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