Exhibit 81: The Preapproach Involves Planning the Sales Presentation

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Exhibit 8-1 The Preapproach Involves Planning
the Sales Presentation
2
Exhibit 8-4 Steps in the Preapproach Planning
the Sale
Determine sales call objective
Develop/Review customer profile
Develop customer benefits
Develop sales presentation
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Strategic Customer Sales Planning - the
Preapproach cont

• Always Have a Sales Call Objective
• Why am I going into the customers office?
• To present my product/service and
• To gain a trial order
• To be given a second meeting
• To get information about the current supplier
• To write an order

4
Strategic Customer Sales Planning - The
Preapproach cont

• Always have a sales call objective

• Set a SMART call objective

pecific
easurable
chievable
ealistic
imed
5
Strategic Customer Sales Planning - Customer
Profile Provides Insight

• Review information to create customized
  presentation
• See what customer has done in the past to
  determine future needs
• If do not have customer profile - get one for
  each customer

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Exhibit 8-5 Information Used in a Profile and
for Planning
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Customer Benefit PlanWhat Its All About!

• Steps in creating the customer benefit plan
• Step 1 Select FABs for product discussion
• Step 2 Select FABs for marketing plan
  discussion
• Step 3 Select FABs for business proposition
  discussion
• Step 4 Develop suggested purchase order based
  on first three steps

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Exhibit 8-6 Examples of Topics Contained in the
Marketing Plan Segment of Your Sales Presentation
Resellers

• 1. Advertising
• Geographical
• National
• Regional
• Local
• Co-op
• Type
• Television
• Radio
• Direct-mail
• Internet

• 2. Sales Promotion
• Contests
• Coupons
• Samples

• 3. Sales Force
• Working with salespeople

4. Trade Shows
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Exhibit 8-6 Examples of Topics Contained in the
Marketing Plan Segment of Your Sales Presentation
End Users
1. Availability
2. Delivery
3. Guarantee

• 4. Installation
• Who does it?
• When?
• How?

5. Maintenance/service
6. Training on use
7. Warranty
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Exhibit 8-6 Examples of Topics Contained in the
Marketing Plan Segment of Your Sales Presentation
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Exhibit 8-7 Examples of Topics Contained in the
Business Proposition Segment of Your Sales
Presentation
Resellers
1. List price

• 3. Discounts
• Cash
• Consumer
• Quantity
• Trade
• Financing
• Payment Plans
• Interest Rate

4. Markup
2. Shipping costs
5. Profit
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Exhibit 8-7 Examples of Topics Contained in the
Business Proposition Segment of Your Sales
Presentation
End Users
1. List price
2. Shipping costs

• 3. Discounts
• Cash
• Quantity

• 4. Financing
• Payment plans
• Interest rates

5. ROI
6. Value Analysis
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Exhibit 8-7 Examples of Topics Contained in the
Business Proposition Segment of Your Sales
Presentation
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Customer Benefit Plan Develop Sales
Presentation

• Write out all FABs for steps 1 - 3

• Write out suggested purchase order

• Now you are ALMOST ready to create your sales
  presentation

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Exhibit 8-8 Major Phases in Your Presentation A
Sequence of Events to Complete in Developing a
Sales Presentation
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What is Left in Creating Your Sales Presentation?
As shown in Exhibit 8-8 you need to create your

• Approach - covered in Chapter 10

• Close - covered in Chapter 13

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Before You Can Pick Your Approach You

• Select which presentation method to use - covered
  in Chapter 9

• Prepare for anticipated objections from your
  prospect/customer - covered in Chapter 12

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In Planning a Sales Presentation, You Should
Consider

• The prospects mental steps

• What would the prospect be thinking as you
  give your presentation?

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Exhibit 8-9 The Prospects Five Mental Steps in
Buying
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How Do You Obtain Someones Attention When You
Begin Your Presentation?

• Show you are there to help!

• The proper approach is important! (Chapter 10)

• Your goal is to determine a need or problem

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How Do You Keep Someones Interest in What You
are Presenting?

• Show you are there to help!

• Quickly present major FABs that
• Fulfill a need
• Solve a problem
• Show and tell as discussed in Chapter 11

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How Do You Build Desire for Your Product?

• Show you are there to help!

• Using your trial closes, determine if
  prospect is interested in benefits

• Watch for nonverbal signals!
• Green
• Yellow
• Red

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How Do You Establish The Conviction Your Product
Will Solve Needs or Problems?

• Show you are there to help!

• The customer sees how your products FABs
  will solve their needs or problems

• Your trial closes indicate ready to buy

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How Do You Know if Customer Ready to Purchase So
You Can Close?

• Show you are there to help!

• Trial close response(s), nonverbal signals
  indicate positive beliefs product will
  fulfill needs or solve problems

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Overview of the Selling Process

• Getting the prospects attention and interest by
  having the prospect recognize a need or problem,
  and stating a wish to fulfill the need or solve
  the problem
• Uncovering and answering the prospects questions
  and revealing and meeting or overcoming
  objections results in more intense desire
• Desire is transformed into the conviction that
  your product can fulfill the prospects needs or
  solve problems

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Exhibit 8-10a The Selling Process and Examples
of Prospects Mental Thoughts and Questions
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Exhibit 8-10b The Selling Process and Examples
of Prospects Mental Thoughts and Questions
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Summary of Major Selling Issues

• Careful planning of the sales call is essential
  to success in selling
• Planning builds self-confidence, develops an
  atmosphere of goodwill, creates professionalism,
  and increases sales
• Sales call planning
• Have a sales call objective that is SMART
• Develop or review the customer profile
• Develop your customer benefit plan