Ch 6: Planning Sales Dialogues And Presentations Flashcards
What are ways you can evaluate a sales proposal (pg 141)
Reliability - reflects the sellers ability to identify creative and practical business solutions that will help the buyer achieve their goals and objectives
Assurance - increases the buyers trust and confidence in the sellers ability to deliver successful results
Tangibles - enhances and differentiate the communication of the seller’s message and invites readership by its content, structure and overall appearance
Empathy - reflect the sellers thorough understanding of the buyers unique business environment, operations, organization, improvement opportunities, needs and objectives
Responsiveness - demonstrates the sellers willingness to work closely with the buyer to understand their unique situation, present viable business solutions, and ensure achievement of promised results
What is a sales dialogue template
A flexible planning tool that assists the sales person in assembling relevant information to be covered with the prospect
What consists of the sales dialogue template
Section 1 - prospect information (company and key person information)
Section 2 - customer value proposition (how you will add value to the prospect business by meeting a need or providing an opportunity)
Section 3 - sales call objective (must require customer action such as making a purchase)
Section 4 - linking buying motives, benefits, support information, and other reinforcement methods (addresses the buying motives of everyone who be involved in the upcoming sales call)
Section 5 - competitive situation (current suppliers and competitors strengths and weaknesses)
Section 6 - beginning with the sales dialogue (uses ADAPT, assessment, discovery, activation, projection, and transition to presentation)
Section 7 - anticipate questions and objections
Section 8 - earn prospect commitment (involves a salesperson asking for a customer’s purchase decision)
Section 9 - build value through follow up action
Explain in detail a template for section 2 - customer value proposition
- determine the primary reasons that customers would use your offering
- promise only what can be consistently delivered
Define sales call
An in-person meeting between a salesperson or sales team and one or more buyers to discuss business
Explain in detail a template for section 6 - beginning with the sales dialogue
A- broad-based and general facts describing situation, uses open-ended questions for maximum information
D- questions probing information gained in assessment, seeking to uncover problems or dissatisfaction that could lead to suggested buyer needs
A- show the negative impact of a problem discovered, this is done to activate the buyers interest in solving the problem
P- projects what life would be like without the problem
T- confirm buyers interest in solving problem and transition to presentation of solution
Explain steps to engaging the customer
- most initial sales calls on new prospects require an appointment
- chances of getting an appointment improves with the following directives: 1) giving the prospect a reason why an appointment should be granted 2) specifying the amount of time needed to make the sales presentation and 3) suggesting a specific time and date for the sales call
- once a sales person has an appointment with the prospect and all the objectives have been established, the salesperson should send the agenda to the customer
