Effective Sales Campaigns and Sales Calls

William Freeman
Cambridge Associates
www.cambridge-associates.co.uk

FACE TO FACE SALES CALLS

Decide the outcome you
want and make a plan
to get there

OUTCOME OPTIONS:
• make a specific sale or,
• progress the ‘sales campaign’

© William Freeman: www.cambridge-associates.co.uk

SALES CAMPAIGN MILESTONES
viewed as how the prospective client
‘feels’ after your meeting
• Wanting it
• Preferring it
• Favouring it
• Considering your idea
• Sees possible value
• Prepared to listen
• No requirement
Work out how you want the ‘buyer’
to feel after every sales activity and
plan for that outcome

SALES CALL PLANNING
BEFORE YOUR MEETING...

• identify the outcome you want
• plan your opening conversation
• plan your question topics
• note your typical selling benefits
• work out how you will ‘close’


THE SALES CALL MODEL
A
C
O
B
OPENING T
I
J V
E E
C NEEDS
T L
I I
S
O PROPOSAL T
N
E
S N
I
CLOSE N
G

• Not all phases are equal
• It’s OK to jump around, but know where you are


O Opening
YOUR OPENING MESSAGE
L
B
I
J
S
E Needs T
C
E
T
I Proposal N
I
1. SOCIAL PLEASANTRIES
O
N
N
G
(‘Meet, Greet & Seat’)
Close
2. OPENING CONVERSATION
S

(To establish your ‘Competence, Credibility & Intent’)

• Have a natural conversation
• Move on to business when customer is ready
• Outline your proposed ‘agenda’
• You may have to offer a ‘teaser’ of value


O Opening L
B
J
I
S
‘ACTIVE LISTENING’
E Needs T
C
E
T
I Proposal N • Involves summarising & paraphrasing
I
O
N
N • Important throughout the sales call
S Close G

• It shows you are listening
• It checks understanding
• It gives you time to ‘digest & reply’
• It reinforces key points
• It gives the customer more ‘air time’


O Opening L
B
J
I
S
ESTABLISHING NEEDS
E Needs T Questioning & Listening to discover:
C
E
T
N
I Proposal
O
N
I
N
G
• Current Situation
S Close

• Issues / Problems
• Problem Implications
• Potential ‘Value’


O
Opening L
B
I
J
S
E Needs T
C
T
I Proposal
E
N SELLING BENEFITS
I
O
N
N
S Close G

Showing the value of your approach or
suggestion
Defining a ‘next step’ that will help and
involve the customer


O
B
Opening L
I
J
E Needs
S
T
CLOSING THE SALES CALL
C
E
T

• SUMMARISE
Proposal N
I
I
O
N
N
Close G
S
- restate benefits
- clarify (questions?)
• ASK
- for the ‘order’
- for commitment to next stage
• WAIT
- for the reply


O
B
Opening L
I
J
S
E Needs
C
T
T
E HANDLING ‘OBJECTIONS’
Proposal N
I
I
O
N
N
S Close G

Think of objections as being natural sales resistance
and understandable uncertainty

Expect them / want them

Treat them seriously and with respect


O
Opening
HANDLING ‘OBJECTIONS’
L
B
I
J
S
E Needs T
C
E
T
Proposal N
I
I
O
N
N
S Close G
LISTEN, CLARIFY, VERIFY
ISOLATE / TEST

Understand the customer concern BEFORE you try
to answer it

Understand its significance from the customer’s point
of view


O
Opening
L
B
I
J
S
E Needs T
C
E
T
Proposal N
I
I
O
N
N
S Close G
ISOLATE / TEST

EXCUSE MISUNDERSTANDING VALID

3 ‘types’ of sales resistance comment


O
Opening
L
B
I
J
S
E Needs T
C
E
T
Proposal N
I
I
O
N
N
S Close G
ISOLATE / TEST

EXCUSE MISUNDERSTANDING VALID

Correct with Agree &
Return to ‘NEEDS’ Sensitivity Outweigh


O
Opening
L
B
I
J
S
E Needs T
C
E
T
Proposal N
I
I
O
N
N
S Close G
ISOLATE / TEST

• acknowledge the concern
• test the significance of it
• check for other areas of concern VALID
• accept that you must address the concern
• re-stress benefits that put ‘concern’ into context Agree &
• consider if you have alternatives
• you wont win every time but leave the door open Outweigh
Contact us to organise workshops on this topic for you


SALES CAMPAIGN MILESTONES

• Wanting it
• Preferring it
• Favouring it
• Considering your idea
• Sees possible value
• Prepared to listen
• No requirement
Each campaign step (e.g. sales call) must
move you up this scale. Assess where you are
to work out next best step in the sales
campaign

ON-SITE SUPPORT
Breakfast meetings, workshops
and ‘booster sessions’ to
reinforce techniques and to give
you the impetus

REMOTE SUPPORT
Assistance with all aspects of
your sales planning. From
Teddington to Timbuktu.
Geographic distance no object
enquiries to info@cambridge-associates.co.uk

For more information about courses,
workshops & seminars:
Visit www.cambridge-associates.co.uk
Email: info@cambridge-associates.co.uk

Sessions from one hour upwards


Effective Sales Campaigns and Sales Calls

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