Document

Report
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.
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Q. 1. What are the types of sales
presentation formats?
©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.
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
©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
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
©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.
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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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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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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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.
©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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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.
©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
(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
©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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Discovering Needs – Review ADAPT
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Sales Dialogue Template
©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 Template (cont.)
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Sales Dialogue Template (cont.)
©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 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.
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Creating a Value Proposition
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Ethical Dilemma
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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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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
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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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Q. 7. What are the components of the
sales mix model?
©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 Mix Model
Presentation
Pace
Depth of
Inquiry
Presentation
Scope
Prospect
Use of
Visual Aids
Two-Way
Communication
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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.
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Features and Benefits
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Features and Benefits
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Ethical Dilemma
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