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AGRI-SELLING PROCESS

AGRI-SELLING PROCESS. Key Components Preparation Opening Presentation ( and Handling Objections) Closing Service. Agri-selling and the Preparation Process Chapter # 4 Objectives - Define and explain how to use prospecting.(Q2Ch4) Are all sales leads good prospects?

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AGRI-SELLING PROCESS

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  1. AGRI-SELLING PROCESS • Key Components • Preparation • Opening • Presentation ( and Handling Objections) • Closing • Service

  2. Agri-selling and the Preparation Process • Chapter # 4 • Objectives - • Define and explain how to use prospecting.(Q2Ch4) • Are all sales leads good prospects? • What are the characteristics of a qualified prospect? • Describe 3 methods of Prospecting.(Q3Ch4) • Give an example using trade shows to Prospect • How can a salesperson overcome a reluctance to prospect? • Use an example prospect priority index. (Q4Ch4) • Describe the value of key accounts & how you develop a key account strategy.

  3. PREPARATION A) Build knowledge base for product/service • ____________________________________ awareness of technical features and potential benefits of the product/service • ____________________________________ awareness of other potential rival products, their features and limitations, market trends important to your customers, all major factors that can affect your prospects buying decision • ____________________________________ awareness of customer’s goals, needs, related purchase and production activities. Create a client profile. • Knowledge: Gives you _______________________________________________________________________________________________________________________________________________

  4. Audio Video clips funded by the Barnhart Fund for Excellence Phillip Logesdon, Field Research** Research Manager Manages Research Plots • Meet with sales people • _____________ information • Field Plot and actual results may ________

  5. PREPARATION • B) Identify prospects (Q1Ch9, part 1) . Define and explain prospecting) • Prospecting:the process of • ____________________________ An effective prospecting program is systematic and can be measured for effectiveness. • Good salespeople • ______________________ • that constantly give them____________________ ____________

  6. Five Rules For Successful Prospecting • 1. The prospecting plan must help you achieve all • ___________________ • 2. Study your market to know what is changing andcan identify • ___________________ • 3. Use a • variety of prospecting methods • 4. ___________________ • your prospects • 5. Develop a system for • ___________________ • using important information to prepare a selling strategy

  7. Characteristics of a Good Prospect • ______________________________________ • ________________________ • A client is not a real prospect without resources to pay for the product • Ability to pay includes ________________________ • ________________________ • Knowing who has purchasing authority saves the salesperson time and effort because it can result in a sale ____________________________________________________________________ 7-7 McGraw-Hill/Irwin

  8. An Application NuggetYou are a salesperson for a new breed of laying hens, how would you develop a prospect list? ___________________________________________________________ ___________________________________________________________ _________________________________________________________ ___________________________________________________________ ___________________________________________________________ _________________________________________________________ ___________________________________________________________

  9. Sales Goal(s)(Q1Ch9, part 2) • Penetration- • __________________ • Concentration – • _________________ • Both • (the BMA example)

  10. How and Where to Obtain Prospects • Networking • Salesperson uses personal _______________ _________________________________ • to secure leads (influence peddlers) • Suggestions: • Call at least two people per day and go to at least _______________________ • Spend most of your initial conversation with a new contact talking about his or her business and _________________________________ • Follow up on a regular basis 7-10 McGraw-Hill/Irwin

  11. How and Where to Obtain Prospects (continued) • __________________________ • Sales person cultivates well-known, influential people in the territory who are willing to supply lead information • _________________ • Salesperson uses websites, e-mail, listservers, bulletin boards, forums, roundtables, and newsgroups to secure leads • Extranets _____________________________________________________ • E-selling, E-tailing • ___________________________________________ • Salespeople use these forms of promotional activities to generate leads • Postcard pack • Bounce-back card 7-11 McGraw-Hill/Irwin

  12. How and Where to Obtain Prospects (continued) • _________________________________ (more on this one next) • _____________ • Salespeople use seminars for prospects to generate leads • Appeal to a specialized market • Invite good prospects • Go high-quality • Be involved before, during, and after • __________________________ • Secondary data sources; free or fee-based • SICs and NAICS (Standard Industrial Classification / North American Industry Classification System) • Purchasing lists 7-12 McGraw-Hill/Irwin

  13. Cold calls: • ___________________________________ • Cool calls (Segment Specific • Prospecting): Calling on prospects • _____________________________ • Leads: Calling on prospects who have been____________________________________________________________________ • Target Prospecting: Concentrates limited resources, and directs efforts to • ___________________________ (Q2Ch9- Methods of Prospecting)

  14. Cold Calls - The Downside? Relative to cool calls, leads and targets cold call prospects are not as likely to • _________________________________ • __________________________ • __________________________ • _________________________________ • __________________________ to probe & collect needs information • __________________________

  15. TRADE SHOWS • (Using trade shows to prospect – Appendix B) • Develop a goal • __________________________ • Positive physical arrangements which accurately portray your intent • _________________________

  16. TRADE SHOWS • Develop a goal (PR/exposure, leads/contacts or sales) • Positive physical arrangements which accurately portray your intent (location, display & size) • Attention grabbers • __________________________ • Visitor relations & the • __________________________ • Prompt follow-up the key • __________________________ • (Student recruiting example)

  17. Local, state & national Farm machinery show _____________________ _____________________ Trade Shows Jeff Rice, Director of Market Development** Clip funded by the Barnhart fund for Excellence

  18. How and Where to Obtain Prospects (continued) • _______________ • Personal letters to potential leads • Follow up with a telephone call • Include promotional items • Other sources of leads • _______________, people in his or her own firm, friends, and so on, to secure information • ____________________ 7-18 McGraw-Hill/Irwin

  19. Overcoming a Reluctance to Prospect • Reasons for reluctance • Being overly concerned with ____________ _______________ • Being fearful of: • ________________________ • ________________________ • ________________________ • ________________________ 7-19 McGraw-Hill/Irwin

  20. Overcoming a Reluctance to Prospect (continued) • Helpful activities: • Identify and evaluate ____________ • Engage in sales ______________________ activities • Make prospecting contacts ______________________________________ • Set ______________ for all of your prospecting activity • Realize the ______________ of prospecting activities 7-20 McGraw-Hill/Irwin

  21. Overcoming a Reluctance to Prospect (continued) • Helpful activities (continued): • Remember you are calling to ________________ • ________________ of what prospects might say about you, your company, or your products • Learn and apply __________________________________________ • Recount your own _______________________, or those of others 7-21 McGraw-Hill/Irwin

  22. With and without ________________ ________________ Segmenting Miles Enterprises Growers Jeff Rice, Director of Market Development** Clip funded by the Barnhart fund for Excellence

  23. Building a Prospect Profile Beginning with the Basics • Name, address, family, education, • _____________________________________________________________ (Helps for opening the call and for classifying buyer type) as does • _____________________________________________ • _____________________________________________ • Credit Rating (Pre and early qualifying) • _____________________________ • ________________________ A detailed information sheet or source for each prospect that includes necessary information or developing an effective sales call strategy

  24. Preparing for the call Clip funded by the Barnhart fund for excellence David GressMiles Enterprises** ____________________________ ____________________________ ____________________________ ____________________________

  25. Listen to see what these professionals look for in a new customer! Brad - Cargill Ag-Horizons, Go after customers that ___________________________________ your business with them by growing together Bob - Agway Ag Products Categorize the prospects by _________________________ _________________________ _________________________ 4. Etc...

  26. PREPARATION • Criteria for identifying good prospects: • _______________ • _______________ • ______________________________ • ______________________ • _________________________________ • ______________ • ______________________________________________ • ______________________ • ___________________________________________ • ______________________ • TRY TO RANK YOUR CRITERIA! • (Objective - Explain how to prioritize prospects.)

  27. PREPARATION • _______________________________ is a widely recognized tool for prioritizing prospects • (Objective, Q4Ch9. Use and example PPI) • Enter the names of specific accounts, those you ________________________________ • Review the characteristics in your PPI • Add any that are ___________________ • Delete any that no longer apply (see the H/O)

  28. The Prospect Priority Index

  29. PREPARATION • C) Profile targets/customers ___________________________________________________________ To have knowledge of customer readily available • D) Develop objectives and strategies: Determine the long term sales objectives which are • Tangible: ________________________________________________ • Measurable: ________________________________________________ • Feasible: ________________________________________________ • Or SMART ________________________________________________ or SMAC

  30. A KEY ACCOUNT A customer … _________________________________________________________ (Objective. Describe a key account & related strategy)

  31. Key Account Strategy • Key account goals should match company, territory & personal sales goals • History, data & information (more detail coming) • ___________________________ • _______________________________ • ___________________________ • Measure satisfaction and revise strategy

  32. Key Account History & Information • _____________________________ • _________________ • ___________________________ • ___________________________ • What products/services/information fit their needs?

  33. Key Account Data • Purchase History by product including time & quantity of purchases • _____________________________________ • _____________________________________ • ______________________________________ 10/11/2014 33

  34. __________________________________________ Type of organization Size, number of locations Products and services offered Financial position and its future Overall culture of the organization __________________________________________ Who they are How they differ in their business approaches Prospect’s strategic position in the industry The Prospect’s/Customer’s Organization 10/11/2014 34 8-34 McGraw-Hill/Irwin

  35. _____________________________ Formal reporting relationships Bonds that the prospect has already formed with other salespeople ______________________________ Product evaluation process The Prospect/Customer as an Individual (continued) 10/11/2014 35 8-35 McGraw-Hill/Irwin

  36. ________________________________ Sole supplier or multiple suppliers – why? Reason for buying from & satisfaction with present suppliers _________________________________ Type of buying process Strengths and weaknesses of potential competitors The Prospect’s/Customer’s Organization (continued) 10/11/2014 36 8-36 McGraw-Hill/Irwin

  37. _________________________________ How they fit into the formal and informal organizational structure Their roles in this decision Current problems the organization faces _________________________________ About salespeople, contacts & visits The Prospect’s/Customer’s Organization (continued) 10/11/2014 37 8-37 McGraw-Hill/Irwin

  38. Sources of Information • _____________________________________________Resources________________________ • Firm’s own on-line sales portals – Lufthansa, Continental, Rubbermaid & Keebler (trends, general information & presentation templates) • Selling center - a team of all who participate • The _______________ • Prospect company’s own Web page • Personalized Web pages • Hoovers, JustSell.com, etc. • _______________________________ • _______________________________ 8-38 McGraw-Hill/Irwin

  39. Each key account contact • _____________________________________________ • ____________________________ • ____________________________ Featuring: Bob talking about what he does before an important call. 02

  40. Summary • ______________________________________is the first step in the sales process. • Not all sales leads qualify as ______________. • Many methods can be used to locate prospects. • The best source is a _________________________. • Effective prospecting requires a ______________________________________that hinges on developing a lead qualification and management system and overcoming reluctance to prospect. 7-40 McGraw-Hill/Irwin

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