Chapter 6: Planning Sales Dialogues & Presentations

adaptive selling

ability of the SP to change their sales messages based on various customer situations

Selling Approach that is the MOST ADAPTIVE

Consultative Selling

Canned Presentation

• Stimulus selling approach

• include scripted sales calls, memorized presentations & automated presentations

• can be complete & logically structured

• DO NOT vary from buyer to buyer

Assumption that is made about customers when using Canned Presentation

all customers have the same needs & should recieve the same information

5 Parts of a Written Sales Proposal

1) Executive Summary

2) Customer Needs & Proposed Solutions

3) Seller Profile

4) Pricing & Sales Agreement

5) Suggested Action & Time Table

Executive Summary

• demonstrates SP’s knowledge about the customer’s needs & creates a desire in the customer to read it

• keep it brief

Customer Needs & Proposed Solution

includes situation analysis & the recommended solution

Seller Profile

information about the selling company

Pricing & Sales Agreement

presents the pricing & delivery options

Implementation & Timetable

includes details the additional information required to sign the contract

5 Dimension for Evaluating Sales Proposals

RATER

Reliability

Assurance

Tangibles

Empathy

Responsiveness

Reliability

• reflects your (seller’s) ability to identify creative, dependable, & realistic solutions & strategies & match them to the buyer’s needs/wants

• Can you rely on them to have the right product?

Assurance

• Builds the buyer’s trust & confidence in your ability to deliver, implement, produce, &/or provide benefits

• Can I trust this SP/company?

Tangibles

• enhance & support the communication of your message & invite readership by its overall appearance, content, & organization

• overall appearance

Empathy

• confirms your thorough understanding of the buyer’s business & his/her or her specific needs/wants

• Do they understand our business?

Responsiveness

• Developed in a timely manner & demonstrates a willingness to provide solutions for the buyer’s needs & wants & to help measure results

• RFP

Customer Value Proposition (CVP)

• statement explaining to the customer why his/her firm will be better off choosing the product b/c of the benefits

• brief statement of how you will add value to the prospect business by meeting a need/providing an opportunity. Include a brief description of the product or service

When contacting the Prospect for a meeting (engaging the customer) the SP should do this.

• Request an appointment

• Research Before Calling

• Give the prospect a reason why an appointment should be granted (CVP)

• Request a specific amount of time (1hr)

• Suggest a specific day & time for the appointment