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Chapter 6. Appointments and Planning the Presentation. Customer-Focused Sales Dialogue. 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.

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chapter 6

Chapter 6

Appointments and Planning the Presentation

customer focused sales dialogue
Customer-Focused Sales Dialogue

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, the selling strategy must focus on customer needs and how the customer defines value.

linking solutions to needs
Linking Solutions to Needs

Salespeople should strive to communicate to the buyer . . .

  • How the buyer’s needs will be met or how an opportunity can be realized as a result of a purchase.
  • How the product/service features translate, in a functional sense, into benefits for the buyer.
  • Why the buyer should purchase from the salesperson as opposed to a competitive salesperson.
  • If you talk with your prospect about the things that concern him/her, you’ll always have an attentive listener
getting the appointment
Getting the Appointment
  • Experienced sales representatives try to schedule appointments in advance
  • Appointments are efficient
  • Appointments allow customers to see salespeople at their convenience, and to prepare for such meetings if necessary
important pre approach information from previous chapter s
Important Pre-Approach Information (from previous chapter(s))

Examples include:

Client name and pronunciation

Risk/type of buying situation

Communication style/profile of the buyer (may not be able to assess till several visits)

What is the market position of the company

Major competitor(s) of the company

Industry condition/intelligence

Challenges the organization may be facing

Company characteristics – size, division, decision makers, etc.

setting the appointment
Setting the Appointment
  • Most commonly used methods:
    • Telephone
    • In-person calls
    • Letters
    • Email
    • Third party introductions

What are the Strengths and weaknesses of each method?

third party referral
Third Party Referral
  • Third party referral is an extension of the referral technique of prospecting
  • The satisfied customer may be asked not only to supply names of prospects but also to write a note introducing you to that prospect
  • This technique is particularly effective in industrial (B2B) situations
types of sales presentations

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

canned presentations

Hello ___,

My name is _____.

I want to tell you about . . .

Canned Presentations
  • Include
    • Scripted sales calls
    • Memorized presentations
    • Automated presentations
  • Should be tested for effectiveness
  • Must assume buyers’ needs are the same
written presentations
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
  • Common parts to written proposals include:
    • Executive Summary
    • Customers needs and proposed solution
    • Seller profile
    • Pricing and Sales Agreement
    • Implementation and timetable
organized sales dialogues and presentations
Organized Sales Dialoguesand Presentations
  • Addresses individual customer and different selling situations.
  • Allow flexibility to adapt to buyer feedback
  • Most frequently used format for sales professionals
sales dialogue and presentation template exhibit 6 4
Sales Dialogue and Presentation Template (Exhibit 6.4)

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
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

establishing sales call objectives


Primary objectives




Sales Call



Optimal objectives










Establishing Sales Call Objectives
establishing sales call objectives1
Establishing Sales Call Objectives

Use “S M A R T” steps to set sales objectives:

Specific: Establish a specific, major objective for the sales call.

Measurable: Ensure that your major objective is measurable or quantifiable, e.g., a certain number of units or dollar sales volume.

Achievable: Make sure the goals you set are realistic and achievable.

Relational: Always try to develop a long-term relationship with the prospect even if the major objective on this sales call is not achieved. Why?

Temporal: If you can, establish with the prospect a specific timeframe for achieving the major objective.

common sales calls objectives
Common Sales Calls Objectives

Ultimately, most sales calls should achieve one or more of three overall objectives:

  • Generate sales:Sell particular products to target customers on designated sales calls

2. Develop the market:Lay the groundwork for generating new business by educating customers and gaining visibility with prospective buyers

3. Protect the market:Learn competitors’ strategies and tactics and protect relationships with current customers

approaching the customer sales presentation strategy
Approaching the Customer - Sales Presentation Strategy
  • Three approaches:
    • Non-product Approach
    • Consumer-Directed Approaches
    • Product-related Approaches
non product related approaches





Mutual acquaintance

or reference

Dramatic act

Free gift or sample

Non-Product Related Approaches
consumer directed approaches




or praise



Consumer-Directed Approaches
product related approaches

Product or






Product-Related Approaches
first impressions
First Impressions
  • Ask for permission to sit
  • Never clutter the prospect’s desk without asking for permission
  • Watch the tone of your voice
  • Always be courteous but not overly friendly or pushy
  • Never be presumptuous
video clips
Video Clips

Look for the following:

  • Relationships
  • Buying situation
  • Approaches to selling and leading-off
  • Product Considerations
    • Knowledge
    • Industry
  • Ethical considerations
  • Transition question(s)
  • Implication questions and Questioning Systems