Document

6 Planning Sales Dialogues and Presentations

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Learning Objectives L 1

Explain why it is essential to focus on the customer when planning a sales call.

L 2

Understand alternative ways of communicating with prospects and customers through canned sales presentations, written sales proposals, and organized sales dialogues or presentations.

L 3

Discuss the nine components in the sales dialogue template that can be used for planning an organized sales dialogue or presentation.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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Learning Objectives L 4

Explain how to write a customer value proposition statement.

L 5

Link buying motives to benefits of the seller’s offering, support claims made for benefits, and reinforce verbal claims made.

L 6

Engage the customer by setting appointments.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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Key Thoughts • Professional salespeople rely on organized sales dialogues and written and/or oral presentations. • Poor grammar and spelling will severely diminish the effectiveness of a written proposal. • Successful professional salespeople develop a sales call strategy prior to initiating the sales dialogue. • Sales call strategies include a plan for asking questions and uncovering and understanding the buyer’s buying motives.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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Sales Dialogue Business conversations between buyers and sellers that occur as salespeople attempt to initiate, develop, and enhance customer relationships.

Sales dialogue occurs over time and includes sales calls and other forms of buyer-seller communication. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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Customer-Focused Sales Dialogue Initiating Developing Enhancing Customer Customer Customer Relationships Relationships Relationships Customer-Focused Sales Dialogue Sales 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, selling strategy must focus on customer needs and how the customer defines value.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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6 Q. 1. What are the types of sales presentation formats?

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Canned Presentations • Include Hello ___, My name is _____. I want to tell you about . . .

– Scripted sales calls – Memorized presentations – Automated presentations

• Should be tested for effectiveness • Must assume buyers’ needs are the same

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Organized Sales Dialogues and Presentations

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• Address individual customer and different selling situations • Allow flexibility to adapt to buyer feedback • Most frequently used format for sales professionals

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Written Presentations • The proposal is a complete selfcontained sales presentation • Customer may receive proposal and a follow-up call to explain and clarify the proposal. • Thorough assessment should take place before a customized proposal is written

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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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

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Some training is required; customizable while being written but not once delivered; may be perceived as more credible

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Sales Communications Formats

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Written Sales Proposal

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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6 Q. 2. What are the seven deadly mistakes to keep in mind when writing proposals?

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Proposals • • • • •

Not writing a proposal Not fully understanding the customer’s business Missing a deadline Producing a proposal with little ‘drive up’ appeal Not saying anything that will make a difference

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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6 Q. 3. What are the components of an effective proposal?

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Components of a Written Proposal

The quality of a salesperson’s written document is a surrogate for that salesperson’s competence and ability. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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6 Q. 4. What are the twelve simple rules of writing?

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Twelve Simple Rules for Writing

Double check company names, titles, and individuals’ names.

The spelling of words you are not sure of should always be looked up. Do not rely on your word processor’s spelling checker.

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Twelve Simple Rules for Writing

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Write the proposal and get away from it before proofreading. Give your mind some time away from the document so that it will be fresh when it is time to begin the editing process.

Proofread and edit for improvements rather than to simply catch mistakes. How can the message be improved in clarity and crispness?

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Twelve Simple Rules for Writing

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Repeat the proofreading process and, when possible, have a third party read for meaning, clarity, grammar, and spelling. A third set of eyes can find problems that the writer often overlooks. Don’t submit your first draft, as it won’t be your best. Use hyphens to avoid confusion, but do not place a hyphen after an adverb that ends with ly.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Twelve Simple Rules for Writing

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Separate things in a series with a comma, and set off nonessential clauses with a comma.

Use that in restrictive clauses, use which in nonrestrictive clauses. (e.g., The sales quota that he announced is too low. He announced the new sales quota, which is too low.)

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Twelve Simple Rules for Writing

Avoid starting sentences with the words and or but.

Use like for direct comparisons; use such as for examples.

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Twelve Simple Rules for Writing Use a dash to set off and end a thought in a sentence that differs from the preceding concept or thought.

Periods, commas, and question marks go within quotation marks; semi-colons go outside quotation marks.

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Evaluating Sales Proposal (Five Important Dimensions)

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Evaluating Sales Proposal Reliability and Assurance •

Reliability reflects your (the seller’s) ability to identify creative, dependable, and realistic solutions and strategies and match them to the buyer’s needs and wants.

•

builds the buyer’s trust and confidence in your ability to deliver, implement, produce, and/or provide benefits.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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Evaluating Sales Proposal Tangibles, Empathy, & Responsiveness •

enhance and support the communication of your message and invite readership by its overall appearance, content, and organization.

•

confirms your thorough understanding of the buyer’s business and his or her specific needs and wants.

•

developed in a timely manner and demonstrates a willingness to provide solutions for the buyer’s needs and wants and to help measure results.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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Organized Sales Dialogues

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Discovering Needs – Review ADAPT

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Sales Dialogue Template

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Sales Dialogue Template (cont.)

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Sales Dialogue Template (cont.)

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Customer Value Proposition Customer Value Proposition: A statement of how the sales offering will add value to the prospect’s business by meeting a need or providing an opportunity.

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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Creating a Value Proposition

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Ethical Dilemma

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6 Q. 5. What are the various components of the sales presentation checklist?

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Sales Dialogue and Presentation Template 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

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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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

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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6 Q. 6. What are the steps in the sales presentation?

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Sequence of the Sales Presentation

1.

Introduction

2.

Need discovery – use questions, careful listening, and confirmation statements to uncover explicit needs

3.

Present benefits addressing buyer’s explicit needs

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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Sequence of the Sales Presentation

4.

Continuation of prior sales calls should start with a summary of earlier calls

5.

Pricing issues should not be focused on until the customer’s needs have been defined and addressed

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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6 Q. 7. What are the components of the sales mix model?

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Sales Mix Model

Presentation Pace

Depth of Inquiry

Presentation Scope

Prospect

Use of Visual Aids

Two-Way Communication

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6 Q. 8. What are the steps in approaching a customer?

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Approaching the Customer: Getting the Appointment Setting appointments . . . • Demonstrates respect for the prospects time. • Increases the likelihood of receiving the prospect’s undivided attention.

• Improves time and territory management.

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Engaging the Customer Request an appointment • Give the prospect a reason why an appointment should be granted • Request a specific amount of time • Suggest a specific time for the appointment

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Approaching the Customer: Starting the Sales Call • • • • • • •

Introductory Approach Product Approach Benefit Approach Question Approach Referral Approach Compliment Approach Survey Approach

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Buying Motives • Rational Typically relate to the economics of the situation, including cost, profitability, quality, services offered, and the total value of the seller’s offering as perceived by the customer.

• Emotional Includes motives such as security, status, and need to be liked; sometimes difficult for salespeople to uncover these motives. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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Features and Benefits

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Features and Benefits

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Ethical Dilemma

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