Mkt310- Ch.6 Planning Sales Dialogue and Presentations

Tips for writing an effective proposal:

- 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. - Realize that most proposals serve an educational purpose. If customers do not understand your proposal, they will reject it. - Clearly communicate next steps and make it easy for the customer to take action, including accepting the proposal. - Be sure communications lines are open in case the customer has questions or wants additional information. - Allow ample time for proofreading. Sloppy proposals are completely unacceptable.

Three types of sales communication:

1. Canned sales presentation 2. Written sales proposal 3. Organized sales dialogue -Each of these alternatives varies greatly in terms of how much customization and customer interaction is involved

Reasons why a proposal might fail:

1. Customer does not know the seller. 2. Proposal does not follow the customer-specified format. 3. Executive summary does not address customer needs. 4. Proposal uses the seller's (not the customer's) company jargon, which forces readers to interpret the message. 5. Writing is flat, technical, and without passion. A technical data dump is not effective. 6. Generic material does not match the targeted prospect, indicating a lack of customer-focused consultative selling. 7. Proposal is not convincing, and does not substantiate claims made. 8. Proposal has poor layout and glaring grammatical errors. 9. Proposal does not address key decision criteria. Don't assume what is important to the buyer, ask! 10. Proposal is vague, lacking specifics in key areas such as pricing and buyer/seller roles and responsibilities.

9 Sections of the Sales Dialogue Template

1. Prospect information-company name, job title, etc 2. Customer-value Proposition 3. Sales call objective 4. Link the prospect's buying motives back to specific benefits offered - must decipher between benefits and features 5. Competitive Situation- identify competitors and specify their strengths/weaknesses 6. Beginning the sales dialogue- addresses first few minutes of sales call (introduce themselves) and Initiating contact 7. Anticipate questions and objections 8. Earn prospect commitment 9. Build value through follow-up action

Written sales proposal

A complete self-contained sales presentation on paper, often accompanied by other verbal sales presentations before or after the proposal is delivered. - Proposal is a complete self-contained sales presentation - often accompanied by sales calls before and after the proposal is submitted - Thorough customer assessment should take place before customized proposal is written -long been associated with important, high-dollar-volume sales transactions. -One advantage of the proposal is that the written word is usually viewed as being more credible than the spoken word. - written communication provides a permanent record of claims and intentions, salespeople should be careful not to overpromise

Sales dialogue template

A flexible planning tool that assists the salesperson in assembling pertinent information to be covered with the prospect. - not meant to be a script for a sales encounter, but rather an aid in planning and assembling the information required of the salesperson.

Buying motives

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.

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 and presentations

Also known as the organized sales presentation. Unlike a canned 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. - feature a two-way dialogue with a high level of customer involvement. - Address individual customer and different selling situations - Allow flexibility to adapt to buyer feedback -**Most frequently used format by sales professionals - requires a knowledgeable salesperson who can react to questions and objections from the prospect. - often combining elements of need-satisfaction and consultative selling, is a popular form of an organized presentation.What

Sales call

An in-person meeting between a salesperson or sales team and one or more buyers to discuss business. - typically takes place in the customer's place of business, but it may take place elsewhere, such as in the seller's place of business or at a trade show.

In the context of a sales dialogue template, which of the following examples of a customer value proposition is likely to give a prospect reasonable expectations of EasyCopy? a. EasyCopy copiers will save the company $100 a month. b. EasyCopy's customers are guaranteed to receive added-value after a purchase. c. EasyCopy copiers will help the employees increase their productivity in the long run. d. EasyCopy copiers are the most efficient copiers in the market today. e. EasyCopy's customers are the most satisfied customers in the world.

Answer: a. EasyCopy copiers will save the company $100 a month.

Which of the following best defines the term sales call? a. It is an in-person meeting between a salesperson or sales team and one or more buyers to discuss business. b. It is a form of marketing that involves creating and distributing valuable, relevant, and consistent content to attract and retain buyers. c. It is a postpurchase evaluation process that sellers use to evaluate a product purchase using functional and psychological attributes. d. It is a flexible planning tool that assists a salesperson in assembling pertinent information to be covered with a prospect. e. It is a statement that highlights the added value or favorable outcome derived from the features of a product or service that a seller offers.

Answer: a. It is an in-person meeting between a salesperson or sales team and one or more buyers to discuss business.

_____ are comprehensive communications that convey multiple points designed to persuade the customer to make a purchase. a. Sales presentations b. Customer value propositions c. Sales orders d. Buying motives e. Requests for proposal

Answer: a. Sales presentations

A _____ is a need-activated drive to search for and acquire a solution to resolve a need or problem. a. buying motive b. customer value proposition c. psychological attribute d. derived demand e. sales call objective

Answer: a. buying motive

In addition to understanding the value they and their companies can deliver to customers, salespeople must also recognize that _____. a. what constitutes value will typically vary from one customer to the next b. their definition of value must match with that of the customer's definition c. a focus on customer value is unlikely to guarantee the success of a sale d. giving excessive attention to customer value is unlikely to make them customer-oriented e. they need to have a basic understanding of the value they receive from customers

Answer: a. what constitutes value will typically vary from one customer to the next

_____ include motives such as security, status, and the need to be liked. a. Rational buying motives b. Emotional buying motives c. Analytical buying motives d. Apathetic buying motives e. Impassive buying motives

Answer: b. Emotional buying motives

Which of the following is true of an organized sales presentation? a. It is mostly used for customers who have been superficially assessed. b. It is a sales dialogue with a high level of customer involvement. c. It always precedes a written sales proposal. d. It is the most rarely used format for professional sales presentations. e. It can only be presented by relatively inexperienced salespeople.

Answer: b. It is a sales dialogue with a high level of customer involvement.

In the context of engaging the customer, which of the following is true of setting appointments with prospects? a. It alleviates some anxiety in the salesperson. b. It recognizes that prospects are busy individuals. c. It eliminates the need for the salesperson to ask for the prospects' purchase decision. d. It ensures that the prospects buy the product. e. It eliminates the need for a preliminary action plan for seeking customer commitment.

Answer: b. It recognizes that prospects are busy individuals.

Which of the following is true of a good sales call objective? a. It outlines a seller's task at the end of a sales call or presentation. b. It should be specific and require customer actions. c. It is a statement of how a sales offering will add value to the prospect's business. d. It should be used in collaboration with canned sales presentations. e. It should identify all influencers of a purchase decision.

Answer: b. It should be specific and require customer actions.

In the context of sales communication formats, which of the following assumes that customer needs and buying motives are homogenous? a. Written sales presentation b. Directed sales presentation c. Canned sales presentation d. Extemporaneous sales presentation e. Organized sales presentation

Answer: c. Canned sales presentation

In the context of writing effective proposals, the _____ should succinctly and clearly demonstrate a salesperson's understanding of a customer's needs and the relevance of the proposed solution. a. seller profile b. technical volume c. executive summary d. pricing agreement e. management volume

Answer: c. executive summary

Jessie, a salesperson, is going to meet a prospect. Jessie has spoken to this prospect once and has established the prospect's need and interest in her product offering. In this meeting, Jessie should: a. ask the prospect to make a purchase. b. focus on the pricing issues of the product. c. get to the sales presentation as soon as circumstances allow. d. give a detailed introduction of herself and her company. e. rush to get to the presentation.

Answer: c. get to the sales presentation as soon as circumstances allow.

Which of the following is a reason inexperienced salespeople prefer canned presentations? a. Canned presentations adapt easily to different customer types and various selling situations. b. Canned presentations allow buyers to interact freely with the salespeople. c. Canned presentations make it easier for salespeople to handle interruptions. d. Canned presentations are scripted, and questions can be anticipated in advance. e. Canned presentations can be used efficiently with broad product lines.

Answer: d. Canned presentations are scripted, and questions can be anticipated in advance.

A telemarketing start-up uses informative videos created with computer graphics to demonstrate its products to prospects. Since the company is a start-up, its sales team is relatively inexperienced. As a result, the salespeople use scripted sales calls to introduce their company or to demonstrate a product. In this scenario, which of the following sales communications formats does the telemarketing start-up use? a. Organized sales presentations b. Objection-handling sales presentations c. Problem-solving sales presentations d. Canned sales presentations e. Written sales presentations

Answer: d. Canned sales presentations

Which of the following is a limitation of canned presentations? a. They fail to acknowledge that customer needs and motives are homogenous. b. They cannot be used by inexperienced salespeople. c. They cannot be complete and logically structured. d. They do not handle interruptions well. e. They involve excessive interactions with the customers.

Answer: d. They do not handle interruptions well.

In the context of a sales dialogue template, when recording prospect information in business-to-business situations, salespeople should: a. list all the benefits that they are offering to the prospect. b. standardize the actual customer value to be delivered. c. broaden the scope of the prospect's value proposition. d. identify the members involved in the buying decision. e. provide appropriate information to only one representative of the buying team.

Answer: d. identify the members involved in the buying decision.

Which of the following is a difference between canned sales presentations and organized sales presentations? a. Salespeople using canned sales presentations believe that customer needs vary from one customer to the next, whereas salespeople using organized sales presentations assume that customer needs and buying motives are essentially homogeneous. b. Canned sales presentations are mostly used with broad product lines, whereas organized sales presentations are mainly used with narrow product lines. c. Canned sales presentations are preferred by an experienced salesforce, whereas organized sales presentations are preferred by a relatively inexperienced salesforce. d. Canned sales presentations have the ability to adapt to a customer's needs, whereas organized sales presentations lack this specific ability. e. Customer opportunity to interact is minimized in canned sales presentations, whereas organized sales presentations have a high level of customer involvement.

Answer: e. Customer opportunity to interact is minimized in canned sales presentations, whereas organized sales presentations have a high level of customer involvement.

Martha is selling computerized digital X-ray machines to dentists. Martha claims that the machine saves more time because it does not use a film that has to be developed, thus allowing dentists to be able to see more patients or finish their work early. This ability of the machine to save time is one of its _____. a. features b. testimonials c. proposals d. prospects e. benefits

Answer: e. benefits

Jonathan is a salesperson who finds it difficult to get appointments from prospective customers. Prospects usually reject him during the initial sales call. Jonathan can improve his chances of getting an appointment by: a. giving an overview and background of the selling firm. b. asking the prospect to place an order. c. talking about the benefits and features of the product. d. giving the pricing details of his product. e. requesting a specific amount of the customer's time.

Answer: e. requesting a specific amount of the customer's time.

Even with multimedia sales presentations becoming more routine,

Buyers expect clear, informative sales messages, and they are less tolerant of sloppy communication.

Sales presentations

Comprehensive communications that convey multiple points designed to persuade the customer to make a purchase. - focus on customer value and only take place after the salesperson has completed the ADAPT process

What're the five important elements for evaluating proposals?

Five important dimensions for evaluating proposals are reliability- reflects the seller's ability to identify creative and practical business solutions that will help the buyer achieve their goals and objectives. assurance- increases the buyer's trust and confidence in the seller's ability to deliver successful results. tangibles- enhances and differentiates the communication of the seller's message and invites readership by its content, structure, and overall appearance. empathy- reflects the seller's thorough understanding of the buyer's unique business environment, operations, organization, improvement opportunities, needs, and objectives. responsiveness- demonstrates the seller's willingness to work closely with the buyer to understand their unique situation, present viable business solutions, and ensure achievement of promised results.

Emotional buying motives

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

Engaging with the customer

Most initial sales calls on new prospects require an appointment. Requesting an appointment accomplishes several desirable outcomes. First, the salesperson is letting the prospect know that he or she thinks the prospect's time is important. Second, there is a better chance that the salesperson will receive the undivided attention of the prospect during the sales call. Third, setting appointments is a good tool to assist the salesperson in effective time and territory management. -can request by phone or personal contact

What're the three stages of organized sales presentation?

Need development-->need awareness-->need fulfillment

Pricing and sales agreement section

Once this value has been established, the proposal should "ask for the order" by presenting pricing information and delivery options. This information is often presented in the form of a sales agreement for the buyer to sign off on and complete

Canned presentations

Sales presentations that 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 - can be used by inexperienced sales people bc script -make an implicit assumption that customer needs and buying motives are essentially homogeneous-->fail to capitalize on a key advantage of personal selling—the ability to adapt to different types of customers and various selling situations.

Benefits

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

Implementation and timetable section

The purpose of this section is to make it as easy as possible for the buyer to make a positive purchase decision. In effect, this section should say, "If you like the proposal and want to act on it, this is what you do."

Seller profile section

This section contains information that the customer wants to know about the selling company. It offers a succinct overview and background of the firm, but the emphasis should be on the company's capabilities.

Customer Needs Section

This section is typically composed of two primary parts. First, the situation analysis should concisely explain the salesperson's understanding of the customer's situation, problems, and needs. Second, the recommended solution is presented and supported with illustrations and evidence on how the proposed solution uniquely addresses the buyer's problems and needs.

Executive summary

This summary precedes the full proposal and serves two critical functions. First, it should succinctly and clearly demonstrate the salesperson's understanding of the customer's needs and the relevance of the proposed solution. A second function of the summary is to build a desire to read the full proposal.

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.

Sales dialogue (sales conversation)

a business conversation between buyers and sellers that takes place over time as salespeople attempt to initiate, develop, and enhance customer relationships.

Five common parts to most proposals:

are an executive summary, customer needs and proposed solution, seller profile, pricing and sales agreement, and an implementation section with a timetable.

In the context of a sales dialogue template, which of the following is a mistake often made by salespeople when recording prospect information? a. They give excessive attention to the key prospects. b. They broaden the scope of customer value propositions. c. They oversimplify customer value proposition statements. d. They use organized sales presentations over canned sales presentations. e. They fail to identify all the buying influencers.

e. They fail to identify all the buying influencers.

salespeople can improve their chances of getting an appointment by following three simple directives:

give the prospect a reason why an appointment should be granted; request a specific amount of time; and suggest a specific time for the appointment.