MKTG 3410 FINAL

written sales proposals

A complete self-contained sales presentation on paper, often accompanied by other verbal sales presentations before or after the proposal is delivered.

Explain how to write a customer value proposition statement.

A customer value statement should be simple so that it provides a clear direction for upcoming sales dialogues. Salespeople should not attempt to include all of their benefits in a value proposition statement—rather, they should choose the key benefit(s) that are likely to be most important to the specific customer. The value proposition should be as specific as possible on listing tangible outcomes such as revenue improvement, cost containment or reduction gain in market share, process speed and efficiency, or the enhancement of a customer's strategic priority. Value proposition statements should promise only what can be consistently delivered. Strictly speaking, a customer value proposition in the planning stage is not a guarantee; it is a belief based on the salesperson's knowledge and best judgment. As the sales process moves along, appropriate guarantees can be made.

sales dialogue template

A flexible planning tool that assists the salesperson in assembling pertinent information to be covered with the prospect.

buying motive

A need-activated drive to search for and acquire a solution to resolve a need or problem; the most important factors from the customer's perspective in making a purchase decision.

features

A quality or characteristic of a product or service that is designed to provide value to a buyer.

organized sales presentation

A sales presentation that allows a salesperson to implement appropriate sales strategies and tactics based on customer research or information gathered during previous sales calls. Organized sales presentations feature a two-way dialogue with a high level of customer involvement.

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.

organized sales dialogue

Also known as the organized sales presentation. Unlike a canned sales presentation, an organized sales dialogue has a high level of customer involvement.

sales call

An in-person meeting between a salesperson or sales team and one or more buyers to discuss business.

sales dialogue

Business conversations between buyers and sellers that occur as salespeople attempt to initiate, develop, and enhance customer relationships. Sales dialogue should be customer-focused and have a clear purpose.

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

Buyers are well informed and have little time to waste on unproductive conversations with salespeople. To optimize the time spent on sales calls, salespeople should focus on customer needs and how the customer defines value. Customers differ in how they define value, and salespeople must understand each customer's concept of value so that they can establish sales dialogues that are clear, credible, and interesting.

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

Canned sales presentations include scripted sales calls, memorized presentations, and automated presentations. Effective canned presentations have usually been tested with real customers before an entire salesforce uses them. Canned sales presentations can be complete and logically structured. Objections are anticipated in advance, and appropriate responses can be formulated as part of the presentation. A written sales proposal is a complete, self-contained sales presentation. A sales proposal should be prepared after the salesperson has made a thorough assessment of the buyer's situation as it relates to the seller's offering. An organized sales dialogue, which could include a comprehensive sales presentation, is tailored to the prospect's particular situation and needs. It is a flexible format that allows for maximum input and feedback from the prospect. Sales dialogues and organized sales presentations (sometimes referred to as sales conversations) can take place over multiple sales calls before a purchase decision is made.

sales presentations

Comprehensive communications that convey multiple points designed to persuade the customer to make a purchase.

emotional buying motives

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

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

Organized sales dialogues and presentations should focus on the most important motives for a given buyer. Benefits must be linked to both rational and emotional motives, and supporting information must be given for each claim made of a benefit. In some cases, the claim needs support beyond the spoken word (e.g., through audio-visual content, printed collateral material, third-party research studies, or testimonials from satisfied customers).

canned sales presentations

Sales presentations that include scripted sales calls, memorized presentations, and automated presentations.

Engage the customer by setting appointments.

Salespeople customarily set an appointment, at least for their initial sales calls on new prospects. Appointments may be arranged by telephone, e-mail, or a combination of phone and mail and should include a request for a specific time and date as well as the amount of time being requested for the sales call. Salespeople have a better chance of securing an appointment if they are prepared to give the customer a good reason for spending time with them.

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

The Sales Dialogue Template consists of nine sections: (1) prospect information; (2) customer value proposition; (3) sales call objective; (4) situation and needs analysis—linking buying motives, benefits, support information, and other reinforcement methods; (5) competitive situation; (6) beginning the sales dialogue; (7) anticipate questions and objections; (8) earn prospect commitment; and (9) building value through follow-up action. This template should not be used to develop a rigid script for a sales call. It is properly used to help the salespeople ensure that they are prepared to discuss all pertinent content with the customer.

Benefits

The added value or favorable outcome derived from features of the product or service the seller offers.

rational buying motives

Typically relate to the economics of the situation, including cost, profitability, quality, services offered, and the total value of the seller's offering as perceived by the customer.