Planning the Sales Planning the Sales CallsCallsChapter 8Chapter 8

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Important Questions Important Questions AnsweredAnswered

► Why should salespeople plan their sales Why should salespeople plan their sales calls?calls?

► What pre-call information is needed about What pre-call information is needed about the individual prospect and the prospect’s the individual prospect and the prospect’s organisation?organisation?

► How can this information be obtained?How can this information be obtained?

► What is involved in setting call objectives?What is involved in setting call objectives?

► Should more than one objective be set for Should more than one objective be set for each call?each call?

► How can appointments be made effectively?How can appointments be made effectively?

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Why Plan The Sales Call?Why Plan The Sales Call?

1.1. Advance planning of the sales interview Advance planning of the sales interview is essential to achievement in selling.is essential to achievement in selling.

2.2. Salespeople can save their as well as Salespeople can save their as well as buyer’s time, through planning.buyer’s time, through planning.

3.3. This gives time to make more calls.This gives time to make more calls.

4.4. In this way they can convince people to In this way they can convince people to buy even if they are not really interested.buy even if they are not really interested.

5.5. Not to forget that this is not the end…..Not to forget that this is not the end…..

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What Is SuccessWhat Is Success

Purpose

Plan

Success

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Reasons for planning the sales Reasons for planning the sales callcall► Develops atmosphere of goodwillDevelops atmosphere of goodwill

► Reflects professionalismReflects professionalism

► Generally increases salesGenerally increases sales

► Builds confidenceBuilds confidence

► Qualify prospectsQualify prospects

► Budgets your time Budgets your time

► Enhances your image Enhances your image

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Sales Call Planning Sales Call Planning ImportanceImportance

Sales call planning Sales call planning increasesincreases in in importance whenimportance when

► The customer's decision is a complex, The customer's decision is a complex, high-involvement, high risk onehigh-involvement, high risk one

► Future interactions and negotiations Future interactions and negotiations with the customer are expectedwith the customer are expected

► The customer's needs are uniqueThe customer's needs are unique► A range of alternatives is available to A range of alternatives is available to

the customer the customer ► The sale is very critical to the The sale is very critical to the

salespersonsalesperson

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Obtaining Pre-call Obtaining Pre-call InformationInformation

► Important to get enough information Important to get enough information about the prospect to be able to save about the prospect to be able to save time and achieve more.time and achieve more.

► Not to forget that the cost of collecting Not to forget that the cost of collecting information should be less than the information should be less than the benefits obtained.benefits obtained.

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A Flow Diagram Of The A Flow Diagram Of The Planning ProcessPlanning Process

Gathering informationabout the prospect and firm

Selling objectivesfor the call

Making anappointment

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The Prospect As An The Prospect As An IndividualIndividual

Personal.Personal.► Name (including pronunciation)Name (including pronunciation)► Family statusFamily status► EducationEducation► AspirationsAspirations► Interests (e.g., hobbies) Interests (e.g., hobbies) ► and disinterestsand disinterestsAttitudes.Attitudes.► Toward salespeopleToward salespeople► Toward your company Toward your company ► Toward your productToward your product (Contd.)(Contd.)

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The Prospect As An The Prospect As An IndividualIndividual

(Contd.)(Contd.)RelationshipsRelationships► Formal reporting relationshipsFormal reporting relationships► Important reference groups and group Important reference groups and group

normsnormsStylesStyles► Social style (driver, etc.)Social style (driver, etc.)► Decision-making style2 Decision-making style2

(entrepreneurial, planning, (entrepreneurial, planning, bureaucraticbureaucratic

Evaluation of Products/ServicesEvaluation of Products/Services► Product attributes that are importantProduct attributes that are important► Product evaluation process Product evaluation process

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Information Used in a Information Used in a Profile and for PlanningProfile and for Planning

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Customer Profile Provides Customer Profile Provides InsightInsight

► Review information to create Review information to create customized presentationcustomized presentation

► See what customer has done in the See what customer has done in the past to determine future needspast to determine future needs

► If you do not have customer profiles, If you do not have customer profiles, get one for each customerget one for each customer

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The Prospect’s/Customer’s The Prospect’s/Customer’s OrganisationOrganisation

Similarly following information about theSimilarly following information about thecompany of the prospect is vital too:company of the prospect is vital too:► DemographicsDemographics► Prospect’s CustomersProspect’s Customers► Prospect’s CompetitorsProspect’s Competitors► Historical Buying PatternsHistorical Buying Patterns► Current Buying SituationCurrent Buying Situation► People Involved in the Purchase DecisionPeople Involved in the Purchase Decision► Policies and ProceduresPolicies and Procedures

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DemographicsDemographics

► Type of organization Type of organization (manufacturing, wholesaling, (manufacturing, wholesaling, retailing)retailing)

► Size, number Size, number of of locationslocations► Products/services offeredProducts/services offered► Financial position and its futureFinancial position and its future► Culture Culture of of the organizationthe organization

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Prospect's CustomersProspect's Customers

► TypesTypes

► Benefits they seek from the Benefits they seek from the prospect's products/services prospect's products/services

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Prospect's CompetitorsProspect's Competitors

► Who they areWho they are

► How they differ in their business How they differ in their business approachesapproaches

► Prospect's strategic position in the Prospect's strategic position in the industry (dominant, strong, weak, industry (dominant, strong, weak, tenable)tenable)

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Historical Buying PatternsHistorical Buying Patterns

► Amount purchased in the product categoryAmount purchased in the product category

► Sole supplier or multiple suppliers. Why?Sole supplier or multiple suppliers. Why?

► Reason for buying from present suppliers.Reason for buying from present suppliers.

► Level Level of of satisfaction with supplierssatisfaction with suppliers

► Reasons for any dissatisfactions with Reasons for any dissatisfactions with suppliers or products currently purchased.suppliers or products currently purchased.

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Current Buying SituationCurrent Buying Situation

► Type Type of of buying process (new task, buying process (new task, straight straight re-buy, re-buy, or modified or modified re-buy re-buy ))

► Strengths and weaknesses Strengths and weaknesses of of potential competitors.potential competitors.

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People Involved in the People Involved in the Purchase DecisionPurchase Decision

► How they fit into the formal and How they fit into the formal and informal organizational structureinformal organizational structure

► Their roles in this decision Their roles in this decision (gatekeeper, influencer, etc.)(gatekeeper, influencer, etc.)

► Who is most influentialWho is most influential► Any influential adversaries (carry Any influential adversaries (carry

great influence but are opposed to us)? great influence but are opposed to us)? ► Current problems the organization Current problems the organization

facesfaces► Stage in the buying cycle.Stage in the buying cycle.

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Policies and ProceduresPolicies and Procedures

► About salespeopleAbout salespeople

► About sales visitsAbout sales visits

► About purchasing and contracts.About purchasing and contracts.

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Preparation & Pre approach

Questions about the

prospect's company

•What business is the prospect's company in? •What are its products and markets? •Who are its primary customers? •How big is this prospect's company? •Where does it rank in its industry?

Questions about the

prospect's company's

buying center

•Who is the actual decision maker? •Who handles the purchase process? •Who else influences the purchase process? •What are the backgrounds and personal interests of each person in the buying process •Is the company's staff well informed? •Can we help this company's staff develop more expertise? •Does any in my company know anyone in this company?

OtherQuestions

•How often does this company buy my type of product or service? •Who is this company's competitor? •Does my company do business with that competitor? •What plans does the company have that could affect future need for my product? •How well is this company satisfied with its present supplier? •Does this company's potential volume of business suggest a personal call, a telephone call or a letter? •Do we (or can we) use their product or service?

If I don'tmake the sale

•Can I get a referral to another department? •Can I get a second appointment? •Will they seriously evaluate my proposal?

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Sources of InformationSources of Information

1.1. AGAIN - not to forget that TIME IS AGAIN - not to forget that TIME IS MONEY and that the time spent on MONEY and that the time spent on gathering information and preparing for gathering information and preparing for the meetings should be less than the the meetings should be less than the benefits.benefits.

2.2. Not to fall into the trap of Not to fall into the trap of ANALYSIS PARALYSISANALYSIS PARALYSIS

Various sources could be used to gather the Various sources could be used to gather the required informationrequired information

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► Sources within your CompanySources within your Company

► The InternetThe Internet

► Secretaries and ReceptionistsSecretaries and Receptionists

► Non-competing SalespeopleNon-competing Salespeople

► Traditional Secondary SourcesTraditional Secondary Sources

► The ProspectThe Prospect

► Other SourcesOther Sources

Sources of InformationSources of Information

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Sources within your Sources within your CompanyCompany

One of the best sources of information One of the best sources of information can be the records in your own can be the records in your own company, especially if your firm has company, especially if your firm has developed a sophisticated database. developed a sophisticated database. The most useful databases include, in The most useful databases include, in addition to standard demo graphic addition to standard demo graphic information, information on any direct information, information on any direct inquiries made by the prospect (from inquiries made by the prospect (from direct-mail inquiries, through the direct-mail inquiries, through the telemarketing division of your firm, telemarketing division of your firm, etc.), a sales history on the firm, etc.), a sales history on the firm, whether anyone from your company has whether anyone from your company has called on the prospect, and the results called on the prospect, and the results of any sales meetings. of any sales meetings.

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The InternetThe Internet

The Internet contains a vast amount The Internet contains a vast amount of informa tion. "Fifteen years ago, of informa tion. "Fifteen years ago, when 'consultative selling' became the when 'consultative selling' became the buzzword for successful sales, it took buzzword for successful sales, it took a great deal of time researching and a great deal of time researching and discovering the needs. Now, a discovering the needs. Now, a salesperson can learn as much as salesperson can learn as much as there is to know about prospects and there is to know about prospects and customers in practically no time at customers in practically no time at all. all.

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Secretaries and Secretaries and ReceptionistsReceptionists

Secretaries and receptionists in the Secretaries and receptionists in the prospect's firm usually are a rich source prospect's firm usually are a rich source of information. Be courteous, however, of information. Be courteous, however, because secretaries and receptionists because secretaries and receptionists are accustomed to having salespeople are accustomed to having salespeople pry for all sorts of free information. pry for all sorts of free information. Prioritize your ques tions and provide Prioritize your ques tions and provide justification for asking them. Above all, justification for asking them. Above all, treat secretaries and receptionists with treat secretaries and receptionists with genuine respect. genuine respect.

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Non-competing SalespeopleNon-competing Salespeople

Another source for pre-call Another source for pre-call information is non-competing information is non-competing salespeople. In fact, one of the best salespeople. In fact, one of the best sources of information is the sources of information is the prospect's own salespeople. Because prospect's own salespeople. Because They are easy to reach and they They are easy to reach and they understand your situation.understand your situation.

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Traditional Secondary Traditional Secondary SourcesSources

Traditional secondary data sources can Traditional secondary data sources can also be helpful. Firms such as Standard also be helpful. Firms such as Standard & Poor's, Hoover's, Wards, and Moody's & Poor's, Hoover's, Wards, and Moody's publish a number of manuals and publish a number of manuals and directories that are available in many directories that are available in many public libraries. These sources can help public libraries. These sources can help answer questions about brand names, answer questions about brand names, key contacts, historical information, the key contacts, historical information, the current situation and outlook for the current situation and outlook for the firm and the industry, location of plants firm and the industry, location of plants and distribution centers, market and distribution centers, market shares, and so on. shares, and so on.

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The ProspectThe Prospect

Much information can be received Much information can be received directly from the prospect. However, directly from the prospect. However, don't expect prospects to sit down and don't expect prospects to sit down and answer any and all questions you might answer any and all questions you might have, especially for topics where the have, especially for topics where the information is fairly easy to get (e.g., information is fairly easy to get (e.g., what products the prospect makes or what products the prospect makes or sells). It is also worth mentioning that, sells). It is also worth mentioning that, just as you are gathering information just as you are gathering information about the prospect prior to a meeting, about the prospect prior to a meeting, the prospect can and often does collect the prospect can and often does collect information about you. Even before the information about you. Even before the sale your prospect can request price sale your prospect can request price quotes.quotes.

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Other SourcesOther Sources

Many other sources can provide Many other sources can provide information. Some information may information. Some information may have been gleaned at a trade show the have been gleaned at a trade show the prospect attended. Much information prospect attended. Much information will be in the lists and directories will be in the lists and directories from which the prospect's name came. from which the prospect's name came. A center of influence will often be able A center of influence will often be able to provide some information.to provide some information.

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Sources of Pre-approach Information

SixProven

Sources

1. Direct questions: prospect 2. Other company salespeople 3. Current customers 4. Local newspaper 5. Personal visit / cold call

Some thingsto look for

• Mergers • Personnel changes • Changing product lines • Advertising plans • TV and magazine ads • Sales training

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Setting Call ObjectivesSetting Call Objectives► The sales call objective is the main purpose of The sales call objective is the main purpose of

contact with a prospect or customercontact with a prospect or customer

► The pre-call objective – have one or more!The pre-call objective – have one or more!► Focus and flexibilityFocus and flexibility

Focus your efforts on the objective when you Focus your efforts on the objective when you are with the customerare with the customer

Be prepared to switch to another objective if Be prepared to switch to another objective if neededneeded

► Make the goal specificMake the goal specific► Move customer conversation toward the objectiveMove customer conversation toward the objective► Set a SMART call objectiveSet a SMART call objective

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SMART Call ObjectiveSMART Call Objective

► SSpecific

► MMeasurable

► Achievable

► Realistic

► Timed

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Criteria for Effective Criteria for Effective ObjectivesObjectives

► Objectives should be Specific, Realistic Objectives should be Specific, Realistic and Measurable.and Measurable.

Specific – to be effectiveSpecific – to be effective Realistic – to be achievableRealistic – to be achievable Measurable – to be able to objectively Measurable – to be able to objectively

evaluate each sales call and evaluate if evaluate each sales call and evaluate if the objectives were met?the objectives were met?

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Setting More Than One Setting More Than One ObjectiveObjective

Often multiple call objectives are set so that Often multiple call objectives are set so that

they have a primary objective, but if the they have a primary objective, but if the

meeting does not go well then at least the meeting does not go well then at least the

minimum call objectives are met and in case minimum call objectives are met and in case

of ideal situation what will be the optimistic of ideal situation what will be the optimistic

call objectives. call objectives.

Better to have more than one Primary Better to have more than one Primary

Objective.Objective.

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Setting Objectives for Several Setting Objectives for Several CallsCalls

Setting objectives for a number of future Setting objectives for a number of future

calls is a part of good planning and calls is a part of good planning and

strategising the whole activity.strategising the whole activity.

Interval between two sale calls depends Interval between two sale calls depends

upon the strategy but it should not be too upon the strategy but it should not be too

long.long.

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Making an AppointmentMaking an Appointment

After gathering pre-call information and After gathering pre-call information and setting objectives, the salesperson's setting objectives, the salesperson's next step is generally to make an next step is generally to make an appointment. working by appointment appointment. working by appointment saves valuable selling time. saves valuable selling time. Appointments dignify the salesperson. Appointments dignify the salesperson. They help get the sales process off to a They help get the sales process off to a good start by putting the salesperson good start by putting the salesperson and the prospect on the same level-and the prospect on the same level-equal participants in a legitimate sales equal participants in a legitimate sales interview. Appointments also increase interview. Appointments also increase the chances of seeing the right person the chances of seeing the right person arid having uninterrupted time with the arid having uninterrupted time with the prospect. prospect.

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How to make appointmentsHow to make appointments Experienced sales representatives use Experienced sales representatives use

different contact methods for different different contact methods for different cus tomers. They have found through cus tomers. They have found through trial and error that a certain method of trial and error that a certain method of making an appointment works well with making an appointment works well with a regular customer but may be entirely a regular customer but may be entirely ineffec tive with a new prospect. They ineffec tive with a new prospect. They have also found that knowledge of have also found that knowledge of many different methods and techniques many different methods and techniques for making appointments is extremely for making appointments is extremely helpful in obtaining sales interviews.helpful in obtaining sales interviews.

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Making An AppointmentMaking An Appointment

► The right personThe right person

► The right timeThe right time

► The right placeThe right place

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Cultivating relationships Cultivating relationships with subordinateswith subordinates Busy executives usually have one or more Busy executives usually have one or more

subordinates who plan and schedule subordinates who plan and schedule interviews for them. These gatekeepers interviews for them. These gatekeepers often make seeing the boss rather often make seeing the boss rather difficult. Salespeople should go out of difficult. Salespeople should go out of their way to treat all subordinates with their way to treat all subordinates with respect and courtesy. First, it is the right respect and courtesy. First, it is the right thing to do. Second, subordinates can be thing to do. Second, subordinates can be the true key to the salesperson's success the true key to the salesperson's success or failure with an organization. They may or failure with an organization. They may not be able to buy the salesperson's not be able to buy the salesperson's product, but they can often kill his or her product, but they can often kill his or her chances for a sale.chances for a sale.

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Telephoning for Telephoning for AppointmentsAppointments

► Telephone is most often used to make Telephone is most often used to make initial appointment.initial appointment.

► Through practice it could easily be used Through practice it could easily be used correctly and effectively.correctly and effectively.

► Over the phone too, the salesperson Over the phone too, the salesperson needs to be an active listener as well as needs to be an active listener as well as should be able to encourage a two-way should be able to encourage a two-way communication.communication.

► Salespeople should avoid giving Salespeople should avoid giving presentation over the phone.presentation over the phone.

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Telemarketing Telemarketing

► Use of sophisticated Use of sophisticated telecommunications and information telecommunications and information systems systems

► Combined with personal selling and Combined with personal selling and servicing skills servicing skills

► Helps companies keep in close contact Helps companies keep in close contact with present and potential customers with present and potential customers

► Increases sales Increases sales ► Enhances business productivityEnhances business productivity

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Use "powers of Use "powers of visualization." visualization."

► Relax and close your eyes. Relax and close your eyes. ► See yourself and the prospect. See yourself and the prospect. ► Think about what you will say and anticipate the Think about what you will say and anticipate the

prospect's responses. prospect's responses. ► Create a mental hologram and live it over and Create a mental hologram and live it over and

over in your mind. over in your mind. ► Practice out loud -  your mind believes the Practice out loud -  your mind believes the

sound of your own voice. sound of your own voice. ► If you do not like the result, redesign the If you do not like the result, redesign the

scenario and play it over again until it is scenario and play it over again until it is comfortable and produces the desired outcome. comfortable and produces the desired outcome.

► Your mind cannot separate a real experience Your mind cannot separate a real experience from an imaged one. from an imaged one.

► You gain the same benefit from this type of You gain the same benefit from this type of practice as from an actual sales interview. practice as from an actual sales interview.

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AskAskYourself Yourself ► Why am I calling? Why am I calling?

► What is my proposal? What is my proposal?

► What would make this person want to What would make this person want to grant my request? grant my request?

► What is the best action plan that I can What is the best action plan that I can offer? offer? Remember That The Appointment is a Mini Sale Sell the appointment not the product

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Key Strategy points to Key Strategy points to consider consider

► Schedule a specific time for calls Schedule a specific time for calls ► Always follow up a successful call with another call Always follow up a successful call with another call ► Arrange to avoid interruptions Arrange to avoid interruptions ► Develop a written script Develop a written script ► Verify that you have actually contacted the Verify that you have actually contacted the

prospect prospect ► Just tell as much as needed to get an appointment Just tell as much as needed to get an appointment ► Keep control but don't be pushy Keep control but don't be pushy ► Excitement and enthusiasm Excitement and enthusiasm ► Don't argue! Don't argue! ► Use the fatal alternative Use the fatal alternative ► Sell your name. Ask the prospect to write it down. Sell your name. Ask the prospect to write it down. ► Be courteous. - Please & Thank You Be courteous. - Please & Thank You ► Watch language and speech patterns Watch language and speech patterns

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The Six-Step Telephone Track                                                                

Step I Introduce Yourselfand Your Company

•A judgement will be made within 15 words •Keep it warm and friendly

Step II Take the Curse

Off the Call

•A call is an interruption •Get permission to continue •Soften the impact with "just a minute," etc.

Step III State the Purpose

of the Call•A brief hard hitting lead in •Mention referrals if you have them

Step IVAn

Interest-Capturing Statement•Usually a customer benefit •You can also use a provocative question

Step V Request an Appointment•Don't give too much information over the phone •Give a choice of times (fatal alternative)

Step VIOvercome Resistance

•Agree with the objection •Switch back to your idea of reason for the appointment •Ask for the appointment again

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Additional PlanningAdditional Planning

► Successful salespeople think ahead and Successful salespeople think ahead and plan accordingly.plan accordingly.

► Seeding the meeting i.e. sending Seeding the meeting i.e. sending important things prior to meeting does important things prior to meeting does make the meetings more conducive.make the meetings more conducive.

► The prospect should be made to think The prospect should be made to think that the salesperson is trying to help that the salesperson is trying to help while understanding the prospect’s while understanding the prospect’s business.business.

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Setting Up the Sales Interview

Timing •Will the prospect be too busy? •What is the "best" time to see the prospect?

Gaining EntryMaking the

First appointment

•Letter - the weakest •Cold call - good but time consuming •Telephone - high rejection rate •Telephone - mail - follow up call

Get the Prospect's Name

Some Techniques •Ask former or retired employees to give you names and the lay of the land •Ask the building administrator for names. •Ask for a sales rep in the prospect's company then

•Solicit the salesperson's help to get to the right person. •"I'm sorry, I got the wrong extension. I was trying to reach the person who's in charge of.."

Gatekeepers •Show them sincere respect. •Friendly not fake. •Be honest about your intentions •Get personal information about the gatekeeper •Sell to the gatekeeper •Question gatekeepers. •They often know what the company needs •Be thoughtful - small gifts and cards can go a long way •Keep your sense of humor •Be patient and persistent

Voicemail

•Press "0" on your phone. Usually gets a person •Leave a message: "I will be in your neighborhood at 11 a.m. on Wednesday, April 10, and would like to meet with you for 10 minutes to explain XYZ and how it can help you. Please let me know if this is inconvenient, otherwise I'll look forward to seeing you this Wednesday."

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Gain a Personalized Sales Interview with the information gathered above.

Predict LikelyObjections

• Your past experience • Your company's training • The pre approach information gathered

Prepare for the Presentation

• Set sales call objectives • Rehearse • Practice demonstrations

VisualizeSuccessful

Selling

• Mental toughening - visualize the meeting over and over with a successful outcome.

• Practice out loud. Role play.

Learn How to Best Approach the

Prospect• Style analysis

End of Chapter 8End of Chapter 8

Thank youThank you