Exhibit 8-1: The Preapproach Involves

Planning the Sales Presentation

8-1

Exhibit 8-4: Steps in the Preapproach:

Planning the Sale

Determine sales
call objective

Develop/Review
customer profile

Develop customer
benefits

Develop sales
presentation

8-2

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

8-3

Strategic Customer Sales Planning The Preapproach cont

Determine sales
call objective

Develop/Review
customer profile

Develop
customer benefits

Develop sales
presentation

Always have a sales call objective

Set a SMART call objective
Specific
M easurable
A chievable
R ealistic
Timed
8-4

Strategic Customer Sales Planning Customer Profile Provides Insight

Determine sales
call objective

Develop/Review
customer profile

Develop
customer benefits

Develop sales
presentation

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

8-5

Exhibit 8-5: Information Used in a Profile and

for Planning

8-6

Customer Benefit Plan:

What Its All About!
Determine sales
call objective

Develop/Review
customer profile

Develop
customer benefits

Develop sales
presentation

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

8-7

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
8-8

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
8-9

Exhibit 8-6: Examples of Topics Contained in the

Marketing Plan Segment of Your Sales Presentation

8-10

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
2. Shipping costs
Trade
Financing
Payment Plans
Interest Rate

4. Markup

5. Profit

8-11

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
8-12

Exhibit 8-7: Examples of Topics Contained in the Business

Proposition Segment of Your Sales Presentation

8-13

Customer Benefit Plan:

Develop Sales Presentation
Determine sales
call objective

Develop/Review
customer profile

Develop
customer benefits

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
8-14

Exhibit 8-8: Major Phases in Your Presentation: A Sequence

of Events to Complete in Developing a Sales Presentation
1. Approach.

Rapport-building
Uncover needs
Attention, interest, transition

2. Fully discuss your

product.

Features
Advantages
Benefits

3. Present your
marketing plan.
4. Explain your
business proposition.

How to resell (for reseller)

How to use (for consumers
and industrial user)
Whats in it for your
customers?

5. Suggested purchase
order.

Recommend what to buy in

order to fill the needs
uncovered in the presentation.

6. Close

Ask for the business!

7. Exit

Do not give up!

Act as a professional
Leave the door open
8-15

What is Left in Creating Your Sales

Presentation?
1. Approach.

2. Fully discuss your

product.
3. Present your
marketing plan.
4. Explain your
business proposition.
5. Suggested purchase
order.

As shown in Exhibit 8-8 you need to create

your:
Approach
Close

6. Close

7. Exit
8-16

Before You Can Pick Your

Approach You

Select which presentation method to

Prepare for anticipated objections from your
prospect/customer

8-17

In Planning a Sales Presentation,

You Should Consider

The prospects mental steps

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

8-18

Exhibit 8-9: The Prospects Five Mental

Steps in Buying

Attention

Interest

Desire

Conviction

Purchase

8-19

How Do You Obtain Someones Attention

When You Begin Your Presentation?
Show you are there to help!
The proper approach is important!
Your goal is to determine a need or problem

Attention

Interest

Desire

Conviction

Purchase
8-20

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

Attention

Interest

Desire

Conviction

Purchase
8-21

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
Attention

Interest

Desire

Conviction

Purchase
8-22

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

Attention

Interest

Desire

Conviction

Purchase
8-23

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

Attention

Interest

Desire

Conviction

Purchase
8-24

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
8-25

Exhibit 8-10a: The Selling Process and Examples

of Prospects Mental Thoughts and Questions

8-26

Exhibit 8-10b: The Selling Process and Examples

of Prospects Mental Thoughts and Questions

8-27

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

8-28