planning sales dialogues and presentations

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Planning Sales Dialogues and Presentations. Learning Objectives. Explain why it is essential to focus on the customer when planning a sales call. - PowerPoint PPT Presentation

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Page 1: Planning Sales Dialogues and Presentations

6Planning Sales Dialogues and Presentations

Page 2: Planning Sales Dialogues and Presentations

6Learning Objectives

Explain why it is essential to focus on the customer when planning a sales call.

Understand alternative ways of communicating with prospects and customers through canned sales presentations, written sales proposals, and organized sales dialogues or presentations.

Discuss the nine components in the sales dialogue template that can be used for planning an organized sales dialogue or presentation.

L 1

L 2

L 3

Page 3: Planning Sales Dialogues and Presentations

6Learning Objectives

Explain how to write a customer value proposition statement.

Link buying motives to benefits of the seller’s offering, support claims made for benefits, and reinforce verbal claims made.

Engage the customer by setting appointments.

L 4

L 5

L 6

Page 4: Planning Sales Dialogues and Presentations

6Customer-Focused

Sales Dialogue

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

Sales Presentations

Need Discovery

Follow-Up; Build More

Value

Sales Calls

Customer-Focused Sales Dialogue

__________ Customer

Relationships

__________ Customer

Relationships

__________ Customer

Relationships

Sales dialogue occurs over time and includes sales calls and other forms of buyer-seller communication.

Page 5: Planning Sales Dialogues and Presentations

6Sales Communications Formats

Page 6: Planning Sales Dialogues and Presentations

6Written Sales Proposal

Page 7: Planning Sales Dialogues and Presentations

6Components of a Written Proposal

• Customer Needs and Proposed Solution• Seller Profile• _________________________

• Suggested Action and Timetable

• _____________________

The qualityof a salesperson’s written document is a surrogate for that salesperson’s competence and ability.

Page 8: Planning Sales Dialogues and Presentations

6Evaluating Sales Proposal

(Five Important Dimensions)

________: 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.

Page 9: Planning Sales Dialogues and Presentations

6Ethical Dilemma

Page 10: Planning Sales Dialogues and Presentations

6Organized 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 uniquecharacteristics (e.g., needs,communication style, etc.)

• May include standardizedsales and marketing communication materials (e.g., videos, brochures, etc.)

Page 11: Planning Sales Dialogues and Presentations

6Discovering Needs – Review ADAPT

Page 12: Planning Sales Dialogues and Presentations

6Sales Dialogue Template

Page 13: Planning Sales Dialogues and Presentations

6Sales Dialogue Template (cont.)

Page 14: Planning Sales Dialogues and Presentations

6Sales Dialogue Template (cont.)

Page 15: Planning Sales Dialogues and Presentations

6Customer Value Proposition

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.

Page 16: Planning Sales Dialogues and Presentations

6Buying Motives

• ______________ Typically relate to the economics of the situation,including cost, profitability,quality, services offered, andthe total value of the seller’soffering as perceived by thecustomer.

• ______________Includes motives such as security, status, and need to be liked; sometimes difficult for salespeople to uncover these motives.

Page 17: Planning Sales Dialogues and Presentations

6Features and Benefits

• FeatureA ___________________of aproduct or service that isdesigned to provide value toa buyer.

• BenefitThe ___________or favorableoutcome derived from features of the product or service seller offers.

Fuel Efficient V-6 Engine

Higher miles per gallon reduces fuel costs.

Page 18: Planning Sales Dialogues and Presentations

6Engaging the Customer

Request an appointment• ______________________ why an appointment

should be granted• _________ a specific amount of time• Suggest a specific time for the

appointment

Page 19: Planning Sales Dialogues and Presentations

6Ethical Dilemma

Page 20: Planning Sales Dialogues and Presentations

6Role Play