6 Planning Sales Dialogues and Presentations Learning Objectives

6 Planning Sales Dialogues and Presentations

Learning Objectives L 1 Explain why it is essential to focus on the customer when planning a sales call. L 2 Understand alternative ways of communicating with prospects and customers through canned sales presentations, written sales proposals, and organized sales dialogues or presentations. L 3 Discuss the nine components in the sales dialogue template that can be used for planning an organized sales dialogue or presentation. 6

Learning Objectives L 4 Explain how to write a customer value proposition statement. L 5 Link buying motives to benefits of the seller’s offering, support claims made for benefits, and reinforce verbal claims made. L 6 Engage the customer by setting appointments. 6

Customer-Focused Sales Dialogue __________ Customer Relationships Customer-Focused Sales Dialogue Sales Calls Throughout the process, selling strategy must focus on customer needs and how the customer defines value. Need Discovery Sales Presentations Follow-Up; Build More Value Sales dialogue occurs over time and includes sales calls and other forms of buyer-seller communication. 6

Sales Communications Formats 6

Written Sales Proposal 6

Components of a Written Proposal • ___________ • Customer Needs and Proposed Solution • Seller Profile • _____________ The quality of a salesperson’s written document is a surrogate for that salesperson’s competence and ability. • Suggested Action and Timetable 6

Evaluating Sales Proposal (Five Important Dimensions) 6 ____: reflects your (the seller’s) ability to identify creative, dependable, and realistic solutions and strategies and match them to the buyer’s needs and wants. _______: builds the buyer’s trust and confidence in your ability to deliver, implement, produce, and/or provide benefits ______: enhance and support the communication of your message and invite readership by its overall appearance, content, and organization. ____: confirms your thorough understanding of the buyer’s business and his or her specific needs and wants. _________: developed in a timely manner and demonstrates a willingness to provide solutions for the buyer’s needs and wants and to help measure results.

Ethical Dilemma 6

Organized Sales Dialogues • ________________________ – Sales calls (e. g. , Need Discovery, Presentation of Solutions, Follow-Up) – Other communication (phone, email, etc. ) • Conversations are customized based on each customer’s unique characteristics (e. g. , needs, communication style, etc. ) • May include standardized sales and marketing communication materials (e. g. , videos, brochures, etc. ) 6

Discovering Needs – Review ADAPT 6

Sales Dialogue Template 6

Sales Dialogue Template (cont. ) 6

Customer Value Proposition: A statement of how the sales offering will add value to the prospect’s business by meeting a need or providing an opportunity. 6

Buying Motives 6 • _______ Typically relate to the economics of the situation, including cost, profitability, quality, services offered, and the total value of the seller’s offering as perceived by the customer. • _______ Includes motives such as security, status, and need to be liked; sometimes difficult for salespeople to uncover these motives.

Features and Benefits • Feature A __________of a product or service that is designed to provide value to a buyer. Fuel Efficient V-6 Engine • Benefit The ______or favorable outcome derived from features of the product or service seller offers. Higher miles per gallon reduces fuel costs. 6

Engaging the Customer Request an appointment • ___________ why an appointment should be granted • _____ a specific amount of time • Suggest a specific time for the appointment 6

Ethical Dilemma 6

Role Play 6