Chapter 6: Appointments and Planning the Presentations
Customer-Focused Sales
Sales
Dialogue
Calls
Need Discovery
-
Sales
Presentations
Follow-Up;
Build More
Value
Sales dialogue
occurs over
time and
includes sales
calls and other
forms of
buyer-seller
communication
.
Throughout the process, the selling strategy must focus on customer needs and how the
customer defines value.
Linking Solutions to Needs
-
Salespeople should strive to communicate to the buyer…
o How the buyer’s needs will be met or how an opportunity can be realized as a result of a
purchase
o How the product/service features translate, in a functional sense, into benefits for the
buyer
o Why the buyer should purchase from the salesperson as opposed to a competitive
salesperson
o If you talk with your prospect about the things that concern him/her, youll always have
an attentive listener
Getting the Appointment
-
Experienced sales reps 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
Setting the Appointment
-
Most commonly used methods
o Telephone
o In person calls
o Letters
-
o Email
o Third party introductions
What are the strengths and weaknesses of each method?
Third Party Referral
-
IT 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
o Scripted sales calls, memorized presentations, and automated presentations
o Little training required, inflexible/not customizable, difficult to build trust
Organized Presentation
o Allows a salesperson to implement appropriate sales strategies and tactics based on
customer research or information gathered during previous sales calls. Organized sales
presentation feature high-level two-way dialogue with the customer.
o Extensive training is required, customizable, interactive and fosters trust
Written Proposal
o A complete self-contained sales presentation on paper, often accompanied by other
verbal sales presentations before or after the proposal is delivered.
o Some training required, customizable while being written but ot once delivered, may be
perceived as more credible.
Organized Sales Dialogues and Presentations
-
Addresses individual customer and different selling situations
Allows flexibility to adapt to buyer feedback
Most frequently used format for sales professionals
Sales Dialogue and Presentation Template (p.149)
Section 1: Prospect Information
Section 1: Customer Value Proposition
Section 3: Sales calls objectives
Section 4: Linking buying motives, benefits, support information and reinforcement methods
Section 5: Competitive Situation
Section 6: Beginning the sales dialogue
Section 7: Anticipating questions and objections
Section 8: Earn prospects commitment
Section 9: Build value through follow-up and action
Establishing Sales Calls Objectives
1.
Primary objectives
(targeted
outcome
2.
Minimum
objectives
(lowest
acceptable
outcome)
)
Establishing
Sales Call
Objectives
3.
Optimal objectives
(best
possible
outcome)
Use “SMART” step to set sales objectives:
-
Specific: Establish a specific, major objective for the sales call
Measurable: Ensure that your major objective is measurable or quantifiable. Ex., a certain
number of units or dollars 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
objection on this sales call is not achieved
Temporal: If you can, establish with the prospect a specific timeframe for achieving the major
objective
Common Sales Calls Objective
1. Generate Sales: Set particular products to target customers on designated sales calls
2. Develop the market: Lay the groundwork for generating new business by education customers
about your products/services and gaining visibility with prospective buyers
3. Protect the market: Learn competitors strategies and tactics and protect relationships with
current customers
Approaching the Customer- Sales Presentation Strategy
-
Three approaches
o Non-product approach
o Customer- Directed Approach
o Product-related approach
Non- Product Approach
Self-introduction
Dramatic act
Non-Product
Related
Approaches
Mutual acquaintance
or reference
Free gift or sample
Customer-Directed Approaches
Question
Consumer-Directed
Approaches
Compliment
Survey
Or praise
Product-Related Approach
Product
demonstration
First Impressions
-
Ask for permission to sit
Product-Related
Approaches
Product or
Ingredient
-
Never clutter the prospects desk without asking permission
Watch your tone of your voice
Always be courteous but not overly friendly or pushy
Never be presumptuous
Chapter 7: Creating and Communication Value
•
Prospects who participate
in the sales presentation
and demonstration retain
more information and
develop more favorable
attitudes
•
Prospects remember new
information better if they can
connect it to their personal
knowledge, past
experiences, or frames of
reference
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Insight
Learning
Principles
Association
•
•
Product demonstrations should
weave facts and figures from the
sales presentation into the
prospect’s own experience
Prospects who see the product
being used in situations similar
to their own can better visualize
its benefits
Transfer
Importance of Communication
-
Selling is a listen before you speak business
Each communication must bring knowledge to the prospect
Communications that focus on benefits and value are viewed as quality communications
(remember the SPT)
Salespeople are responsible for making information available to the member of the buying
center
Asking the Right Questions
-
Develop a list of questions will allow salespeople to target their benefits to customers’ needs
Astute salespeople anticipate prospects’ concerns and prepare answers before meeting with
prospects
Check-Back and Response Checks
-
Closed ended questions designed to clarify, check for understanding, confirm interest, or
confirm resolution of a concern
Examples:
o Is that what you had in mind?
o Does this make sense to you?
o How does that sound to you?
o Does that answer your concern?
What Your Prospects Want to Know
-
What are you offering me
Exactly how does it work (product, service, and process)?
How will it help me?
Is it as good as you say it is? Who else says so?
What evidence can you offer that it is as good as you say?
Is it worth the price
Will it accomplish what I really want to accomplish
Sell the prospect results (benefits not features)
Preparing and Presenting the Sales Proposal- Features Vs Benefits
FAB leads to SELLS
F- Features are the obvious characteristics of the product/service
A-Advantages are the performance traits of the product that show how it can be used to help the
customer solve a problem than present products can
B- Benefits are what the customer wants from the product
SELLS
S- Show the products features
E- Explain its advantages
L- Lead into the benefits for the prospect
L- Let the prospect talk
S- Strat a trial close
Reasons for Using Presentation Tools and Sales Aides
-
Capture prospective buyers attention
Generate interest in the recommended solution
Make presentation more persuasive
Increase the buyers participation and involvement
-
Provide the opportunity for collaboration and two-way communication
Add clarity and enhance the prospects understanding
Provide supportive evidence and proof to enhance believability
Augment the prospects retention of information
Enhance the professional image of the salesperson and the selling organization
Sales Aides: Verbal Support
-
Voice characteristics
Examples and Anecdotes
Comparisons & Analogies
Sales Aides: Sales Call Setting
-
Location
Positioning & Seating Arrangements- proxemics are an important aspect to consider
Disruptions
Sales Aides: Proof Providers
-
Stats
Testimonials
Case Histories
Sales Aides: Visual Aides
-
Product Demonstration & Models
Printed Material
Photos & Illustrations
Graphs & Charts
Visual Aides: Electronic Media
-
Computer-based Presentations
o Videos
o PowerPoint Slides
Sales Tactics for Selling to Groups
-
Arrival- Arriving early may allow you to connect with each group member prior to the meeting
Eye Contact- Make periodic eye contact with each member of the buying group
Communication- Solicit opinions and feedback from each member of the buying group and
avoid taking sides
The Pinnacle of a Sales Presentation
-
-
Once a salesperson has:
o Pointed out the problem
o Prescribed how a product/service will solve that problem
o Presented the terms of the sale
It is time to ascertain if the relationship will proceed with our without a transaction
Chapter 8: Addressing Concerns and Earning Commitment
Objections Defined
-
Reasons as to why a prospect will not buy or make a commitment to your product, service or
organization
Major Categories of Objections
-
Need
Product or service features
Company or source
Price
Time
Reasons Why Prospects Raise Objections
-
The prospect wants to avoid the sales interview
The salesperson has failed to prospect and qualify properly
Objecting is a matter of custom
The prospect resists change
The prospect fails to recognize a need
Prospect lack information
Handling Objections
-
-
Effective salespeople are able to:
o Anticipate objections
o Answer them with confidence
o Probe for more concerns
o Quickly get back to motivating the prospects/customer to make a decision in favor of
purchasing/trying the product.
Why do most salespeople say that they welcome objections?
Objections-Handling Techniques
-
Forestall the objection
Compensation
Boomerang/translation
Direct denial
Indirect Denial
Postpone in presentation
Third-party reference or support
o Applying the URT, through disclosure of proof providers
LAARC is a method for handling resistance should be engaged
LAARC Method for Handling Buyer Resistance
1. Listen
2. Acknowledge
3. Asses
4. Respond
5. Confirm
Buyer Commitment
-
The creation of an obligation between the seller and buyer
The seller obtains the buyers obligation to a specific action. Examples of commitment include:
o An Appointment
o Agreement for next meeting
o Agreement for product demo
o A sale
Guidelines for Earning Commitment
-
-
-
Look for commitment signals
o That will get the job done
o I didn’t realize you delivered everyday
o The price is lower than I thought it would be
o Also non-verbal messages
Ask trial commitment Questions
o What do you think about what we’ve discussed?
o Do you see how this will help your organization?
Resolve “red light” statements made by the prospect
o Im not sure that will work
o The price is higher than I thought it would be
o Your delivery schedule does not work for us
o I don’t see the advantage of going with your proposal
Techniques to Earn Commitment
-
-
T-Account or balance sheet commitment
o Summary close on paper
Success Story Commitment
o Salesperson Tells a story of a business that successfully solved a problem by buying his
or her products
Ask for the order/direct commitment
o Simply ask for the order
Legitimate Choice/Alternative Choice
o Give the prospect a limited number of choices
Summary Commitment
o Summarize all the confirmed benefits that have been agreed to
Traditional Closing Techniques
-
Professional Salespeople often use more than one technique during a presentation:
o No risk close (guarantee)
o
Ask for help close
o
Standing room only close
o
Pretend to leave close
o
Continuous yes close
o
Price reduction clode
o
Trial/puppy dog close
Employing Closing Techniques
-
Although traditional closing techniques can be effective under the right circumstances,
salespeople should use them judiciously
o Many prospects find it difficult to make decisions
o Prospects want to make the right decisions, but complete certainty in buying never
exists (related to URT)
o Many prospects will postpone decisions if salespeople let them
o After a sales presentation, prospects often feel confused and hesitant
Dealing with Yes
-
Obtain the customers signature
Provide a plan of action (i.e., Answer the question “now what?)
Answer any remaining questions
Assure the buyer you will follow up
Thank them for their business
Partnering mentality- It changes the sales persons primary goal from one of just completing the
transaction to one of beginning a partnership with the prospect
When to Walk Away
-
It is helpful for businesspeople to establish in advance at what point they will walk away
Disagreement during a particular negotiation does not necessarily mean that the partnership
dissolves
Often such business relationships are reconciled and become very successful partnerships
Dealing With No
-
Evaluate the customers explanation
Maintain the relationship foundation
Understand rejection is a fact of life
Evaluate your performance
Learn from the situation
Make improvements