteous but not overly friendly or
pushy
 Never be presumptuous
Sales Dialogue and
Presentation Template
(Exhibit 6.4)
Section 1:
Prospect Information
Section 2:
Customer Value Proposition
Section 3:
Sales Call Objective
Section 4:
Linking Buying Motives, Benefits, Support
Information and Reinforcement Method
Sales Dialogue and
Presentation Template
Section 5:
Competitive Situation
Section 6:
Beginning the Sales Dialogue
Section 7:
Anticipate Questions and Objections
Section 8:
Earn Prospect Commitment
Section 9:
Build Value through Follow-up Action