Ch 6: Planning Sales Dialogues And Presentations Flashcards
(11 cards)
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 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
What are the different types of sales communications
Canned Presentations
- Include scripted sales calls, memorized presentations, and automated presentations
- Can be complete and logically structured
- Do not vary from buyer to buyer; should be tested
for effectiveness
Written Sales Proposals
- Proposal is a complete self-contained sales presentation
- Written proposals often accompanied by sales
calls before and after the proposal is submitted
- Thorough customer assessment should take
place before customized proposal is written
Organized Sales Dialogues and Presentations
- Address individual customer and different selling situations
- Allow flexibility to adapt to buyer feedback
- Most frequently used format by sales professionals
What are the tips for creating effective sales proposals
- Focus on your prospect. Think like the buyer. If you were the buyer, what would you want to know before making a decision?
- Present a compelling, relevant case for your offering.
- Get to the point and make your proposal as concise as possible. Bigger is not better.
- Quantify the value you can offer so prospects can
financially justify their purchase decisions. - Present important details and make the entire proposal clear. Transparency builds trust.
- Include testimonials and endorsements when
appropriate. - Write the proposal in the customer’s language.
Avoid seller jargon.
What are the reasons why sales proposals might fail
- Customer does not know the seller.
- Proposal does not follow the customer-specified format.
- Executive summary does not address customer needs.
- Proposal uses the seller’s (not the customer’s) company jargon, which forces readers to interpret the message.
- Writing is flat, technical, and without passion. A technical data dump is not effective.
- Generic material does not match the targeted prospect, indicating a lack of customer-focused consultative selling.
- Proposal is not convincing, and does not substantiate
claims made. - Proposal has poor layout and glaring grammatical errors
Five parts common to most proposals include
Executive Summary
- Briefly and clearly demonstrates the salesperson’s understanding of the customer’s needs and the relevance of the proposed solution
- Builds a desire to read the full proposal
Customer Needs and Proposed Solution
- Includes situation analysis and the recommended solution
Seller Profile
- Information about the selling company
Pricing and Sales Agreement
- Presents the pricing and delivery options
Implementation and Timetable
- Includes contract, order form, instructions for placing order, how to request additional information
When you are planning the first few minutes of the sales
dialogue or presentation, what are the few general rules applied
- Following an adequate introduction of the salesperson and the salesperson’s company
- The salesperson should present benefits in order
of importance according to the prospect’s needs and motives - If the sales presentation is a continuation of one or more previous sales calls, the salesperson should make a quick summary of what has been agreed on in the past
- The salesperson should not focus on pricing issues until the prospect’s needs have been
defined and the salesperson has shown how those needs can be addressed with the product or service being sold
