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PROJECT 2 DETAILS
Students can gain a large amount of information by going into the business world and interviewing salespeople and sales related employees.
The project will be a group (of no more than 6 students) assignment. This project will account for 30 percent of your final grade.
The interviews that the students have with industry salespeople provide excellent applications of sales skills taught in this course. For example, students have to make a good telephone contact to get an interview. They have to apply their relationship strategy when they make a business contact during the first part of the interview. They need to ask good questions to get the needed information.
SALES MANUAL FOR STRATEGICALLY PLANNING A SALES PRESENTATION
It has been said that successful selling is 90 percent preparation and 10 percent presentation. This is especially true in selling today, with more unique customer needs, more complex products, more competition, longer sales cycles, and multiple decision makers. Salespeople who strategically plan their sales presentations before delivering them outsell those who fail to develop a sales presentation that is tailored to meet the needs of the prospect. Poorly planned sales presentations are not convincing. A salesperson cannot leave the sales presentation to the inspiration of the moment, any more than a speaker can face an audience without having taken care and time to prepare a speech. In almost every aspect of life, strategic planning is necessary to gain the desired result.
The effective sales presentation is built with a strategic plan. Every step of the sale, from the approach to servicing the sale, is carefully planned in advance. A well-planned sales presentation is not memorized. It is a logically planned outline that carries the salesperson’s own thoughts from one step to the next. Start by performing an Industry and Company Research Analysis (a format will be provided). The company selected should be engaged in personal selling activities. You must attach this analysis as an appendix in your sales manual. Your sales manual will be an outline for strategically planning a sales presentation. The following outline should be used in preparing your manual.
A. Name of product to be sold.
B. Name of company you are selling for.
C. Course name and number.
D. Your name/s and date.
I. Developing a Personal Selling Philosophy
A. Describe the marketing setting (e.g., retail, wholesale, manufacturing, or service).
B. Describe the role of personal selling in this setting.
C. Describe the typical salesperson’s training to become a consultant/problem-solving type of salesperson.
II. Developing a Relationship Strategy
A. Describe the typical relationship between salesperson and customer in this field.
B. Describe the appropriate salesperson’s attitude.
C. Describe the appropriate salesperson’s appearance.
D. Describe the methods used to strengthen a long-term relationship for repeats and referrals.
E. Describe communication styles that are apparent.
III. Developing a Product Strategy
A. Description of company
B. Description of product/created product solution
C. Description of technical expertise needed by salesperson
D. Develop feature benefits worksheet. (See Table 6.2)
E. Is this a new and emerging or mature and well-established product?
F. Will you use a price or value-added product strategy?
IV. Developing a Customer Strategy
A. Describe the typical buying motives of prospect.
B. Describe the typical prospect as an individual (and as a company representative, if appropriate).
C. How are prospects identified in most cases?
V. Developing a Presentation Strategy
A. Preparing for the sales presentation.
1. List presentation objectives.
2. Describe a typical sales cycle (how many calls).
3. Describe team versus one person, and group versus individual presentation strategies.
4. Describe ways to achieve a good social contact.
5. Describe methods to achieve good business contact (prepare a business contact worksheet—See Table 10.1).
B. Creating the sales presentation
1. List questions that will determine the prospect’s needs (prepare a need discovery worksheet—see Table 11.2).
2. Match typical customer buying motives with features and benefits of the product, company, and salesperson.
3. Create a summary of an appropriate need-satisfaction presentation strategy (informative, persuasive, or reminder).
C. Conducting the sales demonstration
1. List features/benefits you will discuss and demonstrate.
2. List selling tools you will use (prepare a demonstration worksheet form—Figure 12.3).
D. Negotiating sales resistance
1. Anticipated sales resistance.
2. How will you overcome sales resistance? (prepare a negotiations worksheet form—Figure 13.5).
E. Closing the sale（just this one）
1. Consider closing clues to be alert to.
2. List closing methods you plan to use (prepare a closing worksheet form—Figure 14.3).
F. Servicing the sale (Prepare a Servicing the Sale Worksheet—Figure 15.3)
1. List additional items you will suggest to the customer.
2. How will you assist the customer with delivery and/or installation; with warranty and/or service contract; and in securing credit arrangements?
3. What type of postsale courtesy contacts will you make?
1. Conduct personal interviews with salespeople and sales executives.
2. Research trade journals and professional articles or read trade catalog references and reserve books in the library.
3. Send personal letters requesting information.
4. Make personal observations of marketing activities.
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