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.
Appointments and Planning the Presentation
Customer-Focused Sales Dialogue
Sales dialogue occurs over time and includes sales calls and other forms of buyer-seller communication.
Follow-Up; Build More Value
Throughout the process, the selling strategy must focus on customer needs and how the customer defines value.
Salespeople should strive to communicate to the buyer . . .
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
Challenges the organization may be facing
Company characteristics – size, division, decision makers, etc.
What are the Strengths and weaknesses of each method?
Written ProposalTypes 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
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
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
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.
Ultimately, most sales calls should achieve one or more of three overall objectives:
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
Look for the following: