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6. Planning Sales Dialogues and Presentations. Learning Objectives. Explain why it is essential to focus on the customer when planning a sales call.
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6 Planning Sales Dialogues and Presentations
Learning Objectives Explain why it is essential to focus on the customer when planning a sales call. Understand alternative ways of communicating with prospects and customers through canned sales presentations, written sales proposals, and organized sales dialogues or presentations. Discuss the nine components in the sales dialogue template that can be used for planning an organized sales dialogue or presentation. L L L 1 2 3
Learning Objectives Explain how to write a customer value proposition statement. Link buying motives to benefits of the seller’s offering, support claims made for benefits, and reinforce verbal claims made. Engage the customer by setting appointments. L L L 4 5 6
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 planfor asking questions and uncovering and understanding the buyer’sbuying motives.
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.
Customer-Focused Sales Dialogue Initiating Customer Relationships Developing Customer Relationships Enhancing Customer Relationships Customer-Focused Sales Dialogue Sales dialogue occurs over time and includes sales calls and other forms of buyer-seller communication. Sales Calls Need Discovery Sales Presentations Follow-Up; Build More Value Throughout the process, selling strategy must focus on customer needs and how the customer defines value.
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
Organized Sales Dialoguesand Presentations • Address individual customer and different selling situations • Allow flexibility to adapt to buyer feedback • Most frequently used format for sales professionals
Written Presentations • The proposal is a complete self-contained 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
Types of Sales Presentations Canned Presentation Organized Presentation Written Proposal Little training is required; inflexible/not customizable; difficult to build trust Extensive training is required; customizable; interactive; fosters trust Some training is required; customizable while being written but not once delivered; may be perceived as more credible
Q. 2. What are the seven deadly mistakes to keep in mind when writing proposals?
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
Components of a Written Proposal Executive Summary Customer Needs & Proposed Solutions Seller Profile Pricing & Sales Agreement Suggested Action & Time Table The quality of a salesperson’s written document is a surrogate for that salesperson’s competence and ability.
Twelve Simple Rules for Writing 1 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. 2
Twelve Simple Rules for Writing 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. 3 Proofread and edit for improvements rather than to simply catch mistakes. How can the message be improved in clarity and crispness? 4
Twelve Simple Rules for Writing 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. 5 Use hyphens to avoid confusion, but do not place a hyphen after an adverb that ends with ly. 6
Twelve Simple Rules for Writing Separate things in a series with a comma, and set off nonessential clauses with a comma. 7 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.) 8
Twelve Simple Rules for Writing 9 Avoid starting sentences with the words and or but. 10 Use like for direct comparisons; use suchas for examples.
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. 11 Periods, commas, and question marks go within quotation marks; semi-colons go outside quotation marks. 12
Evaluating Sales ProposalReliability 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.
Evaluating Sales ProposalTangibles, 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.
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.
Q. 5. What are the various components of the sales presentation checklist?
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
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
Sequence of the Sales Presentation • Introduction • Need discovery – use questions, careful listening, and confirmation statements to uncover explicit needs • Present benefits addressing buyer’s explicit needs
Sequence of the Sales Presentation • Continuation of prior sales calls should start with a summary of earlier calls • Pricing issues should not be focused on until the customer’s needs have been defined and addressed
Sales Mix Model Presentation Pace Presentation Scope Prospect Depth of Inquiry Use of Visual Aids Two-Way Communication
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.
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
Approaching the Customer:Starting the Sales Call • Introductory Approach • Product Approach • Benefit Approach • Question Approach • Referral Approach • Compliment Approach • Survey Approach
Buying Motives Rational Typically relate to the economics of the situation,including cost, profitability,quality, services offered, andthe total value of the seller’soffering as perceived by thecustomer. EmotionalIncludes motives such as security, status, and need to be liked; sometimes difficult for salespeople to uncover these motives.
