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Marketing chapter 7a planning the sales call is a must

Chapter

7

Planning the Sales Call
is a Must!

McGraw-Hill/Irwin
ABC’s of Selling, 10/e

Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reser


Main Topics








Defining Success
The Tree of Business Life: Planning
Strategic Customer Sales Planning–The
Preapproach
The Prospect’s Mental Steps
Overview of the Selling Process

7-2


How Do You Define Success?




A baseball coach might define success as having
more wins than losses.
Her or his boss might define success as winning
the national championship or the World Series.

7-3


How Do You Define Success?, cont…



You might define success as making an “A.”
Or you might define success as just passing this
course.

7-4


How Do You Define Success?, cont…




A salesperson might define success


as making the sales quota this year.
Or he or she might define success as
being the top salesperson in the
company.

7-5


How Do You Define Success?, cont…




What is success when
calling on an individual
customer?
If your purpose, plan, and
goal are centered on
helping instead of selling,
can you fail?

7-6


Can You “Not” Make a Sale and
Still Be Successful?




What if your customer did not have a
need? Did you fail?
Yes or no?

7-7


Can You “Not” Make a Sale and
Still Be Successful?, cont…




What if your product would not help
meet your customer’s needs? Did
you fail?
Yes or no?

7-8


Can You “Not” Make a Sale and
Still Be Successful?, cont…


There are reasons you may not
make a sale, but there should
never be a reason that you do
not meet the “purpose” of your
business meeting….Why?

7-9


Can You “Not” Make a Sale and
Still Be Successful?, cont…

Your purpose is to help someone!

7-10


How Do You Define Success?
A.

B.
C.

Sales Call Purpose – to make a contribution to
the welfare of a person or organization.
Success – setting a goal and accomplishing it.
To be successful doesn’t necessarily mean to
make a sale. It just means to serve the
customer in the best way possible.

7-11


What Is Success?

Purpose
Plan
Success
7-12


The Tree of Business Life:
Planning
vic

Et
h ic
al

r
Se

T
T T
T T TT
T T T T
Builds

e

True

Guided by The Golden
Rule:






Relationships

T

I

C



Plan how to help people solve
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

7-13


What’s a Plan?



A plan is a method of achieving an end.
The foundation of your plan must be based upon
the truth.

7-14


Exhibit 7-1: Only Through Truth Can Trust Be
Supported to Bridge the Gap between People

7-15


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.


7-16


Exhibit 7-2: The Preapproach Involves
Planning the Sales Presentation

7-17


Strategic Customer Sales Planning–
The Preapproach


Strategic problem solving involves
Strategic needs
 Creative solutions
 Mutually beneficial agreements


7-18


Strategic Customer Sales Planning—The
Preapproach


Effective Strategic problem solvers have the
skills and knowledge to:
Uncover and understand the customer’s strategic
needs by gaining an in-depth knowledge of the
customer’s organization
Develop creative solutions that demonstrate a
creative approach to addressing the customer’s
strategic needs in the most efficient and effective
manner possible
Arrive at a mutually beneficial agreement


Strategic Problem Solving
Strategic Needs
The salesperson who understands the full
range of the customer’s needs is in a much
better position to provide a product solution
that helps the customer progress more
efficiently and effectively toward achieving
his or her organization's strategic goal


Strategic Problem Solving
Creative Solutions
A customized version of a product and/or
service that efficiently addresses the
customer’s specific strategic goals
A mix of goods and services – including
competitors’ products and services – that
offers the best possible solution in light of
the customer's strategic needs


Strategic Problem Solving
Mutually Beneficial Agreements
Salespeople and customers must work
together to develop a common
understanding of the issues and challenges
at hand to achieve a mutually beneficial
agreement


Customer Relationship Model
Customers have strategic needs that salespeople
must meet through creative solutions
Both come to mutual benefit solutions
Leads to long-term relationships between the
customer and salesperson
Meets performance goals


Exhibit 7-3: Consultative Selling–
Customer Relationship Model

7-24


Strategic Customer Sales
Planning–The Preapproach, cont…


Reasons for planning the sales call:
Builds confidence
 Develops atmosphere of goodwill
 Reflects professionalism
 Generally increases sales


7-25


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