1. Planning the Sales Calls
Chapter 8

2. Important Questions Answered
► Why should salespeople plan their sales calls?
► What pre-call information is needed about the individual
prospect and the prospect’s organisation?
► How can this information be obtained?
► What is involved in setting call objectives?
► Should more than one objective be set for each call?
► How can appointments be made effectively?
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3. Why Plan The Sales Call?
1. Advance planning of the sales interview is essential to
achievement in selling.
2. Salespeople can save their as well as buyer’s time,
through planning.
3. This gives time to make more calls.
4. In this way they can convince people to buy even if
they are not really interested.
5. Not to forget that this is not the end…..
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4. What Is Success
Purpose
Plan
Success
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5. Reasons for planning the sales call
► Develops atmosphere of goodwill
► Reflects professionalism
► Generally increases sales
► Builds confidence
► Qualify prospects
► Budgets your time
► Enhances your image 5

6. Sales Call Planning Importance
Sales call planning increases in importance when
► The customer's decision is a complex, high-
involvement, high risk one
► Future interactions and negotiations with the
customer are expected
► The customer's needs are unique
► A range of alternatives is available to the customer
► The sale is very critical to the salesperson
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7. Obtaining Pre-call Information
► Important to get enough information about the
prospect to be able to save time and achieve more.
► Not to forget that the cost of collecting information
should be less than the benefits obtained.
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8. A Flow Diagram Of The Planning
Process
Gathering information Selling objectives Making an
about the prospect for the call appointment
and firm
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9. The Prospect As An Individual
Personal.
► Name (including pronunciation)
► Family status
► Education
► Aspirations
► Interests (e.g., hobbies)
► and disinterests
Attitudes.
► Toward salespeople
► Toward your company
► Toward your product (Contd.)
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10. The Prospect As An Individual
(Contd.)
Relationships
► Formal reporting relationships
► Important reference groups and group norms
Styles
► Social style (driver, etc.)
► Decision-making style2 (entrepreneurial, planning,
bureaucratic
Evaluation of Products/Services
► Product attributes that are important
► Product evaluation process
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11. Information Used in a Profile and for
Planning
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12. Customer Profile Provides Insight
► Review information to create customized
presentation
► See what customer has done in the past to
determine future needs
► If you do not have customer profiles, get one for
each customer
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13. The Prospect’s/Customer’s
Organisation
Similarly following information about the
company of the prospect is vital too:
► Demographics
► Prospect’s Customers
► Prospect’s Competitors
► Historical Buying Patterns
► Current Buying Situation
► People Involved in the Purchase Decision
► Policies and Procedures
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14. Demographics
► Type of organization (manufacturing,
wholesaling, retailing)
► Size, number of locations
► Products/services offered
► Financial position and its future
► Culture of the organization
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15. Prospect's Customers
► Types
► Benefits they seek from the prospect's
products/services
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16. Prospect's Competitors
► Who they are
► How they differ in their business approaches
► Prospect's strategic position in the industry
(dominant, strong, weak, tenable)
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17. Historical Buying Patterns
► Amount purchased in the product category
► Sole supplier or multiple suppliers. Why?
► Reason for buying from present suppliers.
► Level of satisfaction with suppliers
► Reasons for any dissatisfactions with suppliers or
products currently purchased.
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18. Current Buying Situation
► Type of buying process (new task, straight re-buy,
or modified re-buy )
► Strengths and weaknesses of potential
competitors.
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19. People Involved in the Purchase
Decision
► How they fit into the formal and informal
organizational structure
► Their roles in this decision (gatekeeper,
influencer, etc.)
► Who is most influential
► Any influential adversaries (carry great influence
but are opposed to us)?
► Current problems the organization faces
► Stage in the buying cycle.
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20. Policies and Procedures
► About salespeople
► About sales visits
► About purchasing and contracts.
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21. Preparation & Pre approach
Questions about •What business is the prospect's company in?
the •What are its products and markets?
prospect's •Who are its primary customers?
company •How big is this prospect's company?
•Where does it rank in its industry?
•Who is the actual decision maker?
Questions about •Who handles the purchase process?
the •Who else influences the purchase process?
prospect's •What are the backgrounds and personal interests of each person in the buying
company's process
buying center •Is the company's staff well informed?
•Can we help this company's staff develop more expertise?
•Does any in my company know anyone in this company?
•How often does this company buy my type of product or service?
•Who is this company's competitor?
•Does my company do business with that competitor?
Other
•What plans does the company have that could affect future need for my product?
Questions •How well is this company satisfied with its present supplier?
•Does this company's potential volume of business suggest a personal call, a
telephone call or a letter?
•Do we (or can we) use their product or service?
If I don't •Can I get a referral to another department?
make the sale •Can I get a second appointment?21
•Will they seriously evaluate my proposal?

22. Sources of Information
1. AGAIN - not to forget that TIME IS MONEY and that
the time spent on gathering information and preparing
for the meetings should be less than the benefits.
2. Not to fall into the trap of
ANALYSIS PARALYSIS
Various sources could be used to gather the
required information
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23. Sources of Information
► Sources within your Company
► The Internet
► Secretaries and Receptionists
► Non-competing Salespeople
► Traditional Secondary Sources
► The Prospect
► Other Sources
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24. Sources within your Company
One of the best sources of information can be the
records in your own company, especially if your firm
has developed a sophisticated database. The most
useful databases include, in addition to standard
demo­graphic information, information on any direct
inquiries made by the prospect (from direct-mail
inquiries, through the telemarketing division of your
firm, etc.), a sales history on the firm, whether
anyone from your company has called on the
prospect, and the results of any sales meetings.
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25. The Internet
The Internet contains a vast amount of informa­
tion. "Fifteen years ago, when 'consultative selling'
became the buzzword for successful sales, it took a
great deal of time researching and discovering the
needs. Now, a salesperson can learn as much as
there is to know about prospects and customers in
practically no time at all.
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26. Secretaries and Receptionists
Secretaries and receptionists in the prospect's firm
usually are a rich source of information. Be
courteous, however, because secretaries and
receptionists are accustomed to having salespeople
pry for all sorts of free information. Prioritize your
ques­tions and provide justification for asking them.
Above all, treat secretaries and receptionists with
genuine respect.
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27. Non-competing Salespeople
Another source for pre-call information is non-
competing salespeople. In fact, one of the best
sources of information is the prospect's own
salespeople. Because They are easy to reach and
they understand your situation.
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28. Traditional Secondary Sources
Traditional secondary data sources can also be
helpful. Firms such as Standard & Poor's,
Hoover's, Wards, and Moody's publish a number
of manuals and directories that are available in
many public libraries. These sources can help
answer questions about brand names, key
contacts, historical information, the current
situation and outlook for the firm and the industry,
location of plants and distribution centers, market
shares, and so on.
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29. The Prospect
Much information can be received directly from the
prospect. However, don't expect prospects to sit
down and answer any and all questions you might
have, especially for topics where the information is
fairly easy to get (e.g., what products the prospect
makes or sells). It is also worth mentioning that,
just as you are gathering information about the
prospect prior to a meeting, the prospect can and
often does collect information about you. Even
before the sale your prospect can request price
quotes.
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30. Other Sources
Many other sources can provide information. Some
information may have been gleaned at a trade
show the prospect attended. Much information will
be in the lists and directories from which the
prospect's name came. A center of influence will
often be able to provide some information.
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31. Sources of Pre-approach Information
1. Direct questions: prospect
Six
2. Other company salespeople
Proven
3. Current customers
Sources
4. Local newspaper
5. Personal visit / cold call
• Mergers
• Personnel changes
Some things
• Changing product lines
to look for
• Advertising plans
• TV and magazine ads
• Sales training 31

32. Setting Call Objectives
► The sales call objective is the main purpose of
contact with a prospect or customer
► The pre-call objective – have one or more!
► Focus and flexibility
 Focus your efforts on the objective when you are
with the customer
 Be prepared to switch to another objective if
needed
► Make the goal specific
► Move customer conversation toward the objective
► Set a SMART call objective
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33. SMART Call Objective
► Specific
► Measurable
► Achievable
► Realistic
► Timed
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34. Criteria for Effective Objectives
► Objectives should be Specific, Realistic and
Measurable.
 Specific – to be effective
 Realistic – to be achievable
 Measurable – to be able to objectively evaluate each
sales call and evaluate if the objectives were met?
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35. Setting More Than One Objective
Often multiple call objectives are set so that they have a
primary objective, but if the meeting does not go well then
at least the minimum call objectives are met and in case of
ideal situation what will be the optimistic call objectives.
Better to have more than one Primary Objective.
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36. Setting Objectives for Several Calls
Setting objectives for a number of future calls is a part of
good planning and strategising the whole activity.
Interval between two sale calls depends upon the strategy
but it should not be too long.
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37. 37

38. Making an Appointment
After gathering pre-call information and setting
objectives, the salesperson's next step is generally to
make an appointment. working by appointment
saves valuable selling time. Appointments dignify the
salesperson. They help get the sales process off to a
good start by putting the salesperson and the
prospect on the same level-equal participants in a
legitimate sales interview. Appointments also
increase the chances of seeing the right person arid
having uninterrupted time with the prospect.
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39. How to make appointments
Experienced sales representatives use different
contact methods for different cus­tomers. They have
found through trial and error that a certain method of
making an appointment works well with a regular
customer but may be entirely ineffec­tive with a new
prospect. They have also found that knowledge of
many different methods and techniques for making
appointments is extremely helpful in obtaining sales
interviews.
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40. Making An Appointment
► The right person
► The right time
► The right place
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41. Cultivating relationships with
subordinates
Busy executives usually have one or more
subordinates who plan and schedule interviews for
them. These gatekeepers often make seeing the
boss rather difficult. Salespeople should go out of
their way to treat all subordinates with respect and
courtesy. First, it is the right thing to do. Second,
subordinates can be the true key to the
salesperson's success or failure with an
organization. They may not be able to buy the
salesperson's product, but they can often kill his or
her chances for a sale.
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42. Telephoning for Appointments
► Telephone is most often used to make initial
appointment.
► Through practice it could easily be used correctly and
effectively.
► Over the phone too, the salesperson needs to be an
active listener as well as should be able to encourage a
two-way communication.
► Salespeople should avoid giving presentation over the
phone.
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43. 43

44. 44

45. Telemarketing
► Use of sophisticated telecommunications and
information systems
► Combined with personal selling and servicing
skills
► Helps companies keep in close contact with
present and potential customers
► Increases sales
► Enhances business productivity
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46. Use "powers of visualization."
► Relax and close your eyes.
► See yourself and the prospect.
► Think about what you will say and anticipate the prospect's
responses.
► Create a mental hologram and live it over and over in your
mind.
► Practice out loud - your mind believes the sound of your
own voice.
► If you do not like the result, redesign the scenario and play
it over again until it is comfortable and produces the
desired outcome.
► Your mind cannot separate a real experience from an
imaged one.
► You gain the same benefit from this type of practice as
from an actual sales interview.46

47. Ask
► Why am I calling?
Yourself
► What is my proposal?
► What would make this person want to grant my
request?
► What is the best action plan that I can offer?
Remember That The Appointment is a Mini Sale
Sell the appointment not the product
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48. Key Strategy points to consider
► Schedule a specific time for calls
► Always follow up a successful call with another call
► Arrange to avoid interruptions
► Develop a written script
► Verify that you have actually contacted the prospect
► Just tell as much as needed to get an appointment
► Keep control but don't be pushy
► Excitement and enthusiasm
► Don't argue!
► Use the fatal alternative
► Sell your name. Ask the prospect to write it down.
► Be courteous. - Please & Thank You
► Watch language and speech patterns
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49. The Six-Step Telephone Track
Introduce Yourself •A judgement will be made within 15
Step I
and Your Company words
•Keep it warm and friendly
Take the Curse •A call is an interruption
Step II •Get permission to continue
Off the Call •Soften the impact with "just a minute,"
etc.
State the Purpose
Step III •A brief hard hitting lead in
of the Call •Mention referrals if you have them
An
Step IV •Usually a customer benefit
Interest-Capturing Statement •You can also use a provocative question
•Don't give too much information over the
Step V Request an Appointment phone
•Give a choice of times (fatal alternative)
Overcome •Agree with the objection
Step VI •Switch back to your idea of reason for
Resistance 49 the appointment
•Ask for the appointment again

50. 50

51. Additional Planning
► Successful salespeople think ahead and plan
accordingly.
► Seeding the meeting i.e. sending important things prior
to meeting does make the meetings more conducive.
► The prospect should be made to think that the
salesperson is trying to help while understanding the
prospect’s business.
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52. Setting Up the Sales Interview
Timing •Will the prospect be too busy?
•What is the "best" time to see the prospect?
Gaining Entry •Letter - the weakest
Making the •Cold call - good but time consuming
First appointment •Telephone - high rejection rate
•Telephone - mail - follow up call
Some Techniques
•Ask former or retired employees to give you names and the lay of the land
•Ask the building administrator for names.
Get the Prospect's •Ask for a sales rep in the prospect's company then
Name •Solicit the salesperson's help to get to the right person.
•"I'm sorry, I got the wrong extension. I was trying to reach the person who's in
charge of.."
•Show them sincere respect.
Gatekeepers •Friendly not fake.
•Be honest about your intentions
•Get personal information about the gatekeeper
•Sell to the gatekeeper
•Question gatekeepers.
•They often know what the company needs
•Be thoughtful - small gifts and cards can go a long way
•Keep your sense of humor
•Be patient and persistent
•Press "0" on your phone. Usually gets a person
•Leave a message: "I will be in your neighborhood at 11 a.m. on Wednesday, April 10, and
Voicemail would like to meet with you for 10 minutes to explain XYZ and how it can help you. Please
let me know if this is inconvenient, otherwise I'll look forward to seeing you this
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Wednesday."

53. Gain a Personalized Sales Interview
with the information gathered above.
Predict Likely • Your past experience
Objections • Your company's training
• The pre approach information gathered
Prepare for the • Set sales call objectives
Presentation • Rehearse
• Practice demonstrations
Visualize
• Mental toughening - visualize the meeting
Successful over and over with a successful outcome.
Selling • Practice out loud. Role play.
Learn How to Best
Approach the • Style analysis
Prospect 53

54. End of Chapter 8

55. Thank you