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Planning Sales Dialogues and Presentations

Chapter 6 - Planning Sales Dialogues and Presentations

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LEARNING OUTCOMES

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Learning Outcomes

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

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

3. Discuss the nine components in the sales dialogue template that can be used for planning an organized sales dialogue or presentation

LEARNING OUTCOMES (continued)

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Learning Outcomes (continued)

4. Explain how to write a customer value proposition statement

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

6. Engage the customer by setting appointments

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Customer-Focused Sales Dialogue Planning

• Sales call: In-person meeting between the buyer and the sales team to discuss business • Sales dialogue

➖ Business conversations between buyer and salesperson to initiate, develop, and enhance customer relationships

• Sales presentations: Comprehensive communications designed to persuade the customer to make a purchase

LO 1

Exhibit

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6.1 Types of Sales Communications

LO 2

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Tips for Creating Effective Sales Proposals

• Focus on the prospect • Present a compelling, relevant case

for the offering • Make the proposal as concise as

possible • Quantify the value that can be

offered • Present important details and make

the entire proposal clear • Include testimonials and

endorsements when appropriate

LO 2

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Tips for Creating Effective Sales Proposals (continued)

• Write the proposal in the customer’s language and avoid seller jargon

• Realize that most proposals serve an educational purpose

• Clearly communicate next steps and make it easy for the customer to take action

• Be sure communications lines are open

• Allow ample time for proofreading

LO 2

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Parts of a Sales Proposal

• Executive summary • Functions

➖ Succinctly 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

LO 2

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Parts of a Sales Proposal (continued)

• Seller profile • Information about the selling company

• Pricing and sales agreement • This section presents the pricing and

delivery options • Implementation and timetable • Includes a contract, an order form, or

instructions regarding who to call to place an order or request additional information

LO 2

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Dimensions for Evaluating Sales Proposals

• Reliability • Assurance • Tangibles • Empathy • Responsiveness

LO 2

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Organized Sales Dialogues

• Several sales conversations that involve the process of converting a prospect into a customer over multiple encounters

• May precede or follow other sales communications such as a written sales proposal

LO 2

Figure

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6.1 The Trust-Based Selling Process: A Need-Satisfaction Consultative Model

LO 2

Exhibit

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6.4 Sales Dialogue Template

LO 3

Exhibit

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6.4 Sales Dialogue Template (continued 1)

LO 3

Exhibit

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6.4 Sales Dialogue Template (continued 2)

LO 3

Exhibit

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6.4 Sales Dialogue Template (continued 3)

LO 3

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Ethical Dilemma

LO 3

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Engaging the Customer

• Most initial sales calls on new prospects require an appointment • Chances of getting an appointment

improves with the following directives: ➖ Giving the prospect a reason why an

appointment should be granted ➖ Requesting a specific amount of time ➖ Suggesting a specific time for the

appointment

LO 4

19SELL6 | CH6 19

KEY TERMS

Key Terms

• Sales call • Sales dialogue • Sales presentations • Canned sales

presentations • Written sales

proposals • Organized sales

dialogue • Organized sales

presentation

• Sales dialogue template

• Customer value proposition

• Buying motive • Rational buying

motives • Emotional buying

motives • Features • Benefits

20Copy r i ght ©201 6 Ceng age L ear ni n g. Al l Ri ght s Res er v ed . M a y n ot b e sc a nne d, c o pi e d o r dup l i c a te d, or pos t ed t o a pub l i c l y ac c es s i bl e web s i t e, i n whol e o r i n pa r t . HIST4 | CH6 20SELL6 | CH6 20

SUMMARY

Summary

• Sales dialogue with a customer involves making a sales call and a sales presentation

• Salespeople must decide on a basic format in planning customer encounters

• A sales dialogue template ensures that all pertinent content areas are covered with each prospect

• Engaging the prospect involves making an appointment with him or her

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Chapter 06

Chapter 6 - Planning Sales Dialogues and Presentations
Learning Outcomes
Learning Outcomes (continued)
Customer-Focused Sales Dialogue Planning
6.1 Types of Sales Communications
Tips for Creating Effective Sales Proposals
Tips for Creating Effective Sales Proposals (continued)
Parts of a Sales Proposal
Parts of a Sales Proposal (continued)
Dimensions for Evaluating Sales Proposals
Organized Sales Dialogues
Slide 12
6.4 Sales Dialogue Template
6.4 Sales Dialogue Template (continued 1)
6.4 Sales Dialogue Template (continued 2)
6.4 Sales Dialogue Template (continued 3)
Ethical Dilemma
Engaging the Customer
Key Terms
Summary
Chapter 06