Planning the Presentation and Approaching the Customer

1. Planning the Presentation and Approaching the Customer Module Six

2. Action Improving Relationships ThroughPre-Call PlanningAn Expert’s Viewpoint: “. . . Dave knows he must gather information on his prospects to prepare for each of his sales calls. Pre-call planning is a must. When Dave identifies a potential prospect, he knows his work is just beginning. . . .”

3. Result Improving Relationships ThroughPre-Call PlanningAn Expert’s Viewpoint: “. . . . Having done my pre-call planning, I am ready to demonstrate my expertise . . . . my whole presentation is consultative selling . . . I don’t consider myself a yellow page account executive but rather an advertising consultant.”

4. Canned Presentation Organized Presentation Written Proposal Types of Sales Presentations 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

5. 100% % Time “The Salesperson” Talks/Participates Assessment Discovery Activation Projection Transition A D A P S T E Need Development L Relative Participation Rate L Need Awareness Select Feature Explain Advantage Lead to Benefits % Time “The Customer” Talks/Participates Let Customer Talk Need Fulfillment Information Gathering Handling Resistance Earn Commitment Follow-up Approach Presentation The Trust-based Selling Process:A Needs-Satisfaction Consultative Model

6. Proposal Writing • Not writing a proposal. • Not fully understanding the customer’s business. • Missing the buyer’s submission deadline. • Producing a proposal with little “drive-up” appeal. 7 Deadly Mistakes

7. Proposal Writing • Not saying anything that really makes a difference. • Using a standardized boilerplate approach. • No one owning the responsibility or having authority to create quality and effective proposals. 7 Deadly Mistakes

8. Components of a Written Proposal • Executive Summary • Needs and Benefits Analysis • Company Description • Pricing and Sales Agreement • Suggested Action and Timetable

9. 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

10. 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

11. 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

12. 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

13. 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.

14. 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

15. Sales Presentation Checklist • Prospect Information • Needs and/or Opportunity Analysis • Prospect’s Buying Motives • Competitive Situation • Sales Presentation Objectives • Sales Presentation Planning • Specific Features/Benefits • Information to support claims • Reinforcing verbal content • First few minutes • ADAPT Method • Questions and Objections • Prospect Commitment • Follow-up Action

16. 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

17. 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

18. Presentation Pace Presentation Scope Prospect Depth of Inquiry Use of Visual Aids Two-Way Communication Sales Mix Model

19. 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.

20. Approaching the Customer:Starting the Sales Call • Introductory Approach • Product Approach • Benefit Approach • Question Approach • Referral Approach • Compliment Approach • Survey Approach

21. ssessment Questions A D A P T Discovering Needs iscovery Questions ctivation Questions rojection Questions ransition Questions