UNDERSTANDING SELLING.pdf

December 10, 2016 | Author: Abdurrahman Luthfi Tambengi | Category: N/A
Share Embed Donate


Short Description

Download UNDERSTANDING SELLING.pdf...

Description

5NDERSTAND3%,,).'



WORKLIFE



WORKLIFE

4RANSFORMTHEWAY YOULIVEANDWORK

5NDERSTAND

3%,,).'

+%.,!.'$/.

4ARGETCUSTOMERS CLOSEDEALS WINNEWSALES

+%.,!.'$/.

1_ED248_US 1 1 1_ED248_CMYK

5NDERSTAND 3ELLING

13/7/06 2:19:00 4:05:13 pm 30/3/06

2_ED248_US 2 2 2_ED248_CMYK

13/7/06 2:19:05 4:05:18 pm 30/3/06

3_ED248_US 3 3 3_ED248_CMYK

5NDERSTAND 3ELLING 4ARGETCUSTOMERS CLOSEDEALS WINNEWSALES

+%.,!.'$/.

13/7/06 2:19:09 4:05:19 pm 30/3/06

,/.$/. .%79/2+ -5.)#( -%,"/52.% $%,()

#ONTENTS

0ROJECT%DITOR 0ROJECT!RT%DITOR 3ENIOR%DITOR 3ENIOR!RT%DITOR !SSISTANT%DITORS !SSISTANT$ESIGNER $40$ESIGNER 0RODUCTION#ONTROLLER 0ICTURE2ESEARCHER

4OM"RODER %DWARD+INSEY 3IMON4UITE 3ARA2OBIN !MBER4OKELEY 4ARDA$AVISON !ITKINS +ATHRYN7ILDING 4RACI3ALTER 3TUART-ASHETER 3ARAH(OPPER

0REPARE&OR9OUR #USTOMERS

3PECIAL0HOTOGRAPHY

2OGER$IXON

#OMMUNICATE0ERSUASIVELY

%XECUTIVE-ANAGING%DITOR !DÒLE(AYWARD -ANAGING!RT%DITOR +ARLA*ENNINGS !RT$IRECTOR 0UBLISHER

5NDERSTANDTHE3ALES 2ELATIONSHIP -AKEA'OOD &IRST)MPRESSION

)DENTIFY#USTOMER"ENElTS

0ETER,UFF #ORINNE2OBERTS

&IRST!MERICAN%DITION  0UBLISHEDINTHE5NITED3TATESBY $+0UBLISHING (UDSON3TREET .EW9ORK .9  #OPYRIGHT¥$ORLING+INDERSLEY,IMITED 4EXTCOPYRIGHT¥+EN,ANGDON !LLRIGHTSRESERVEDUNDER)NTERNATIONALAND0AN !MERICAN #OPYRIGHT#ONVENTIONS.OPARTOFTHISPUBLICATIONMAYBE REPRODUCED STOREDINARETRIEVALSYSTEM ORTRANSMITTED INANYFORMORBYANYMEANS ELECTRONIC MECHANICAL PHOTOCOPYING RECORDINGOROTHERWISE WITHOUTTHEPRIOR WRITTENPERMISSIONOFTHECOPYRIGHTOWNER0UBLISHEDIN 'REAT"RITAINBY$ORLING+INDERSLEY,IMITED !#ATALOGING IN 0UBLICATIONRECORDFORTHISBOOK ISAVAILABLEFROMTHE,IBRARYOF#ONGRESS

)3".     %$ $+BOOKSAREAVAILABLEATSPECIALDISCOUNTSFORBULK PURCHASESFORSALESPROMOTIONS PREMIUMS FUND RAISING OR EDUCATIONALUSE&ORDETAILS CONTACT$+0UBLISHING3PECIAL -ARKETS (UDSON3TREET .EW9ORK .9OR 3PECIAL3ALES DKCOM 0RINTEDANDBOUNDIN#HINABY,EO0APER'ROUP

US_004_005_Selling.indd 4 4 004_005.SellingContents.indd

31/8/06 30/3/06 12:26:25 2:25:53 pm

S &IND9OUR#USTOMERS +NOW9OUR-ARKET 'ET/RGANIZED 4HE3ALES&ORECAST &IND9OUR0ROSPECTS $EVELOP9OUR3ALES0IPELINE

$ELIVER#USTOMER 3ATISFACTION 0UTTHE#USTOMER&IRST 3ATISFY9OUR#USTOMERS 3ATISFY9OUR2ETAIL #USTOMERS /FFERA&IRST #LASS3ERVICE

-ANAGE4HE 3ALES0ROCESS

-ANAGE9OUR +EY!CCOUNTS

$ElNETHE3ALES0ROCESS 0LANTHE)NITIAL3ALES#ALL

&OCUSON9OUR "EST#USTOMERS

/PENTHE3ALE

"UILD9OUR!CCOUNT4EAM

1UALIFY9OUR0ROSPECTS

4HE+EY!CCOUNT0ROCESS

#OMPLETETHE /PENING#ALL

#RITICAL3UCCESS&ACTORS

"UILDTHE3ALE -AKE9OUR0ROPOSAL 0RESENT9OUR3OLUTION

7RITE9OUR+EY !CCOUNT0LAN #OMPLETE9OUR +EY!CCOUNT0LAN

.EGOTIATETHE"EST4ERMS #LINCHTHE$EAL

)NDEX

0ROTECT9OUR4IME

!CKNOWLEDGMENTS

5_ED248_US 5 004_005.SellingContents.indd 5

13/7/06 2:26:03 4:05:23 pm 30/3/06

6_ED248_US 6 6 6_ED248_CMYK

)NTRODUCTION .OBUSINESSCANSUCCEEDWITHOUTEFFECTIVESALESPEOPLE 5NDERSTANDINGPROFESSIONALSALESMANSHIPIS THEREFORE A KEYCOMPETENCYNOTONLYFORFRONT LINESALESPEOPLE BUT FORANYONEWHOSEJOBINANYWAYAFFECTSTHEMOST IMPORTANTASSETANYORGANIZATIONHASˆITSCUSTOMERS

0ROFESSIONALSELLERSUNDERSTANDTHENECESSITYOFMAKINGAN EXCELLENTlRSTIMPRESSION4HEYKNOWTHATAFEATUREOFTHEIR PRODUCTONLYHELPSTOMAKEASALEIFTHECUSTOMERCANSEEHOW ITWILLBENElTTHEM!NDTHEYUNDERSTANDEACHSTAGEOFTHE SALESPROCESS FROMTHEBASICSOFQUESTIONINGANDLISTENINGTO LEADINGACUSTOMERTOWARDSAYINGh9ES PLEASEˆ)LLBUYITv 3OWHETHERYOURCUSTOMERISSOMEONEINACLOTHINGSTORE AHIGHLYSKILLEDBUYERINAMULTINATIONAL ANENTIREBOARD COMMITTEE ORAMIDDLEMANAGERCONTROLLINGABUDGET YOU NEEDTODEVELOPTHESELLING SKILLSTHATWILLMAKEMORE PROlTABLESALESQUICKLY 5NDERSTAND3ELLINGHELPS YOUTOASSESSYOURCURRENT SELLINGSKILLSANDTHEN GUIDESYOUTHROUGHEVERY ASPECTOFTHESALESPROCESS



5 . $ % 2 3 4! . $ 3 % , , ) . '

13/7/06 2:19:21 4:05:27 pm 30/3/06

7_ED248_US 7 7 7_ED248_CMYK

FROMEFFECTIVEOPENINGTECHNIQUES THROUGHTOTHEBEST WAYSTOSATISFYYOURCUSTOMERSANDMANAGEASALESTEAM)T TAKESYOUFROMMAKINGTHElRSTTELEPHONECONTACTWITHA NEWPROSPECTAND PLANNINGYOURSALES CAMPAIGNTOMAKINGTHE lRSTSALEANDDELIVERING YOURPROMISES)TALSOLOOKS



%FFECTIVESELLINGIS THEFOUNDATIONOFALL BUSINESSSUCCESS

ATHOWTOHANDLEYOURKEY ACCOUNTSˆYOURMOSTIMPORTANTCUSTOMERS WHOTYPICALLY SUPPLYUPTOPERCENTOFANORGANIZATIONSTOTALSALES REVENUESˆANDTELLSYOUHOWTOPLANANDMANAGESUCH ACCOUNTSTOENSURECUSTOMERLOYALTYANDAGROWINGSTREAM OFPREDICTABLE PROlTABLESALES 3PECIALLYCOMMISSIONEDPHOTOGRAPHSILLUSTRATETHESUBTLE VISUALSIGNALSACUSTOMERSENDS ANDSHOWYOUHOWTO INTERPRETANDSELECTTHERIGHTTECHNIQUEFORTHERIGHT MOMENT4HEREAREALSOINVALUABLECASESTUDIES TECHNIQUES THATYOUCANPRACTICEINYOUREVERYDAYLIFE PROFESSIONAL TIPS ANDSPECIALFEATURESONKEYASPECTSOFTHESELLING PROCESSˆINSHORT EVERYTHINGYOUNEEDTOUNDERSTAND SELLINGANDBECOMEATOPSALESPERSON

).42/$5#4)/. 

13/7/06 2:19:22 4:05:27 pm 30/3/06

!SSESSING9OUR3KILLS 4HEAIMOFTHISQUESTIONNAIREISTOGETYOUTOTHINKABOUT YOURSELLINGSKILLSANDASSESSYOURSCOPEFORIMPROVEMENT SOANSWERHONESTLY#OMPLETEITBEFOREREADINGTHEBOOK CHOOSINGTHEANSWERTHATCOMESCLOSESTTOYOURPREFERRED RESPONSE ANDPUTTINGTHEAPPROPRIATELETTERINTHE h"EFOREvBOX!FTERYOUHAVEREADTHEBOOKANDAPPLIED THETECHNIQUES COMPLETETHEQUESTIONNAIREASECONDTIME "EFORE !FTER



(OWOFTENDOYOUUSEOPENQUESTIONS



(OWDOYOUDESCRIBEYOURPRODUCTS

!9OUARENOTSUREWHATTHEYARE "7HENEVERYOUMEETAPROSPECTIVECUSTOMER #&REQUENTLYTHROUGHOUTTHESELLINGCYCLE

!)NGREATDETAIL EMPHASIZINGTHEFEATURESTHAT BEATTHECOMPETITION "9OUCONCENTRATEONTHEFEATURESTHATSEEMTO INTERESTTHEPROSPECT #9OUDESCRIBETHEFEATURESONLYINTERMSOFTHEIR BENElTSTOTHEPROSPECT



(OWWELLDOYOUESTABLISHTHEPROSPECTS REQUIREMENTS



(OWACCURATEAREYOURSALESFORECASTS



!9OUASSUMEALLPROSPECTSNEEDYOURPRODUCTS "9OUASKTHEMFORTHEIRREQUIREMENTSEARLYIN THESALESCAMPAIGN #9OULISTENTOTHEIRNEEDS SUMMARIZETHEM BACK ANDCHECKREGULARLYTOSEEIFTHEYCHANGE

!)TSIMPOSSIBLETOFORECASTINYOURBUSINESS "9OUHAVEMONTHSWHENTHEYAREQUITEACCURATEAND OTHERSWHENTHEYAREMILESOUT #9OUUSUALLYHITYOURTARGETS WITHINPERCENT

5 . $ % 2 3 4! . $ 3 % , , ) . '

8_ED248_US 8 &&.U&''UI[bb_d]I[b\7ii[iic[dj$_dZZ.

13/7/06 4:05:31 pm (,%*%&,')0'-0*-

"EFORE !FTER



(OWOFTENDOYOUSETTIMEASIDEFOR lNDINGPROSPECTIVECUSTOMERS



7HATPERCENTAGEOFYOURTIMEDOYOU TALKDURINGANOPENINGSALESCALL



(OWWELLDOYOUDISTINGUISHYOUR OFFERINGFROMYOURCOMPETITIONS

!9OUDOITWHENYOURUNOUTOFTHEM "9OUDOITFROMTIMETOTIME #9OUDOITEVERYWEEKATDIFFERENTTIMES

!-OSTOFTHETIME TOMAXIMIZESELLINGTIME "!BOUTlFTY lFTY #9OUAIMFORABALANCEOFPERCENTYOU TALKING WITHPERCENTFROMTHEPROSPECT

!9OUCANTINYOURBUSINESSTHEPRODUCTSARE PRETTYMUCHTHESAME "9OUKNOWYOURPRODUCTS530S #9OUCANDEMONSTRATE530SINYOUR ORGANIZATIONANDYOURMARKETPOSITION

  

(OWWELLDOYOUESTABLISHTHEPROSPECTS BASISOFDECISION !9OUAREUNFAMILIARWITHTHETERM "9OUASKABOUTTHECRITERIAATTHElRSTMEETING #9OUUSETHEPROSPECTSBASISOFDECISIONASTHE FRAMEWORKOFASALESCAMPAIGN $OYOUMAINTAINGOODRECORDSOFCONTACTS !4HEYREONADATABASE "9OUKEEPDETAILSUNTILYOUHAVEMADEASALE #9OUKEEPYOURLIFETIMEADDRESSBOOKUPDATED (OWDOYOUCOMPLETEANOPENINGCALL !9OUTHANKTHEPROSPECTFORHISORHERTIMEAND SAYTHATYOUWILLCALLBACK "9OUEXPLAINTHEACTIONSYOUAREGOINGTOTAKE FOLLOWINGTHEMEETING #9OUAGREEONANACTIONPLANTHATALWAYSINCLUDES ANACTIONFORTHEPROSPECTTOCOMPLETE

9_ED248_US 9 &&.U&''UI[bb_d]I[b\7ii[iic[dj$_dZZ/

! 3 3 % 3 3 ) . '9/ 5 23 + ) , , 3 

13/7/06 4:05:32 pm (,%*%&,')0'-0+-

"EFORE !FTER



$OYOUGIVEDISCOUNTSOROTHERCONCESSIONS !9OURSTARTINGPRICEISTHEBESTYOUCANMAKE "9OUSTARTWITHTHEBOOKTERMSANDCONDITIONS ANDOFFERWHATYOUCANATTHEAPPROPRIATETIME #9OUNEVERGIVEANYTHINGAWAYUNLESSITISVITAL TODOSO ANDALWAYSSHOWGREATRELUCTANCE



(OWMUCHTIMEDOYOUWASTEONPROSPECTS WHODONOT INTHEEND BUYFROMYOU



(OWDOYOUMEASURECUSTOMERSATISFACTION



(OWWELLDOYOUKNOWYOURKEYACCOUNTS STRATEGY STRENGTHS ANDWEAKNESSES

!)THAPPENSALLTHETIMEˆTHATSSELLING ")FITBECOMESOBVIOUSTHATTHEYARENOTGOINGTO BUY YOUDROPTHEPROSPECT #9OUQUALIFYPROSPECTSCONTINUOUSLYANDALWAYS EXPLAINYOURREASONSTOUNQUALIlEDPROSPECTS

!9OUGETAFEELFORITWHENCOMPLAINTSINCREASE "9OUGETAFEWCUSTOMERSTOlLLINACUSTOMER SATISFACTIONFORMATTHEENDOFEACHQUARTER #9OUAGREEONCUSTOMERSATISFACTIONTARGETSAND USEEXTERNALANDINTERNALSURVEYS

!9OUDONTNEEDTOINORDERTOSELLYOURPRODUCTS "9OUASKTHEMAINBUYERHOWBUSINESSISGOING ONAREGULARBASIS #9OUHAVEANAGREED!CCOUNT$EVELOPMENT0LAN THATYOUKEEPUPTODATEWITHTHISINFORMATION

&INAL3CORES !

"

#

"EFORE

!FTER

 5 . $ % 2 3 4! . $ 3 % , , ) . '

10_ED248_US 10 &&.U&''UI[bb_d]I[b\7ii[iic[dj$_dZZ'&

13/7/06 4:05:33 pm (,%*%&,')0'.0&*

!NALYSIS -OSTLY!S

9OURANSWERSSUGGESTTHATYOUAREFAIRLYNEWTOSELLINGAND WHILEYOU MAYBEENTHUSIASTIC YOUNEEDTOTHINKABOUTTHEBASICTECHNIQUESOF PROFESSIONALSELLINGANDTHESALESPROCESS#ONSIDERlRSTYOURCONTACT WITHPROSPECTSANDCUSTOMERS ANDLEARNTOLISTENMORE4HENWORKON THESELLINGPROCESSTOENSURETHATYOUUNDERSTANDEACHSTAGEANDARE CONlDENTHOWFARDOWNTHESELLINGTRACKYOUAREATANYPOINTINTIME 4HINKMOREABOUTYOURCUSTOMERSANDWHATTHEYNEEDANDWANT

-OSTLY"S 9OUHAVESOMEKNOWLEDGEOFPROFESSIONALSELLINGANDDEALWITHYOUR PROSPECTSANDCUSTOMERSQUITEWELL9OUARESTARTINGTOSEETHESALE FROMTHECUSTOMERSPOINTOFVIEW BUTYOUNEEDTOPUTMORETIMEAND ENERGYINTOIMPROVINGYOURSKILLSINTHISAREA3TARTWITHONECUSTOMER ANDONESALESCAMPAIGNANDPLANYOURWAYTHROUGHEACHSTAGEINTHE PROCESS"ESELF CRITICALOFYOUROVERALLAPPROACHTOAKEYACCOUNT

-OSTLY#S 9OUCERTAINLYHAVEAPROFESSIONALAPPROACHTOYOURROLEASASALESPERSON -AKESURE HOWEVER THATYOUESTABLISHGOODRAPPORTWITHCUSTOMERSAS WELLASTREATINGTHEMPROFESSIONALLY#ONCENTRATEONTHELONG TERM STRATEGYANDUSESOMEOFTHETECHNIQUESINTHISBOOKTOHELPBUILD MUTUALLYPROlTABLERELATIONSHIPS5SETHESETECHNIQUESTOASSISTOTHER PEOPLEINYOURTEAMTOIMPROVETHEIRSKILLS3HOWTHEMHOWIMPORTANT ITISTOHAVEOPENANDHONESTCONTACTSWITHPROSPECTSANDCUSTOMERS

#ONCLUSION )FTHISISTHElRSTTIMEYOUHAVEDONETHISSELF ASSESSMENT THENBEARIN MINDTHEABOVEANALYSISASYOUREADTHEBOOK0AYSPECIALATTENTIONTO THEAREASHIGHLIGHTEDBYYOURRESPONSESANDTAKEONBOARDTHETIPS ANDTECHNIQUESˆTHESEWILLHELPYOUTOREDUCETHENUMBEROF! RESPONSES NEXTTIMEAROUND ANDHELPYOUTOACHIEVEAMORE BALANCEDMIXTUREOF"SAND#S!FTERYOUHAVEREADTHEBOOKANDHAD ACHANCETOPUTTHETECHNIQUESINTOPRACTICE TAKETHEQUIZAGAIN 0ROVIDEDTHATYOUHAVEANSWEREDHONESTLY YOUWILLABLETODIRECTLY MEASUREYOURPROGRESSANDSHOULDSEEABIGIMPROVEMENT

11_ED248_US 11 &&.U&''UI[bb_d]I[b\7ii[iic[dj$_dZZ''

! 3 3 % 3 3 ) . '9/ 5 23 + ) , , 3 

13/7/06 4:05:33 pm (,%*%&,')0('0+)



0REPARE &OR9OUR #USTOMERS

3UCCESSFULSALESPEOPLECONCENTRATEONTHEIR CUSTOMERSTHEYAREDETERMINEDTOMAKE SALES BUTEQUALLYDETERMINEDTOPRODUCE AHIGHLEVELOFCUSTOMERSATISFACTION4O HELPYOUPREPAREFORYOURCUSTOMERSIN ACONlDENT EFFECTIVE ANDPROFESSIONAL MANNER THISCHAPTERSHOWSYOUHOWTO s5NDERSTANDTHERELATIONSHIPBETWEENA CUSTOMERANDANEFFECTIVESALESPERSON s-AKEASTRONGlRSTIMPRESSIONBYLOOKING PROFESSIONALANDHAVINGTHERIGHTATTITUDE s#OMMUNICATEPERSUASIVELY UNDERSTAND WHENTOLISTEN ANDASKTHERIGHTQUESTIONS s)DENTIFYTHECUSTOMERBENElTSOFYOURPRODUCT

12_ED248_US 12 12 12_ED248_CMYK_

13/7/06 pm 20/3/064:05:37 14:54:17



13_ED248_US 13 13 13_ED248_CMYK_

13/7/06 pm 20/3/064:05:37 14:54:19

5NDERSTANDTHE3ALES2ELATIONSHIP 3ELLINGCREATESAPERSONALRELATIONSHIPBETWEEN THESALESPERSONANDACUSTOMER!NEFFECTIVESALES RELATIONSHIPINVOLVESTAKINGORDERSFORPRODUCTSTHAT SATISFYORDELIGHTYOURCUSTOMERS

!IMFOR#USTOMER3ATISFACTION !NORGANIZATIONSMOSTEFFECTIVESALESPEOPLEAREITS CUSTOMERS!SATISlEDCUSTOMERWHOTALKSENTHUSIASTICALLY TOFRIENDSANDACQUAINTANCESGENERATESNEWBUSINESS -ANYSUCCESSFULRESTAURANTS FOREXAMPLE RELYENTIRELYON WORD OF MOUTHRECOMMENDATIONS !SUCCESSFULSALEHASTHREE WINNERSTHESALESPERSONWHO !SATISlED MADETHESALE THECUSTOMERWHO CUSTOMER RECEIVESTHEBENElTSOFTHEPRODUCT ISALSOYOUR ORSERVICEPURCHASED ANDTHE MOSTEFFECTIVE SELLINGORGANIZATION WHICHGAINS BOTHSALESREVENUEANDASATISlED ADVOCATE CUSTOMER

#REATE2ELATIONSHIPS -AKINGREPEATSALESTOANEXISTINGCUSTOMERISUSUALLY QUICKERANDCHEAPERTHANlNDINGANEWPROSPECTAND SECURINGTHElRSTSALEˆSOREPEATSALESAREALSOMORE PROlTABLE4HECUSTOMER SALESPERSONRELATIONSHIPISAVITAL ELEMENTINWINNINGREPEATSALES)TISBASEDONMUTUAL CONlDENCECUSTOMERSREVEALINFORMATIONABOUTTHEIRNEEDS ANDWANTS ORTHEIRCOMPANYSPROBLEMSANDOPPORTUNITIES )NRETURN THESALESPERSONMAINTAINSCONlDENTIALITYANDHELPS THECUSTOMERTOBUYPRODUCTSTHATMEETTHOSEREQUIREMENTS 9OUCANBUILDRELATIONSHIPSBYCONCENTRATINGONPROVIDING YOURCUSTOMERSWITHSOLUTIONSTHATPRODUCEREALBENElTS

4)0 3TRIVETOMEET ANDIFPOSSIBLEEXCEED YOUR

CUSTOMERSEXPECTATIONSˆORASMANYSUCCESSFUL SALESPEOPLEPUTIT hUNDER PROMISEANDOVER PERFORMv

 0 2 % 0! 2 % & / 2 9/ 5 2#5 3 4 / - % 2 3

14_ED248_US 14 14 14_ED248_CMYK_

13/7/06 pm 20/3/064:05:42 14:54:24

/BSERVE/THER3ALESPEOPLE 9OUCANLEARNALOTABOUTGOODˆANDBADˆSALESMANSHIPBY OBSERVINGHOWOTHERSALESPEOPLETREATTHEIRCUSTOMERS %XAMPLESOFDIFFERENTSALESTECHNIQUESAREALLAROUNDYOU .EXTTIMEYOUAREINASTOREORRESTAURANT TAKEAMOMENTTOSTUDY THEPEOPLEWORKINGTHEREANDNOTEHOWTHEYINTERACTWITHCUSTOMERS

’#ANYOUIDENTIFYANYPARTICULARLYEFFECTIVESALESPEOPLE7HAT ARETHEIRSALESTECHNIQUES!RETHEYPUSHY0ROFESSIONAL

’7HATKINDOFRELATIONSHIPDOESASUCCESSFULSALESPERSONCREATE WITHHISORHERCUSTOMERS,OOKFORWAYSINWHICHTHE SALESPERSONSEEKSTOCREATEASENSEOFTRUST ’!RETHEREANYAPPROACHESTHATELICITANEGATIVERESPONSEFROM ACUSTOMER(OWDIDTHESALESPERSONRESPOND 9OUCANALSOUSEYOUROWNEXPERIENCESTOHELPYOUTOUNDERSTAND ANDAPPRECIATEDIFFERENTSALESTECHNIQUESNEXTTIMESOMEONETRIES TOSELLYOUSOMETHING PAYCLOSEATTENTIONTOTHEMETHODSUSED

’7HATDIDTHESALESPERSONDOTHATMADEYOUFEELREADYTOBUY ’7ASTHESALESPERSONGOODATlNDINGOUTWHATYOUWANTED ’$IDTHEPRODUCTLIVEUPTOTHESALESPERSONSPROMISE ’7ASTHESALESPERSONHELPFULINMAKINGSURETHATYOUGOTGOOD AFTER SALESSERVICE

’7ASTHEREANYTHINGTHESALESPERSONSAIDORDIDTHATMADEYOU FEELLESSINCLINEDTOBUY

%FFECTIVE3ALES4ECHNIQUES .%'!4)6%)-0!#4

()'()-0!#4

"EINGFRIENDLYANDPROFESSIONAL L&INDINGOUTEXACTLYWHATTHE CUSTOMERWANTS L!BSORBINGANDRESPONDING POSITIVELYTOCUSTOMERFEEDBACK L"EINGPREPAREDTONEGOTIATE L

15_ED248_US 15 15 15_ED248_CMYK_

"EINGOVER FAMILIARORPUSHY 4ELLINGCUSTOMERSWHATYOUTHINK THEYSHOULDWANT L)GNORINGCUSTOMERFEEDBACKOR BECOMINGANNOYEDORAGGRESSIVE L"EINGINmEXIBLE L L

5 . $ % 2 3 4! . $4 ( %3 ! , % 32 % , !4 ) / . 3 ( ) 0 

13/7/06 pm 20/3/064:05:42 14:54:26

-AKEA'OOD&IRST)MPRESSION 0ROSPECTIVECUSTOMERS ORPROSPECTS LIKEEVERYONEELSE MAKEARAPIDDECISIONABOUTAPERSONTHEYAREMEETING FORTHElRSTTIME)TTAKESONLYAFEWSECONDSTOMAKEAN IMPRESSION SOMAKESUREYOUPREPARECAREFULLY

,OOK0ROFESSIONAL )TISIMPORTANTTOlTINWITHTHECUSTOMERSIMAGEOFA PERSONTHEYENJOYTALKINGTOANDWORKINGWITH)FYOUARE SELLINGTOPEOPLEWHOTRADITIONALLYWEARSUITSANDTIES THEN DRESSACCORDINGLYIFYOUAREASALESPERSONINACLOTHING BOUTIQUE YOUMAYBEABLETODRESSMORECASUALLY)NALL CASES HOWEVER THEKEYISTOLOOKCLEAN NEAT AND POLISHED!PROFESSIONALAPPEARANCEWILLENSURETHATYOUR PROSPECTIVECUSTOMERTAKESYOUSERIOUSLYFROMTHESTART

$EVELOP#ONlDENCE -OSTSALESPEOPLEFEELSOMEANXIETYWHENTHEYARENEWTO THEPROFESSION4HETRICKISTOCONVERTTHATENERGYINTOA MOREUSEFULEMOTION+EEPAPOSITIVEMENTALATTITUDEˆ BELIEVETHATYOUANDYOURPRODUCTSANDSERVICESCAN IMPROVETHEBUSINESSESANDLIVESOFYOURCUSTOMERS)NA COMPETITIVEPOSITION THISSELF BELIEFCANBETHEDIFFERENCE BETWEENWINNINGTHEORDERANDLOSINGOUTTOACOMPETITOR



THINK

3-!24 4OOVERCOMEANYNERVESYOUMAYFEELWHENMEETINGA NEWPROSPECT ANDTOAPPEARMORECONlDENT SIMPLY PRETENDTHATYOUAREMEETINGANOLDFRIEND )MAGINETHATTHEPROSPECTISANOLDACQUAINTANCETHATYOU HAVENTSEENFORMANYYEARS9OUAREPLEASEDTOSEETHEFRIEND AGAINANDCURIOUSTOlNDOUTWHATHEORSHEHASBEENUPTO SINCEYOULASTMET!DOPTTHISATTITUDEFROMTHEOUTSETANDTHE CONVERSATIONSHOULDSOONSTARTTOmOWNATURALLY

 0 2 % 0! 2 % & / 2 9/ 5 2#5 3 4 / - % 2 3

16_ED248_US 16 16 16_ED248_CMYK_

13/7/06 pm 20/3/064:05:43 14:54:26

-AKEAN)MPACT !GOODUPRIGHTSTANCE DIRECTEYECONTACT ANDAlRM HANDSHAKEGIVEANIMPRESSIONOFCONlDENCEWHENYOU MEETNEWPROSPECTS!NEATAPPEARANCEANDEXCELLENT MANNERSENSURETHATYOUMAKEAPOSITIVElRSTIMPRESSION

0OSTURE3TANDUPRIGHT BUTRELAXED ANDAVOID HUNCHINGYOURSHOULDERS ORHANGINGYOURHEAD$O NOTCROSSYOURARMSˆ THISCANLOOKDEFENSIVE

(ANDSHAKE+EEPYOUR PALMSANGLEDSLIGHTLY UPWARDASYOUMOVETO SHAKEHANDS!DOPTA HANDSHAKETHATISlRM WITHOUTBEINGCRUSHING

%YECONTACT-AKE REGULAREYECONTACTWHEN TALKINGORLISTENINGTO INDICATETHATYOUARE HONESTANDCONlDENT "ECAREFULNOTTOSTARE

4)0 "EFOREMEETINGWITHPOTENTIALCUSTOMERS TAKE AMOMENTTOTHINKBACKOVERPASTSUCCESSESˆITWILL HELPYOUTOFEELMUCHMORECONlDENT

17_ED248_US 17 17 17_ED248_CMYK_

- ! + %!' / / $& ) 2 3 4) - 0 2 % 3 3 ) / . 

13/7/06 pm 20/3/064:05:43 14:54:28

#OMMUNICATE0ERSUASIVELY 0ROFESSIONALSALESPEOPLEAREEXPERTCOMMUNICATORS 4HEYUSECONVERSATIONTOENGAGETHEIRPROSPECTIVE CUSTOMERS DETERMINETHEIRNEEDS ANDDEMONSTRATEHOW THEIRPRODUCTSANDSERVICESMEETTHATNEED

!SKTHE2IGHT1UESTIONS %FFECTIVESALESPEOPLEASKQUESTIONSTOENCOURAGEPROSPECTS TOTALKFREELYABOUTTHEIRAIMS NEEDS ANDWANTS&ROM THEIRANSWERS SALESPEOPLELEARNWHERETHEIRPRODUCTSCOULD BEAPPROPRIATE4HEWAYYOUASKTHEQUESTIONISIMPORTANT !VOIDCLOSEDQUESTIONSTHATREQUIREASIMPLEYESORNO ANSWERˆITISUSUALLYMOREEFFECTIVETOASKOPENQUESTIONS THATENCOURAGEPEOPLETOTALKABOUTTHEMSELVESANDTHEIR COMPANIESINMOREDETAIL s #LOSEDQUESTIONSOFTENSTARTWITHWORDSSUCHAShDO v hIS vANDhAREvh!REYOULOOKINGFORNEWSUPPLIERSv INVITESASIMPLERESPONSEh.Ov s /PENQUESTIONSBEGINWITHWORDSSUCHAShWHY v hHOW vhWHO vhWHAT vANDhWHEREvh(OWCANYOUR SUPPLIERSOFFERYOUABETTERSERVICEvOPENSUPTHE CONVERSATIONANDCANREVEALUSEFULINFORMATION

t

4%#(.)15%3 TOPRACTICE

4HEABILITYTOLISTENWITHOUT INTERRUPTINGISINVALUABLE 0RACTICEYOURLISTENINGSKILLSON AFRIENDBYASKINGANOPEN QUESTIONABOUTATOPICHEORSHE ISINTERESTEDINLISTENFORTWO MINUTESWITHOUTINTERRUPTING s5SENODSANDENCOURAGING WORDSTOSHOWTHATYOUARE PAYINGCLOSEATTENTION s3UBTLYMIRRORTHEOTHER

PERSONSPOSTUREANDGESTURES TOCREATEEMPATHYANDRAPPORT s5SESILENCETODRAWHESITANT TALKERSINTOSPEAKING s)FCONVERSATIONmAGS ASKMORE OPENQUESTIONSˆBUTMAKE SURETHATTHEOTHERPERSON DOESMOSTOFTHETALKING s2EPEATKEYWORDSSILENTLYAS YOULISTENTOHELPYOU REMEMBERWHATISSAID

 0 2 % 0! 2 % & / 2 9/ 5 2#5 3 4 / - % 2 3

18_ED248_US 18 18 18_ED248_CMYK_

13/7/06 pm 20/3/064:05:44 14:54:28

#!3%STUDY'ETTING#USTOMER&EEDBACK #ARLOS AREPRESENTATIVEOFATOY SUPPLIER WASHAVINGDIFlCULTY PERSUADINGASTOREMANAGER %ILEEN TOBUYSTOCKSOFANEW RANGEOFBOARDGAMES#ARLOSS MANAGERASKEDHIMHOWHEUSUALLY STARTEDSALESCALLS3HEFOUNDTHAT HEALWAYSOPENEDBYDESCRIBING THENEWRANGEANDSHOWINGTHE SHOPMANAGERSAMPLES3HE SUGGESTED#ARLOSlRSTASK%ILEEN WHATTYPEOFPRODUCTSWERE CURRENTLYSELLINGWELL#ARLOSDID THIS ANDPICKEDUPONTHEFACTTHAT BOARDGAMESFORADULTSWERESELLING WELLINHERSTORETHATSEASON#ARLOS WASABLETOUSETHISKNOWLEDGETO EMPHASIZETHOSEFEATURESOFHIS

NEWRANGETHATWOULDAPPEALTO ADULTS%ILEENBOUGHTSTOCKSOFTHE NEWRANGE s"YlNDINGOUTWHATKINDOF PRODUCTSWERESELLINGWELLBEFORE BEGINNINGHISPITCH #ARLOSWAS BETTERABLETOMARKETHISOWN PRODUCTSOTHATITMATCHEDTHE PROSPECTSDEMANDS(EWASABLE TORESPONDASWELLASINFORM s4HEQUESTIONSALSOESTABLISHEDA TWO WAYRELATIONSHIPBETWEEN PROSPECTANDSALESMAN)NSTEADOF SIMPLYLISTENING %ILEENFELTTHAT SHEDMADEACONTRIBUTIONTOTHE CONVERSATIONANDHADAN INVESTMENTINTHEOUTCOME

,EARNTO,ISTEN !SWELLASLISTENINGCAREFULLYWHILEAPROSPECTTALKS YOU SHOULDALSOSHOWTHATYOUARELISTENINGBYLOOKING ATTENTIVE)FYOUMISSSOMETHINGORDONOTUNDERSTAND WHATHASBEENSAID APOLOGIZEANDASKTHECUSTOMERTO REPEATTHEPOINT!CTIVELISTENINGLIKETHISSHOWSTHATYOU DONOTWANTTODOMINATETHECONVERSATION s 0ICKUPCLUESFROMWHATTHEPROSPECTSAYSTOTRIGGERTHE NEXTSETOFLOGICALQUESTIONS BUTNEVERINTERRUPTA PROSPECTWHOISTALKING)NTERRUPTINGSOMEONESENDSOUT ACLEARMESSAGEh7HAT)WANTTOSAYISMOREIMPORTANT THANWHATYOUARETRYING TOTELLMEv 5NLESSONEISAGENIUS IT s )FAPROSPECTASKSYOUA ISBESTTOAIMATBEING QUESTION KEEPYOUR INTELLIGIBLE ANSWERSDIRECT POSITIVE 3IR!NTHONY(OPE(OPKINS ANDTOTHEPOINT

19_ED248_US 19 19 19_ED248_CMYK_

i

w

#/ - - 5 . ) # !4 %0 % 2 3 5! 3 ) 6 % ,9 

13/7/06 pm 20/3/064:05:45 14:54:29

4ALKINTHE0ROSPECTS4ERMS 7HENYOUARESELLING CONNECTYOURPRODUCTWITH SOMETHINGTHEPROSPECTNEEDSORWANTS$ESCRIBETHAT CONNECTIONINWORDSTHATTHEPROSPECTUSESRATHERTHAN YOUROWNˆHEORSHEWILLRELATETOITMOREEASILY7HEN TALKINGTOAPROSPECT FOCUSONTHEKEYWORDSUSEDAND SILENTLYREPEATTHEM5SETHESEWORDSWHENYOURESPOND

!IMTO#LOSE #LOSEDQUESTIONSTHATREQUIREAhYESvORhNOvTELLYOUHOW CLOSEYOUARETOASALEANDENSURETHATYOUAGREE0ERHAPS YOUWANTSOMEONETOATTENDADEMONSTRATION!SKADIRECT CLOSEDQUESTIONh7ILLYOUPERSONALLYATTENDv)FYOUR PROSPECTSAYShNO vASKWHYANDDEALWITHTHEOBJECTION !hYESvINDICATESTHATYOUHAVEGOTTENACOMMITMENTTOA COURSEOFACTION)FTHE PROSPECTISWAVERING #USTOMER"ENElTS$ESCRIBEYOUR PRODUCTINTERMSOFWHATYOURPROSPECT REFERTOOTHERBENElTS NEEDSORWANTS)FYOURPROSPECTISLOOKING THATHAVENOTPREVIOUSLY FORAFAMILYCAR FOREXAMPLE YOUMIGHT BEENDISCUSSEDTHISMAY WANTTOEMPHASIZETRUNKSPACEANDSAFETY FEATURESRATHERTHANACCELERATION PROVEPERSUASIVE

20_ED248_US 20 20 20_ED248_CMYK_

13/7/06 pm 20/3/064:05:45 14:54:33

,EARN9OUR#USTOMERS*ARGON %VERYINDUSTRYHASITSOWNJARGON4OMAKESUREYOU COMMUNICATEEFFECTIVELYWITHCUSTOMERSANDPROSPECTS YOU NEEDTOBEABLETOUSETHEIRJARGONWITHCONlDENCE *ARGONSERVESADUALPURPOSEITBOTHAIDSCOMMUNICATIONAND SIGNALSINCLUSIONWITHINASPECIlCGROUPORPROFESSION)FYOUCAN USEYOURCUSTOMERSJARGONAPPROPRIATELY ITISEASIERTOCOME ACROSSASANINDUSTRYINSIDERWHOUNDERSTANDSTHECUSTOMERS NEEDSANDCONCERNS)NAPPROPRIATEUSEOFTERMINOLOGYCANHAVE THEOPPOSITEEFFECT#ONlDENTANDAPPROPRIATEUSEOFJARGONRELIES ONFAMILIARITY#ONSIDERTHEFOLLOWINGSTEPSTODEVELOPTHISSKILL

’3PEAKINYOURCUSTOMERSLANGUAGE NOTYOUROWNACOMPUTER SALESPERSONWHOISSELLINGPRODUCTSTOTHE02INDUSTRY FOR EXAMPLE SHOULDAVOIDCONFUSINGLESSTECHNICALLYMINDED PROSPECTSWITHCOMPUTER RELATEDJARGON ’,ISTENTOPEOPLEINTHEINDUSTRYTALKINGTOEACHOTHERANDNOTE HOWYOURCUSTOMERSDESCRIBETHEIRPRODUCTS#URTAIN MANUFACTURERS FOREXAMPLE CALLTHELENGTHOFACURTAINhTHE DROPv)DENTIFYANYACRONYMSUSEDˆTELEPHONEEXPERTSOFTEN USETHETERM0/43FORhPLAINOLDTELEPHONESERVICEv ’!TTENDORREADABOUTINDUSTRYCONFERENCESTOlNDOUTABOUT THEKEYPEOPLEˆEVERYONEINTHEINDUSTRYKNOWSTHENAMEOF THECHIEFEXECUTIVEOFTHELARGESTCOMPANYINTHEBUSINESS ’2EADTHEBUSINESSSECTIONOFANEWSPAPERTOlNDOUTABOUT CURRENTPROBLEMSANDOPPORTUNITIESINTHEINDUSTRY)SIT GROWINGORDECLINING7HATARETHELATESTBUZZWORDS ’6ISITALLPARTSOFANEXISTINGCUSTOMERSBUSINESSˆEVENTHOSE THATARENOTCLOSELYINVOLVEDWITHYOURPRODUCTS!FTERALL ITIS STILLUSEFULTOKNOWTHEJARGONUSEDBYADIFFERENTDEPARTMENT

4)0 &AMILIARIZEYOURSELFWITHTHEKEYISSUESINTHE RELEVANTINDUSTRYSOYOUCANHOLDKNOWLEDGEABLE CONVERSATIONSWITHYOURCUSTOMERS

21_ED248_US 21 21 21_ED248_CMYK_

#/ - - 5 . ) # !4 %0 % 2 3 5! 3 ) 6 % ,9 

13/7/06 pm 20/3/064:05:46 14:54:34

)DENTIFY#USTOMER"ENElTS !LTHOUGHYOURPRODUCTMAYOFFERMANYATTRACTIVE FEATURES REMEMBERTHATYOURCUSTOMERSWILLONLY PURCHASEWHATTHEYFEELTHEYNEEDORWILLUSE

#ONVERT&EATURESINTO"ENElTS )TISNOTTHEFEATURESTHATSELLYOURPRODUCTˆITISTHE BENElTSTHOSEFEATURESBRINGTOYOURCUSTOMERS!LL PRODUCTSHAVECERTAINFEATURESTHATDIFFERENTIATETHEM FROMCOMPETITIVEPRODUCTS!TELEPHONESALESPERSON FOR EXAMPLE MAYBESELLINGAPRODUCTTHATCANRETRIEVEVOICE MESSAGESREMOTELY4HISISAFEATUREOFTHEPRODUCTˆBUT UNLESSYOURPROSPECTIVECUSTOMERSBELIEVETHATTHEYWILL ACTUALLYUSETHISFEATURE ITIS 5SEh3O7HATv UNLIKELYTOCONVINCETHEMOF TODElNEABENElT THEPRODUCTSBENElTS 3ALESPEOPLEMAKEASALE &EATURE WHENTHEYAREABLETOSHOW 4HETRANSFORMERBREAKSINTOTWO PARTSFORTRANSPORTATION THEVALUEOFTHEFEATURETO THEPROSPECT&OREXAMPLE 3/7(!4 ANORGANIZATIONCOULDUSE THEREMOTEACCESSFEATURE MENTIONEDPREVIOUSLYTO 7HENTHEPIECESAREONTHETRUCK REDUCETHENUMBEROFTIMES THEYARENOTWIDELOADS THATMAINTENANCEENGINEERS NEEDTORETURNTOBASE4HE 3/7(!4 BENElTTOTHECOMPANYIS HIGHERPRODUCTIVITY 2EMEMBERTHATTHESWITCH FROMFEATURETOBENElTCAN $RIVERSDONOTNEEDAPOLICEESCORT INTRANSIT BEAVERYPERSONALONE! PERSONMAYBUYNEWCLOTHES 3/7(!4 FOREXAMPLE SOTHATTHEY LOOKMOREFASHIONABLEˆTRY TOIDENTIFYANDFOCUSONTHE "ENElT BENElTSTHATAREPARTICULAR 4HISSAVESONCHARGESFORSUCH TOEACHINDIVIDUALPROSPECT ANESCORT THATYOUTALKTO

 



 0 2 % 0! 2 % & / 2 9/ 5 2#5 3 4 / - % 2 3

22_ED248_US 22 22 22_ED248_CMYK_

13/7/06 pm 20/3/064:05:47 14:54:35

4)0 #HECKTHATYOURPROSPECTAGREESWITHYOUTHAT ACERTAINFEATUREISABENElT)FNOT YOUMAYNEEDTO TAKEADIFFERENTAPPROACHTOPROMOTINGYOURPRODUCT -AKEA"USINESS#ASE ,ARGEORGANIZATIONSUSEABUSINESSPROCESSTOANALYZETHE COSTANDBENElTSOFSPENDINGMONEY4HEREMAYBEA PURCHASINGDEPARTMENTRESPONSIBLEFORBUYINGTHERAW MATERIALSTHATMANUFACTURERSUSETOMAKETHEIROWN PRODUCTSORTHEITEMSTHATRETAILERSWILLSTOCKINTHEIRSTORES ,INEMANAGERSHAVEBUDGETSTOSPENDONPRODUCTSTHAT IMPROVETHEIREFlCIENCYORTHESERVICETHEYOFFERTO CUSTOMERS!LLOFTHESEPEOPLEHAVETOLOOKATTHElNANCIAL IMPLICATIONSOFABUYINGDECISION2ETAILERSWILLCHECKON THEPROlTMARGINOFAPARTICULARLINE FOREXAMPLE)NOTHER ORGANIZATIONS MANAGERSWILLWANTTOESTABLISHTHElNANCIAL RETURNBEFORETHEYINVESTINTECHNOLOGY0ROFESSIONAL SALESPEOPLEHELPACUSTOMERTHROUGHTHEBUYINGPROCESS ANDSUGGESTlNANCIALBENElTSTHATTHEYMAYNOTANTICIPATE

+EY1UESTIONSTO!SK!BOUT9OUR0RODUCT *USTASLARGEORGANIZATIONSWILLUSEABUSINESSPROCESSTOANALYZE THElNANCIALANDOTHERBENElTSOFINTRODUCINGAPRODUCTOR SERVICE YOU TOO NEEDTOASKYOURSELFASERIESOFQUESTIONSTO EVALUATEPOTENTIALBENElTSANDDRAWBACKSFORTHECUSTOMER

’7ILLTHEPRODUCTORSERVICESIGNIlCANTLYINCREASETHECUSTOMERS OWNSALESREVENUES

’7HATCURRENTCOSTSWILLTHECUSTOMERBEABLETOCUT ’(OWLONGWILLTHECUSTOMERNEEDINORDERTORECOUPTHE PURCHASINGORSTARTUPCOSTS ’!RETHEREANYEXTRACOSTSTHECUSTOMERWOULDINCURBYNOT INTRODUCINGTHEPRODUCT ’7HATADDITIONALMANAGEMENTCONTROLDOESTHEPRODUCTOFFER

23_ED248_US 23 23 23_ED248_CMYK_

) $ % . 4 ) & 9#5 3 4 / - % 2" % . % & ) 4 3 

13/7/06 pm 20/3/064:05:47 14:54:36



&IND9OUR #USTOMERS

4HEJOBOFASALESPERSONISTOlNDPROSPECTIVE BUYERSANDTURNTHEMINTOCUSTOMERS4ODOTHIS WELL ITISVITALTOKNOWHOWYOURPRODUCTSlTTHE MARKET ANDITISIMPORTANTTOAPPRECIATE THEBASICPRINCIPLESOFYOURCUSTOMERS BUSINESS4HISSECTIONSHOWSYOUHOWTOLAY THEFOUNDATIONSFORSUCCESSFULSALESBY s$ETERMININGYOURTARGETMARKETANDRELATING YOURPRODUCTTOTHISMARKETEFFECTIVELY s!CCUMULATINGKNOWLEDGEABOUTYOURTARGET MARKETANDIDENTIFYINGWHICHPEOPLEAND ORGANIZATIONSAREYOURBESTPROSPECTS s-AKINGEFlCIENTUSEOFYOURPROSPECTING TIMETHROUGHPLANNINGANDFORECASTING s0ROSPECTINGFORPOTENTIALCUSTOMERSAND CREATINGINTERESTINYOURPRODUCT

24_ED248_US 24 24 24_ED248_CMYK

13/7/06 pm 23/3/064:05:51 10:42:51



25_ED248_US 25 25 25_ED248_CMYK

13/7/06 pm 23/3/064:05:52 10:42:54

+NOW9OUR-ARKET 4HEBETTERYOUKNOWYOURPROSPECTSANDUNDERSTAND HOWTHEIRBUSINESSESOPERATE THEEASIERITWILLBETO INTERESTTHEMINTHEPOTENTIALOFYOURPRODUCTS

5NDERSTAND"USINESS0RINCIPLES $EVOTETIMEREGULARLYTODEVELOPINGYOURKNOWLEDGEOF HOWBUSINESSORGANIZATIONSOPERATE4RYUSINGSHORT FORMALCOURSES #$ 2/-S AND)NTERNETCOURSES ASWELLAS READINGGENERALMANAGEMENTANDBUSINESSBOOKS"ROADEN YOURKNOWLEDGEBASEINFORMALLYASWELL4ALKTOTHE BUSINESSPEOPLEYOUMEETANDASKQUESTIONSABOUTTHEIR ORGANIZATIONSASKSTOREOWNERS HOWTHEIRBUSINESSISPROGRESSING ANDLEARNFROMPEOPLEINYOUROWN 4HEBASISFOR ORGANIZATION2EADTHElNANCIAL SALESSUCCESS PAGESATLEASTONCEAWEEKˆIFYOU ISATHOROUGH lNDTHEMDIFlCULTTOUNDERSTAND UNDERSTANDING ASKSOMEONEINYOURlNANCE DEPARTMENTIFTHEYCANHELPYOU OFTHEMARKET IMPROVEYOURSKILLS

5NDERSTAND#ONSUMER-ARKETS )FYOUARESELLINGTOCONSUMERS YOUWILLNEEDTOCOLLECT MARKETINGINFORMATIONABOUTYOURPROSPECTIVECUSTOMERS 9OUROWNORGANIZATIONMAYBEABLETOSUPPLYSOME INFORMATION ANDMARKETREPORTSCANALSOBEFOUNDONTHE )NTERNET)TISIMPORTANTTHATYOUDOYOUROWNRESEARCHAS WELL)FYOURTERRITORYISARESIDENTIALSUBDIVISION FOR EXAMPLE TRYTOWORKOUTWHATTYPEOFHOUSEHOLDSHAVE BOUGHTYOURPRODUCTPREVIOUSLY4HISWILLGIVEYOUTHE INFORMATIONYOUNEEDTOTARGETTHATTYPE"UILDUPA CUSTOMERPROlLEDETAILINGFACTORSSUCHASTHESEX AGE INCOME ANDLIFESTYLEOFYOURTARGETCUSTOMERS

4)0 )DENTIFYTHEKEYDECISION MAKERSWITHINTARGET GROUPSORORGANIZATIONSANDlNDOUTWHATTHEYWANT

 & ) . $ 9/ 5 2 #5 3 4 / - % 2 3

US_026_033_Selling.indd 26 26_ED248_CMYK_ 26

13/7/06 pm 20/3/064:21:04 14:54:39

5NDERSTAND#ORPORATE-ARKETS )FYOUARESELLINGTOAPARTICULARINDUSTRY GETTOKNOWITAS THOROUGHLYASPOSSIBLE"UILDUPCOMPANYPROlLESOFTARGET CUSTOMERS BASEDONFACTORSSUCHASSIZEANDTURNOVER!SK ANEXISTINGCUSTOMERTOSHOWYOUAROUNDTHEORGANIZATION OREXPLAINHOWITOPERATES2EADTHETRADEPRESSSOTHAT YOUAREASWELL INFORMEDONTHEINDUSTRYASYOURCUSTOMERS 4AKEANORGANIZATIONTHATYOUBELIEVEISAPOTENTIAL CUSTOMER THENANALYZETHEVARIOUSDIVISIONSTOlNDOUT WHICHONESAREMOSTABLEANDWILLINGTOSPENDMONEY s $ISCOVERWHICHOFTHEDIVISIONSACTIVITIESARESTRATEGIC TOTHEORGANIZATIONˆMANAGERSWILLSPENDMONEYONLY ONDIVISIONSTHATFEATUREINTHEIRLONG TERMPLANS s #HECKWITHANYOFYOUR CURRENTCONTACTSWHICH !NALYZEAN/RGANIZATION DIVISIONSAREGROWINGOR DECLININGˆORGANIZATIONS &INDOUTWHICHDIVISIONSARE USUALLYINVESTMONEYIN GROWINGORDECLINING GROWTHAREAS s 2ESEARCHADIVISIONS PROlTSBYREADINGTHE ORGANIZATIONSPUBLISHED REPORTSORCHECKING &INDOUTWHICHDIVISIONSARE NEWSPAPERARCHIVESON STRATEGICTOTHEORGANIZATION THE)NTERNETˆPROlTABLE DIVISIONSWILLUSUALLY INVESTFORGROWTH WHILE LESSPROlTABLEONESWILL &INDOUTHOWPROlTABLE SPENDONLYINORDERTO ADIVISIONISREAD SAVECOSTS PUBLISHEDREPORTSORCHECK s #HECKWHETHERONEOF NEWSPAPERARCHIVES YOURCOMPETITORSISACTIVE INTHEDIVISIONWITHA SIGNIlCANTMARKET &INDOUTWHETHERYOUHAVEA SHAREˆITISMUCHEASIER COMPETITORINTHEDIVISION TOGETINTOADIVISIONIF ESPECIALLYONEWITHA THEREISNOCOMPETITION COMMANDINGMARKETSHARE ORIFITISFRAGMENTED

US_026_033_Selling.indd 27 27_ED248_CMYK_ 27







+ . / 79/ 5 2- ! 2 + % 4 

13/7/06 pm 20/3/064:21:15 14:54:40

+NOW9OUR0RODUCTS 9OURCUSTOMERSWILLEXPECTYOUTOHAVEATHOROUGH KNOWLEDGEOFYOUROWNPRODUCTS!SWELLASREADINGTHE RELEVANTPRODUCTLITERATURE ITISALSOHELPFULTOSTUDYYOUR PRODUCTSFROMTHEUSERSPOINTOFVIEW)FITISFEASIBLETOTRY THEPRODUCTSYOURSELF THENYOUWILLBEABLETOENSURETHAT YOUARETOTALLYFAMILIARWITHTHEIRFEATURESANDOPERATION !FTERALL SOMEONEWHOSELLSSOFTWAREFORPERSONAL COMPUTERSSHOULDALSOBEACONlDENTUSEROFTHATSOFTWARE TOBEABLETOADVISECUSTOMERSONANYPRACTICALISSUESAND QUESTIONSTHEYMAYHAVE2EMEMBER THOUGH THATYOUARE SELLINGNOTTHEFEATURESOFTHEPRODUCTBUTTHEBENElTS THEYBRINGTOYOURCUSTOMERS

2ELATE0RODUCTSTOA-ARKET )TISIMPORTANTTOIDENTIFYTHElTBETWEENYOURPRODUCTS ANDTHEIRPOTENTIALMARKETS"EARINMINDTHATAPRODUCTIS AUSEFULPARTOFYOURPORTFOLIOONLYIFYOUCANIDENTIFYA MARKETFORITWHILETHEONLY MARKETSWORTHPROSPECTINGARE THOSEFORWHICHYOUHAVEA 4HINKOFYOUR SUITABLEPRODUCT!RESTAURANTTHAT PRODUCTS ISSURROUNDEDBYOFlCESANDNEARA SOLELYINTERMS HIGH ENDRESIDENTIALSUBDIVISION OFCUSTOMER FOREXAMPLE HASATLEASTTWO DISTINCTMARKETS4HEFOODITOFFERS BENElTS ATLUNCHTIMESHOULDBEAPPROPRIATE FORBUSYOFlCESTAFFWHOWANTTO EATWITHTHEIRCOLLEAGUESANDGETBACKTOWORK4HEFOODIT SELLSINTHEEVENINGSHOULDBEAPPROPRIATEFORPEOPLEWHO WANTTOENJOYALEISURELYDINNERWITHFAMILYANDFRIENDS)F THERESTAURANTTRIESTOSELLTHESAMEFOODORMAINTAINTHE SAMELEVELOFSERVICETHROUGHOUTTHEDAY ITMAYlNDITSELF WITHOUTAPRODUCTMARKETlT

4)0 %XPLORETHEBENElTSANDSHORTCOMINGSOFYOUR COMPETITORSPRODUCTSASWELLASYOUROWN

 & ) . $ 9/ 5 2 #5 3 4 / - % 2 3

US_026_033_Selling.indd 28 28_ED248_CMYK_ 28

13/7/06 pm 20/3/064:21:27 14:54:41

'ROUP0RODUCTSAND3ERVICES !SIMPLEPRODUCTMARKETMATRIXWILLHELPYOUTOMATCH YOURPRODUCTSORSERVICESWITHTHEIRMOSTSUITABLEMARKETS ANDPRIORITIZETHETIMEYOUSPENDPROSPECTING $RAWUPAMATRIXWITHYOURPRODUCTSDOWNONESIDEANDTHE TARGETMARKETSALONGTHETOP4HISWILLHELPYOUTOCLARIFYTHElT BETWEENEACHPRODUCTANDITSPOTENTIALCONSUMERS)TWILLALSO HELPYOUTODECIDEHOWMUCHTIMEANDEFFORTYOUSHOULDINVEST INPROSPECTINGTHEDIFFERENTAREAS

’)FYOUOFFERMANYDIFFERENTPRODUCTSORSERVICES YOUMAYNEED TOSORTTHEMINTOGROUPS#HOOSECRITERIATHATSEEM APPROPRIATETOTHEMARKETS SUCHASPRICE ORWHETHERSERVICE PROVISIONISEASYORCOMPLEX ’3ORTTARGETMARKETSINTOGROUPSDEPENDINGONTHERELEVANT PRODUCTCRITERIAˆINTOLARGEORSMALLORGANIZATIONS FOR EXAMPLE ORINTOLUNCHTIMEANDEVENINGTRADE ’2ECOGNIZETHATMARKETSCHANGEANDREVISITTHEPROSPECTING MATRIXFROMTIMETOTIMETOMAKESUREITISSTILLAPPROPRIATE #HANGETHELEVELOFACTIVITYWHERENECESSARY ANDDISCIPLINE YOURSELFTOWORKACCORDINGTOTHISLOGICALPLAN

0RODUCT-ARKET'ROUPINGS -ARKET

-ARKET

-ARKET

0RODUCT (IGHPROSPECTING ACTIVITY

,OWPROSPECTING ACTIVITY

-EDIUMPROSPECTING ACTIVITY

0RODUCT .OTAPPLICABLE

,OWPROSPECTING ACTIVITY

-EDIUMPROSPECTING ACTIVITY

0RODUCT (IGHPROSPECTING ACTIVITY

.OTAPPLICABLE

(IGHPROSPECTING ACTIVITY

0RODUCT ,OWPROSPECTING ACTIVITY

(IGHPROSPECTING ACTIVITY

(IGHPROSPECTING ACTIVITY

US_026_033_Selling.indd 29 29_ED248_CMYK_ 29

+ . / 79/ 5 2- ! 2 + % 4 

13/7/06 pm 20/3/064:21:37 14:54:42

4HE3ALES&ORECAST !NACCURATESALESFORECASTISANESSENTIALPLANNINGTOOLIN ANYORGANIZATION)TISUSEDASTHEBASISFORMANYOTHER PROJECTIONS SUCHASPRODUCTIONANDDISTRIBUTIONPLANS

3ET4ARGETS 7HATEVERPRODUCTORSERVICEYOUARETRYINGTOSELL AGOOD SALESFORECASTWILLHELPYOUTOPLANFORTHEFUTURE3ALES FORECASTINGBEGINSWITHYOURSALESTARGET9OURMANAGER MAYHAVESETALEVELOFBUSINESSFORYOUTOACHIEVEDURING THElNANCIALYEAR9OUMAYALSOBEASKEDTOACHIEVECERTAIN OTHERTARGETS SUCHASMONTHLYORQUARTERLYONES ASWELLAS SALESTONEWCUSTOMERS!LTERNATIVELY YOUMAYHAVE TARGETSTHATYOUHAVESETYOURSELF%XPECTTHESETARGETSTO BEDEMANDINGINTODAYSCOMPETITIVEWORLD"YCOMPARING THESETARGETSTOYOURFORECASTSALES YOUWILLGETACLEARER SENSEOFWHETHERTHETARGETSAREREALISTIC ANDWHETHEROR NOTYOUARECURRENTLYONTRACK"REAKDOWNYOURTARGET INTOAPPROPRIATESECTIONSSOTHATYOUCANMEASUREYOUR PROGRESSASTHEYEARPROCEEDSˆITCANBEDIFlCULTTOCATCH UPIFYOUFALLBEHINDSIGNIlCANTLY

-AKEA&ORECAST 4HEPRECISEFORMATOFYOURSALESFORECASTISLIKELYTOVARY DEPENDINGONHOWMANYPRODUCTSORSERVICESYOUOFFER (OWEVER ITWILLPROBABLYCOMPRISEASPREADSHEET WHERE THEESTIMATEDNUMBEROFSALESFORDIFFERENTPRODUCTS AREBROKENDOWNOVERTHECOURSEOFTHEMONTHORYEAR TOGETHERWITHTHEPROJECTEDVALUEOFTHESESALES!GOOD WAYTOREACHAREALISTIClGUREISTOEVALUATEYOURCHANCES OFMAKINGEACHSALEINTERMSOFAPERCENTAGElGURE 2EMEMBERTHATTHEFORECASTDOESNOTNEEDTOBEHIGHLY DETAILEDORPERCENTACCURATEˆITISANEDUCATEDGUESS RATHERTHANANEXACTCALCULATION

4)0 %VENWHENPROSPECTINGFORNEWCUSTOMERS

ALWAYSSETASIDETIMETOTAKECAREOFEXISTINGCLIENTS

 & ) . $ 9/ 5 2 #5 3 4 / - % 2 3

US_026_033_Selling.indd 32 32_ED248_CMYK_ 32

13/7/06 pm 20/3/064:22:09 14:54:45

4HE&ORECASTING3YSTEM 4HISSYSTEMENSURESTHATYOUAREMAKINGTHEBESTUSEOF YOURTIMEANDHAVEAREALISTICPICTUREOFEXPECTEDSALES 4HINKABOUTACURRENTSALESCAMPAIGNANDASKYOURSELFh7HATARE THECHANCESTHATTHISCUSTOMERORPROSPECTWILLPLACEANORDERFOR THISVALUEOFSALESREVENUEv-AKESUREYOURESPONDHONESTLY

’)FACUSTOMERHASALREADYPLACEDANORDER THEREISAPER CENTCHANCEFACTORYOUWILLRECEIVETHATVALUEOFSALESREVENUE ’ )FYOUHAVEALETTEROFINTENTSUBJECTTOCONTRACT THELIKELYSALES REVENUEHASACHANCEFACTOROFPERCENT ’ )FTHEPROSPECTISGOINGTOPLACETHEORDERWITHEITHERYOUORA COMPETITOR SCORETHEPOTENTIALSALESREVENUEATPERCENT ’)NALLOTHERINSTANCESWHERETHEREISAREALCHANCETHEPROSPECT WILLPLACEANORDERFORTHATVALUEOFREVENUE ITISPERCENT ’)FYOUDONOTHAVEENOUGHINFORMATIONTOCALCULATETHE LIKELIHOODOFANORDER KEEPTHEMONTHELISTBUTGIVETHE POTENTIALSALESREVENUEAPERCENTCHANCEFACTOR )NANEWTERRITORY YOUMAYSTARTWITHONLYPERCENTCHANCEFACTORS

%XAMPLEOFA3ALES&ORECAST  CHANCE FACTOR

 CHANCE FACTOR

 CHANCE FACTOR

 CHANCE FACTOR

 CHANCE FACTOR

0ROSPECT  

 

 

 

 

0ROSPECT



 

 

 

0OTENTIAL SALESTOTALS  

 

 

 

 

&ACTOR









 

 

 



3ALES REVENUE



,IKELYSALES TOTALS   &ORECAST TOTAL

 

4ARGET

 

3HORTFALL

 

US_026_033_Selling.indd 33 33_ED248_CMYK_ 33

4 ( %3 ! , % 3& / 2 % # ! 3 4 

13/7/06 pm 20/3/064:22:16 14:54:46

&IND9OUR0ROSPECTS !PROSPECTIVECUSTOMER ORPROSPECT ISAPERSONORAN ORGANIZATIONTHATHASEXPRESSEDANINTERESTINYOUR PRODUCTORSERVICE4HEMOREPROSPECTSYOUCANlND THEMORESALESYOUARELIKELYTOMAKE

#REATE)NTEREST %NCOURAGEPROSPECTSTOlNDYOUBYDRAWINGATTENTIONTO YOURPRODUCTORSERVICE4OCREATEINTERESTINARETAILOUTLET ENSURETHATBOTHTHEPREMISESANDTHEWINDOWDISPLAYARE ASATTRACTIVEASPOSSIBLE!LSOCONSIDERHANDINGOUTLEAmETS INTHESTREET)NBUSINESS TO BUSINESSSELLING USEADVERTISING ANDPROMOTIONSINTHEAPPROPRIATETRADEPRESS,OOKFOR OPPORTUNITIESTOSUPPLYSTORIESTOLOCALANDNATIONALMEDIA 7HATEVERTECHNIQUEYOUUSE MAKESUREITISEASYFORA PROSPECTTOCONTACTYOU)FYOUUSEDIRECTMAIL FOR EXAMPLE ALWAYSINCLUDEAREPLY PAIDFORM

#!3%STUDY5NDERSTANDING0ROSPECTS !DRIAN APLASTICSSALESMAN WANTEDTOCREATEINTERESTINA NEWMETHODOFPRODUCTION(E SENTENGINEERMANAGERSINHIS TARGETORGANIZATIONSAMAILINGTHAT INCLUDED ASAPROMOTIONALNOVELTY AMODELCARKITBASEDONTHENEW PROCESS"YGETTINGTHEENGINEERS TOBUILDTHEMODEL HEHOPEDTHAT THEYWOULDTHENCONTACTHIMFOR FURTHERINFORMATIONONTHEPROCESS 4HERESULTSWEREDISAPPOINTINGAND FEWPROSPECTSGOTINTOUCH!DRIAN TALKEDTOHISHEADENGINEER WHO SUGGESTEDHESENDTHEMODELWITHA PIECEMISSING4HISRESULTEDINMANY CALLSPOINTINGOUTTHEPROBLEMAND ASKINGFORTHEMISSINGPIECE!DRIAN

AGREEDTODELIVERITATAMEETING AND ASARESULT SOONlLLEDHIS PLANNERWITHPROSPECTCALLS s!DRIANSHEADENGINEERHADA GOODUNDERSTANDINGOFTHETYPE OFPEOPLE!DRIANWASTARGETING (EREALIZEDTHATTHEENGINEERS WEREPROBABLYBUILDINGTHE MODELSBUTLACKEDANYSPECIlC INDUCEMENTTORESPOND#RUCIALLY HEALSOREALIZEDTHATMOST ENGINEERSWOULDBEUNABLETO RESISTCALLINGTOPOINTOUTAFAULT s!DRIANLEARNEDTOANALYZETHE TYPEOFPERSONHISMAILINGSWERE AIMEDATANDBUILTTHISKNOWLEDGE INTOHISFUTURECAMPAIGNS

 & ) . $ 9/ 5 2 #5 3 4 / - % 2 3

34_ED248_US 34 34 34_ED248_CMYK_

13/7/06 pm 20/3/064:05:59 14:54:51



THINK

3-!24 7HENYOUSTARTMAKINGLIVESALESCALLS CONTACTlRST THEPROSPECTSTHATYOUFEELARELEASTLIKELYTOBUY YOURPRODUCT*UMPINGINATTHEDEEPENDINTHIS WAYCANPROVIDEINVALUABLEEXPERIENCE )TISTEMPTINGTOSTARTTELEPHONEPROSPECTINGWITHYOURMOST LIKELYPROSPECTS BUTTHEREISABETTERAPPROACH)FYOUlRST TELEPHONETHOSESUSPECTSWHOMYOUBELIEVEAREUNLIKELYTO BECOMECUSTOMERS YOUWILLBEABLETOUSETHOSECALLSTOWORK OUTWHATTOSAYANDHOWTOREACTTOPROBLEMS/NCEYOUHAVE MASTEREDTHETECHNIQUE TURNTOYOURBESTPROSPECTS

)DENTIFY3USPECTS !SUSPECTISAPERSONORORGANIZATIONTHATYOUBELIEVEHAS THEPOTENTIALTOBECOMEAPROSPECT9OUWILLNEEDTOBUILD UPLISTSOFTHESESUSPECTSIFYOUAREGOINGTOCREATEASOLID PLATFORMFORYOURSELLINGACTIVITIES!SANEXAMPLE SUPPOSE THATYOUAREPLANNINGTOSELLARANGEOFEDUCATIONALTOYS FORPRESCHOOLCHILDREN s &IRST THINKABOUTTHETYPESOFPEOPLEORORGANIZATIONS THATTHETOYSWOULDAPPEALTOINTHISCASE YOURSUSPECTS ARELIKELYTOBEDAYCARECENTERSANDBABYSITTERS s .EXT PUTTOGETHERALISTOFPOTENTIALCONTACTSFROMLOCAL BUSINESSDIRECTORIESANDTHEINTERNET4OMAKEYOURSALES APPROACHASPERSONALASPOSSIBLE TRYTOlNDOUTTHE NAMEOFTHESENIORMANAGER)FTHEMANAGERSNAMEDOES NOTAPPEARINARELEVANTPUBLICATIONORONTHEBUSINESSS WEBSITE YOUMAYHAVETOCALLTOlNDOUT s &INALLY GROUPYOURLISTSOFSUSPECTSBOTHBYPRODUCT ANDBYTYPEOFMARKET4HISHELPSYOUTOBEGINTHE IMPORTANTPROCESSOFEVALUATINGWHICHTYPEOFSUSPECTIS MOSTLIKELYTOBECOMEAPROSPECT-AKESUREYOUKEEP THOROUGHNOTESOFALLTHECONTACTSYOUMAKEONTHE LISTˆYOUWILLNEEDTHEMFORFUTUREUSEANDANALYSIS

35_ED248_US 35 35 35_ED248_CMYK_

& ) . $9/ 5 20 2 / 3 0 % # 4 3 

13/7/06 pm 20/3/064:06:00 14:54:52

-AKE#ONTACT 7HETHERYOUMAKEINITIALCONTACTBYTELEPHONE ORBYOTHER METHODSSUCHASDIRECTMAILOREMAIL CONSIDERWHICHONE WOULDBEMOSTTIME EFFECTIVE/NEOFYOURBESTSUSPECT GROUPSISOTHERPEOPLEWORKINGINORGANIZATIONSWHEREYOU ALREADYHAVEEXISTINGCUSTOMERS!SKIFYOUCANUSETHEIR NAMEASAREFERENCEˆITCANBEEFFECTIVETOSTARTA PROSPECTINGCALLBYMENTIONINGTHENAMEOFASATISlED CUSTOMERWHOMYOURSUSPECTALREADYKNOWS

5SINGTHE4ELEPHONE 4ELEPHONEPROSPECTINGISANIMPORTANTSELLINGSKILL0HONE CONVERSATIONSAREGENERALLYEASIERTOCONTROLTHANFACE TO FACEMEETINGSBECAUSETHEYTENDTOBEBRIEFERANDMORE BUSINESSLIKE4OENSURETHE 0HONE3ALES7ORKFROMASCRIPTTO RIGHTOUTCOME HOWEVER IT AVOIDGETTINGSIDETRACKED ANDMAKEA ISVITALTOBECLEAR CONCISE CONSCIOUSEFFORTTOSMILEˆPUTAMIRROR ANDKNOWEXACTLYWHATYOU ONYOURDESKTOCHECK IFNECESSARY! WANTTOACHIEVE SMILINGFACEENCOURAGESAFRIENDLYTONE

36_ED248_US 36 36 36_ED248_CMYK_

13/7/06 pm 20/3/064:06:00 14:54:53

t

4%#(.)15%3 TOPRACTICE

0ERFORMEDCORRECTLY PHONE PROSPECTINGISANEFlCIENT WAYTOREACHPROSPECTS 9OUCANDEVELOPYOURTECHNIQUE THROUGHROLE PLAY!SKCOLLEAGUES ORFRIENDSTOACTASPROSPECTS3IT INDIFFERENTROOMS ANDGETTHEM TOVARYWHOANSWERSTHEPHONE ANDHOWTHEYREACT4HISHELPS YOUTOLEARNHOWTOREACTTOTHE PROSPECTSINITIALRESPONSE

s7RITEDOWNINADVANCETHE TOPICSTHATYOUWANTTOCOVER s3PEAKSLOWLYANDCLEARLYTO PREVENTMISUNDERSTANDINGS s!SKPEOPLETOREPEATNUMBERS ANDOTHERKEYDETAILS THEN REPEATTHESEBACKTOTHEMTO DOUBLE CHECKFORACCURACY s2ECORDTHECALLSSOTHATYOU CANLISTENTOTHEMANDGET FEEDBACKFROMYOURMANAGER

7HENYOUMAKEYOURlRSTDIRECTCONTACTWITHASUSPECTON THETELEPHONE ENSURETHATYOUHAVEACLEAROBJECTIVEIN MIND9OUHAVETOCREATEINTERESTINYOURPRODUCT OFCOURSE BUTYOUMUSTALSOBESUREOFWHATYOUWANTTOHAPPEN NEXT9OUMAYWANTTOCREATEENOUGHINTERESTINONE TELEPHONECALLTOASKFORAMEETINGWITHTHESUSPECTOR YOUMAYLIMITYOUROBJECTIVETOAGREEINGTOSENDOVERSOME SALESLITERATURE&OLLOWTHATUPWITHANOTHERCALL s 3TARTBYGREETINGTHESUSPECTBYNAMEANDTHEN INTRODUCEYOURSELFANDYOURORGANIZATION s )FNECESSARY ASKAQUESTIONABOUTTHECURRENTSITUATION TOCHECKTHATTHEPERSONCOULDBECOMEAPROSPECT 4HENINTRODUCEONEMAJORBENElTOFYOURPRODUCT s )FTHEPERSONSHOWSANINTERESTINACHIEVINGTHATBENElT ASKFORAGREEMENTTOPROCEEDTOTHENEXTSTAGE s 4AKENOTESOFWHATISBEINGSAIDSOTHATYOUCAN SUMMARIZETHEPROGRESSTHATYOUHAVEMADE ANDANY AGREEMENTSYOUHAVECOMETO ATTHEENDOFTHECALL

4)0 %NDEAVORTOPAYROUGHLYEQUALATTENTIONTO NEWANDEXISTINGCUSTOMERS

37_ED248_US 37 37 37_ED248_CMYK_

& ) . $9/ 5 20 2 / 3 0 % # 4 3 

13/7/06 pm 20/3/064:06:01 14:54:54

%FFECTIVE$IRECT-AIL .%'!4)6%)-0!#4

()'()-0!#4

!DDRESSINGEACHMAILINGTOA NAMEDPERSON L0ILOT TESTINGSUSPECTGROUPINGS L#HANGINGMAILINGLISTSREGULARLY L&OLLOWINGUPONMAILINGWITHA TELEPHONECALL L

3 ENDINGMAILWITHOUTCHECKINGIF THESUSPECTNAMEISCORRECT L3ENDINGBADLYTARGETEDMAILINGS L5SINGANOUT OF DATEMAILINGLIST L-AKINGITDIFlCULTFORSUSPECTSTO GETINCONTACTWITHYOU L

3END/UT$IRECT-AIL $IRECTMAILCANBEAHIGHLYEFFECTIVEANDTIME EFlCIENTWAY TOlNDNEWPROSPECTS PUBLICIZEYOURPRODUCTS OREVENSELL YOURPRODUCTSDIRECTLY(OWEVER MASSMAILINGSTHATFAILTO REACHSUITABLEPROSPECTSORARETHROWNSTRAIGHTINTHE WASTEBASKETASJUNKMAILAREAWASTEOFRESOURCES4RYTO ENSURETHATYOURMAILGOESOUTTOPEOPLEWHERETHEREISA STRONGPOSSIBILITYOFAPOSITIVERESPONSE ANDMAKESUREYOU ADDRESSTHEMTOASPECIlCPERSON&ORMERCUSTOMERSAND PEOPLEWHOHAVEINQUIREDABOUTYOURPRODUCTSINTHEPAST AREAGOODPLACETOSTARTˆEXISTINGCUSTOMERSAREFARMORE LIKELYTORESPONDTOMAILINGSTHANCOLDPROSPECTS)FYOU NEEDTOlNDNEWPROSPECTS CONSIDERRENTINGASUITABLE MAILINGLISTFROMAPROFESSIONALBROKERˆTHISWAYYOUWILL BEABLETOSPECIFYAPARTICULARCUSTOMERPROlLE

0OSSIBLE)TEMSTO)NCLUDEIN$IRECT-AIL )4%-

!$6!.4!'%3/&).#,5$).')4%-

#OVERLETTER

#ANCLEARLYINTRODUCEMAINSALESPOINTS

&LYER

-OREVISUALANDCOLORFULTHANASTANDARDCOVERLETTER

0ROMOTIONAL$6$

0EOPLEAREALWAYSCURIOUSANDMAYPLAYIT

0RODUCTSAMPLE

!LLOWSTHEPROSPECTTOTRYOUTTHEPRODUCT

&REEGIFT

#REATESIMPACTANINCENTIVETOOPENTHEMAIL

-ONEY OFFCOUPON

/FFERSANINCENTIVETOBUYTHEPRODUCT

/RDERFORM

)FAPPROPRIATE CANCLOSETHESALE

 & ) . $ 9/ 5 2 #5 3 4 / - % 2 3

38_ED248_US 38 38 38_ED248_CMYK_

13/7/06 pm 20/3/064:06:02 14:54:54

0ERFECT9OUR-AILINGS 4ODEVELOPTHEPERFECTMAILING YOULLNEEDTOEXPERIMENT 3ENDOUTALIMITEDNUMBERONAWEEKLYBASISANDKEEPA CAREFULRECORDOFTHERESULTS#HANGEJUSTONEELEMENTOF THEMAILINGATATIMESOTHATYOUCANANALYZEWHATWORKS BEST%XPERIMENTWITHDIFFERENTLISTSTOlNDTHEONEWITH THEHIGHESTNUMBEROFREPLIES ORTHEHIGHESTPROPORTION OFREPLIESTHATBECAMECUSTOMERS3PENDTIMEONYOUR OPENINGLINEANDONTHEBENElTSYOURCUSTOMERSWILLGAIN FROMBUYINGYOURPRODUCTS7HENYOUHAVECOMPLETEDTHE lRSTDRAFT REVISITITFROMTHECUSTOMERSPOINTOFVIEW s$OESTHEMAILINGMAKEYOUEXCITEDABOUTTHEPRODUCT s$OYOUUNDERSTANDWHATTHEPRODUCTWILLDOFORYOU s$OESITSAYEXACTLYWHATYOUHAVETODOTOPROCEED

-AKE9OUR&LYER7ORK

39_ED248_US 39 39 39_ED248_CMYK_

&%$507)4((!6).'4/ 45.%9/52'5)4!2 /URREVOLUTIONARYNEWRANGEOFGUITARSTUNE THEMSELVES.OFUSS NOBOTHER3IMPLY CHOOSETHECHORDPATTERNREQUIREDFROMTHE INTERNALMEMORYANDWALKAWAYˆYOUDONT EVENNEEDTOSTRUMTHESTRINGS

4HENEWSELF TUNINGELECTRICGUITAR 0LEASESENDMEACOPYOFYOURBROCHURE .AME !DDRESS 4ELEPHONE % MAIL -AILTO!"#'UITARS 0/"OX !NYTOWN /(  ##

(EADLINE-OSTPEOPLE SIMPLYSCANTHEHEADLINE ANDSTOPREADING SOUSE ITTOPOSEAQUESTIONTO ENCOURAGETHERECIPIENT TOCONTINUEREADING "ODYCOPY4HISSHOULD PRESENTACLEAR DIRECT PROPOSITIONˆAVOID MAKINGIDEASTOOCOMPLEX ORTRYINGTOSAYTOOMUCH 0HOTOGRAPH4HISISTHE lRSTELEMENTREADERSLOOK AT SOUSEITTOPROMOTE THEPRODUCTANDENCOURAGE RECIPIENTSTOREADFURTHER #OUPON)NCLUDEAREPLY DEVICESOTHATREADERSCAN PLACEANORDERORREQUEST MOREINFORMATION#ODE YOURCOUPONSOTHATYOU KNOWWHICHMAILINGS PRODUCETHEBESTRESPONSE

& ) . $9/ 5 20 2 / 3 0 % # 4 3 

13/7/06 pm 20/3/064:06:02 14:54:56

3UMMARY4ARGETING0ROSPECTS &INDINGPROSPECTIVECUSTOMERSISAKEYACTIVITYTHATLIESAT THEHEARTOFSELLING4HEMOREPROSPECTSYOUCANlNDˆTHE MOREPEOPLEWHOHAVEEXPRESSEDINTERESTINYOURPRODUCT ORSERVICEˆTHEBETTERCHANCEYOUHAVEOFINCREASINGYOUR SALES4HISSUMMARYENCAPSULATESHOWYOUCANGOABOUT lNDINGTHEM ANDHOWTOGETPROSPECTSTOCOMETOYOU

0LANOF!CTION



)DENTIFYYOUR PRODUCTMARKETlT

+NOW9OUR-ARKET



#REATEINTEREST INYOURPRODUCT

0ROMOTE9OUR0RODUCT

)DENTIFYYOUR PRODUCTBENElTS

#REATEINTERESTBY ADVERTISINGAND RUNNINGPROMOTIONS

2ESEARCHYOUR POTENTIALMARKETS

%NSURETHATYOUINCLUDE CLEARCONTACTDETAILS ORANORDERFORM

)DENTIFYTHElTBETWEEN YOURPRODUCTBENElTSAND THEIRPOTENTIALMARKETS

%NSURETHATSYSTEMS AREINPLACETO HANDLETHERESPONSE

 & ) . $ 9/ 5 2 #5 3 4 / - % 2 3

US_40-41_Selling.indd 40 I[bb_d]IIff*&#*'U9$_dZZ*&

13/7/06 4:20:21 pm '&%*%&,+0'+0)*fc







)DENTIFYYOUR TARGETPROSPECTS

-AKECONTACT

4ARGET9OUR0ROSPECTS

US_40-41_Selling.indd 41 I[bb_d]IIff*&#*'U9$_dZZ*'

"UILDALISTOFPOTENTIAL PROSPECTSˆORSEVERAL LISTSGROUPEDBYPRODUCT

$OYOUKNOWEACH CONTACTSNAME

./

#HECKNAMESINRELEVANT PUBLICATIONS DIRECTORIES ORONTHE)NTERNET

9%3 #HOOSETHEMOST APPROPRIATEFORMOF CONTACTTELEPHONE EMAIL ORDIRECTMAIL

)DENTIFYYOUROBJECTIVE FORINITIALCONTACT

3 5 - - ! 294! 2 ' % 4 ) . '0 2 / 3 0 % # 4 3 

13/7/06 4:20:29 pm '&%*%&,+0'+0**fc

$EVELOP9OUR3ALES0IPELINE 4HEBIGGESTWASTEOFASALESPERSONSTIMEISTIMETHATIS SPENTWITHPROSPECTSWHOFAILTOTURNINTOCUSTOMERS !PROPERLYDEVELOPEDSALESPIPELINEWILLENSURETHAT YOUHAVEENOUGHPROSPECTSTOMAKEYOURSALESTARGETS

,EARN&ROM(ISTORY 7HENYOUAREACTIVELYTALKINGTOAPROSPECT YOUARE CONDUCTINGASALESCAMPAIGN.OTALLCAMPAIGNSWILLRESULT INlRMORDERS SINCETHECUSTOMERMAYDECIDENOTTOBUY ORTOBUYFROMACOMPETITOR!SARESULT YOULLNEEDMANY MOREPROSPECTSTHANTHEACTUALSALESYOUREQUIRETOACHIEVE YOUROBJECTIVES!TSOMEPOINTINTHECAMPAIGNˆPROVIDED YOUTHINKTHEREISAREALCHANCEOFMAKINGASALEˆYOUWILL NEEDTOPRESENTAPROPOSALORAQUOTATION!IMFORAHIGH PERCENTAGEOFPROPOSALSTOBECOMEORDERS"UTAGAIN IN SOMECASES THEPROSPECTMAYNOTGOAHEADWITHYOUR PROPOSAL SOYOUSHOULDMAKEMOREPROPOSALSTHANYOU REQUIRESALES+EEPGOODRECORDSOFYOURPROSPECTINGAND SELLINGACTIVITYANDWORKOUTYOURhCONVERSIONRATEv

0ROSPECTn#USTOMER#ONVERSION2ATES &OREVERYORSO PROSPECTS YOUARE LIKELYTOIDENTIFY AROUNDFOR WHOMITISWORTH CONDUCTINGASALES CAMPAIGN



   4HE3ALES0IPELINE4HISSHOWSHOW MANYPROSPECTS CAMPAIGNS AND PROPOSALSYOUNEEDTOMAKEEACHSALE #OMPAREYOUROWNSALESPIPELINETO THEONESHOWNHERETOSEEWHETHER YOUHAVEANEFFECTIVECONVERSIONRATE





&OREVERYCAMPAIGNS EXPECTTOMAKEAROUND PROPOSALS &OREVERYPROPOSALS EXPECTAROUNDSALES



 & ) . $ 9/ 5 2 #5 3 4 / - % 2 3

US_042-043_Selling.indd 42 42_ED248_CMYK_ 42

13/7/06 pm 20/3/064:19:52 14:54:59

0LANTO)MPROVE

#USTOMERPROlLING)FYOUCANIDENTIFY

SPECIlCGROUPSAMONGYOURPROSPECTS !NALYZINGYOURSALES SUCHASMOREMATUREWOMEN WHOARE PIPELINESANDCONVERSION PARTICULARLYLIKELYTOBECOMECUSTOMERS RATESWILLHELPYOUTO YOUCANTARGETTHESEGROUPSRIGHTFROM IDENTIFYTHEWEAKPOINTSIN THESTARTOFTHESALESPROCESS YOURSALESPROCESS4RYTO LEARNMOREABOUTTHETYPESOFPROSPECTSWHOARELIKELYTO PROCEEDFROMBEINGINTERESTEDTODISCUSSINGTHEPOSSIBILITY OFBUYINGFROMYOU%XPERIMENTWITHDIFFERENTTACTICSIN SALESCAMPAIGNS ANDUSEONLYTHOSETHATGIVEYOUGREATEST SUCCESS0LAYAROUNDWITHTHEWORDINGOFPROPOSALSANDTHE WAYINWHICHYOUPRESENTTHEM ANDIDENTIFYWHICHONEIS THEMOSTSUCCESSFUL&INALLY USETHESALESPIPELINEANALYSIS TOlNDOUTHOWMANYPROSPECTSYOUNEEDTOMAKETHE REQUIREDNUMBEROFORDERSˆANDDISCIPLINEYOURSELFTODO ENOUGHPROSPECTINGTOKEEPYOURPIPELINEFULL

US_042-043_Selling.indd 43 43_ED248_CMYK_ 43

$ % 6 % ,/ 09/ 5 23 ! , % 30 ) 0 % , ) . % 

13/7/06 pm 20/3/064:20:05 14:55:00



-ANAGE 4HE3ALES 0ROCESS

)NORDERTOMAKEABUYINGDECISION PROSPECTIVE CUSTOMERSWORKTHROUGHASERIESOFSTEPS UNTILTHEYFEELREADYTOBUY EMOTIONALLYAND LOGICALLY4HEJOBOFTHESALESPERSONISTOHELP ANDGUIDETHEPROSPECTTHROUGHTHESESTEPS 4HISCHAPTERWILLSHOWYOUHOWTOGETA PROSPECTTOTHEPOINTOFBUYINGYOURPRODUCT 4OPICSCOVEREDINTHISCHAPTERINCLUDE s(OWTOPLANANDEXECUTESUCCESSFULSALES CALLSANDMEETINGS s(OWTOMAKESTRONG EFFECTIVEPROPOSALS s(OWTODISTINGUISHGOODPROSPECTSAND QUALIFYOUTTHOSEWHOARENTSUITABLE s(OWTOMANAGEEACHSTEPINTHESALES PROCESS FROMOPENINGTHESALETHROUGHTO NEGOTIATINGTERMSANDCLINCHINGTHEDEAL

44_ED248_US 44 44 44_ED248_CMYK_

13/7/06 pm 20/3/064:06:11 14:55:03



45_ED248_US 45 45 45_ED248_CMYK_

13/7/06 pm 20/3/064:06:12 14:55:05

$ElNETHE3ALES0ROCESS 4HELENGTHOFTIMEITTAKESTOCLOSEASALECANVARY CONSIDERABLY BUTWHATEVERTHELENGTHOFTIMEINVOLVED THESTEPSINTHEPROCESSREMAINESSENTIALLYTHESAME

3TARTTHE3ALES0ROCESS )NSOMECIRCUMSTANCES YOUMAYAIMTOCOMPLETETHESALE ATTHElRSTMEETINGINMORECOMPLEXSALES ITCANTAKE MUCHLONGERˆUPTOSIX MONTHSORMORE"UT 5NDERSTANDTHE3ALES0ROCESS HOWEVERLONGTHEPROCESS 0REPARE TAKES THEKEYTOASMOOTH 'ETALLTHEINFORMATIONABOUTTHE PROSPECTTHATYOUNEED ANDPLAN SALEISPREPARATION THEOPENINGCALL "EFOREMAKINGCONTACT WITHPARTICULARBUSINESS CUSTOMERS lNDOUTASMUCH /PENTHESALE ASYOUCANABOUTTHEM5SE 5NCOVERTHECUSTOMERSNEEDS ANDCRITERIA THEPEOPLEINVOLVED PUBLISHEDREPORTS RELEVANT ANDTHElNANCIALPOSITION REFERENCEBOOKS ANDTHE )NTERNETTOIDENTIFY s 4HEPRODUCTSTHEYSELLAND "UILDTHESALE THEMARKETSTHEYSELLIN $ECIDEONTHESALESSTRATEGY MEET THEKEYPEOPLE ANDPRESENTYOUR s 3ALESTURNOVERANDPROlT SOLUTION s 4HEIRMAINCOMPETITORS s "USINESSSTRUCTURE s 4HEKEYEXECUTIVES -AKEAPROPOSAL 4HISSHOULDGIVEUSEFULCLUES /UTLINEWHATTHEPROSPECTSHOULDBUY ASTOWHICHPRODUCTSMIGHT THEBENElTS TERMSANDCONDITIONS BENElTTHEMANDWHAT QUESTIONSYOUNEEDTOASK YOURPROSPECTSWHENYOU #LOSETHESALE MEETTHEMTOUNCOVERTHEIR (ANDLEOBJECTIONSANDTAKE NEEDSANDREQUIREMENTS THEORDER

 

 

i

w

%VERYSALEHASlVEPOTENTIALOBSTACLESNONEED NO MONEY NOHURRY NODESIRE NOTRUST:IG:AGLAR

 - ! . !' % 4 ( % 3 ! , % 30 2 / #% 3 3

46_ED248_US 46 46 46_ED248_CMYK_

13/7/06 pm 20/3/064:06:17 14:55:09

!SYOUGOTHROUGHTHESALESPROCESS MEASUREYOURONGOING PERFORMANCEBYGIVINGEACHKEYAREASAPERCENTAGESCORE ANDRECORDINGYOURPROGRESSONASUMMARYSHEET #ONTINUETOUPDATETHISSHEETASYOUMOVETHROUGHTHESALES PROCESS7HENALLITEMSSCOREATORNEARPERCENT THE CUSTOMERWILLBEREADYTOBUY+EYAREASTOCONSIDERARE

’#USTOMERNEED4HEIMPACTANDURGENCYOFTHEREQUIREMENT ’&INANCES4HISRECORDSWHETHERTHECUSTOMERCANJUSTIFYTHE PURCHASEANDHASTHEMONEYAVAILABLETOBUYIT

’+EYPEOPLE(OWEASYITISTOMEETALLTHEKEYPEOPLE ’4IMESCALE7HENTHECUSTOMERISLIKELYTOBUY ’3OLUTION(OWWELLTHEPRODUCTMEETSTHECUSTOMERSNEED ’"ASISOFDECISION(OWWELLTHESALESPERSONCANMEETTHE CUSTOMERSBUYINGCRITERIA

’0RACTICALITY7ITHCOMPLEXPRODUCTS HOWPRACTICALITWILLBE FORTHECUSTOMERTOIMPLEMENTYOURSOLUTION ’ #OMPETITIVEPOSITION7HETHERYOUCANPERSUADETHECUSTOMER NOTONLYTOBUY BUTTOBUYFROMYOURATHERTHANANYONEELSE

0OSITION3UMMARY

#USTOMERNEED

#OMPETITIVE POSITION

&INANCES 0OORˆNEEDS MOREWORK

s

w

3UMMARIZE9OUR0OSITION









%XCELLENTˆNO FURTHERACTION REQUIRED

+EY PEOPLE 

0RACTICALITY

s "ASISOF DECISION

4IMESCALE 3OLUTION

2ADAR$IAGRAM9OUMAYlNDITHELPFULTORECORDTHERESULTSVISUALLY SOYOUCAN SPOTANYPATTERNSANDCANCLEARLYSEEWHICHAREASNEEDFURTHERWORK

47_ED248_US 47 &*,U&*/U:[\IWb[iFhe$_dZZ*-

$ % & ) . %4 ( %3 ! , % 30 2 / #% 3 3 

13/7/06 4:06:18 pm (-%)%&,''0++0&*Wc

0LANTHE)NITIAL3ALES#ALL )NTHERELATIONSHIPBETWEENSALESPERSONANDPROSPECT MOSTOFTHEPOWERLIESWITHTHEPROSPECTˆAFTERALL THEY CANDECIDEWHETHERORNOTTOBUY9OUCANMODERATETHIS ADVANTAGEINONECRUCIALWAYBYBEINGBETTERPREPARED

3ET/BJECTIVES 4HElRSTITEMTOPREPAREINACALLORMEETINGPLANISYOUR OBJECTIVE4HISDESCRIBESTHESITUATIONYOUWANTTOBEINBY THEENDOFTHEMEETING3OMETIMESYOUROBJECTIVEWILLBE TOMAKEABIGSTEPFORWARDˆSUCHAS INAlRSTCALL TO GETTHEPROSPECTTOAGREETHATYOUCANPRESENTAWRITTEN PROPOSAL3OMETIMESTHEYMAYBELESSFAR REACHING SUCHAS GETTINGTHEPROSPECTTOAGREETOYOURMEETINGANOTHERSENIOR EXECUTIVETODISCUSSTHEISSUES)NALLCASES THEYMUSTBE MEASURABLEˆEXPRESSEDINAWAYTHATLEAVESNODOUBTASTO WHETHERYOUHAVEACHIEVEDTHEM-AKEYOUROBJECTIVESAS

3ALES #ALL-EETING0LAN #ALLOBJECTIVES 7HATAREYOURMEASURABLEOBJECTIVESFORTHISCALL /RGANIZATION #ONTACTANDPOSITION /RGANIZATIONNAME .AMEANDPOSITIONOFCONTACT 7HOAREYOUMEETINGANDWHAT ISTHEJOBTITLE /PENINGSTATEMENT 7HATWORDSWILLYOUUSETOTURNTHEMEETINGTOTHEBUSINESSISSUE



0OSSIBLEOBJECTIONS 7HATREASONSMIGHTTHECUSTOMER HAVETHATWOULDSTOPYOUFROM ACHIEVINGYOUROBJECTIVES

#OUNTERS (OWWILLYOUANSWER THOSEOBJECTIONS

3ALESAIDS 7HATSALESAIDSWILLYOUTAKEIN BROCHURE LAPTOP SLIDEPRESENTATION INDEPENDENTARTICLESSUCHAS NEWSPAPERREPORTS

#USTOMERREFERENCE 7HATSATISlEDCUSTOMERCOULD YOUUSEASAREFERENCETHATYOUR PROSPECTMIGHTCONTACT

3ALES#ALL0LAN-AKESUREYOUAREWELLPREPAREDANDHAVEALLTHEESSENTIAL INFORMATIONATYOURlNGERTIPSBYWRITINGDOWNTHESTRUCTUREOFYOURCALLPLAN

 - ! . !' % 4 ( % 3 ! , % 30 2 / #% 3 3

48_ED248_US 48 48 48_ED248_CMYK_

13/7/06 pm 20/3/064:06:18 14:55:11

t

4%#(.)15%3 TOPRACTICE

s)FYOUFEELTHATYOUHAVEMADE 2OLE PLAYISANEXCELLENT AMISTAKE DONTJUSTSTART WAYFORYOUTOIMPROVE AGAINˆTRYTORECOVERFROMIT YOUROPENINGSTATEMENT INTHESAMEWAYTHATYOU !SKAFRIENDORCOLLEAGUETOACT WOULDIFITWEREAREALCALL ASTHECUSTOMER ANDPRACTICE SELLINGYOURSELFANDYOURSERVICES s!SKFORFEEDBACKONTHEWAY s0RACTICEHANDLINGOBJECTIONS THATYOUSUMMARIZEDAND 9OUWILLBEABLETOMAKEA CLOSEDTHECALL THENUSETHIS MORECONlDENTANDCONVINCING FEEDBACKTOROLE PLAYYOUR RESPONSEIFYOUHAVEPRACTICED OPENINGSTATEMENTAGAINSO ITBEFORETHEACTUALMEETING THATYOUCANPERFECTIT

FAR REACHINGASPOSSIBLE BUTALSOREALISTICˆDONOTEXPECT FOREXAMPLE TOCONVINCESOMEONETOMAKEALARGECAPITAL INVESTMENTINJUSTONEMEETING

0LAN/PENINGS *USTASTHElRSTIMPRESSIONYOUMAKEONAPROSPECTIS IMPORTANT SOISTHEWAYYOUTURNTHEMEETINGFROMNORMAL DAY TO DAYCONVERSATIONTOTHEBUSINESSINHAND2EHEARSE THISTHOROUGHLYSOTHATYOUAPPEARCONlDENTANDSUREOF YOURDIRECTION!NYHESITATIONHERETENDSTOHANDCONTROL TOTHEPROSPECT9OUROPENINGWILLEXPLAINWHYYOUARE THEREINAWAYTHATGAINSTHEPROSPECTSRESPECT)FTHE MEETINGISONEOFASERIES THEBESTOPENINGMIGHTBETO SUMMARIZETHESITUATIONTODATEBEFORESUGGESTINGTHE BUSINESSOFTHISMEETING)NANOPENINGCALL YOUMIGHT REFERTHEPROSPECTTOTHEBENElTSTHATACUSTOMERHASHAD FROMYOURPRODUCTSANDSERVICES!LWAYSlNISHYOUR OPENINGWITHANOPENQUESTIONTOGETTHEPERSONTALKING

4)0 4AKEBACKCONTROLOFACALLBYSUMMARIZINGTHE MEETINGSOFARANDASKINGTHEPROSPECTAQUESTION

49_ED248_US 49 49 49_ED248_CMYK_

0 , ! .4 ( %) . ) 4 ) ! ,3 ! , % 3# ! , , 

13/7/06 pm 20/3/064:06:19 14:55:12

/PENTHE3ALE $URINGTHECRUCIALlRSTSALESCALLORMEETING YOUHAVE TWOMAINAIMSTOEXCITETHECUSTOMERSOTHATTHEYWANT TOMOVETOTHENEXTSTEP ANDTOMAKESURETHATTHE TIMEYOUWILLHAVETOPUTINTOTHESALEISWORTHWHILE

!GREEONTHE!GENDA 3TARTBYAGREEINGONTHEAGENDA)NCLUDETHEAREASWHERE YOUWILLBESEEKINGINFORMATIONˆTHESEINCLUDE s 5NDERSTANDINGTHEPROSPECTSREQUIREMENTS s &INDINGOUTTHECRITERIATHATTHEPROSPECTUSESTOJUDGE YOURPROPOSALSANDTHOSEOFYOURCOMPETITORS s "OTHSIDESDECIDINGTHATITISWORTHTAKINGTHEMATTER FURTHER s !GREEINGONTHEPROCESSTHATYOUANDTHEPROSPECTWILL GOTHROUGHTOCOMETOADECISION s !GREEINGONTHETIMESCALEFORTHESALESCAMPAIGN %MPHASIZETHEBREAKINTHEAGENDATHATALLOWSBOTH PARTIESTOREmECTONWHETHERORNOTTOCONTINUEWITHTHE MEETINGANDTHESALESPROCESS)F HAVINGLISTENEDTOTHE PROSPECTSREQUIREMENTSANDBASISOFDECISION YOUBELIEVE THATTHEREISLITTLECHANCETHATYOUCANMAKEASALE ITIS MUCHBETTERTOAGREETHISAMICABLYATTHISPOINT)FTHE PROSPECTACTIVELYAGREESTOCONTINUEWITHTHEMEETING THISISEVIDENCEOFCOMMITMENT



THINK

3-!24 $ONTBEAFRAIDTOASKYOURCUSTOMERSCHALLENGING QUESTIONS9OUMIGHTEVENlNDTHATTHEPROSPECT STARTSTRYINGTOSELLTHEMSELVESTOYOU 4RYTOASKQUESTIONSTHATPEOPLEDONOTEXPECTFROMA SALESPERSON!TTHEBEGINNINGOFAMEETING FOREXAMPLE ASK CUSTOMERSWHYTHEYAGREEDTOSEEYOU)TCANBEREVEALINGTO ASKACHALLENGINGQUESTIONEARLYON ANDOFTENLEADSTO INTERESTINGINSIGHTSINTOTHEPERSONSTHOUGHTPROCESSES

 - ! . !' % 4 ( % 3 ! , % 30 2 / #% 3 3

50_ED248_US 50 50 50_ED248_CMYK_

13/7/06 pm 20/3/064:06:25 14:55:16

%FFECTIVE/PENINGS .%'!4)6%)-0!#4

()'()-0!#4

3HOWINGFAMILIARITYWITHTHEIR ORGANIZATIONANDTHEIRPRODUCTS L#ONGRATULATINGTHEMONTHEIR COMPANYSRECENTACHIEVEMENTS L"EINGPROFESSIONALANDFRIENDLYTO RECEPTIONISTSANDASSISTANTS L

!PPEARINGTOKNOWNOTHINGABOUT THEIRBUSINESS L0RETENDINGTOKNOWABOUTTHEIR BUSINESSANDBEINGCAUGHTOUT L4REATINGJUNIORSTAFFMEMBERSAS THOUGHTHEYARENOTIMPORTANT L

"UILD)NTEREST 4HEPROSPECTHASAGREEDTOSEEYOU SOYOUCANASSUME THATTHEREISALREADYSOMEINTERESTINYOURPRODUCTS PERCEIVEDBENElTS"UILDTHISINTERESTDURINGTHEOPENING CALLBYASSURINGTHEPROSPECTˆSIMPLYANDSUCCINCTLYˆTHAT YOUCANMEETALLREQUIREMENTSANDTHATTHEPROSPECTWILL ACHIEVEBENElTSFROMBUYINGYOURPRODUCTSANDSERVICES s 2ESISTTHETEMPTATIONTOGOINTOTOOMUCHDETAILABOUT YOURPRODUCTANDITSFEATURES&OCUSONTHEPROSPECTAND ESTABLISHINGTHEPROSPECTSNEEDS WANTS ANDCONCERNS s !NSWERANYQUESTIONSABOUTYOURPRODUCTPOSITIVELYAND SUCCINCTLY)FYOUDONTKNOWTHEANSWER STEERAROUND THEPROBLEMBYANSWERINGWITHANOTHERQUESTION s %NCOURAGEDISCUSSIONBYQUOTINGFROMARELEVANT PUBLICATIONSUCHASTHEPROSPECTSANNUALREPORT)FYOU ARETRYINGTOSELLACORPORATEHOSPITALITYSERVICE FOR EXAMPLE ANDTHEPROSPECTSANNUALREPORTSTATESTHAT THEYDOPERCENTOFTHEIRBUSINESSWITHEXISTING CLIENTS DIRECTYOURQUESTIONSTOPROMPTDETAILSON HOWTHEYPROVIDESERVICEANDLOOKAFTERTHEIRCLIENTS s 'IVEBRIEFEXAMPLESOFOTHERSWHOHAVEBOUGHTYOUR PRODUCTS ANDDESCRIBE THEBENElTSTHATTHEY HAVERECEIVED!SKTHE 3UCCESSFULPEOPLEASKBETTER QUESTIONSˆASARESULT THEY PROSPECTWHETHER GETBETTERANSWERS SIMILARBENElTSWOULD !BIGAIL6AN"UREN BEAHELPTOTHEM

51_ED248_US 51 51 51_ED248_CMYK_

i

w

/ 0 % .4 ( %3 ! , % 

13/7/06 pm 20/3/064:06:25 14:55:17

2ECOGNIZE9OUR0ROSPECTS)NTEREST #AREFULLYOBSERVEYOURPROSPECTSBODYLANGUAGEASYOU SUMMARIZETHEWAYSINWHICHYOURPRODUCTSCANMEETTHEIR NEEDS)TMAYREVEALIMPORTANTCLUESASTOTHEBENElTSTHAT REALLYINTERESTTHEM-OSTPEOPLEAREPOLITEANDWILLUSE WORDSTHATINDICATEINTEREST REGARDLESSOFTHEIRFEELINGS HOWEVER BODYLANGUAGEWILLOFTENBETRAYTHEIRTRUETHOUGHTS )NTERESTED4HISPROSPECT ISLEANINGFORWARDAND RESTINGHERCHINONHER HAND SUGGESTINGTHAT SHEISCONCENTRATINGON ANDMAYBESERIOUSLY CONSIDERINGYOUR SUGGESTIONS(EREYESARE ALERTANDHERFACEHASA NEUTRALEXPRESSION

$EFENSIVE4HISTIMETHE PROSPECTHASCROSSEDHER ARMSANDISLEANING AWAY DEMONSTRATING NEGATIVITY(ERGAZERESTS ELSEWHERE SUGGESTING EITHERBOREDOMORHOSTILITY !SKFORFEEDBACKABOUT WHATISGOINGWRONG

2ECEPTIVE%YECONTACT ANDNOTE TAKINGAREBOTH VERYGOODSIGNS,OOKAT THEHINTOFASMILEˆTHIS PERSONWANTSTOHEAR WHATYOUARESAYING

4)0 !LWAYSASKQUESTIONSABOUTNEEDS EVENIFYOU ALREADYKNOWTHEANSWERSFOLLOWUPTHEMEETINGBY WRITINGOREMAILINGASUMMARYOFTHESENEEDS  - ! . !' % 4 ( % 3 ! , % 30 2 / #% 3 3

52_ED248_US 52 52 52_ED248_CMYK_

13/7/06 pm 20/3/064:06:26 14:55:18

%STABLISH#USTOMER.EEDS 7ITHOUTAREALCUSTOMERREQUIREMENT YOUDONOTHAVEA SALESCAMPAIGN SOTHElRSTAREAOFEXPLORATIONINTHE OPENINGCALLORMEETINGISTOLOOKFORTHECUSTOMERS NEEDS!SKCAREFULLYCONSIDEREDQUESTIONSTOUNCOVER THESE3TARTWITHTHECURRENTSITUATIONINTHERELEVANTAREA TOlNDOUTHOWTHECUSTOMEROPERATESWITHOUTYOUR PRODUCT4HENPROBEFURTHERTOlNDOUTANYREASONSTHERE MIGHTBEFORCHANGINGCURRENTPRACTICEˆTHISMAYREVEAL THEACTUALNEED)FTHEREISMORETHANONENEED CONTINUE TOASKQUESTIONSUNTILYOUKNOWALLTHEIRREQUIREMENTSˆ THENPRESENTYOURSOLUTION

3UMMARIZE.EEDS 4OCOMPLETETHEhESTABLISHING %STABLISH NEEDvPHASE USEASUMMARYTO ADDRESS AND SUGGESTTHATYOURPRODUCTSAND SUMMARIZEYOUR SERVICESCANMEETTHENEEDINA CUSTOMERS WAYTHATOFFERSBENElTSTOTHE PROSPECT)F FOREXAMPLE YOUARE REQUIREMENTS SELLINGPACKAGEDTRAININGCOURSES FORMAINTENANCEENGINEERS YOUR SUMMARYMIGHTINCLUDETHEFOLLOWINGPOINTS s 4HEPROSPECTORGANIZATIONNEEDSTOTRAINPEOPLE BUTCANNOTAFFORDTOHAVETHEMAWAYFROMWORKFORA WEEKBECAUSEOFTHEDEMANDFORTHEIRSERVICES s 4HEENGINEERSAREWILLINGTOLEARN BUTSPARETIMEISATA PREMIUMHOWEVER THEYSPENDALOTOFTIMEINTHEIRCARS ANDCOULDUSEITTOLISTENTOATRAINING#$ORCASSETTE s 4HEPROSPECTORGANIZATIONWANTSTHEIRMANAGERSTOBE INVOLVEDINTHETRAINING PERHAPSBYUSINGAGUIDETO HELPTHEENGINEERSGETTHEMOSTOUTOFTHETRAINING 4HESUMMARYHASCONNECTEDAFEATUREOFTHEPRODUCTˆTHE FACTTHATTHECOURSEISAVAILABLEON#$ˆWITHAMAJORNEED ATRAININGCOURSETHATWONTRESTRICTWORKINGHOURSOR INTERFEREWITHFREETIME!SKACLOSINGQUESTIONATTHEEND TOGETSOMECOMMITMENTFROMTHEPROSPECTˆh)STHATA FAIRLISTOFYOURREQUIREMENTSv

53_ED248_US 53 53 53_ED248_CMYK_

/ 0 % .4 ( %3 ! , % 

13/7/06 pm 20/3/064:06:27 14:55:19

%STABLISHTHE"ASISFOR$ECISIONS %VERYONEISLOOKINGFORSOMETHINGDIFFERENTFROMAPRODUCT EVENIFTHEYHAVETHESAMEBASICNEED SUCHASACAR/NE PERSONMAYSPECIFYTHATTHECARMUSTBESMALLENOUGHFOR HISSONTOPARKEASILY!NOTHERPERSONMAYNEEDACARTHAT CANBEDELIVEREDBEFOREACERTAINDATE)DENTIFYYOUR PROSPECTSBASISOFDECISIONBYASKINGAQUESTIONSUCHAS h7HATISIMPORTANTTOYOUINCHOOSINGWHICHPRODUCTTO BUYv,ISTENCAREFULLYTOTHEREASONSANDTHENREPEATTHEM BACKTOTHEPROSPECT ASKINGACLOSEDQUESTIONSUCHAS h(AVE)GOTTHATRIGHTvTOGAINCOMMITMENT)NACOMPLEX SALE CONlRMTHISBASISOFDECISIONINWRITING

!GREEONA4IMETABLEFORTHE"UYING0ROCESS 4HEMOSTSCARCERESOURCETHATPROFESSIONALSALESPEOPLE MANAGEISTHEIROWNTIME4HEYARETRYINGTOGETANORDER BYACERTAINDATEANDASALE ORDELIVERY BYANOTHERˆSO THEYCANNOTAFFORDTOWASTETIMEWITHPROSPECTSTHATDO

$ElNE!LTERNATIVE#RITERIA #USTOMERSOFTENSTARTOFFTHINKINGTHATTHEIRMAINCRITERIAIS PRICEˆONLYLATERTOREGRETBUYINGTHEECONOMYMODEL9OUCAN HELPTHEMTOCONSIDERTHEIRCRITERIAMORECAREFULLYBYASKING QUESTIONSABOUTTHEIRBASISOFDECISIONINTHREESEPARATEAREAS

’&INANCIAL#USTOMERSMAYHAVEABUDGETFORTHEPURCHASE EITHERBECAUSEITISWHATTHEYTHINKTHEYCANAFFORD ORBECAUSE THEIRORGANIZATIONHASSETABUDGETFORTHEPROJECT ’&UNCTIONAL4HISMORETECHNICALBASISOFDECISIONINCLUDES MATTERSSUCHASEASEOFUSEANDRELIABILITY ASWELLASCERTAIN FEATURESTHATTHEPRODUCTMUSTHAVE ’0RACTICAL4HECUSTOMERMAYLOOKATHOWSTRAIGHTFORWARDITWILL BETOUSETHENEWPRODUCTORSERVICE!NIMPORTANTEXAMPLE OFTHISINANORGANIZATIONIS h7ILLTHEPEOPLEWHOHAVETOUSE ITBEPREPAREDTOCHANGEFROMTHEIROLDMETHODSv

 - ! . !' ) . ' 4 ( %3 ! , % 30 2 / #% 3 3

54_ED248_US 54 54 54_ED248_CMYK_

13/7/06 pm 20/3/064:06:27 14:55:20

4)0 5SEBASIS OF DECISIONSELLINGTODISTINGUISH

YOURSELFFROMSALESPEOPLEWHOTAKEALESSCUSTOMER ORIENTEDAPPROACHTOSELLINGTHEIRPRODUCTS

NOTULTIMATELYBUY)TISHELPFULTOAGREEONATIMETABLEFOR THEBUYINGPROCESSNOTONLYDOESITDOCUMENTTHE INTENDEDTIMESCALEFORBOTHTHEBUYERANDTHESELLER BUTIT ALSOADDSCOMMITMENTFROMTHEPROSPECT

7ORK4OGETHER !TTHEOPENINGCALLORMEETING USETHEDRAFTINGOFA TIMETABLEASANOPPORTUNITYTOWORKWITHTHEPROSPECT ONAPLAN)FYOUSELLCOMPLEXSOLUTIONSTHATHAVELONG IMPLEMENTATIONTIMESCALES SUCHASINSTALLINGANEW COMPUTERSYSTEM THENEXTENDTHEBUYINGTIMETABLETO INCLUDEANOUTLINEIMPLEMENTATIONPLAN "YAGREEINGTOATIMETABLE YOUWILLALSOREMOVEANY POSSIBILITYOFFUTUREMISUNDERSTANDINGSTHEPROSPECTWILL KNOWEXACTLYWHATTHEFULLSALESCAMPAIGNINVOLVES AND HOWMUCHTIMENEEDSTOBEALLOCATEDTOIT%QUALLY TIMETABLINGENSURESTHATTHESALESPERSONKNOWSTHATTHE TARGETSCANBEREALISTICALLYMETWITHINTHATTIME FRAME %NSURETHATCHANGESAREAGREEDONBYBOTHPARTIESAND THATALLSTAKEHOLDERSREMAININFORMEDOFTHEALTERATIONS

$RAFT0ROJECT0LAN

55_ED248_US 55 55 55_ED248_CMYK_

3ETATIMETABLE4HISSHOULDSHOW THEKEYEVENTSINTHESALESCAMPAIGN ANDTHETIMEALLOCATEDTOEACHSTAGE

3URVEYOFUSERS 0RESENTPROPOSALTOBOARD

!GREEONPOTENTIALSOLUTION $EMONSTRATE TOBUYINGTEAM

$EMONSTRATE TOOPERATORS 3ENDINPROPOSAL

s

s

s

s

s

s

7EEK 7EEK 7EEK 7EEK 7EEK 7EEK 7EEK 7EEK        

/ 0 % .4 ( %3 ! , % 

13/7/06 pm 20/3/064:06:28 14:55:21

1UALIFY9OUR0ROSPECTS 2IGHTFROMTHEOPENINGSALESCALL PROFESSIONALSELLING INVOLVESCHECKINGTHATTHEREISAREASONABLECHANCETHE PROSPECTWILLBECOMEACUSTOMER4HISPROCESSISCALLED hQUALIFYINGTHEPROSPECTv

)NVESTIGATETHE&INANCIAL!NGLE 4HElRSTKEYQUALIFYINGAREAISlNANCE7HENYOUGOTOA REALESTATEAGENCY ONEOFTHElRSTQUESTIONSYOUWILLBE ASKEDISh7HATISYOURBUDGETv9OURANSWERWILLhQUALIFYv YOUASAPROSPECTFORACERTAINTYPEORVALUEOFPROPERTY$O THESAMEINANYSALESSITUATION&INDOUTASSOONASPOSSIBLE ABOUTTHEPROSPECTSEXPECTATIONOFCOST)FITISSIGNIlCANTLY BELOWTHEESTIMATEDCOSTOFYOURPRODUCT THENYOUMAY HAVETOhQUALIFYOUTvTHEPROSPECTIMMEDIATELYˆPOLITELY INFORMTHEMTHATYOUCANNOTHELP)NALARGEORGANIZATION ITCANBEMORECOMPLEXTOQUALIFYYOURPROSPECTlNANCE MAYINVOLVENOTONLYBUDGET BUTALSOAPROCESSTHAT MANAGERSHAVETOGOTHROUGHTOSPENDTHISBUDGET4HIS PROCESSISOFTENPOLICEDBYTHElNANCEDEPARTMENT

1UALIFYING/UT5SING"REAKEVEN!NALYSIS

0ROlT

3ALES2EVENUE



"REAKEVEN POINT



0ROJECTCOSTS

   .UMBER3OLD









)NTHISEXAMPLE THESALESPERSONISSELLINGAPROJECTCOSTING 4HE CUSTOMERBENElTISSELLINGEXTRAUNITSOFTHEIRPRODUCTS4HElNANCE DEPARTMENTHASCALCULATEDTHATSALESREVENUEWILLEQUALTHEPROJECTCOSTSAT ADDITIONALSALES4HESALESPERSONSHOULDQUALIFYOUTIFITBECOMESCLEAR THATTHEPROSPECTDOESNOTBELIEVETHATTHEINCREASEINUNITSWILLEXCEED

 - ! . !' % 4 ( % 3 ! , % 30 2 / #% 3 3

56_ED248_US 56 56 56_ED248_CMYK_

13/7/06 pm 20/3/064:06:29 14:55:22

#!3%STUDY'OING3TRAIGHTTOTHE4OP 2OGERWASAPHARMACEUTICALSALES REPSELLINGPRODUCTSTOALARGE HOSPITAL(OWEVER THERESIDENT DISPENSINGPHARMACISTSHOWEDNO SIGNSOFBUYINGTHERANGE OROF INTRODUCING2OGERTOTHEDOCTOR WHOWOULDACTUALLYPRESCRIBE THEDRUG3O WITHOUTASKING PERMISSION 2OGERCONTACTED THEDOCTORDIRECTLY3HEWAS IMPRESSEDBYTHEPRODUCTAND SUBSEQUENTLYINSTRUCTEDTHE PHARMACISTTOPLACEANORDER

s2OGERREALIZEDTHATTHEDOCTOR WOULDHAVEDIFFERENTPURCHASING CRITERIATHANTHEPHARMACIST (OWEVER HEALSOKNEWFROM EXPERIENCETHATTHEPHARMACIST WOULDREFUSETOINTRODUCEHIMTO THEDOCTOR s"YCONTACTINGTHEDOCTOR DIRECTLY 2OGERWASABLETOACCESS THEMAINDECISION MAKERANDGAIN AMOREAUTHORITATIVERELATIONSHIP WITHTHEPHARMACIST

-EETTHE+EY0EOPLE 4HESECONDKEYQUALIFYINGAREASISACCESSTOTHERIGHT PEOPLEINTHEPROSPECTSORGANIZATION9OUWILLHAVETO WORKHARDTOMEETTHEKEYPEOPLEINANORGANIZATION RESPONSIBLEFORABUYINGDECISION&OREXAMPLE YOURINITIAL CONTACTMAYTRYTODISSUADEYOUFROMMEETINGHISORHER BOSS BUTIFTHEBOSSISTHEDECISION MAKER ITISVITALTHAT YOUDOSO!FTERALL THEDECISION MAKERSBASISOFDECISION MAYBETOTALLYDIFFERENTFROMYOURORIGINALCONTACTS4HIS COULDMEANTHATYOULOSETHEORDERBECAUSEYOURPRODUCTS ARENOTMEETINGTHEDECISION MAKERSMAINCRITERIA $EPLOYGOODARGUMENTSASTOWHYYOUNEEDTOMEET WITHALLTHEKEYPEOPLEINTHEORGANIZATIONˆPOINTOUT FOR EXAMPLE THATYOUNEEDTO KNOWEXACTLYWHATTHEYARE ALLPERSONALLYLOOKINGFOR 3PENDLOTSOFTIMETALKING TOCUSTOMERSFACETOFACE ORTHATYOUWANTTHEKEY 9OUDBEAMAZEDHOW PEOPLETOBEINVOLVEDAT THISSTAGEBECAUSETHEYWILL MANYCOMPANIESDONT LISTENTOTHEIRCUSTOMERS NEEDTOBEINVOLVEDINTHE

i

PROJECTSIMPLEMENTATION

57_ED248_US 57 57 57_ED248_CMYK_

w 2OSS0EROT

1 5! , ) & 99/ 5 20 2 / 3 0 % # 4 3 

13/7/06 pm 20/3/064:06:30 14:55:22

)DENTIFYTHE+EY3TAKEHOLDERS )NSOMESALES ASINGLEPERSONISRESPONSIBLEFORMAKING THEBUYINGDECISIONATOTHERTIMES THEREISABUYINGTEAM )FTHEREARESEVERALTEAMMEMBERSINVOLVED YOURCAMPAIGN WILLNEEDTOADDRESSTHECONCERNSOFEACHINDIVIDUAL STAKEHOLDERINORDERTOMAKEAFAVORABLEIMPRESSION

’)NTHEOPENINGCALL ASKYOURCONTACTEXACTLYWHOWILL BEINVOLVED3UGGESTTHATYOURCONTACTPROVIDESYOU WITHANINTRODUCTIONTOALLTHEKEYSTAKEHOLDERS ’)NACOMPLEXSALE PARTICULARLYWHERENEWTECHNOLOGY ISINVOLVED THEBUYERSTEAMISLIKELYTOINCLUDESEVERAL STAKEHOLDERS EACHWITHHISORHEROWNAREAOF RESPONSIBILITY WHETHERTHISISlNANCIAL TECHNICAL OR MANAGERIAL!NGLEYOURSALESPITCHTOWARDTHE RELEVANTAREADEPENDINGONWHOYOUARETALKINGTO ’#ONSIDERTHEEXAMPLEOFATECHNOLOGYSUPPLIERWHOIS PROPOSINGAMAJORNEWSYSTEMTOANORGANIZATION4HE BUYERSTEAMINCLUDESTHEFOLLOWINGSTAKEHOLDERS EACH WITHHISORHEROWNAREAOFRESPONSIBILITY $ECISION -AKER 4HISISTHEMOSTSENIORMEMBEROFTHE BUYINGTEAM!IMTOMAKEYOURINITIAL SALESCALLORMEETINGWITHTHISPERSON )FNECESSARY ARRANGEAMEETINGBETWEEN YOURSENIORMANAGERSANDTHOSEOFTHE PROSPECTSTORAISEYOURLEVELOFCONTACT

&INANCIAL%XPERT 4HISPERSONISRESPONSIBLE FORVETTINGTHEBUSINESS CASEFORTHEINVESTMENT 0RESENTYOURCOSTBENElT ANALYSISTOTHISPERSON

4ECHNICAL!DVISOR 4HISPERSONCONlRMSTHAT THETECHNOLOGYISSUITABLE FORTHEORGANIZATION3HOW HOWYOURPRODUCTHELPS FULlLLTHECOMPANYSAIMS

&UNCTIONAL-ANAGER 4HISPERSONISINCHARGEOF IMPLEMENTINGTHESYSTEM 9OULLNEEDTOSHOWHOW YOURPROPOSEDBENElTSCAN BEACHIEVEDONTHEGROUND

 - ! . !' % 4 ( % 3 ! , % 30 2 / #% 3 3

58_ED248_US 58 58 58_ED248_CMYK_

13/7/06 pm 20/3/064:06:30 14:55:24

7AYSTO5SE9OUR#ONTACTS%FFECTIVELY ()'()-0!#4

(AVINGEASYACCESSTOALLTHEKEY PEOPLEINTHEBUYINGTEAM L4ALKINGTOTHETOPPEOPLEINTHE BUYINGORGANIZATION L(ELPINGTHEPROSPECTPREPAREA COSTBENElTANALYSIS L

.%'!4)6%)-0!#4

(AVINGACCESSONLYTOTHE TECHNICALADVISOR L4ALKINGTOBUYERSATALOWERLEVEL THANYOURCOMPETITORS L!VOIDINGTALKINGTOTHEPROSPECTS lNANCIALPEOPLE L

5SEA4RIAL#LOSE 4HETRIALCLOSEISAPOWERFULTECHNIQUETHATWILLHELPYOUTO QUALIFYTHEPROSPECT MEASUREPROGRESS ANDlNDOUTWHAT YOUHAVETODOTOGETTHEBUSINESS)TSIMPLYGIVESA CONDITIONANDTHENASKSACLOSEDQUESTIONh)F)COULDGETIT TOYOUBY4HURSDAY COULDYOUGIVETHEGO AHEADNOWv FOREXAMPLE ORh)FWECANMEETYOURBUYINGCRITERIA WILL YOUGOAHEADWITHUSv5SETHETRIALCLOSEFREQUENTLY DURINGYOURINITIALSALESCALLTOESTABLISHWHETHERTHE PROSPECTISSERIOUSANDTOEXPOSEANYPOTENTIALOBJECTIONS 4RIALCLOSINGKEEPSTHESALESRELATIONSHIPFRIENDLY WHILE DISCOURAGINGTIME WASTING

59_ED248_US 59 59 59_ED248_CMYK_



THINK

3-!24 9OUCOULDUSEAVARIATIONONTHETRIALCLOSETOSUBTLY CHECKTHATYOUARENOTOFFERINGALEVELOFSERVICE HIGHERTHANTHECUSTOMERACTUALLYNEEDS &OREXAMPLE IFYOUUSUALLYUSEANEXPENSIVECOURIERSERVICEFOR DELIVERY ITISWORTHCHECKINGIFTHISISUNIVERSALLYREQUIREDh)F WEGETCOURIERSTOCKTOYOUWITHINTWOHOURS WOULDTHAT MAKEYOUFEELHAPPYTOSIGNv4HECUSTOMERMAYWELL RESPONDTHATSUCHSPEEDISUNNECESSARY"YNOTASSUMINGTHAT EVERYONENEEDSFASTDELIVERY YOUWILLHAVESAVEDASIGNIlCANT AMOUNTOFMONEYANDTROUBLE

1 5! , ) & 99/ 5 20 2 / 3 0 % # 4 3 

13/7/06 pm 20/3/064:06:31 14:55:25

#OMPLETETHE/PENING#ALL 4HEENDOFANOPENINGSALESCALLMARKSTHEBEGINNINGOF ASALESPLAN-AKESUREYOUHAVEALLTHEINFORMATIONYOU NEEDTOBUILDTHEPLAN THENlNISHONAPOSITIVENOTEBY HIGHLIGHTINGTHENEXTSTEPS

!GREEONAN!CTION0LAN 7HENYOUFEELYOUHAVEALLTHEINFORMATIONYOUNEED SUMMARIZEWHATYOUHAVELEARNEDDURINGTHEOPENINGCALL !LMOSTCERTAINLY ONEORTWOMISUNDERSTANDINGSWILLBE UNCOVERED SOTHESUMMARYOFFERSTHEPROSPECTAN OPPORTUNITYTOlXTHEM&INISHTHE SUMMARYWITHACLOSEDQUESTIONTO MINUTE GAINAGREEMENT SUCHASh)STHATA FAIRSUMMARYOFOURDISCUSSIONSv )FTHEPROSPECTISINAGREEMENT 3OMETIMES AFTERA MOVEONTOTHEACTIONPLAN4HIS SALESCALLHASENDED WILLINVOLVEOTHERPEOPLEAGREE YOUMAYlNDYOU DONTHAVEALLOFTHE THATTHEPROSPECTHASANACTIONTO INFORMATIONYOUNEED INTRODUCEYOUTOPEOPLEWHOARE NEWTOYOUEITHERDIRECTLY ORBY )FYOURUNOUTOFTIME OR ALETTEROREMAIL!LTHOUGHMOST HAVEFAILEDTOCOVERA VITALISSUE TRYONEOF OFTHEACTIONSWILLBEYOUR THEFOLLOWINGSOLUTIONS RESPONSIBILITY MAKESURETHE PROSPECTHASATLEASTONEACTION s%MAILTHEPROSPECT WITHYOURCONCLUSIONSTO TOCOMPLETETOSHOWANELEMENT CHECKTHATTHEYRECORRECT OFCOMMITMENT

&)8

#HECKTHE#OMPETITION 4OWARDTHEENDOFANOPENING CALL BRINGUPTHESUBJECTOF COMPETITION)FYOUKNOWTHEREIS COMPETITIONINVOLVED THENYOU CANUSEANOPENQUESTION SUCH ASh(OWAREOURCOMPETITORS DOINGv)FYOUHAVENOTYET ESTABLISHEDWHETHERYOUHAVEANY COMPETITION USEACLOSEDQUESTION

s3ENDALETTERTOTHE PROSPECTENCLOSINGA SUMMARYOFTHEMEETING ANDASKTHEMTOlLLIN ANYGAPSINTHEIRREPLY s!SKSOMEONEELSE INTHEPROSPECTS ORGANIZATIONFORTHE INFORMATIONYOUNEED

 - ! . !' % 4 ( % 3 ! , % 30 2 / #% 3 3

60_ED248_US 60 Sec1_60_ED248_CMYK_ 60

13/7/06 pm 20/3/064:06:36 14:55:29

%SSENTIAL)NFORMATIONFOR3ALES0LANS !2%!

).&/2-!4)/.9/53(/5,$(!6%

#USTOMERNEED

7HATTHECUSTOMERNEEDS THEPROBLEMTHISCAUSES ANDTHEBENElTSOFlNDINGASOLUTION 4HEAVAILABLEBUDGETANDTHEPROCESSOFlNANCIAL EVALUATION 4HENAMESOFTHEKEYPEOPLEINVOLVEDINTHEDECISION ANDTHEIRROLES !ROUGHGUIDETOWHENTHECUSTOMERWILLMAKEA DECISION ANDWHENYOUAREEXPECTEDTODELIVER PRODUCTSANDSERVICES !NOUTLINEOFWHATYOUAREGOINGTOPROPOSEASA SOLUTIONFORTHECUSTOMERNEED (OWTHECUSTOMERWILLJUDGEYOURPROPOSALINTERMSOF COST FUNCTIONALITY ANDPRACTICALITY !PRIMAFACIECASETHATYOUANDTHECUSTOMERCAN IMPLEMENTTHESOLUTION +NOWLEDGEOFWHOTHECOMPETITORSARE THEMAINREASON THEYWEREBROUGHTIN ANDTHESTAGETHEYAREAT

&INANCES +EYPEOPLE 4IMESCALE 3OLUTION "ASISOFDECISION 0RACTICALITY #OMPETITIVE POSITION

SUCHASh!REYOUGOINGTOGETANYOTHERSUPPLIERS INVOLVEDv4HISMORESUBTLEAPPROACHALLOWSYOUTO CASUALLYPROBEFORINFORMATION 3OMEPROSPECTSWILLTALKFREELYABOUTCOMPETITORS SOIT ISVITALTOPROBEINTHISAREAˆAFTERALL THEYWILLTELLTHE COMPETITIONABOUTYOU/THERPEOPLEAREMUCHMORE SECRETIVEABOUTTHEIRACTIVITIESWITHYOURCOMPETITORS BUT MOSTWILLATLEASTTELLYOUWHATTHEYPERCEIVEASTHEBIGGEST ADVANTAGEOFEACHOFTHEPLAYERS4HISISAGOODTIMETO DEMONSTRATECOMPLETECONlDENCETHATYOUCANNOTONLY TAKEONTHECOMPETITIONBUTALSODEFEATTHEM5SEARECENT CAMPAIGNTHATYOUORYOURORGANIZATIONWONTOILLUSTRATE YOURCONlDENCE,OOKANDSOUNDASTHOUGHYOUWILLRELISH THECONTESTRATHERTHANFEARIT

i

-AKEYOURPRODUCTSEASIERTOBUYTHANYOURCOMPETITION ORYOUWILLlNDYOURCUSTOMERSBUYINGFROMTHEM

61_ED248_US 61 Sec1_61_ED248_CMYK_ 61

w -ARK#UBAN

#/ - 0 , % 4 %4 ( %/ 0 % . ) . '# ! , , 

13/7/06 pm 20/3/064:06:37 14:55:29

3UMMARY/PENINGTHE3ALE &IRSTIMPRESSIONSMAKEALASTINGIMPACT ANDTHISISCERTAINLY TRUEOFTHElRSTSALESCALLORMEETINGˆHOWYOUWELLYOU CANESTABLISH SUMMARIZE ANDRESPONDTOEACHPROSPECTIVE CUSTOMERSNEEDSWILLDECIDEWHETHERTHISPROSPECTBECOMES ACUSTOMER"UTTHEOPENINGCALLALSOPROVIDESANOPPORTUNITY FORYOUTOhQUALIFYvTHEPROSPECTTOCHECKTHATTHEYHAVE THEABILITYANDTHEINTENTIONTOMAKEAPURCHASE

0LANOF!CTION



%STABLISH9OUR0ROSPECTIVE#USTOMERS.EEDS $OYOUKNOWHOW THEPROSPECT CURRENTLYOPERATES

./

!SKOPENQUESTIONS TOlNDTHISOUT

9%3 !RETHEREANYREASONS WHYTHEYMIGHTCHANGE CURRENTPRACTICE

9%3

%STABLISH THESEASNEEDS

./ 3UMMARIZETHEPROSPECTS NEEDS WITHYOURPRODUCTS ANDSERVICESINMIND



!SKACLOSINGQUESTION TOGAINCOMMITMENTh)S THISAFAIRLISTOFYOUR REQUIREMENTSv

!GREEONAN!CTION0LAN

3UMMARIZETHEMEETING

!SKACLOSINGQUESTIONTO GAINCOMMITMENT h)STHATAFAIRSUMMARY OFOURDISCUSSIONSv

 - ! . !' % 4 ( % 3 ! , % 30 2 / #% 3 3

62_ED248_US 62 I[bb_d]IIff,(#,)9$_dZZ,(

13/7/06 4:06:41 pm '&%*%&,+0'-0&)fc



63_ED248_US 63 I[bb_d]IIff,(#,)9$_dZZ,)

1UALIFY9OUR0ROSPECT )STHEPROSPECTS EXPECTATIONOFCOST SIGNIlCANTLYBELOWTHE COSTOFYOURPRODUCTS

9%3 7ITHDRAW

./ !REYOUTALKINGTOTHE PERSONWHOMAKESTHE lNALDECISION

./

!SKFORANINTRODUCTIONTO THEDECISION MAKER

9%3 )DENTIFYALLOTHERKEY STAKEHOLDERSANDASKFOR INTRODUCTIONS

5SEATRIALCLOSETO MEASUREPROGRESSAND PINPOINTANYOTHER STUMBLINGBLOCKS

!SKABOUTCOMPETITORS ANDSHOWCONlDENCETHAT YOUCANSURPASSTHEM

!GREEONTHEACTIONSTHAT YOUANDTHEPROSPECT NEEDTOTAKENEXT

3 5 - - ! 29/ 0 % . ) . '4 ( %3 ! , % 

13/7/06 4:06:42 pm '&%*%&,+0'-0',fc

"UILDTHE3ALE /NCEYOUHAVEGATHEREDTHEINFORMATIONYOUNEEDBY QUESTIONINGTHEPROSPECT YOUWILLBEINAPOSITIONTOSET ASALESSTRATEGY0LANAMETHODICALPROCESSTOGUIDETHE PROSPECTFROMBEINGINTERESTEDTOBEINGACUSTOMER

3ET9OUR3ALES3TRATEGY !SALESSTRATEGYISYOURROUTEMAPTOMAKINGASALE$ECIDE WHATYOUANDTHEPROSPECTMUSTDOTOGETTHEMTOTHE POINTOFPLACINGANORDER4HISRESULTSINALISTOFACTIONS THATFORMTHEBASISOFTHESTRATEGY"ESIDEEACHACTIONPUT AMILESTONEˆWHATTHEACTIONHASTOACHIEVE4HENNAME SOMEONEWHOISRESPONSIBLEFORACHIEVINGTHEMILESTONE ANDTHETIMETARGET)T 4HE3ALES0ROCESS SHOULDBEPOSSIBLETOSET OUTTHEEARLYPARTOFTHE STRATEGYINSOMEDETAILAFTER $ECIDETHEACTION &OREXAMPLE AMEETINGOF YOURlRSTCONTACTLATER MIDDLESCHOOLSCIENCETEACHERS ACTIONSMAYEMERGEAS THESTRATEGYUNFOLDS



3ETTHEMILESTONE &OREXAMPLE ANAGREEMENTTHAT THEYWILLUSETHEMATERIALS

 .AMETHEPERSONRESPONSIBLE &OREXAMPLE THESALESPERSON

 3ETTHETIMETARGET &OREXAMPLE BY/CTOBER

5SE$EMONSTRATIONS 5SEDEMONSTRATIONSTOBUILD THESALE-AKESUREYOUGET THERIGHTPEOPLETOATTEND DEMONSTRATIONS)TSALSO USEFULTOENCOURAGETHE POTENTIALEND USERSTOTRY THEPRODUCTSOUTˆTHEIR ENTHUSIASMFORTHEPRODUCT WILLHELPTOPERSUADETHE DECISION MAKER2EHEARSE DEMONSTRATIONSSOTHAT THEYRUNSMOOTHLYAND PROFESSIONALLYAPOOR DEMONSTRATIONCANHARM YOURCASEASMUCHASA GOODONEWILLBENElTIT

 - ! . !' % 4 ( % 3 ! , % 30 2 / #% 3 3

64_ED248_US 64 64 64_ED248_CMYK_

13/7/06 pm 20/3/064:06:47 14:55:33

#LOSE)NON-ILESTONES !SYOUSETYOURSTRATEGY REMEMBERTHATSELLINGISASTEP BY STEPPROCESS%NSURETHATTHEPROSPECTISHAPPYWITH EACHSTEPOFTHEPROCESSBEFOREMOVINGONTOTHENEXT !PROSPECTWILLNOTMAKEAPURCHASINGDECISIONUNTILHEORSHEHAS DETERMINEDTHATTHEPRODUCTISNEEDED MEETSTHEDECISIONCRITERIA ISAFFORDABLE ANDGIVESVALUEFORMONEY!TEACHPOINT YOUMUST STIMULATETHEPROSPECTSEMOTIONALWILLTOMAKETHElNALDECISION

’#HECKTHATTHEPROSPECTISSATISlEDATEACHSTAGEˆASYOU DISCUSSEACHPOINT ASK h!REYOUHAPPYTOGOAHEADv

’)FTHEPROSPECTSTILLHASRESERVATIONS ADDRESSTHESEOBJECTIONS BEFORETRYINGTOMOVEON9OUAREBOTHLESSLIKELYTOWASTE TIMEIFYOUKNOWABOUTANOBJECTIONEARLYON 4HISPROCESSISKNOWNAShCLOSINGONMILESTONESvANDHELPSYOUTO KEEPTRACKOFPROGRESSINASALESCAMPAIGN)TALSOHELPSTOALERTYOU IFYOURPROSPECTISINTERESTEDINACOMPETITORSPRODUCTSORSERVICES IFAPROSPECTSAYS h)WASHOPINGIT 4OUCHAND%XPLORE%NCOURAGE WOULDHAVEANAUTOMATICTIMER vTHIS YOURPROSPECTSTOPHYSICALLY ISPROBABLYBECAUSETHEYHAVESEEN HANDLEYOURPRODUCTSANDGETA GOODFEELFORALLTHEIRFEATURES THISFEATUREONACOMPETITIVEMODEL

65_ED248_US 65 65 65_ED248_CMYK_

13/7/06 pm 20/3/064:06:48 14:55:36

)DENTIFYTHE5NIQUE3ELLING0ROPOSITION 9OURPRODUCTWILLPROBABLYHAVEONEORMOREUNIQUE FEATURESTHATARENOTAVAILABLEFROMCOMPETITORS(OWEVER AFEATUREISONLYAUNIQUESELLINGPROPOSITION OR530 IFTHE CUSTOMERNEEDSITANDCANTRANSLATETHEFEATUREINTOA BENElT&OCUSONTHEhVALUEvTHATYOURPROPOSITIONOFFERS )F FOREXAMPLE YOUARETHEMARKETLEADER THEhVALUEvMAY ARISEFROMYOURCONSIDERABLEEXPERIENCEINDELIVERINGAND SUPPORTINGTHEPRODUCTSYOUSELLˆYOURCUSTOMERSCAN THEREFOREEXPECTASMOOTHANDRISK FREEIMPLEMENTATION

7AITTO0ROMOTE9OUR/RGANIZATION 4HEREARETWOKEYPOINTSDURINGASALESCAMPAIGNWHENIT ISAPPROPRIATETOTELLTHEPROSPECTWHYHEORSHESHOULD CHOOSEYOURORGANIZATION4HElRSTISEARLYONTOPROVE YOURCREDIBILITYASARELIABLESUPPLIER4HESECONDISWHEN THEPROSPECTISCLOSETOMAKINGADECISION!PROSPECTGOES THROUGHASTEP BY STEPPROCESSBEFOREMAKINGADECISION s $O)NEEDANDWANTTHEPRODUCT s $O)NEEDANDWANTITMORETHANOTHERSIMILARPRODUCTS s 7HICHORGANIZATIONSHOULD)BUYFROM 4IMEYOURh7HYMYORGANIZATIONvPITCHTOHAPPENONLY WHENTHEPROSPECTHASREACHEDSTAGETHREE



THINK

3-!24 4HINKBEYONDPRODUCTDIFFERENTIATORSWHENWORKING OUTUNIQUESELLINGPROPOSITIONSˆBECREATIVE 9OURORGANIZATION CUSTOMERS ANDAFTER SALESSERVICEAREALL UNIQUE!SKSOMEONESUCHASYOURCOMPANYSOWNEROR#%/ TOADDVALUETOYOURPROPOSITIONˆPERHAPSBYOFFERINGYOUR PROSPECTAPERSONALGUARANTEEOFCUSTOMERSATISFACTION'ETA SATISlEDCUSTOMERTOWRITETOYOURPROSPECT/RASKARELEVANT COLLEAGUE SUCHASTHEMAINTENANCEMANAGER TOEXPLAINHOW THEPROSPECTWILLBENElTFROMSUPERBAFTER SALESSERVICE

 - ! . !' % 4 ( % 3 ! , % 30 2 / #% 3 3

66_ED248_US 66 66 66_ED248_CMYK_

13/7/06 pm 20/3/064:06:48 14:55:37

#!3%STUDY#OUNTERINGA#OMPETITIVE530 !RUN OWNEROFASMALLBUILDING COMPANY WASBIDDINGTOREFURBISH ANEIGHBORHOODRESTAURANT (OWEVER DURINGDISCUSSIONS HE REALIZEDTHATTHEPROSPECT 'ILDA SEEMEDTOFAVORACOMPETITOR(E ASKEDWHY ANDSHETOLDHIMTHAT THECOMPETITORSSUPPLYYARDWAS BASEDINTHESAMETOWN WHILE !RUNSWASMILESAWAY'ILDA WASCONCERNEDTHATTHEEXTRA DISTANCECOULDDELAYHERBUILDING WORK SHOULDEXTRAMATERIALSOR TOOLSBEREQUIRED!RUNDECIDEDTO ASKANEXISTINGCUSTOMER LOCATED MORETHANMILESKM AWAY FROMHISYARD TOCALL'ILDAAND ASSUREHERTHATHISPROJECTHAD NEVERSUFFEREDDELAYDUETOTHELACK

OFMATERIALSORBEENCOMPROMISED BYDISTANCE'ILDAULTIMATELY AWARDEDTHEPROJECTTO!RUN s"YBEINGPROACTIVEANDASKING QUESTIONS !RUNWASABLETO UNCOVER'ILDASRESERVATIONSAND IDENTIFYHISCOMPETITORS530ˆIN THISCASE HISLOCATION4HISHELPED HIMRE PITCHFORTHEBUSINESSINA WAYTHATDEALTWITHTHEPROBLEM ANDEVENTURNEDITTOHISADVANTAGE s"YASKINGANEXISTING CUSTOMERˆLOCATEDCONSIDERABLY FARTHERAWAYFROMHIMTHANHIS PROSPECTˆTOCALL !RUNADDED VALUETOHISPROPOSITION'ILDAFELT REASSURED ANDTHEVALUEOFTHE COMPETITORS530WASUNDERMINED

#REATE%MPATHY ,OOKFORSIMILARITIESBETWEENYOURORGANIZATIONANDTHE ACTIVITIESOFYOURPROSPECT!REYOUBASEDINTHESAME COUNTRYORTOWN!REYOUOFASIMILARSIZE0ERHAPSYOU AREBOTHADDRESSINGASIMILARMARKET-AKESTRONG OPENINGSTOPRESENTATIONSORPROPOSALSBYPOINTINGOUT THESESIMILARITIESTHISHASTHEEFFECTOFCREATINGEMPATHY 0EOPLEBUYFROMPEOPLEWHOUNDERSTANDTHEPROBLEMSTHAT THEYARETRYINGTOSOLVE SOSHOWYOURPROSPECTSTHATYOU CANSYMPATHIZEWITHTHEMBECAUSEYOUAREFACINGTHE SAMECHALLENGESTHATTHEYAREFACING

4)0 4HEBESTTIMETOTRYTOSELLYOURORGANIZATIONS BENElTSISWHENTHEPROSPECTASKSYOUTHEQUESTION h7HYSHOULD)BUYFROMYOUv

67_ED248_US 67 67 67_ED248_CMYK_

" 5 ) , $4 ( %3 ! , % 

13/7/06 pm 20/3/064:06:49 14:55:38

-AKE9OUR0ROPOSAL !TSOMEPOINTINASALESCAMPAIGN YOUMUSTPUTYOUR PROPOSALINWRITING$OTHISWHENYOUANDTHEPROSPECT HAVESPENTTIMEWORKINGTOGETHER4HEWRITTENPROPOSAL SHOULDCONlRMWHATHASBEENSAID

7RITE9OUR0ROPOSAL 4HEPURPOSEOFAWRITTENPROPOSALORQUOTATIONISTO CONlRMWHATYOUTHINKTHEPROSPECTSHOULDBUYANDWHAT THEBENElTSWILLBE)TALSOSTATESTHETERMSANDCONDITIONS OFYOUROFFERTOSELL -AKESURETHEPROPOSALISASPOWERFULASPOSSIBLEBY STATINGTHENAMEOFTHEPERSONINTHEPROSPECTS ORGANIZATIONWHOHASAGREEDWITHYOURSTATEMENTS)F FOR EXAMPLE YOUARESELLINGREPLACEMENTWINDOWSTOTHE OCCUPIERSOFASMALLOFlCEBUILDING WRITEDOWNWHOHAS AGREEDTHATTHEHEATINGBILLSWILLGODOWN2EGARDLESSOF WHETHERITISTHEFACILITIESMANAGERORTHElNANCIAL CONTROLLER THEBENElTWILLSEEMTHATMUCHMOREPERSUASIVE IFITHASCOMEFROMSOMEONEINTHEPROSPECTSORGANIZATION !SSIGNASMANYSTATEMENTSINTHISWAYASPOSSIBLE

t

4%#(.)15%3 TOPRACTICE

+EEPINGINFORMATIONSHORT ANDTO THE POINTISAVERY USEFULSKILLTOLEARN 4OPRACTICETHISSKILL TAKEANOLD PROPOSAL ALETTER ORAMAGAZINE ARTICLE ANDTRYTOHALVEITSSIZE "EFOREYOUSTARTCUTTING MAKE SURETHATYOUPRIORITIZETHE FACTSANDESSENTIALINFORMATION 4AKEOUTANYIRRELEVANTPOINTS WAFmE ORREPETITION4HESEWILL

ONLYREDUCETHEIMPACTOF WHATYOUARETRYINGTOSAY 'OTHROUGHEACHPOINTAND IDENTIFYWHETHERITISMUST KNOW SHOULDKNOW ORNICETO KNOW+EEPTHEMUST KNOWS THEREMAININGPOINTSARENOT ESSENTIALWHERESPACEISTIGHT -OVETHEMOSTIMPORTANT POINTTOTHEFRONTTOGRABTHE READERSINTEREST

 - ! . !' % 4 ( % 3 ! , % 30 2 / #% 3 3

68_ED248_US 68 68 68_ED248_CMYK_

13/7/06 pm 20/3/064:06:50 14:55:39

3TRUCTURE9OUR0ROPOSAL 4HEAIMOFAWRITTENPROPOSALISTOGETAPROSPECTTOCOMMIT TOASALE4OMAKESURETHATYOURPROPOSALISASPERSUASIVE ASPOSSIBLE YOUSHOULDLEARNHOWTOSTRUCTUREITEFFECTIVELY "EFOREYOUBEGIN MAKESUREYOUHAVEOBTAINEDALLTHE INFORMATIONYOUNEEDFROMTHEPROSPECT ANDHAVEFULLYDISCUSSED THEPRODUCTORSERVICEYOUARESELLINGANDHOWITWILLBEOFBENElT 4HENUSETHISSEVEN STEPPROCESSTOSTRUCTUREYOURPROPOSAL

’"ACKGROUNDTOTHEPROPOSALˆ THISRECORDSTHEACTIVITIESTHATYOU 4HEPROPOSAL ANDTHECUSTOMERHAVEDONETOGET ISAWRITTEN TOTHISSTAGE)TSHOULDDISPLAY CONlRMATION KNOWLEDGEOFTHECUSTOMERANDITS OFAGREEMENTS ACTIVITIES MENTIONINGTHEKEY PEOPLEYOUHAVEMET MADESOFAR ’4HECUSTOMERREQUIREMENTˆ STATETHECUSTOMERSREQUIREMENT WITHANINDICATION IFPOSSIBLE OFTHECOSTOFDOINGNOTHING 4RYTOREmECTTHEURGENCYOFTHEREQUIREMENT ’4HE"ASISOF$ECISIONˆTHISSECTIONSHOWSTHATYOU UNDERSTANDTHECRITERIATHEPROSPECTWILLUSETOMAKEA DECISIONTOGOAHEAD ’9OURPROPOSALˆTHISISASIMPLESTATEMENTINTHEPROSPECTS TERMSOFWHATYOUAREPROPOSINGTHEYBUY!VOIDJARGON ’"ENElTSˆLISTTHESEASTHEVALUETHEPROSPECTWILLGETFROMTHE PURCHASE)NCLUDE IFPOSSIBLE lNANCIALBENElTSASWELLASOTHER LESSTANGIBLEONES7HEREYOUARECLAIMINGTHATTHEREAREBUSINESS BENElTS YOUSHOULDNAMETHEPERSONREPRESENTINGTHECUSTOMER WHOHASAGREEDONTHEM ’)MPLEMENTATIONPLANˆTHISISAHIGH LEVELSTATEMENTOFDATES ANDKEYMILESTONESINACOMPLEXPROJECT ORSIMPLEDELIVERY DATESIFTHATISALLTHATISREQUIRED ’2ECOMMENDEDACTIONˆlNALLY RECOMMENDWHATACTIONTHE PROSPECTSHOULDTAKETOACCEPTTHEPROPOSAL

69_ED248_US 69 69 69_ED248_CMYK_

- ! + %9/ 5 20 2 / 0 / 3 ! , 

13/7/06 pm 20/3/064:06:50 14:55:40

0RESENT9OUR3ALES3OLUTION 9OUWILLFREQUENTLYBEGIVENOPPORTUNITIESTOPRESENT YOURPROPOSALTOADECISION MAKINGCOMMITTEEORBOARD -AKEABIGIMPRESSIONAPROFESSIONALPERFORMANCEWILL SECURENOTONLYTHISSALEBUTALSOREPEATORDERS

+NOW9OUR!UDIENCE 4HECHALLENGEOFAlNALSALESPRESENTATIONISTOMEETTHE DIFFERENTNEEDSOFYOURAUDIENCE ANDTHESECANRANGE FROMTHElNANCIALTOTHETECHNICAL#HECKWHOISATTENDING ANDWHATTHEIRINTERESTISINYOURPROPOSAL BUTTAILORTHE PRESENTATIONTOWARDTHEDECISION MAKER)F FOREXAMPLE ATECHNICALEXPERTASKSA DETAILEDQUESTION CHECK MINUTE WITHTHEDECISION MAKERIF THEYWOULDPREFERYOUTO HANDLETHATQUESTION %FFECTIVEPRESENTATIONSARE OUTSIDETHEMEETING,OOK TARGETEDTOTHEAUDIENCE 3OHOWSHOULDYOUREACTIF FORSIGNSOFDISTRACTIONIF YOUWALKINTOTHEROOM THEDECISION MAKERAPPEARS ANDlNDMOREPEOPLETHERE TOHAVELOSTINTEREST STOP THANYOUWEREEXPECTING ANDASKWHATHEORSHE L&INDOUTWHOTHENEWPEOPLE WOULDLIKETOCOVERNEXT

&)8

3TRUCTUREAND4IMING

ARESOTHATYOUCANADJUST YOURPRESENTATION

!LWAYSMAKESURETHATYOU KEEPTOTHETIMETHATHAS BEENAGREED0LANYOUR TIMINGTOGETTOTHE 2ECOMMENDED!CTIONITEM ABOUTTHREE FOURTHSOFTHE WAYTHROUGHYOURALLOTTED

s'ETATLEASTlVEMINUTESTO MAKEADJUSTMENTSTOYOUR PRESENTATIONBYSUGGESTING THATTHEYTAKEACOFFEEBREAK WHILEYOUSETUP

4)0 5SEVISUALAIDS

s-AKESURETHEPRESENTATION STILLCONCENTRATESONTHEMOST IMPORTANTPERSONINTHE DECISION MAKINGPROCESS

THATAREIMAGE ORIENTED ANDADDEXTRAVALUETO YOURPRESENTATION

s4AKEOUTANYTHINGTHATMIGHT BECONTROVERSIALORBORINGTO YOURNEWAUDIENCE

 - ! . !' % 4 ( % 3 ! , % 30 2 / #% 3 3

70_ED248_US 70 70 70_ED248_CMYK_

13/7/06 pm 20/3/064:06:51 14:55:41

%FFECTIVE7AYSTO0RESENT9OUR3OLUTIONS .%'!4)6%)-0!#4

()'()-0!#4

5SINGREALEXAMPLESFROMTHE ORGANIZATIONSBUSINESS L%XPLAININGTHESTRUCTUREOFYOUR PRESENTATIONANDASKINGIFTHEY AGREETHATITISAPPROPRIATE L%NCOURAGINGTHEMTOASK QUESTIONSWHENEVERTHEYLIKE L

3PENDINGTOOLONGDESCRIBINGYOUR PRODUCTS L,EAVINGTHEMWONDERINGWHAT YOURPRESENTATIONWILLINCLUDEAND HOWLONGITWILLTAKE L-AKINGTHEAUDIENCEFEELTHAT THEYSHOULDNOTINTERRUPTYOU L

TIME)FYOUHAVEBEENGIVENANHOUR FOREXAMPLE TRYTO OBTAINAGREEMENTTOTHENEXTSTEPAFTERABOUTMINUTES 4HISLEAVESTIMEFORDISCUSSIONAND IFYOUACHIEVEYOUR OBJECTIVESEARLY EVERYONEWILLBEDELIGHTED3TRUCTURETHE PRESENTATIONALONGTHESAMELINES ASAPROPOSAL s "ACKGROUNDTOTHEPROPOSAL +EEPTHE s 4HECUSTOMERREQUIREMENT FOCUSOFYOUR s 4HE"ASISOF$ECISION PRESENTATION s 9OURPROPOSAL lRMLYONTHE s "ENElTS s )MPLEMENTATIONPLAN CUSTOMER s 2ECOMMENDEDACTION

$ELIVER3UCCINCTLY 4HEENEMYOFASUCCESSFULPRESENTATIONISBOREDOM SO WATCHYOURAUDIENCESREACTIONSATALLTIMES-AKESURETHE TALKISINTERESTINGANDENGAGINGLYDELIVERED ANDREMOVE ANYTHINGTHATCOULDBEDESCRIBEDAShPADDINGv s +EEPTHEPRESENTATIONSHORT/NCEYOUHAVEACHIEVED YOUROBJECTIVE STOPTALKING s 5SEASPOKEN LANGUAGESTYLERATHERTHANAWRITTENONE ANDTRYTOVARYTHETONEOFYOURVOICE s "REAKTHEPRESENTATIONUPBYUSINGMORETHANONETYPE OFVISUALAID ANDMOVEAROUNDˆTRYSTARTINGYOURTALKFROM ASITTINGPOSITION THENSTANDINGUPTOEMPHASIZEAPOINT

71_ED248_US 71 71 71_ED248_CMYK_

0 2 % 3 % . 49/ 5 23 ! , % 33 / , 5 4 ) / . 

13/7/06 pm 20/3/064:06:52 14:55:42



THINK

3-!24 -OSTPROSPECTSRIGHTLYASSUMETHATSALESPEOPLEWANT TOMAKEPRESENTATIONSTOTHEMTOWINTHEIRBUSINESS 4RYAMORESUBTLEAPPROACHBYASKINGCUSTOMERSTO CLARIFYWHATTHEYARELOOKINGFORFROMTHEPRESENTATION )FYOURPROSPECTSTELLYOUTHATTHEYALREADYUNDERSTANDYOUR PROPOSAL ASKTHEMWHETHERTHEYAGREETHATITWOULDSAVE TIMETOPLACEANORDERRIGHTAWAY4HISUNUSUALQUESTIONING TECHNIQUEMAYWINTHEORDERWITHOUTAPRESENTATION ORITMAY CLARIFYANYOBJECTIONSTHATTHEBUYINGTEAMISLIKELYTORAISE

-AKEA#ONlDENT$ELIVERY #USTOMERSBUYFROMSALESPEOPLEWHOAPPEARCONlDENT THATTHEIRPROPOSEDSOLUTIONISRIGHTFORTHEMAND REPRESENTSGOODVALUEFORMONEY3OACONlDENTDELIVERY ISVITAL9OUCANGAINCONlDENCEBYREHEARSINGYOUR PRESENTATIONANDENSURINGTHATITHASACONlDENTAND ASSERTIVEOPENING3UPPOSEYOUAREMAKINGAlNAL PRESENTATIONTOABOARDOFDIRECTORSANDYOUROBJECTIVEIS TOWINTHEORDERYOUCANSIGNALYOURCONlDENCEAND INTENTBYUSINGANOPENINGLIKETHIS h4HANKYOUFORTHISOPPORTUNITYTOPRESENTOUR PROPOSAL)INTENDTOTAKEANHOURTO s 'IVEABRIEFOVERVIEWOFOURPROPOSAL s !SKIFYOUAREREADYTOGOAHEADWITHIT s 3PENDWHATTIMEISLEFTTALKINGABOUTDELIVERYAND IMPLEMENTATION)STHAT/+v 4HISMEANSTHATTHEAUDIENCEISAWAREOFYOUROBJECTIVE ANDTHEIRRESPONSETOYOURQUESTIONWILLGIVEYOUGOOD CLUESASTOHOWTOPITCHTHEPRESENTATION

4)0 -AKESUREYOUCANDISPLAYYOURVISUALAIDS USINGTECHNOLOGYAVAILABLEINTHEMEETINGROOM

 - ! . !' % 4 ( % 3 ! , % 30 2 / #% 3 3

72_ED248_US 72 72 72_ED248_CMYK_

13/7/06 pm 20/3/064:06:53 14:55:44

!LLOW3PACEFOR$ISCUSSION 0UTYOURSELFINTHEAUDIENCESSHOESATAlNALPRESENTATION 4HEYWILLlNDITDIFlCULTTOMAKEACOMMITTEEDECISION WHILEYOUARETHERE)TISEASIERFORTHECHAIRPERSONTOTHANK YOUFORYOURTIMEANDSAYTHATTHECOMMITTEEWILLDISCUSSIT AFTERTHEMEETING4HECHAIRPERSONWILLWANTTOHEAROTHER PEOPLESVIEWSˆBUTTHISDELAYMEANSTHATTHEYMAYNOT MAKEADECISIONTHATDAY'ETAROUNDTHISBYSUGGESTINGAT THEENDOFYOURPRESENTATIONTHATYOULEAVETHEMALONEFOR AFEWMINUTESBEFORERETURNINGTOlNDOUTTHEIRDECISION 4HISMAKESTHEMFEEL RELAXED KNOWINGTHATTHEY -AKEANIMPACT6ISUALAIDSCAN HELPTOILLUSTRATEDIFlCULTCONCEPTSAND CANDISCUSSYOURPROPOSAL MAKEKEYPOINTSMOREMEMORABLE AMONGTHEMSELVES BUT +EEPVISUALINFORMATIONSIMPLEAND KEEPSTHEPRESSUREONTHEM UNCLUTTEREDANDUSEBOLDCOLORSTHAT TOMAKEADECISIONTHATDAY AREEASYTODISTINGUISHFROMADISTANCE

73_ED248_US 73 73 73_ED248_CMYK_

0 2 % 3 % . 49/ 5 23 ! , % 33 / , 5 4 ) / . 

13/7/06 pm 20/3/064:06:54 14:55:48

.EGOTIATETHE"EST4ERMS 4OWARDTHEENDOFTHESELLINGPROCESS YOUANDYOUR PROSPECTWILLDISCUSSTHETERMSANDCONDITIONSOFTHE SALEANDNEGOTIATEAMUTUALLYACCEPTABLEDEAL-AKE SUREYOUNEGOTIATEHARDFORTHEBESTPOSSIBLETERMS

)DENTIFYTHE)SSUES 7HENYOUSELLAGAZEBO THEPROSPECTWILLBEINTERESTEDIN SEVERALISSUES SUCHASQUALITYANDPRICE(EORSHEMAYALSO TRYTONEGOTIATEFREEDELIVERYANDATIMESCALEFORERECTING IT9OUCANPREPAREFORTHENEGOTIATIONBYDElNINGA SPECIlCOBJECTIVE WITHTANGIBLEMEASURES FORALLTHETERMS ANDCONDITIONSOFSALE4HEPRICEOFTHEGAZEBOISA TANGIBLEMEASURE BUTYOUANDTHEPROSPECTALSONEEDTO DECIDEHOWTOMEASUREQUALITYˆPERHAPSTHELUMBERCAN BEFURTHERPROTECTEDAGAINSTTHEWEATHER FOREXAMPLE -AKEALISTOFALLTHEISSUESINVOLVEDINTHENEGOTIATION AND WORKOUTYOURSPECIlCOBJECTIVESANDMEASURESFOREACHONE

3ET9OUR/BJECTIVES 4HEAIMOFANEGOTIATIONISTOACHIEVEAGREEMENTBETWEEN BOTHPARTIESABOUTHOWTOPROCEED ANDTORESOLVE CONmICTINGINTERESTS0ERHAPSTHEPROSPECTWANTSYOUˆA KITCHENSUPPLIERˆTOINSTALLTHEUNITSUSINGTHESAMEPEOPLE WHOBUILTTHEM9OUWANTTHEMTOUSENON SPECIALIST INSTALLERSTOREDUCECOSTSANDLETTHEMANUFACTURINGSIDE

4HE)MPACTOF$ISCOUNTS 7HENNEGOTIATINGONPRICE REMEMBERTHATEVENASMALLDISCOUNTCANHAVEA MASSIVEIMPACTONPROlTABILITY4AKETHISEXAMPLEOFANINSURANCESALESPERSON WHOHASBEENASKEDFORAPERCENTDISCOUNT $%!,7)4(./$)3#/5.4

$%!,$)3#/5.4%$"9

)NSURANCEPREMIUM #OSTOFINSURANCE 'ROSSPROlT %XPENSES .ETPROlT

$ISCOUNTEDINSURANCEPREMIUM #OSTOFINSURANCE 'ROSSPROlT %XPENSES .ETPROlT

     

    

 - ! . !' % 4 ( % 3 ! , % 30 2 / #% 3 3

74_ED248_US 74 74 74_ED248_CMYK_

13/7/06 pm 20/3/064:06:59 14:55:50

"UILD.EGOTIATING#ONlDENCE 0REPARETHOROUGHLYFORNEGOTIATIONSBYTHINKINGTHROUGHALLTHE ISSUESTHATTHEPROSPECTMIGHTRAISEANDPREPARINGYOURRESPONSES 4HISWILLHELPYOUTOGIVEAPOSITIVERESPONSETOTHECONCESSIONS YOUANTICIPATETHEYWILLDEMAND)FYOUCANDISCUSSDIFlCULTISSUES CONlDENTLY YOUWILLPLACEYOURSELFINASTRONGERPOSITION

’&OCUSLOGICALLYONANISSUEWHERETHEREISDISAGREEMENTˆFOR EXAMPLE THECUSTOMERMIGHTWANTANEXTENDEDWARRANTYTO BEFREEWHILEYOUWANTTOCHARGEFORIT ’ .OWGIVETHECUSTOMERREASONSFORACCEPTINGYOURTERMSˆ EXPLAINTHATITWOULDBEUNFAIRTOOTHERCUSTOMERSIFYOUVARIED YOURPOLICYINONEPARTICULARCASE 2EHEARSEYOURRESPONSETOPOSSIBLEOBJECTIONSINFRONTOFAMIRROR TAKINGCAREFULNOTEOFYOURBODYLANGUAGE)SITPOSITIVE!REYOU SMILINGWHEREAPPROPRIATE

KEEPOPERATING/NLYMAKECONCESSIONSTHATSUITYOUBEST BYASSIGNINGONEOFTHESETHREEMEASURESTOEACH OBJECTIVE s 4HEIDEALOUTCOMEˆTHEBUYERCONTRACTSWITHANOTHER COMPANYTOINSTALLTHEKITCHEN s !NOUTCOMETHATYOUWILLlNDACCEPTABLEˆTHE LOWER SKILLEDUNITBUILDERSWILLDOTHEINSTALLATION s !NOUTCOMETHATISTHELOWESTYOUWILLACCEPTˆA PRODUCTIONCARPENTERSUPERVISESLOWER SKILLEDINSTALLERS 4HEBUYERCANTHENBEMADEAWARETHATYOUWILLCONSIDER THENEGOTIATIONAFAILUREANDWALKAWAYIFTHEYINSISTON GETTINGYOURPRODUCTIONCARPENTERSTOINSTALLTHEKITCHEN

4)0 0RACTICESAYINGhNOvWITHASMILEONYOURFACE ITWILLNEGATEFEELINGSOFCONmICTDURINGNEGOTIATIONS

75_ED248_US 75 75 75_ED248_CMYK_



. % ' /4 ) !4 %4 ( %" % 3 44 % 2 - 3 

13/7/06 pm 20/3/064:07:00 14:55:51

t

4%#(.)15%3 TOPRACTICE

4HEABILITYTOKEEPCALM DURINGNEGOTIATIONSISAN INVALUABLESKILL INBOTH BUSINESSANDPERSONALLIFE 0EOPLEWILLOFTENBETRAYTHEIR FEELINGSDURINGDISCUSSIONSOR NEGOTIATIONSWITHFRIENDSAND FAMILY&OREXAMPLE THEYMAY SHOWFRUSTRATIONIFTHEYARENOT GETTINGTHEIROWNWAYONWHICH MOVIETOWATCH ORWHENTO LEAVEADINNERPARTY)FYOUCAN KEEPCALM YOUWILLNOTONLY STRENGTHENYOUROWNPOSITION BUTYOUWILLALSOBEBETTER

PLACEDTOGUIDEPROCEEDINGSTOA MOREPOSITIVEOUTCOME )FYOUAREFEELINGTENSE TAKEA SLOW DEEPBREATH -AKESUREYOURBODY LANGUAGEISRELAXEDAND POSITIVE-AINTAINEYECONTACT ANDKEEPYOURVOICECALMAND YOUREXPRESSIONOPENAND FRIENDLY4RYPRACTICINGTHISIN FRONTOFAMIRROR "EASSERTIVEANDSTATEYOUR CASECLEARLY BUTDONOTRESORT TOAGGRESSION INTIMIDATION OR EMOTIONALBLACKMAIL

)DENTIFY.EEDSAND7ANTS "EAWAREOFTHEDISTINCTIONBETWEENWHATYOURPROSPECTS WANT ANDWHATTHEYNEED)MAGINEYOUARESELLING COMPUTERPRINTERS FOREXAMPLE ANDYOURPROSPECTNEEDSA BLACK AND WHITEPRINTERFORABUSINESSTHATHASTOSENDOUT PRINTEDDOCUMENTS4HEPROSPECTMAYALSOWANTTHE MACHINETOOPERATEASACOLORSCANNERFORSCANNINGIN VACATIONPHOTOGRAPHSANDSENDINGTHEMTOFRIENDS 3EPARATINGNEEDSFROMWANTSWILLSTRENGTHENYOURPOSITION INTHENEGOTIATION)F FOREXAMPLE THEORGANIZATIONIS PAYING THEPROSPECTISMORELIKELYTOSATISFYTHEWANTIF THEPROSPECTSOWNMONEYISONTHELINE YOUMAYHAVETO SELLTHECHEAPERBLACK AND WHITERANGEOFPRINTERS

4)0 3TAYFRIENDLYBUTPROFESSIONALˆBEING

OVERLYGENEROUSWITHCONCESSIONSWILLNOTNECESSARILY PROMPTTHEPROSPECTTOBEEQUALLYGENEROUSINRETURN

 - ! . !' % 4 ( % 3 ! , % 30 2 / #% 3 3

76_ED248_US 76 76 76_ED248_CMYK_

13/7/06 pm 20/3/064:07:00 14:55:52

-AKEAND2ECEIVE#ONCESSIONS -AKEALLPROPOSITIONSANDCONCESSIONSCONDITIONALˆDONOT GIVEANYTHINGAWAYFREE'IVINGANYCONCESSIONWITHOUT GETTINGONEINRETURNSETSADANGEROUSPRECEDENTTHATA CUSTOMERWILLEXPLOITNEXTTIMEYOUAREINANEGOTIATION)T ALSOMEANSTHATTHECUSTOMERWILLFEELCERTAINTHATYOUCAN GIVEMOREAWAYAFTERALL IFYOUCANCHANGETHEPACKAGEIN THEIRFAVORANDSTILLHAVEADEALTHATTHEYlNDACCEPTABLE HOWMUCHMORECANTHEYSQUEEZEOUTOFYOU)FA SALESPERSONDOESTHISTWOORTHREETIMESINANEGOTIATION THECUSTOMERWILLSTARTTOSUSPECTTHATTHEORIGINALDEALWAS UNFAIRANDTHATTHESALESPERSONKNOWSIT4HISCREATES RESENTMENTANDPUTSFUTURESALESATRISK

3ETA#ONDITION #ONSIDERTHEFOLLOWING TWOAPPROACHESTOMAKING CONCESSIONS ANDNOTETHE DIFFERENTRESPONSEEACH ONEAPPEARSTOGENERATE s h)FYOUAGREETOPICKUP THEPRODUCTFROMOUR WAREHOUSE WELLADD THEAUTOMATICTIMERFOR YOU FREEOFCHARGEv s h7ECOULD )SUPPOSE ADDTHETIMERINv )NTHElRSTCASE THE PROSPECTWILLCONSIDERHOW TOGETTHEPRODUCTFROMTHE WAREHOUSEANDMAYTHEN CONCEDE)NTHESECOND ALL THEPROSPECTNEEDSTODOIS ACCEPTYOURCONCESSIONAND MOVEON)FYOUTHENASK THEPROSPECTTOPICKUPTHE GOODS HEORSHEMAYLOOK FORMORECONCESSIONS

77_ED248_US 77 77 77_ED248_CMYK_



&INDA#OMPROMISE 4AKENOTESWHILETHEPROSPECTSETS OUTTHEIRREQUIREMENTSˆDONOT INTERRUPT ANDMAKESURETHAT EVERYTHINGHASBEENCOVERED

 3ETOUTYOUROBJECTIVESINTHEFORM OFYOURIDEALOUTCOMEˆSTARTHIGH BUTNOTUNREALISTICALLYHIGH

 ,OOKFORWAYSTOCOMBINETHE PROSPECTSREQUIREMENTSWITHYOUR OWNOBJECTIVESSOTHATYOUDONT NEEDTOMAKECONCESSIONS

 -AKECONCESSIONSRELUCTANTLY AND ALWAYSUSEACONDITIONALSTATEMENT THATSEEKSSOMETHINGINEXCHANGE

. % ' /4 ) !4 %4 ( %" % 3 44 % 2 - 3 

13/7/06 pm 20/3/064:07:01 14:55:53

#LINCHTHE$EAL 4HECLIMAXTOANYSALESEFFORTCOMESWHENYOUTAKETHE ORDER9OUCANlNISHTHESELLINGJOBPROFESSIONALLYBY DEVELOPINGAGOODCLOSINGTECHNIQUE

#LOSE%FFECTIVELY )FYOUTHINKTHETIMEHASCOMEFORTHEPROSPECTTOMAKEA DECISION USETHESUMMARYCLOSETOGUIDEHIMORHERTOA DECISIONSIMPLYSUMMARIZETHESITUATIONANDLEADTHE PROSPECTLOGICALLYTOTHECONCLUSION(AVETHECONTRACTOR ORDERFORMINFRONTOFYOU SOTHATITSREADYFORASIGNATURE )FTHEPROSPECTSTILLSEEMSRELUCTANTTOCLOSETHEDEAL s !SKTHEPROSPECTTOLISTANYOBJECTIONS THENMAKESURE THATTHELISTISCOMPLETEBYUSINGATRIALCLOSESUCHAS h)F )CANANSWERALLTHESEPOINTSSATISFACTORILY WILLYOUTHEN BEABLETOPLACEANORDERWITHUSv s !NSWERTHEPOINTS ONEBYONE!TTHEENDOFEACH POINT ASKWHETHERYOURANSWERHASBEENSATISFACTORY 7HENYOUGETTOTHEENDOFTHELIST IFTHEPROSPECTHASNO MOREOBJECTIONS ASKFORTHEORDERAGAIN3TAYCONlDENT ANDFRIENDLYTHROUGHOUT BUTBEPERSISTENTˆAFTERALL 3TAYPOSITIVE4HANKPROSPECTS WARMLY WHATEVERTHEOUTCOMEˆIFYOU CLOSINGBUSINESSISWHY LEAVEONGOODTERMS THEYLLBEMUCH MORELIKELYBUYFROMYOUINTHEFUTURE YOUAREBOTHTHERE

78_ED248_US 78 78 78_ED248_CMYK_

13/7/06 pm 20/3/064:07:02 14:55:54

(ANDLING0RICE/BJECTIONS $ONTBEDISCOURAGEDIFYOURPROSPECTREJECTSYOURPRICEOUTRIGHT 4HEPROSPECTCOULDSIMPLYBENEGOTIATING SOSTANDlRM REMAIN PROFESSIONAL ANDTAKESTEPSTOEXPLORETHEOBJECTIONS#ONSIDER THEFOLLOWINGEXCHANGE

’0ROSPECTh)MSORRY BUTYOURPRICEISTOOHIGH)CANGETTHE SAMEPRODUCTPERCENTCHEAPERFROMACOMPETITORv

’3ALESPERSONh)FWEWEREOFFERINGOURPRODUCTATTHESAMEPRICE WOULDYOUPREFERTOBUYFROMUS

’0ROSPECTh9ES )THINK)WOULDv ’3ALESPERSONh7HYv !TTHISPOINT THEPROSPECTMAYWELLLISTTHEADVANTAGESYOUHAVE OVERTHECOMPETITORˆINEFFECT SELLINGYOURPROPOSALFORYOU)F YOUHEARTHATTHEPROSPECTWOULDFAVORACOMPETITOREVENIFTHE PRICEWASTHESAME ASKh7HYvTOUNCOVERANYOTHEROBJECTIONS

(ANDLETHE/BJECTIONS 7HENYOUHAVEANUNCOMMITTEDPROSPECT ASKACLOSING QUESTIONTODISCOVERWHY5SETHEINFORMATIONTOALLAYTHE PROSPECTSCONCERNSANDGETTHESALE0RACTICEBYASKINGA CLOSINGQUESTIONAFTEREACHKEYSTEPINTHESELLINGPROCESS s h3O YOURELOOKINGFORATOOLTODIGAFOUR FOOTTRENCH BUTITNEEDSTOlTONYOURmATBEDTRUCKv s 4HENREPEATTHESEAGREEMENTSTOTHEPROSPECTATA SUMMARYCLOSETOHELPGUIDEHIMORHERTOADECISION

i

0EOPLEGETCAUGHTUPINWONDERFUL EYE CATCHING PITCHES BUTTHEYDONTDOENOUGHTOCLOSETHEDEAL )TSNOTGOODIFYOUDONTMAKETHESALE

79_ED248_US 79 79 79_ED248_CMYK_

w

$ONALD4RUMP

#, ) . #(4 ( %$ % ! , 

13/7/06 pm 20/3/064:07:02 14:55:55

0ROTECT9OUR4IME 4IMEISTHESALESPERSONSMOSTVALUABLECOMMODITY)TIS EASILYWASTEDONPROSPECTSWHODONOTULTIMATELYBUY FROMYOU!LWAYSREACTTOWARNINGSIGNSUSECLOSED QUESTIONSANDDECIDEWHETHERORNOTTOWITHDRAW

!SK#LOSED1UESTIONS 7HENASENIORSALESPERSONWASASKEDWHYSHEWASSO SUCCESSFUL SHEREPLIED h"ECAUSE IF)GETAFEELINGTHAT SOMETHINGISGOINGWRONG )ASSUMETHATITSTRUEANDACT ACCORDINGLYv!CTONTHIS)FYOUTHINKTHATAPROSPECTISNOT READYTOBUY ASKACLOSEDQUESTIONh!REYOUIMPLYINGTHAT YOUAREGOINGTOPUTOFFTHISDECISIONUNTILLATERv/RGET YOURMANAGERTOASK IFTHATISAPPROPRIATE3UPPOSEYOU ARESELLINGTRAININGCOURSESANDSUSPECTTHATTHEPROSPECT FAVORSTHECOMPETITIONGIVEYOURMANAGERAPRETEXTTOASK ACLOSEDQUESTIONSUCHAS h)KNOWTHATYOUARESTILL DECIDING BUT)AMJUSTPHONINGTOSEEWHETHER)SHOULD PROVISIONALLYALLOCATEOURTRAINERSTOYOURCOMPANYFORNEXT MONTHv#LOSEDQUESTIONSCLARIFYTHESITUATIONANDASSESS YOURCHANCESOFWINNINGTHEBUSINESS



THINK

3-!24 )FYOUTHINKAPROSPECTISNOTGOINGTOBEINAPOSITION TOBUYFROMYOUINTHEFORESEEABLEFUTURE YOUNEED TOlNDOUTQUICKLYTOAVOIDWASTINGVALUABLETIME 2EMEMBERTHATPROSPECTSALSOGUARDTHEIRTIMEJEALOUSLY AND WILLNOTWANTTOWASTEITIFTHEYDONOTINTENDTOPURCHASE FROMYOU4OlNDOUTIFTHISISTHECASE ASKAPROSPECTTODO SOMETHINGTHATˆWHILEREASONABLEˆWILLTAKETIMEOREFFORT TOCARRYOUT!SKFORINFORMATIONTHATREQUIRESRESEARCHORASK TOMEETSOMEWHERETHATWILLINCURTRAVELINGEXPENSESFORTHE PROSPECT!REFUSALTOACTONSUCHAREQUESTISAWARNINGSIGN ANDMAYBEENOUGHFORYOUTODECIDETOQUALIFYTHEMOUT

 - ! . !' % 4 ( % 3 ! , % 30 2 / #% 3 3

80_ED248_US 80 80 80_ED248_CMYK_

13/7/06 pm 20/3/064:07:03 14:55:56

!VOIDING4IME 7ASTERS ()'()-0!#4

.%'!4)6%)-0!#4

s2EGULARLYANALYZINGYOURPOSITION

s)GNORINGLOGICALOREMOTIONAL

ANDCHECKINGTHATALLYOUR PROSPECTSAREQUALIlED s"EINGDISCIPLINEDINSEEKINGAND RECOGNIZINGWARNINGSIGNALS s-AKINGREGULARCONTACTTOCHECK YOURPROSPECTISSTILLINTERESTED

FEELINGSTHATTHECAMPAIGNISNOT GOINGTOBESUCCESSFUL s,EAVINGCLOSEDQUESTIONSUNTIL THEENDOFTHESALESCAMPAIGN s,ETTINGTIMEPASSANDTHE PROSPECTSLIPAWAY

3OMETIMESACLOSEDQUESTIONCANHELPYOUTOIDENTIFY WHETHERAPROSPECTIVECUSTOMERLACKSTHEAUTHORITYTO CLOSEADEAL)FYOURPROSPECTCONTINUALLYPREVARICATESAND YOUARECONCERNEDTHATTHEDEALISSLIPPING TRYAVERYHARD QUESTIONTOPROBEHISORHERREALINTENTIONSh-YMANAGER HASINSTRUCTEDMETOPULLOUTOFTHISDEALUNLESSSHEHEARS FROMYOURMANAGERTHATYOUAREEXAMININGOURPROPOSAL SERIOUSLYv4HEPROSPECTSREACTIONTOSUCHADIRECT APPROACHSHOULDPROVIDEAGOODINDICATIONHOWLIKELY YOUARETOGETTHEORDER

1UALIFYING/UT !VOIDALLOWINGASALESCAMPAIGNTOENDBYJUSTGIVINGUP ONIT)FYOUHAVEASSESSEDTHESITUATIONANDDECIDEDTHAT ANACTIVEPROSPECTISNOTGOINGTOGOAHEADATTHISTIME QUALIFYTHATPROSPECTOUTPROACTIVELY4ELEPHONEANDEXPLAIN THATYOUHAVEDECIDEDNOTTOTAKETHEMATTERFURTHER s )FYOURANALYSISWASCORRECT THEPROSPECTWILLAPPRECIATE YOURPROFESSIONALISMANDBEWILLINGTOWORKWITHYOU AGAINIFTHESITUATIONCHANGES s )FYOUAREMISTAKEN THEPROSPECTWILLEXPLAINWHYITIS WORTHYOURTIMEANDEFFORTTOKEEPTRYING

4)0 #ONSIDERMAKINGPRICECONCESSIONSCONDITIONAL ONTHEPROMPTCOMPLETIONOFTHEDEAL

81_ED248_US 81 81 81_ED248_CMYK_

0 2 /4 % # 49/ 5 24 ) - % 

13/7/06 pm 20/3/064:07:04 14:55:57



$ELIVER #USTOMER 3ATISFACTION

4HESELLINGPROCESSDOESNOTENDONCEYOU RECEIVEANORDER4HENEXTGOALISTODELIVER CUSTOMERSATISFACTION)FYOURCUSTOMERSARE DELIGHTEDWITHTHEPRODUCTSTHEYHAVE BOUGHT YOUROPPORTUNITYFORFURTHERSALESIS INCREASED ANDTHEYMAYINTRODUCEYOUTO OTHERPROSPECTS4HISCHAPTERWILLHELPYOUTO s$EVELOPACUSTOMER FOCUSEDCULTUREWITHIN YOURBUSINESSORORGANIZATION s5NDERSTANDCONSUMERDEMANDSINRETAIL s3ETCUSTOMERSERVICETARGETSANDMEASURE CUSTOMERSATISFACTION s(ANDLECUSTOMERCOMPLAINTSANDPUTIN PLACEAlRST CLASSAFTER SALESSERVICE

82_ED248_US 82 82 82_ED248_CMYK_

13/7/06 pm 20/3/064:07:08 14:56:01

83_ED248_US 83 83 83_ED248_CMYK_

13/7/06 pm 20/3/064:07:09 14:56:03

0UTTHE#USTOMER&IRST !LTHOUGHSALESPEOPLEWILLBETHEINITIALPOINTOFCONTACT WITHPROSPECTSANDCUSTOMERS THESUCCESSOFTHEENTIRE ORGANIZATIONDEPENDSONKEEPINGITSCUSTOMERSHAPPY ANDEVERYSTAFFMEMBERSHOULDPLAYHISORHERROLE

-AKE9OUR#USTOMERS6ISIBLE %VERYONEINANORGANIZATIONISENGAGEDINSOMEWAYWITH SERVINGCUSTOMERS+EEPTHEMAWARETHATTHEREALDRIVEROF THEIRPLANSISTHECUSTOMER)F FOREXAMPLE THESUPPORTAND ADMINISTRATIONPEOPLEFORYOURPRODUCTSANDSERVICESARE LOCATEDONDIFFERENTmOORS USEASPECIALNOTICEBOARDON THESEmOORSTODISPLAYINFORMATIONABOUTRECENTSALES SUCCESSES ANDTOKEEPTHEMINTOUCHWITHOTHERCUSTOMER RELATEDPOINTSOFINTEREST s !SKYOURCUSTOMERSFORFEEDBACK ANDFEATURETHIS FEEDBACKPROMINENTLYONTHENOTICEBOARD s 0UBLICIZEANYCUSTOMERSWHOHAVEACHIEVEDSOMETHING NOTEWORTHYUSINGYOURPRODUCTS

t

4%#(.)15%3 TOPRACTICE

!SKTHEMTOTHINKOFATIME ,EARNINGTOLOOKATTHINGS WHENTHEYHAVEBEENVERY FROMTHECUSTOMERSPOINTOF SATISlEDASACUSTOMER ANDTO VIEWWILLTURNEMPLOYEES WRITEDOWNTHREEELEMENTSOF INTOMOREEMPATHETICˆAND THESUPPLIERSPERFORMANCE THEREFOREMOREEFFECTIVEˆ THATCREATEDSATISFACTION SALESPEOPLE !SKTHEMTOTHINKOFATIME ,EARNHOWTOPROMOTETHE WHENTHEYHAVENOTBEEN CUSTOMERSVIEWPOINTBYUSING SATISlED ANDTOWRITEDOWN YOUREMPLOYEESOWNEXPERIENCES THREECONTRIBUTORYELEMENTS TOMAKETHEMTHINKABOUT ,ISTALLTHEIRANSWERSASK CUSTOMERFOCUS)NANYTRAINING THEMTOSUGGESTAREASWHERE COURSE ASKTHEMTOTHINKBACKTO YOURORGANIZATIONCOULD ALLTHEINSTANCESWHENTHEYWERE IMPROVEITSPERFORMANCE THECUSTOMERS

 $ % , ) 6 % 2 #5 3 4 / - % 23 !4 ) 3 &!# 4 ) / .

84_ED248_US 84 084-095_DelCust.indd 84

13/7/06 2:40:09 4:07:15 pm 24/3/06

s + EEPAlLEOFNEWSPAPER )MPROVE9OUR4EAMS CLIPPINGSANDMAGAZINE #USTOMER&OCUS ARTICLESTHATMENTION YOURCUSTOMERSOR -AKEALISTOFTHETASKSYOUANDOR PRODUCTS ANDMAKETHE YOURTEAMCARRYOUT lLEACCESSIBLETOALL 3ELLINGISATEAMEFFORT SO CONTRIBUTETODEVELOPINGA $ECIDEWHICHTASKSHAVEADIRECT CUSTOMER lRSTCULTURE IMPACTONCUSTOMERS !LWAYSPOINTOUTTOYOUR MANAGERANYCHANGESOR INNOVATIONSINYOURACTIVITIES )DENTIFYTHEBENElTOFTHOSETASKS THATCOULDIMPROVESERVICE

 

THATDOIMPACTONTHECUSTOMER #USTOMER#ARE"OARD%NCOURAGE TEAMMEMBERSTOPINUPINFORMATION SUCHASCUSTOMERFEEDBACK REPORTS AND NEWSPAPERCLIPPINGSONAPROMINENTLY POSITIONEDNOTICEBOARDTODRAW ATTENTIONTOCUSTOMERCAREISSUES

85_ED248_US 85 084-095_DelCust.indd 85

 )FTHETASKSHAVENOBENElTS CHANGETHEMUNTILTHEYDO

0 5 44 ( %#5 3 4 / - % 2& ) 2 3 4 

13/7/06 2:40:18 4:07:16 pm 24/3/06

3ATISFY9OUR#USTOMERS 9OURORGANIZATIONSIMAGEASARELIABLESUPPLIERDEPENDS ONTHELEVELOFCUSTOMERSATISFACTIONTHATYOUACHIEVE -EASURETHISTHOROUGHLY ANDONAREGULARBASIS TO KEEPTRACKOFTHOSEAREASWHICHNEEDIMPROVEMENT

3ET#USTOMER3ERVICE4ARGETS 3ETHIGHSERVICETARGETSANDMAKEAPLANOUTLININGHOW THEYWILLBEACHIEVED4ALKTOCUSTOMERSABOUTTHEIRHOPES FORAFTER SALESSERVICE$ISSATISFACTIONARISESWHENYOUDO NOTMEETYOURCUSTOMERSEXPECTATIONSOFSERVICE-AKE SUREYOUCOMETOAMUTUALAGREEMENTABOUTTHEIR EXPECTATIONS ANDALSOTHATYOUCANPROVIDETHELEVELOF SERVICEREQUIRED#ONSIDERALL ASPECTSOFTHEAFTER SALESSERVICE #OMMONTARGETAREASINCLUDE 'OODCOMPANY s !VAILABILITYOFMAINTENANCE REPUTATIONSRELY s #ALL OUTTIMES ONMEETINGAND s ,EADTIMESFORACCESSORIESAND EXCEEDING CONSUMABLES EXPECTATIONS s 4 IMESCALESFORINVOICINGAND PAYMENT s !CCESSTOINFORMATION -AKEYOUROWNLISTOFTHEAGREEMENTSYOUWILLNEEDTO MAKEWITHYOURCUSTOMERS'ETINTOTHEHABITOFCALLING CUSTOMERSAFTERASALETOCHECKTHATTHEYARESATISlED

-EASURE#USTOMER3ATISFACTION &INDOUTWHETHERORNOTYOUAREMEETINGCUSTOMERS EXPECTATIONS BYAGREEINGONINDIVIDUALTARGETSFORLEVELS OFSERVICEWITHTHEMANDTHENMONITORINGYOURSUCCESSIN ACHIEVINGTHEM&ORMOREGENERALFEEDBACKONCUSTOMER SERVICE USESIMPLECHECKSHEETS&OREXAMPLE EACHTIME YOUMAKEADELIVERY ASKTHECUSTOMERTORATE ONASCALEOF n YOURORGANIZATIONSPERFORMANCEINTHESEKEYAREAS s 4HATTHECUSTOMERENJOYSDOINGBUSINESSWITHTHE MEMBERSOFYOURSALESTEAM s 4HATTHEPRODUCTORSERVICEMEETSTHEIREXPECTATIONS  $ % , ) 6 % 2 #5 3 4 / - % 23 !4 ) 3 &!# 4 ) / .

86_ED248_US 86 084-095_DelCust.indd 86

13/7/06 2:40:27 4:07:17 pm 24/3/06

5SE-ANAGERSTO!SSESS3ATISFACTION 'ETTINGEVERYONEINYOURORGANIZATIONTOSTARTTHINKINGABOUT CUSTOMERSERVICEISKEYTOASUCCESSFULOPERATION!SKYOUR MANAGERSTOTAKERESPONSIBILITYFORAGEOGRAPHICAREANEARTHEIR HOMEORTHEIRBASE'ETTHEMTOMEETTHOSECUSTOMERSANDASKA SPECIlCSETOFCUSTOMERSATISFACTIONQUESTIONS

’7HYDIDYOUBUYTHEPRODUCTORSERVICE ’(OWSATISlEDAREYOUWITHIT ’7OULDYOUBUYFROMUSAGAIN ’7OULDYOURECOMMENDUSTOOTHERS 4HISWILLENABLETHEMTOOBTAINVALUABLEINFORMATIONABOUT CUSTOMERSATISFACTIONLEVELS WHICHYOUCANFEEDBACKTOTHESALES MARKETING ANDAFTER SALESSERVICEDEPARTMENTS

s 4 HATTHEADMINISTRATIVEPROCESSESOFORDERINGAND PAYMENTARESTRAIGHTFORWARD s 4HATYOURORGANIZATIONHASCARRIEDOUTITSCOMMITMENTS s 4HATYOURORGANIZATIONISRESPONSIVETOCUSTOMER DEMANDSFORAFTER SALESSERVICE 2ECORDTHEANSWERSANDLOOKFORTRENDSINEACHAREA 7HEREANITEMISLOWORSLIPPING LOOKFORWAYSTOIMPROVE )FYOUSEEADOWNWARDTREND GOBACKTOTHECUSTOMERS WHOHAVEMARKEDTHEAREALOWESTONTHEIRFORMSSOTHAT YOUCANlNDOUTWHATNEEDSTOBEDONE7HENYOUHAVE MADEIMPROVEMENTS CALLBACKTHOSECUSTOMERSWHOHAD COMPLAINTSSOTHATTHEY AREMADEAWAREOFYOUR 'LASS CHINA ANDREPUTATION RESPONSIVENESS4HISMAY AREEASILYCRACKED ANDARE ALSOHELPYOUTOATTRACT NEVERMENDEDWELL THEMBACKIFYOUHAVE "ENJAMIN&RANKLIN LOSTTHEMASACUSTOMER

i

87_ED248_US 87 084-095_DelCust.indd 87

w

3 !4 ) 3 & 99/ 5 2#5 3 4 / - % 2 3 

13/7/06 2:41:12 4:07:17 pm 24/3/06

4HE)MPORTANCEOF!FTER 3ALES3UPPORT +EEPINCONTACTWITHCUSTOMERSSOTHATYOUCANDEALWITH PROBLEMSBEFORETHEYCAUSEDISRUPTION)NTHESCENARIOSHOWN HERE FOREXAMPLE DELIVERYPROBLEMSCOULDREmECTBADLYON THESALESPERSONUNLESSDEALTWITHPROMPTLY 4HECUSTOMERSIGNSFORTHE PRODUCTANDTHESALESPERSON PROMISESDELIVERYWITHINASET PERIODOFTIME4HEGOODS THEMSELVESAREDUETOBE DELIVEREDTOTHECUSTOMERBY ATHIRD PARTYSUPPLIER

4HESUPPLIERFAILSTOSENDTHE GOODSINTIME

4HECUSTOMERRECEIVESA CALLFROMTHESALESPERSON TOSEEIFTHEGOODSHAVE ARRIVED(EARINGTHATTHEY ARELATE SHEPROMISESTO lNDOUTWHATISWRONG

!FTERWAITINGFORTHEGOODS TOARRIVE THEANGRYAND FRUSTRATEDCUSTOMERlNALLY CANCELSTHEORDER(EIS UNLIKELYTOORDERFROMTHIS SALESPERSONAGAIN

!FTERCALLINGTHESUPPLIER THE SALESPERSONISABLETOTELLTHE CUSTOMERWHENTOEXPECTTHE GOODSANDOFFERSMONEYOFFTHE NEXTORDER!LTHOUGHTHEGOODS ARELATE THECUSTOMERISHAPPY WITHTHEAFTER SALESSERVICE ANDPLACESANOTHERORDER

 $ % , ) 6 % 2 #5 3 4 / - % 23 !4 ) 3 &!# 4 ) / .

88_ED248_US 88 084-095_DelCust.indd 88

13/7/06 3:01:57 4:07:18 pm 24/3/06

3URVEYS &URTHERINFORMATIONCANBEOBTAINEDFROMCUSTOMERSBY ASKINGOPENSURVEYQUESTIONS4HEDIFFERENCEBETWEENA CLOSEDSURVEYANDANOPENORQUALITATIVEONEISINTHE PHRASINGOFQUESTIONS!CLOSEDSURVEYMIGHTASK s )NTERMSOFOURAFTER SALESSERVICE AREYOUVERYSATISlED SATISlED ORDISSATISlED 7HEREASAQUALITATIVECUSTOMERSURVEYWOULDASK s 7HATDOYOUTHINKOFOURAFTER SALESSERVICE 5SEANEXTERNALORGANIZATIONTODOATLEASTSOMESURVEYINGˆ THECUSTOMERISMORELIKELYTOBEOBJECTIVEWITHANOUTSIDER

&)8

MINUTE

)FYOUINTRODUCEANENTIRELY NEWPRODUCTORSERVICE YOU MAYNEEDTOQUICKLYlND OUTHOWSATISFACTORY CUSTOMERSARElNDINGIT !CONVENTIONALSURVEYMAYNOT PRODUCERESULTSQUICKLYENOUGH )NSTEAD CARRYOUTYOUROWNSHORT SURVEYUSINGTEAMMEMBERSOR OTHERSALESPEOPLETOHELP L

4AKEAREPRESENTATIVESAMPLE

OFCUSTOMERSUPTOPEOPLE ORORGANIZATIONS ANDCALL THEMWITHALISTOFQUESTIONS L

5SETHISFEEDBACKTOIDENTIFY

ANDIRONOUTANYTEETHING PROBLEMSYOUMAYBEFACING

&OCUS'ROUPS &OCUSGROUPSAREANOTHER USEFULWAYTOOBTAIN INFORMATION ALTHOUGHYOU MAYHAVETOOFFERAN INCENTIVETOGETPEOPLETO JOIN-AKESUREYOUHAVE THEAPPROPRIATEPEOPLE INVOLVED SUCHASSALESAND MARKETING SOTHATTHEYCAN HEARTHEREACTIONOFTHE GROUPlRST HAND)NVITE BETWEENSIXANDEIGHT PEOPLESOTHATYOUGET ARANGEOFVIEWSAND EVERYONEHASANOPPORTUNITY TOEXPRESSTHEIROPINIONS 2EMEMBER TOO THATYOU CANLEARNALOTFROMFOCUS GROUPSTALKINGTOEACHOTHER ASWELLASTOTHEFACILITATOR

4)0 "ECAREFULHOWYOUINTERPRETACHECKSHEET SURVEYhSATISlEDvUSUALLYMEANShNOTDISSATISlEDv RATHERTHANhDELIGHTEDv9OURGOALIShVERYGOODv

89_ED248_US 89 084-095_DelCust.indd 89

3 !4 ) 3 & 99/ 5 2#5 3 4 / - % 2 3 

13/7/06 2:41:31 4:07:19 pm 24/3/06

3ATISFY9OUR2ETAIL#USTOMERS 2ETAIL MORETHANANYOTHERTYPEOFSALESEXCHANGE RELIES ONCREATINGANENVIRONMENTTHATHELPSCUSTOMERSDECIDE TOBUY!NATTRACTIVE LOOKINGSTOREINVITESACUSTOMERTO ENTER BUTTHESALESPERSONMUSTGOFURTHERTOMAKEASALE

-AKE9OUR0REMISES!TTRACTIVE #USTOMERSVISITINGARETAILPREMISESFORTHElRSTTIMESOON DECIDEWHETHERORNOTTHEYAREINTERESTEDINBUYINGTHERE 4OMAKEAGOODlRSTIMPRESSION ASKYOURSELF s)SITSPOTLESSLYCLEAN #USTOMERSAREPUTOFFBY MINUTE HAIRONTHESALONmOOR OR RESTAURANTTABLESCOVERED INDIRTYDISHES !TTIMESWHENYOURPREMISES s)SITWELCOMING AREPARTICULARLYBUSY ITCAN s$OESTHElRSTTHINGTHEY BEALLTOOEASYTOLETYOUR SEEONENTERINGGIVEA STANDARDSOFNEATNESSDROP POSITIVEIMPRESSION 4AKEQUICKACTIONTOKEEPYOUR s )STHERANGEOFGOODSAND OUTLETLOOKINGPROFESSIONAL SERVICESYOUSUPPLY L )NACLOTHINGSTORE IFYOUDONT IMMEDIATELYOBVIOUS HAVETIMETOFOLDANDPUT s $OTHECOLORSATTRACTTHE AWAYALLOFTHEHANDLED CUSTOMERSYOUWANT CLOTHES MOVETHOSETHATARE !SKACOLOREXPERTFOR LEASTLIKELYTOSELLOUTOFSIGHT GUIDANCEIFNECESSARY &OLDANDBRINGTHEMBACKAS SOONASTHEREISALULL !LWAYSOPENYOURPREMISES ONTIME)FCUSTOMERSARRIVE L )NARESTAURANTWHEREYOUARE ANDlNDTHATYOURPREMISES UNDERPRESSURETOCLEARTHE ARECLOSEDWHENYOURSIGN TABLES ASKNEWCUSTOMERSTO STAYATTHEENTRANCEUNTILYOU SAYSITSHOULDBEOPEN THEY HAVECLEAREDATABLEFORTHEM WILLFEELFRUSTRATED GOAWAY ANDPOSSIBLYNEVERRETURN

&)8

i

'IVETHEPUBLICEVERYTHINGYOUCANGIVETHEM KEEP THEPLACEASCLEANASYOUCANKEEPIT KEEPITFRIENDLY

 $ % , ) 6 % 2 #5 3 4 / - % 23 !4 ) 3 &!# 4 ) / .

90_ED248_US 90 084-095_DelCust.indd 90

w 7ALT$ISNEY

13/7/06 2:41:40 4:07:20 pm 24/3/06

w

#HECK#USTOMER.EED

!VOIDASKINGCLOSEDQUESTIONS 4)0 3TORESTAFFCAN NEVERHAVETOOMUCH WHENMAKINGASALES PRODUCTKNOWLEDGE APPROACH/NEOFTHEMOST COMMONˆANDINEFFECTIVEˆIS h#AN)HELPYOUv WHICHISALMOSTINEVITABLYANSWERED WITHh.OTHANKS )MJUSTLOOKINGv/PENQUESTIONS ESTABLISHNEEDIFACUSTOMERISLOOKINGATARMCHAIRS FOR EXAMPLE ASKIFHEORSHEWANTSAPARTICULARTYPE&INDOUT THECUSTOMERSPRICERANGEANDANYOTHERCRITERIATHATWILL INmUENCETHEDECISION7HENYOURQUESTIONSHAVEBEEN FULLYANSWERED SUMMARIZEYOURlNDINGSANDGUIDETHE CUSTOMERTOTHEPRODUCTTHATBESTMEETSHISORHERNEEDS 'OTOTHETOPORJUSTABOVETHETOPPRICETHATHASBEEN SUGGESTED0RESENTTHEFEATURESOFTHEPRODUCTYOUARE SHOWINGTHECUSTOMERANDDEMONSTRATEHOWEACHFEATURE MEETSEACHNEED#HECKTHATTHECUSTOMERAGREESTHATTHE PRODUCTMEETSTHEREQUIREMENT

#!3%STUDY'ETTING#USTOMER&EEDBACK ,EEHADSETUPACAFÏBARINASMALL TOWN(ISTARGETMARKETWASYOUNG PROFESSIONALSWHOWORKEDINTHE NEARBYOFlCES(ECHOSEDÏCORAND FURNITURETOAPPEALTOPEOPLEWHO WANTEDTOGOTOABARWITHSOME SOPHISTICATIONANDmAIR)TWASLIGHT ANDAIRYWITHCHROMElXTURES PASTELSHADESONTHEWALLS AND COMFORTABLESOFAS4HEFEEDBACK FORMSTHATHEGAVETOEVERY CUSTOMERREVEALEDTHATWHILETHEY LIKEDTHEAMBIENCE THEYFOUNDTHE WAITERSUNIFORMSTOOFORMAL,EE SCRAPPEDTHEWHITE SHIRT AND BOW TIEUNIFORMSANDENCOURAGEDTHEM TOWEARNEATCASUALCLOTHES

91_ED248_US 91 084-095_DelCust.indd 91

s"YHAVINGAFEEDBACK MECHANISMINPLACE ,EE DISCOVEREDWHATHISCUSTOMERS LIKEDANDDISLIKEDABOUTTHEIR EXPERIENCEOFHISBAR(ETHEN MADEADJUSTMENTSTOREmECTTHEIR STATEDPREFERENCES MAKINGTHEIR VISITSMOREPLEASURABLE AND MAKINGITMORELIKELYTHATTHEY WOULDRETURNANDRECOMMENDHIS BARTOTHEIRFRIENDSANDCOLLEAGUES s,EEUNDERSTOODTHEIMPORTANCE OFCREATINGTHERIGHTIMPRESSION FORHISCUSTOMERS EVENIFITWAS NOTENTIRELYTOHISOWNTASTEˆHE CREATEDANIMPRESSIONOFWHATHIS CUSTOMERSEXPECTEDTOSEE

3 !4 ) 3 & 99/ 5 22 % 4! ) ,#5 3 4 / - % 2 3 

13/7/06 2:41:49 4:07:21 pm 24/3/06

#ROSS 3ELL9OUR0RODUCTS /NCECUSTOMERSHAVEENTEREDTHESTORE YOUHAVEAN OPPORTUNITYNOTONLYTOSELLTHEMWHATTHEYWANT BUTTO hCROSS SELLvOTHERPRODUCTS%FFECTIVECROSS SELLINGRELIESON IDENTIFYINGOTHERPRODUCTSOR SERVICESTHATADDVALUETOTHE CUSTOMERSORIGINALPURCHASE RATHER #ROSS SELLING THANPUSHINGTHEMINTOBUYING EXPANDSTHE UNWANTEDEXTRAS$ONEPROPERLY OPPORTUNITIES THEREFORE ITGIVESYOUTHE FORCUSTOMER OPPORTUNITYTOGUIDETHECUSTOMER ANDIMPROVETHESERVICEYOUOFFER SATISFACTION 5SEOPENQUESTIONSTOESTABLISH FURTHERNEEDS3UPPOSEACUSTOMER HASJUSTBOUGHTANEXPENSIVESHIRT4HECLOSEDQUESTION h$OYOUALSOWANTTOBUYATIEvRISKSASIMPLEh.Ov"UT IFYOUASKWHATSORTOFTIEHEWASTHINKINGOFWEARINGWITH THESHIRT YOUWILLMAKEHIMTHINK ANDHISANSWERWILLGIVE YOUANOPPORTUNITYTOSUGGESTATIETHATlTSHISDESCRIPTION #ROSS SELLINGWORKSINANYRETAILENVIRONMENT)NABAR YOUMIGHTSERVEADRINKANDTHENINQUIREIFTHECUSTOMER WANTSSOMETHINGTOEAT)NATRAVELAGENCY ONTHEOTHER HAND YOUMAYBEABLETOCROSS SELLTRAVELINSURANCE



THINK

3-!24 )FACUSTOMERWANTSTORETURNAPRODUCT CONSIDERIT ANOPPORTUNITYTOWINCUSTOMERGOODWILLANDBUILDA GOODRETAILREPUTATION ,OSINGAGOODRETAILREPUTATIONISEASY BUTWINNINGGOODWILL ANDRECOMMENDATIONSTAKETIME3ETYOURQUALITYSIGHTSHIGH )FACUSTOMERHASAPROBLEMWITHAPRODUCTˆOREVENIFTHEY SIMPLYDONTLIKEITˆTAKEITBACKORlXTHEPROBLEM WITHOUT QUESTION%NCOURAGETHEMTOTAKESOMETHINGINEXCHANGE BUT IFTHEYINSIST ALWAYSGIVETHEMTHEIRMONEYBACK!SARETAILER YOUARESELLINGQUALITYANDSERVICEˆNOTTHEPRODUCTITSELF

 $ % , ) 6 % 2 #5 3 4 / - % 23 !4 ) 3 &!# 4 ) / .

92_ED248_US 92 084-095_DelCust.indd 92

13/7/06 2:42:01 4:07:21 pm 24/3/06

"UILDA$ATABASEOF 9OUR#USTOMERS

#ROSS SELLING%FFECTIVECROSS SELLING REQUIRESSOMESORTOFRELATIONSHIP BETWEENTHEPRODUCTSCONCERNED)FA CUSTOMERHASJUSTBOUGHTADRESSSHIRT FOREXAMPLE ASKWHATTYPEOFTIEHE PLANSTOWEARWITHTHESHIRTAND SUGGESTASUITABLETIEFROMYOURRANGE

+EEPEXCELLENTCUSTOMER RECORDS"UILDINFORMATION ABOUTYOURCUSTOMERSINTO ADATABASEANDUSEITFOR SENDINGOUTNEWSLETTERSAND OTHERPROMOTIONALMATERIAL.OTETHEIRINTERESTSBY RECORDINGPREVIOUSPURCHASES ORBYINVITINGTHEMTOlLLINA SHORTFORM+EEPTHISTOHANDBYTHECASHREGISTER4HEN WHENANEXISTINGCUSTOMERCOMESIN YOUCANNOTONLY EASILYACCESSTHEIRRECORDˆSAVINGTIMEWITHTHENEW TRANSACTIONˆBUTALSOSUGGESTANOTHERPURCHASEBASEDON THEIRBUYINGHISTORY!HAIRSTYLIST FOREXAMPLE MIGHTASKIF THECUSTOMERHASENOUGHOFTHECONDITIONERTHATHEORSHE NORMALLYUSES

4)0 0ROMOTEYOURSTOREBYDISTRIBUTINGmYERSIN THEVICINITYANDTALKINGTOPOTENTIALCUSTOMERS

93_ED248_US 93 084-095_DelCust.indd 93

3 !4 ) 3 & 99/ 5 22 % 4! ) ,#5 3 4 / - % 2 3 

13/7/06 2:42:14 4:07:22 pm 24/3/06

/FFERA&IRST #LASS3ERVICE -AKESURETHATTHESERVICEYOUOFFERYOURCUSTOMERS MAKESTHEMFEELIMPORTANTANDWELLTAKENCAREOF9OUR ORGANIZATIONNEEDSTOBERESPONSIVE SERVICE ORIENTED ANDABLETOHANDLECOMPLAINTSPROFESSIONALLY

2ESPONDTO)NQUIRIES !NINQUIRYISNOTONLYANOPPORTUNITYFORASALE ITISALSOA CHANCETOSHOWHOWWELLYOURORGANIZATIONRESPONDS4HE RULEOFPROFESSIONALSALESPEOPLEISTORESPONDTOANINQUIRY WITHINHOURS"EPARTICULARLYCAREFULWITHINQUIRIES THATCOMEINVIAYOURWEBSITEORBYEMAILFEWINQUIRERS THROUGHTHISMEDIUMGETARESPONSEINHOURSANDA SURPRISINGLYLARGENUMBERGETNORESPONSEATALL7HEN DEALINGWITHAKEYACCOUNT BEPREPAREDTOSENDMATERIAL TOPEOPLEWHODONOTHAVEBUYINGAUTHORITYˆTHEYCAN STILLCONTRIBUTEGOODORBADCRITICISMTOYOURREPUTATION ANDTODAYSPROJECTMANAGERCOULDBETOMORROWS PRODUCTIONMANAGER 2EMEMBERTHATYOURRESPONSETOANINQUIRYISOFTEN THElRSTIMPRESSIONAPROSPECTWILLGETOFYOUANDYOUR ORGANIZATION-AKINGAlRST CLASSIMPACTATTHISSTAGE



THINK

3-!24 ,OOKATCOMPLAINTSINAPOSITIVELIGHT4HEYAREOFTEN YOURBESTSOURCEOFCUSTOMERFEEDBACKANDRATHER THANBEINGSOMETHINGTOGETUPSETABOUT PROVIDEA GREATOPPORTUNITYTOIMPROVEYOURSERVICES %VERYCOMPANYRECEIVESCOMPLAINTSTHEMOSTIMPORTANTTHING ISHOWYOUREACTTOTHEM/NCEYOUHAVEDEALTWITHTHE COMPLAINTANDREESTABLISHEDCUSTOMERSATISFACTION LOOKFOR THECAUSESOFTHEPROBLEM4HEREMAYBESOMETHINGWRONG WITHTHEPRODUCTITSELF OREVENAmAWINTHEWAYYOURSYSTEMS WORK)FYOUAREABLETOESTABLISHHOWYOUCANPREVENTITFROM OCCURRINGAGAIN YOUWILLHAVEALSOIMPROVEDYOURSERVICE

 $ % , ) 6 % 2 #5 3 4 / - % 23 !4 ) 3 &!# 4 ) / .

94_ED248_US 94 084-095_DelCust.indd 94

13/7/06 2:42:27 4:07:23 pm 24/3/06

i

w

9OURMOSTUNHAPPYCUSTOMERSAREYOURGREATEST SOURCEOFLEARNING"ILL'ATES

INCREASESYOURCHANCESOFTAKINGANORDER,EARNTO PRODUCEACONSISTENTTEMPLATEFORACTIONWHENHANDLING COMPLAINTS7HENEVERYOUSUGGESTASOLUTIONTOA PROBLEM ALWAYSPRESENTYOURCASEWITHTHECUSTOMERIN MIND%NCOURAGEOTHERTEAMMEMBERSTOUSETHESAME SYSTEMATICAPPROACHTOHANDLINGINQUIRIESSOTHATIT BECOMESACOMMONPRACTICE$OCUMENTTHEPROCESSSO THATTHEYCANREFERTOIT!FTERASHORTTIME THEYSHOULD STARTTOUSEITAUTOMATICALLY

(ANDLING#OMPLAINTS

$EALWITH0ROBLEMS

!LWAYSWELCOMECOMPLAINTS 4HEYAREANOPPORTUNITYTO RESTOREYOURRELATIONSHIP WITHACUSTOMER lNDOUT WHATTHEYREALLYWANT AND IMPROVEYOURSERVICE #USTOMERSWHOGOTOTHE TROUBLEOFCOMPLAININGARE USUALLYINTERESTEDINGIVING YOUANOPPORTUNITYTOPUT MATTERSRIGHT )FYOUTHENTACKLETHE COMPLAINTSEFFECTIVELYAND ENSURETHATCUSTOMERSARE KEPTAWAREOFYOURPROGRESS YOUAREDEMONSTRATINGTHAT YOUANDYOURORGANIZATION AREGENUINELYSORRYTHATTHE PROBLEMOCCURRED%VENIFTHE CUSTOMERISATFAULT AVOID IMPLYINGTHISˆSETTLETHE PROBLEMANDTHENADDRESS THEISSUETHATCAUSEDIT

95_ED248_US 95 084-095_DelCust.indd 95

!POLOGIZE )MMEDIATELYTAKEPERSONAL OWNERSHIPOFTHEPROBLEM

 !CTQUICKLY 4HERULEOFTHUMBISTOACT WITHINlVEDAYS

 +EEPINCONTACT !SSURETHECUSTOMERTHATYOU ARElXINGTHEPROBLEM

 $EALWITHIT 3OLVETHEPROBLEM EITHERIN PERSONORONTHETELEPHONE

/ & & % 2!& ) 2 3 4 #, ! 3 33 % 2 6 ) #% 

13/7/06 2:42:45 4:07:24 pm 24/3/06



"UILD 9OUR+EY !CCOUNTS

9OURBESTCUSTOMERSARELIKELYTOPRODUCEALARGE PROPORTIONOFYOURANNUALSALESTARGETS,OOK AFTERTHEMPROFESSIONALLY ANDYOUSHOULDBUILD ALONG TERMRELATIONSHIPTHATWILLBEOFGROWING MUTUALBENElTˆSOAIMTOBEINVOLVEDINALL ASPECTSOFYOURKEYACCOUNTSWORK INCLUDING PLANNING4HISCHAPTERWILLADVISEYOUHOWTO s)DENTIFYTHEPEOPLEINYOURORGANIZATIONWHOM YOUWILLNEEDTOGETONBOARDTOHELPYOU GETTHEBESTRETURNFROMYOURKEYACCOUNTS s"UILDA+EY!CCOUNT0LANTOHELPYOUTO MAKETHEBESTUSEOFTHOSERESOURCES s5SETHEPROCESSESOF+EY!CCOUNT-ANAGEMENT TOCREATEASUCCESSFULPARTNERSHIP

96_ED248_US 96 96 96_ED248_CMYK_

13/7/06 pm 20/3/064:07:28 14:56:06



97_ED248_US 97 97 97_ED248_CMYK_

13/7/06 pm 20/3/064:07:29 14:56:07

&OCUSON9OUR"EST#USTOMERS 9OUROBJECTIVEASASALESPERSONISTOAPPLYYOUROWN TIMEˆANDYOURORGANIZATIONSRESOURCESˆTOMAXIMIZE RETURNORPRODUCTIVITY3TARTBYIDENTIFYINGYOURBEST CUSTOMERSANDlGURINGOUTHOWTOKEEPTHEM

2ECOGNIZE9OUR"EST#USTOMERS 9OURBESTCUSTOMERSARETHOSEWHOWILLPLACETHEMOST ORDERSFORYOURPRODUCTSANDSERVICESINAWAYTHATISBOTH PROlTABLEANDLONG TERM4HEYWILLNOTNECESSARILYBETHE CUSTOMERSWITHWHOMYOUCURRENTLYDOTHEMOSTBUSINESS )MAGINE FOREXAMPLE THATYOUARESELLINGADVERTISINGSPACE INAGOURMETDININGMAGAZINEANDTHATAFAMOUSCHEF OPENSUPANEWCHAINOFRESTAURANTS!LTHOUGHYOUARENOT CURRENTLYDOINGBUSINESSWITHTHECHEF THEHUGEFUTURE POTENTIALMEANSTHATHEORSHESHOULDBETREATEDASONE YOURhBESTvCUSTOMERS$ONOTIGNOREMAJORPROSPECTS SIMPLYBECAUSETHEYDOLITTLEBUSINESSWITHYOUATPRESENT

2ETAIN,ONG TERM#USTOMERS 3ELLINGYOURPRODUCTSANDSERVICESTOEXISTINGCUSTOMERSIS MORECOST EFFECTIVETHANlNDINGNEWCUSTOMERS3TAY UPTODATEWITHEVENTSINYOURBESTCUSTOMERSINDUSTRIES

#USTOMERANALYSISTHERULE 

3ALESREVENUE

     











.UMBEROFCUSTOMERS

4HE2ULE4HISSTATESTHATPERCENTOFYOURSALESREVENUECOMESFROMJUST PERCENTOFYOURCUSTOMERS4HEEXACTlGURESWILLVARY BUTTHERESNODOUBTTHATYOUR MOSTPROlTABLECUSTOMERSDESERVEASIMILARLYHIGHPROPORTIONOFYOURTIME

 " 5 ) , $ 9/ 5 2 + % 9!##/ 5 . 4 3

98_ED248_US 98 98 98_ED248_CMYK_

13/7/06 pm 20/3/064:07:34 14:56:12

,OOKFOR4RENDS 9OURBESTCUSTOMERSARELIKELYTOBETHOSEOPERATINGINGROWTH INDUSTRIESTHATSHOWSIGNSOFMAINTAININGTHATGROWTH4OIDENTIFY CUSTOMERSWHOWILLBEMOSTIMPORTANTTOYOUINTHEFUTURE

’,OOKATTHEUNDERLYINGTRENDSINYOURCUSTOMERSINDUSTRYBY USINGANINDUSTRY SPECIlCWEBSITEORSTUDYINGTHEREPORTSAND ACCOUNTSOFYOURCUSTOMERSANDTHEIRCOMPETITORS ’"EPREPAREDTOCHANGEYOURFOCUSFROMONECUSTOMERTO ANOTHERIF FOREXAMPLE ONECUSTOMERISINCREASINGPROlTS FASTERTHANANOTHER )F INEXAMININGTHETRENDSINTHEINDUSTRYYOUCURRENTLYSELLTO YOU lNDTHATTHEINDUSTRYISINDECLINE LOOKATTHEPRACTICALITIESOF OPENINGUPPROSPECTSINANOTHERINDUSTRY

SOTHATYOUCANANTICIPATEWHERENEWOPPORTUNITIESMAY ARISEFORTHEMˆANDBYDEFAULT YOU&OREXAMPLE SUPPOSE YOURBESTCUSTOMERSELLSTIRESANDEXHAUSTSYSTEMSANDYOU HAVENOTICEDPUBLICITYABOUTA COMPETITORWHOISPLANNINGAHUGE EXPANSIONOFOUTLETSONTHE )DENTIFYYOUR OUTSKIRTSOFMEDIUM SIZETOWNS BESTCUSTOMERS )FYOUANTICIPATETHEIMPACTTHAT ANDANTICIPATE THISWILLHAVEONYOURCUSTOMER THEIRFUTURE ANDTAKESTEPSTOlNDOUTWHAT ISBEINGPLANNEDTOCOUNTERTHE NEEDS THREAT THENYOUWILLHAVETHEEDGE ONYOURCOMPETITORS)F HOWEVER YOUAVOIDDEALINGWITHTHEISSUEUNTILTHENEWCOMPETITOR ARRIVES YOUWILLBEINNOBETTERSITUATIONTHANYOUR COMPETITORSˆEVENTHOUGHYOUAREANEXISTINGSUPPLIER 3OYOUWILLHAVEWEAKENEDYOURPOSITION

99_ED248_US 99 99 99_ED248_CMYK_

& / #5 3/ .9/ 5 2" % 3 4#5 3 4 / - % 2 3 

13/7/06 pm 20/3/064:07:35 14:56:13

"UILD9OUR!CCOUNT4EAM )FYOUAREASALESPERSONORACCOUNTMANAGERRESPONSIBLE FORKEYCUSTOMERS PERSUADEYOURORGANIZATIONTOGIVEYOU THERESOURCESYOUNEEDTOMAXIMIZEPROlTSFROMTHEACCOUNT

)DENTIFY3TAKEHOLDERS 4OSECURETHENECESSARYRESOURCES MAKESURETHATYOU IDENTIFYALLTHEPEOPLEWHOHAVEASTAKEINTHESUCCESS OFYOURKEYACCOUNTS4HEREMAYBESEVERALSTAKEHOLDERS WITHADIRECTORINDIRECTIMPACTONHOWYOURORGANIZATION DEVELOPSITSBUSINESSWITHYOURKEYACCOUNTS&OREXAMPLE MARKETINGPEOPLEWILLBEINTERESTEDINTRENDSINYOURCUSTOMERS INDUSTRY ASWELLASFUTUREREQUIREMENTS3IMILARLY THE RESEARCHANDDEVELOPMENTPEOPLENEEDTOKEEPABREASTOF

0OSSIBLE3TAKEHOLDERSAND4HEIR2OLES 34!+%(/,$%2

4(%)22/,%).9/52+%9!##/5.43

9OURMANAGER

-EETSWITHTHECUSTOMERREGULARLY PERHAPSATAMORE SENIORLEVELTHANYOU2EPRESENTSYOURREQUIREMENTSFOR YOURCUSTOMERSTOTHERESTOFTHEORGANIZATION

/THERACCOUNT MANAGERS

4HESEMAYBERESPONSIBLEONAGEOGRAPHICBASISANDWILL INCLUDESALESPEOPLEWORKINGONTHESAMECUSTOMER ACCOUNTOVERSEAS2ESPONSIBLEINTHEIRTERRITORYFORSALES ANDFORCARRYINGOUTTHEACCOUNTSTRATEGY

-AINTENANCE MANAGER

-AYMEETWITHCUSTOMERSREGULARLY PERHAPSONAQUARTERLY BASIS2ESPONSIBLEFORCUSTOMERSATISFACTIONTARGETS

3UPPORT MANAGER

-AYMEETWITHCUSTOMERSFROMTIMETOTIME!LLOCATE RESOURCESTOKEYACCOUNTSACCORDINGTOTHEIRPRIORITIES

-AINTENANCE ENGINEERS

2ESPONSIBLEFORMEETINGSERVICETARGETSANDFORFEEDING BACKINFORMATIONTOYOUABOUTEVENTSATTHEACCOUNT

0RODUCTION REPRESENTATIVE

0ROVIDEROFPRODUCTSANDSERVICESTOYOURKEYACCOUNTS -USTBEKEPTUP TO DATEWITHTHEACCOUNTSCHANGING REQUIREMENTS7ILLALSOPROBABLYNEEDTOMEETTHE CUSTOMEROCCASIONALLY

&INANCIAL ADMINISTRATOR

2ESPONSIBLEFORCORRECTBILLINGANDOTHERADMINISTRATIVE ARRANGEMENTSONYOURKEYACCOUNT-AYALSOADVISETHE ORGANIZATIONONTHElNANCIALVIABILITYOFYOURPLANS

 " 5 ) , $ 9/ 5 2 + % 9!##/ 5 . 4 3

100_ED248_US 100 100 100_ED248_CMYK_

13/7/06 pm 20/3/064:07:35 14:56:15

2OLE0LAY3TRUCTUREDROLEPLAYTOEXPLORETHEPOTENTIALSCENARIOSTHATCANCROPUP WITHKEYACCOUNTCUSTOMERSWILLHELPTHEDIFFERENTMEMBERSOFYOURSALESTEAMTO FOCUSMOREEFFECTIVELYONCUSTOMERSATISFACTION

YOURCUSTOMERSREQUIREMENTS ALONGWITHANYRELEVANT INFORMATIONABOUTCOMPETITIVEPRODUCTS"EFOREPREPARINGA CUSTOMERDEVELOPMENTPLAN ENSURETHATYOUHAVEACOMPLETE LISTOFTHESESTAKEHOLDERSANDHAVEAGREEDONTHEIRROLES

'ET2ESOURCES !CCOUNTMANAGERSDONOTHAVEDIRECTCONTROLOVERTHE RESOURCESˆINTHISINSTANCE PEOPLEˆTHATTHEYWANTTO APPLYTOTHEIRACCOUNTS9OUMUSTTHEREFORETRYTOCONVINCE THEAPPROPRIATEMANAGERSTODIRECTSOMEOFTHEIRRESOURCES TOYOURACCOUNTSBYDEVELOPINGARESOURCEPLAN 4HERESOURCEPLANSHOULDIDENTIFYTHERETURNONTHE INVESTMENTINYOURCUSTOMEROFTHESERESOURCESINTERMS OFSALESANDPROlTS&ORMBOTHTHESTAKEHOLDERSANDTHE RESOURCESINTOAhVIRTUALvTEAMWHOAREENGAGEDREGULARLY ORFROMTIMETOTIME WITHYOURACCOUNT

4)0 -EETINFORMALLYWITHSTAKEHOLDERSANDTEAM

MEMBERS ASWELLASFORMALLY TODISCUSSACCOUNTPROGRESS

101_ED248_US 101101 101_ED248_CMYK

" 5 ) , $9/ 5 2!##/ 5 . 44 % ! - 

13/7/06 pm 6/4/064:07:36 13:11:50

5SETHE+EY!CCOUNT0ROCESS -ANAGEYOURKEYACCOUNTUSINGANACCOUNTMANAGEMENT PROCESSTOPRODUCEAKEYACCOUNT4HEPLANSOBJECTIVEIS TOMANAGERELATIONSHIPS MAINTAINSATISFACTION AND PRODUCEORDERSANDREVENUENOWANDINTHELONGTERM

+NOWTHE0ROCESS !N!CCOUNT$EVELOPMENT0LANCOVERSEVERYASPECTOFYOUR LONG TERMRELATIONSHIPWITHYOURKEYACCOUNTCUSTOMER ANDHELPSYOUTODEVELOPTHEhWORKINGPARTNERSHIPvTHAT ISYOURAIM3TARTTHEPROCESSWITHACOMPLETEANALYSIS OFTHEORGANIZATIONANDCHARACTERISTICS4HISWILLLEAD TOWARDSETTINGYOURGOALSIN 5NDERSTANDTHE+EY!CCOUNT THEACCOUNTOVERTHENEXT -ANAGEMENT0ROCESS YEARINDETAIL ANDOVERTHE NEXTTWOORTHREEYEARSIN OUTLINE4HEGOALSCOVERTHE !NALYZETHEACCOUNT CRITICALSUCCESSFACTORSOF ACCOUNTMANAGEMENT AS WELLASSALESCAMPAIGNGOALS ANDAIMTOGETTHEACCOUNT 3ETACCOUNTGOALS ENVIRONMENTINTOTHEBEST SHAPEPOSSIBLETOSUPPORT YOURSELLINGACTIVITIES 'OAL SETTINGLEADS #REATETHEACTIONPLAN TOWARDANACTIONPLANTHAT ALLOWSYOUTOWORKOUTTHE RESOURCESYOUWILLNEEDTO IMPLEMENTYOURPLANAND #REATETHERESOURCEPLAN ACHIEVEYOUROBJECTIVES!S YOUIMPLEMENTIT REVIEWIT REGULARLYTOENSURETHATYOU AREDEVELOPINGASTRONG )MPLEMENTTHEPLAN RELATIONSHIPWITHTHEKEY ACCOUNTANDIMPROVINGTHE ENVIRONMENTˆITWILLTHEN 2EVIEWTHEPLAN PRESENTYOUWITHPROlTABLE OPPORTUNITIESANDSALES

  





 " 5 ) , $ 9/ 5 2 + % 9!##/ 5 . 4 3

102_ED248_US 102 102 102_ED248_CMYK_

13/7/06 pm 20/3/064:07:37 14:56:19

2EVIEW0ROGRESS

t

4%#(.)15%3

&ROMTIMETOTIME REVIEW TOPRACTICE YOURPROGRESSINTHEKEY AREAS2ECORDPROGRESSON )FYOUAREAKEYACCOUNT ASUMMARYSHEETANDUSE MANAGER YOUMUSTLEARN ITTOINFORMTHEACCOUNTS HOWTOFOSTERTHETOTAL OTHERSTAKEHOLDERS4HE COMMITMENTOFSTAKEHOLDERS KEYAREASARE ANDTHEIRRESOURCESTOYOUR OWNKEYACCOUNT s ,EVELOFCONTACTˆ$O YOUHAVEACCESSTOTHE %NCOURAGETHISTYPEOF KEYPEOPLE COMMITMENTINTHEFUTUREBY SHOWINGYOURAPPRECIATIONOF s # USTOMERSATISFACTIONˆ ANYCONTRIBUTIONTHEYHAVEMADE (OWWELLDOYOUMEET LARGEORSMALL TOYOURSUCCESS YOURTARGETS WITHTHATCUSTOMER s ! CCOUNTPLANNINGˆ(OW 3PEAKTOTHEKEYRESOURCES WELLDEVELOPEDISYOUR REGULARLYTOSTAYUPTODATE PLANANDDOYOUHAVE WITHTHEIRACTIVITIESANDTHANK THERESOURCESTO THEMFORTHEIRHELP IMPLEMENTIT 3ENDEMAILSANDNOTESTOALL s #OMPETITIVEPOSITIONˆ THOSEWHOHAVEMADEA !REYOUMAKING CONTRIBUTION THANKINGTHEM PROGRESSORLOSINGOUT ANDCOPYINGINTHEIRMANAGER TOCOMPETITORS #ONSIDERORGANIZINGANANNUAL s 3 TRATEGICAREASˆ!RE ORQUARTERLYAWARDFOR YOUSELLINGTOAREAS EXCEPTIONALCONTRIBUTIONSFROM THATARESTRATEGICTO YOURhVIRTUALvTEAMMEMBERS THECUSTOMERSOVERALL SUCCESSANDAREYOU AWAREOFYOURCUSTOMERSPLANSFORMOVINGFORWARD s 0 IPELINEˆ$OYOUHAVEENOUGHPROSPECTIVESALESTOHIT YOURSALESTARGETS s ARKETSHAREˆ)SYOURSHAREOFTHECUSTOMERSBUSINESS RISINGORFALLING

4)0 !LWAYSGIVETHERELEVANTMANAGERSADVANCE

NOTICEOFWHENYOUWILLNEEDTHEIRRESOURCESSUCHAS STAFF SOTHATTHEYCANPLANTOMAKETHEMAVAILABLE

103_ED248_US 103 103 103_ED248_CMYK_

5 3 %4 ( %+ % 9!##/ 5 . 40 2 / #% 3 3 

13/7/06 pm 20/3/064:07:38 14:56:20

#RITICAL3UCCESS&ACTORS $EVELOPYOURPOSITIONINYOURKEYACCOUNTWITHACTIVITIES THATCONCENTRATEONKEYAREASFORSUCCESS)MPROVETHE NUMBERANDSENIORITYOFTHEKEYPEOPLEINTHEACCOUNT ANDREMEMBERALWAYSTOPROMOTECUSTOMERSATISFACTION

3ELL(IGH 3ELL7IDE )NMAJORORGANIZATIONS ALARGENUMBEROFDIVERSEPEOPLE CANHAVEADIRECTORINDIRECTIMPACTONYOURSUCCESSINAKEY ACCOUNT4HEBENElTSOFHAVINGAWIDERANGEOFCONTACTS PREFERABLYRIGHTTOTHETOPOFTHEORGANIZATION ARE s 4HATTHEYWILLGIVEYOUGOODACCESSTOTHEORGANIZATIONS FUTUREPLANS HELPINGYOUTOIDENTIFYFUTUREOPPORTUNITIES s 4HATYOUWILLBEINTOUCHWITHPEOPLEWHOAREINAPOSITION TOINSTRUCTPEOPLEBELOWTHEMTOBUYFROMYOU ORWILL BEABLETOBYPASSPROCEDURESTHATAREHOLDINGYOUUP s 4HATTHEYCANSAFEGUARDYOUFROMBEINGSIDE STEPPEDBY ACOMPETITORWHOISTALKINGATAHIGHERLEVELTHANYOU

"ROADEN9OUR#ONTACTS"ASE )FYOUDONOTHAVEABROADRANGEOFCONTACTSINYOURACCOUNT TRY HOLDINGAMINI CONFERENCEONATOPICRELATEDTOYOURPRODUCTSAND SERVICES!SKSOMEONEWHOISNOTPARTOFYOURORGANIZATIONTO MAKEASHORTPRESENTATIONONTHETOPICANDTAKEQUESTIONSFROM THEmOOR2EMEMBERTHATTHEPURPOSEOFTHEMEETINGISTOBUILDA LISTOFPROSPECTSANDOTHERSIGNIlCANTCONTACTSTHATYOUCANUSEIN SUBSEQUENTSALESCAMPAIGNS$ONOTTREATITASASELLINGEVENT

’!SSURETHERECIPIENTSOFYOURINVITATIONSTHATTHEPURPOSEOF THEEVENTISTOINFORMˆNOTSELL + ’ EEPYOURPROMISEANDAVOIDPRESSURINGANYONETOTALKABOUT BUYINGYOURPRODUCTS ’ (AVEPOSTERSANDHANDOUTSTHATFEATURESUPPLIERSOTHERTHAN YOURORGANIZATIONˆEXCLUDEDIRECTCOMPETITORS

 " 5 ) , $ 9/ 5 2 + % 9!##/ 5 . 4 3

104_ED248_US 104 104 104_ED248_CMYK_

13/7/06 pm 20/3/064:07:38 14:56:21

#!3%STUDY3ELLINGTO3CHOOLS %LENA AFORMERTEACHER WASA STATIONERYSALESPERSON3HEKNEW THATLOCALSCHOOLSEACHHAD ABUDGETFORTHETYPESOFPRODUCTS THATSHESOLD SOSHEMADESHORT PRESENTATIONSTOTEACHERSAND ADMINISTRATORS$ESPITEANEXCELLENT RESPONSE SHEDIDNOTGETANY ORDERS2EALIZINGTHEREWASA PROBLEM SHECONTACTEDACOLLEAGUE ATHEROLDSCHOOL(EEXPLAINEDTHAT WHILETHEREWASABUDGETATSCHOOL LEVEL ALLSUPPLIERSHADTOBEONA h0REFERRED3UPPLIER,ISTvDRAWNUP BYTHESCHOOLDISTRICT%LENAWENTTO SEETHEM PRESENTEDHERCASE AND WASDULYPUTONTHELIST/RDERS

STARTEDCOMINGINANDSHERESOLVED TOMAINTAINAMUCHWIDERLEVELOF CONTACTINFUTURE s"YBEINGPROACTIVEANDMAKING CONTACTWITHAFORMERCOLLEAGUE %LENAWASABLETOESTABLISHTHAT SHEWASNOTTALKINGTOTHEPEOPLE WITHTHEAUTHORITYTOBUY3HETHEN TOOKSTEPSTORECTIFYTHEPROBLEM s%LENASINITIALIGNORANCEOFTHE SYSTEMALERTEDHERTOTHEFACTTHAT SHENEEDEDTOWIDENHERCIRCLEOF CONTACTS3HEREALIZEDTHATTHIS WAYSHEWOULDBEBETTERINFORMED ANDBETTERPLACEDTOTAKEADVANTAGE OFANYFUTUREOPPORTUNITIES

-AKESUREYOUCULTIVATEAWIDERANGEOFCONTACTSBY APPROACHINGALLTHEDIVISIONSANDDEPARTMENTSINYOURKEY ACCOUNTTOLOOKFOROPPORTUNITIES9OURCONTACTSWILLTHEN BEMORELIKELYTOAPPROACHYOUlRST SHOULDTHEYNEEDYOUR PRODUCTSANDSERVICESINTHEFUTURE

!GREE#USTOMER3ATISFACTION4ARGETS )FYOURCUSTOMERSARENOTCOMPLETELYSATISlEDWITHYOUR PERFORMANCE THEYWILLBEUNWILLINGTOBUYPRODUCTSOR SERVICESFROMYOUINTHEFUTURE3ETPERFORMANCETARGETS REVIEWTHESEREGULARLY ANDADDRESSWEAKNESSESASTHEY APPEAR4HISISESPECIALLYIMPORTANTWHENCUSTOMERSARE LOCKEDINTOYOURPRODUCTSANDSERVICESFAILURETOMONITOR PERFORMANCETARGETSENSURESTHATˆBECAUSETHEORDERS CONTINUETOCOMEINˆDISSATISFACTIONGOESUNDETECTED4HIS BUILDSRESENTMENTANDVIRTUALLYGUARANTEESTHATCUSTOMERS WILLGOELSEWHEREASSOONTHEYAREFREETODOSO

105_ED248_US 105 105 105_ED248_CMYK_

#2 ) 4 ) # ! ,3 5 ##% 3 3&!# 4 / 2 3 

13/7/06 pm 20/3/064:07:39 14:56:22



THINK

3-!24 )FYOUAREFACEDBYACOMPETITORINAKEYAREAOFAN ACCOUNT DIVERTTHEIRRESOURCESTOANAREAINTHE ACCOUNTTHATISNOTYOURMAINTARGETFORTHENEXTSALE 3UPPOSEYOUWANTTOMAKEASALEINTHE3PARE0ARTS DEPARTMENTOFACARMANUFACTURER9OURCOMPETITORHASALOT OFBUSINESSINTHE0RODUCTIONDEPARTMENT3IMULATEAMAJOR ATTACKON0RODUCTIONBYREDIRECTINGALIMITEDAMOUNTOF SELLINGEFFORT4HECURRENTSUPPLIERWILLTHENPUTEXTRAEFFORTIN 0RODUCTION LEAVINGYOUFREETOSELLIN3PARE0ARTS

#ONSIDERTHE3TRATEGIC3ITUATION 7HENAPPROACHINGANIMPORTANTACCOUNTWHEREYOU CURRENTLYDOLITTLEORNOBUSINESS ALWAYSTRYTOBREAKINTO THESTRATEGICHEARTOFTHEORGANIZATION)NACOMPETITIVE SITUATION SUCCESSTENDSTOGOTOSUPPLIERSINVOLVEDINTHOSE AREASOFTHEKEYACCOUNTTHATTHE CUSTOMERREGARDSASSTRATEGICALLY IMPORTANT)MAGINE FOREXAMPLE /RGANIZATIONS THATYOUSELLPOWDERCOATINGTOA SPENDMOREON FORGETHATMAKESGATESANDFENCES AREASTHEYVIEW 4HEFORGESMAINBUSINESS ASSTRATEGICALLY HOWEVER ISSHELVINGANDOTHER lXTURESFORWAREHOUSESAND IMPORTANT OFlCESˆSOYOUARESELLINGTOA NON STRATEGICDIVISION(OWEVER YOURCOMPETITORWORKINGINTHEMAINBUSINESSESISALREADY ATTHESTRATEGICHEARTOFTHEORGANIZATION GIVINGTHEM ACCESSTOTOPMANAGEMENTANDPUTTINGTHEMINASTRONGER POSITION!SARESULT THEYWILLSEEANOPPORTUNITYTOREPLACE YOUASTHESUPPLIER2EALISTICALLY YOUHAVETWOALTERNATIVES s-AXIMIZEYOUREFFORTSTOGETAFOOTHOLDINTHEOTHER BUSINESSANDEVENTUALLYSUCCEED s2ECONSIDERWHETHERTHISACCOUNTDESERVESTHESPECIAL STATUSOFAKEYACCOUNT  " 5 ) , $ 9/ 5 2 + % 9!##/ 5 . 4 3

106_ED248_US 106 106 106_ED248_CMYK_

13/7/06 pm 20/3/064:07:40 14:56:23

i

9OUCANMAKEMOREFRIENDSINTWOMONTHSBYBECOMING MOREINTERESTEDINOTHERPEOPLETHANYOUCANINTWO YEARSBYTRYINGTOGETPEOPLEINTERESTEDINYOU

w

$ALE#ARNEGIE

-AKE3URE0ERFORMANCE-EETS%XPECTATIONS

!SAMANAGEROFABUSYACCOUNTTHATISBUYINGANDUSINGA LARGENUMBEROFYOURPRODUCTSANDSERVICES YOUWILLHAVE TODEVOTEASIGNIlCANTAMOUNTOFTIMETOENSURINGTHAT YOURORGANIZATIONPERFORMSTOEXPECTATIONS %NSURETHATYOUDONOTFALLBEHINDWITHPROSPECTINGFOR NEWSALESINBOTHYOUREXISTINGAREASOFACTIVITYANDINNEW DIVISIONSTHATYOUHAVENOTYETPENETRATED#HECK TOO THATYOUHAVEENOUGHPROSPECTSTOACHIEVESUCCESSINYOUR MONTHLY QUARTERLY ANDANNUALTARGETS!NDALWAYSBALANCE THETIMEYOUPUTINTOIMPROVINGYOURLONG TERM RELATIONSHIPWITHTHEBASICSOFPROSPECTINGANDSELLING

!NALYZE9OUR-ARKET3HARE !KEYACCOUNTISLIKEAMARKET4HOSEPARTSOFTHEORGANIZATIONTO WHOMYOUHAVEALREADYSOLDREPRESENTYOUREXISTINGMARKETS WHILEAREASTHATYOUHAVENOTYETPENETRATEDARENEWMARKETS 2EMEMBERSOMEBASICMARKETINGRULESCONCERNINGMARKETSHARE IFYOURSHAREOFTHEOVERALLMARKETISINCREASING YOURACCOUNTIS LIKELYTOCONTINUEGROWINGIFITISDECLINING YOURUNTHERISKTHATIT WILLTAKEASERIESOFSUDDENDROPS7ORKOUTYOURAPPROXIMATE MARKETSHAREANDCHECKTHETREND

’!SKYOURCUSTOMER ORWORKOUTASACCURATELYASYOUCAN THE ANNUALTOTALORGANIZATION WIDEBUDGETFORYOURTYPESOF PRODUCTSANDSERVICES ’#ALCULATEYOURSHAREASAPERCENTAGEOFTHETOTALBUDGET ’)FPOSSIBLE DRAWAGRAPHOFTHETRENDOVERTHELASTTHREEYEARS

107_ED248_US 107 107 107_ED248_CMYK_

#2 ) 4 ) # ! ,3 5 ##% 3 3&!# 4 / 2 3 

13/7/06 pm 20/3/064:07:41 14:56:24

7RITE9OUR+EY!CCOUNT0LAN $RIVETHE+EY!CCOUNT0LANFROMTHECUSTOMERSPOINT OFVIEWBYCONSIDERINGHISORHERSTRATEGYANDCURRENT SITUATION4HISAPPROACHSHOULDHELPYOUTOSELLTHE MOSTPROlTABLEMIXOFPRODUCTSANDSERVICES

!GREEONTHE#USTOMER3TRATEGY 3TARTYOURACCOUNTPLANBYIDENTIFYINGYOURCUSTOMERSMAIN AIMS4HISMAYALREADYAPPEARASTHEORGANIZATIONSMISSION STATEMENTONITSWEBSITE ORINOTHERPUBLISHEDREPORTS !SKYOURSELF h7HATISTHECUSTOMERSPURPOSEv)F FOR EXAMPLE THECUSTOMERISAFROZENFOODSUPPLIER THE MISSIONSTATEMENTMIGHTREAD s h4OACHIEVEAMARKETSHAREOFPERCENTOFTHE REGIONALMARKETFORFROZENDESSERTSWITHINlVEYEARS BYINTERNALGROWTHANDACQUISITIONv )NALARGEORGANIZATION YOURCUSTOMERMAYHAVEANUMBER OFDIVISIONSTHATHAVELITTLEINCOMMON)NSUCHACASE CONSIDERPRODUCINGACCOUNTPLANSFOREACHDIVISION )FYOUCANNOTlNDTHEMISSIONINTHEORGANIZATIONgS PUBLISHEDMATERIAL TRYSPEAKINGTOSENIORMANAGERSAND GETTINGTHEMTOTALKABOUTTHEIRMISSION ASPIRATIONS STRENGTHS ANDWEAKNESSESINACHIEVINGTHOSEGOALS 9OUSHOULDBEABLETOGLEANUSEFULINFORMATION

%FFECTIVE7AYSTO0LAN+EY!CCOUNTS ()'()-0!#4

!SKINGTHECUSTOMERTOJOINTHE PLANNINGMEETINGANDCONTRIBUTE TOTHE37/4ANALYSIS L#HECKINGANEWSPAPERARCHIVE FORARTICLESABOUTYOURCUSTOMER TOADDTOYOUR37/4ANALYSIS L#HECKINGTHEACCURACYOFYOUR COMPLETED37/4WITHASENIOR MEMBEROFTHEORGANIZATION L

.%'!4)6%)-0!#4

-AKINGASSUMPTIONSONTHE CUSTOMERSPOSITIONWITHOUT REALEVIDENCE L2ELYINGONTHEVIEWSOFPEOPLE WHOHAVENOTHADRECENT EXPERIENCEOFTHEACCOUNT L+EEPINGYOURANALYSISTOYOURSELF ONTHEGROUNDSTHATITIS hCONlDENTIALv L

 " 5 ) , $ 9/ 5 2 + % 9!##/ 5 . 4 3

108_ED248_US 108 108 108_ED248_CMYK_

13/7/06 pm 20/3/064:07:47 14:56:28

4)0

+EEPTHELANGUAGEUSEDINTHE37/4ANALYSIS SIMPLE CLEAR ANDCONCISE

#ONSIDER3TRENGTHSAND7EAKNESSES 4OENSURETHATYOURPLANISDRIVENBYTHECUSTOMERS REQUIREMENTS STARTYOURKEYACCOUNTPLANBYPERFORMING ANENVIRONMENTALANALYSIS4OFOCUSONTHEKEYAREAS USE THE37/4ANALYSISTECHNIQUE!SKYOURSELFWHATTHE CUSTOMERSSTRENGTHS WEAKNESSES OPPORTUNITIES AND THREATSAREINTERMSOFACHIEVINGITSMISSIONSTATEMENT s 3 TRENGTHSˆFACTSOREVENTSTHATARELIKELYTOASSISTYOUR KEYCUSTOMERINACHIEVINGITSMISSION s 7 EAKNESSESˆFACTSOR 3TARTTHE0LANNING0ROCESS EVENTSTHATARELIKELYTO HINDERTHECUSTOMERFROM ACHIEVINGITSMISSION )DENTIFYTHECUSTOMERSMISSION s / PPORTUNITIESˆTHINGSTHE ANDGOALS CUSTOMERCOULDDOTO IMPROVEITSABILITYTO ACHIEVEITSMISSION s 4 HREATSˆPOTENTIAL DISRUPTIONSTOTHE #HECKTHESEWITHASENIORMANAGER CUSTOMERSABILITYTO INTHECUSTOMERSORGANIZATION ACHIEVEITSMISSIONAND THEEVENTUALOUTCOMEOF FAILINGTOADDRESSA KNOWNWEAKNESS )NVITEACCOUNTSTAKEHOLDERS #ARRYOUTACUSTOMER37/4 TOATEAMMEETING7RITE ANALYSIS THE37/4ANALYSISONSLIDES ORmIPCHARTSANDLISTANY AREASOFINSUFlCIENT KNOWLEDGETHATYOU 0RESENTTHE37/4ANALYSISTOA UNCOVERONAmIPCHARTTITLED SENIORMEMBEROFTHECUSTOMERS h7EDONOTKNOWv0LAN ORGANIZATIONANDCORRECTANY ACTIONSTOlNDTHE INACCURACIES INFORMATIONYOULACK

109_ED248_US 109 109 109_ED248_CMYK_

 



7 2 ) 4 %9/ 5 2+ % 9!##/ 5 . 40 , ! . 

13/7/06 pm 20/3/064:07:47 14:56:29

!GREEON9OUR!IMS "EGINTHEPLANNINGPROCESSBYPRODUCINGASHORTSTATEMENT OFYOURAIMSORPURPOSEFORYOURKEYACCOUNT+EEPIT BROADATTHISSTAGEYOUWILLPRODUCEDETAILEDOBJECTIVES LATERONINTHEPLANNINGPROCESS%XAMPLESINCLUDE s 4OMAINTAINOURCURRENTLEVELOFBUSINESSINDIVISIONS WHEREWEALREADYDOBUSINESS ANDTOBREAKINTOONE NEWDIVISIONINTHENEXTSIXMONTHS s 4OBECOMETHEDOMINANTSUPPLIERTOTHISCUSTOMER MEASUREDBYMARKETSHARE s 4OBECOMETHENATURALPARTNERPROVIDINGTRAINING COURSESINEVERYDIVISIONINTHECUSTOMERSORGANIZATION 4HElRSTTWOEXAMPLESARECLEARANDCONCRETE4HEYAVOID QUALITATIVEWORDSLIKEhBETHE "UILDINGRELATIONSHIPS9OUDONT BESTvORhHIGHESTQUALITYv ALWAYSNEEDTOMEETYOURKEYACCOUNT ANDWILLLEADTOAPLANTHATIS CONTACTSINTHEOFlCE4OBUILDMORE FOCUSEDONACTIONS4HETHIRD INFORMALRELATIONSHIPS CONSIDERTAKINGYOUR EXAMPLEINCLUDESTHEPHRASE CONTACTSOUTTOARESTAURANTORCOFFEESHOP

 - ! . !' % 9/ 5 2+ % 9!##/ 5 . 4 3

110_ED248_US 110 110 110_ED248_CMYK_

13/7/06 pm 20/3/064:07:48 14:56:30

hNATURALPARTNERvADElNITIONOFTHISMUSTBEAGREEDUPON BEFORECONTINUINGTOENSURETHATTHEPLANISCONCRETEAND ACTION ORIENTED RATHERTHANABSTRACTANDDEBATE ORIENTED

5NDERSTAND9OUR#URRENT0OSITION 5SE37/4ANALYSISTOEXAMINEYOURCURRENTPOSITIONINTHE ACCOUNT"EHONEST PARTICULARLYWITHYOURSTATEMENTS ABOUTWEAKNESSES&OR EXAMPLE IFTEAMMEMBERS #ONTINUETHE0LANNING 0ROCESS LACKSKILLSINAREASTHATARE KEYTOACHIEVINGYOURAIMS DOCUMENTITSOTHATYOUCAN )DENTIFYYOURAIMORPURPOSE AGREEONACTIONSTOlLLTHOSE INREGARDTOTHEACCOUNT SKILLSGAPSLATER7HENYOU HAVECOMPLETEDTHElRST DRAFT EXAMINETHELIST RELATINGTOOPPORTUNITIESAS WELLASHIGHLIGHTINGAREAS !GREEONTHESEWITHYOURTEAM FORMAKINGSALES ITWILLALSO BYCHECKINGDETAILSWITH THEAPPROPRIATEPEOPLE INCLUDEACTIONSYOUCOULD TAKETOELIMINATEWEAKNESSES 4RYTOlNDANOPPORTUNITY TOASSISTTHECUSTOMERIN ELIMINATINGWEAKNESSESIN #ARRYOUTA37/4ANALYSISTO EXAMINEYOURCURRENTPOSITION ASMANYPLACESASPOSSIBLE INTHEACCOUNT ,OOKFORASTRONGLINK BETWEENYOUROPPORTUNITIES ANDTHECUSTOMERS WEAKNESSES OPPORTUNITIES #HECKTHATYOUROPPORTUNITIES ANDTHREATSTOMAKESURE ADDRESSTHECUSTOMERS THATYOURACTIONPLANIS WEAKNESSES OPPORTUNITIES AIMEDATPRODUCING ANDTHREATS CUSTOMERBENElTS

 



4)0 $URINGTHEPLANNINGSESSION MAKESURETHAT

EVERYONEINTHEROOMHASBOTHANEQUALVOICEANDAN EQUALVOTESOTHATJUNIORMEMBERSCANCONTRIBUTE

111_ED248_US 111 111 111_ED248_CMYK_

7 2 ) 4 %9/ 5 2+ % 9!##/ 5 . 40 , ! . 

13/7/06 pm 20/3/064:07:49 14:56:31

!CCOUNT-ANAGEMENT/BJECTIVES )MPROVEYOUROVERALLPOSITIONINTHEACCOUNTBYASSIGNING OBJECTIVESTOBOTHYOURSELFANDYOURTEAM37/4ANALYSIS WILLGIVEYOUGUIDANCECONCENTRATEONTHEWEAKESTAREAS 9OUWILLALMOSTCERTAINLYNEEDATLEASTTHREEOBJECTIVESINEVERYONE OFTHEAREASLISTEDINTHECHARTBELOW)NTHISEXAMPLE THE#RITICAL 3UCCESS&ACTORSOFPROFESSIONALACCOUNTMANAGEMENTAREEACH ALLIEDTOANAPPROPRIATESAMPLEOBJECTIVE

7RITING!CCOUNT-ANAGEMENT/BJECTIVES #2)4)#!,&!#4/2

0/33)",%/"*%#4)6%

,EVELOFCONTACT

4OMEETWITHEACHDEPARTMENTALMANAGERTO DISCUSSSTRENGTHS WEAKNESSES AND OPPORTUNITIESWITHINTHREEMONTHS

#USTOMERSATISFACTION

4OOVERCOMETHECOLOR MATCHINGPROBLEMBY AGREEINGONASTANDARDCOLORWITHTHEPAINT SHOPWITHINONEMONTH

!CCOUNTPLANNING

4ORECONVENEASATEAMTOREVIEWTHEACCOUNT PLANAFTERTHEVISITSTODEPARTMENTALMANAGERS WITHINFOURMONTHS

#OMPETITIVEPOSITION

4OIMPROVECOMPETITIVEPOSITIONWITHINTHE ACCOUNTBYHOLDINGAJOINTPLANNINGSESSIONWITH ATLEASTTHREEDEPARTMENTSWITHINNINEMONTHS

3TRATEGICCUSTOMERAREAS

4ORECEIVEANORDEROFMORETHAN FROM ONEOFTHEKEYAREASOF&ITNESS%QUIPMENTOR +ITCHEN%QUIPMENTWITHINMONTHS

+EYCUSTOMERSTRATEGIES

4OIMPROVEOURKNOWLEDGEOFTHEACCOUNTS STRATEGYBYMEETINGWITHTHEGROUPMANAGING DIRECTORTODISCUSSTHEJOINTPLANSPRODUCEDWITH DEPARTMENTALMANAGERSWITHINMONTHS

0IPELINE

4ODISCOVERNEWPROSPECTSTOTHEVALUEOF  WITHINTHENEXTTHREEMONTHS

-ARKETSHARE

4OREVERSECURRENTNEGATIVETRENDBYREPLACING ACOMPETITORIN&ITNESS%QUIPMENTOR+ITCHEN %QUIPMENTWITHINTHENEXTMONTHS

 " 5 ) , $ 9/ 5 2 + % 9!##/ 5 . 4 3

112_ED248_US 112 112 112_ED248_CMYK_

13/7/06 pm 20/3/064:07:49 14:56:32

4)0 7ORKOUTADETAILEDESTIMATEOFEXACTLYWHAT

RESOURCEYOUWOULDNEEDTOACHIEVETHETARGET THEN STATETHECONSEQUENCESOFFAILINGTOMEETTHEOBJECTIVE

7RITE9OUR!CTIONAND2ESOURCE0LANS ,ISTTHEACTIONSNEEDEDTOACHIEVETHENEXTMONTHS OBJECTIVES4HEYWILLBECLEARINTHESHORTTERMAND ESTIMATEDFORTHELONGERTERM-AKEONEPERSONRESPONSIBLE FOREACHACTIONANDAGREEONAlRMDATEBYWHICHTHEYWILL HAVECOMPLETEDTHETASK5SINGTHEACTIONPLAN GENERATE ALISTOFTHERESOURCESINPEOPLE MONEY ANDMATERIALS REQUIREDTOCOMPLETETHEPLAN2EMEMBERTHATYOUWILL HAVETOPERSUADETHEMANAGERSWHOCONTROLTHEBUDGETS ANDRESOURCESYOUNEED SOPLANYOURAPPROACH9OUWILL OBVIOUSLYEXPLAINTHEBENElTSTHATINCREASINGSALESINTHE ACCOUNTWILLBRINGTOTHEORGANIZATION BUTALSOEXPLAIN THEBENElTSTOMANAGERSANDTHEIRTEAMS&OREXAMPLE WILLTHEIRPEOPLELEARNNEWSKILLSIFTHEYGETINVOLVEDIN IMPLEMENTINGYOURPLAN)FYOUMAKEYOURACCOUNTAN ATTRACTIVEPLACETOWORK YOUWILLIMPROVEYOURCHANCESOF BEINGALLOCATEDTHERESOURCESYOUNEED



THINK

113_ED248_US 113 113 113_ED248_CMYK_

3-!24 (ELPINGCUSTOMERSTHROUGHAPROBLEMISAUSEFUL CHANCETOBUILDGOODPARTNERSHIPSˆTHINKOFTHEIR PROBLEMSASYOUROPPORTUNITIES %VENIFTHEPROBLEMHASNOTHINGTODOWITHYOURPRODUCTSOR SERVICES DONTASSUMEITISNOTYOURCONCERN)MAGINE FOR EXAMPLE THATYOURCUSTOMERHASBEENUNABLETORETAINSTAFF 4OHELPELIMINATETHISWEAKNESS INTRODUCEYOURCUSTOMER TOASTAFFRETENTIONEXPERTINYOUR(UMAN2ESOURCESTEAM 4HEMEETINGMAYNOTPRODUCEASALE BUTITISAVALUABLE INVESTMENTINTHEFUTUREITWILLBUILDGOODWILLANDEMPHASIZE THEPARTNERSHIPNATUREOFYOURRELATIONSHIPWITHTHECUSTOMER

7 2 ) 4 %9/ 5 2+ % 9!##/ 5 . 40 , ! . 

13/7/06 pm 20/3/064:07:50 14:56:33

3UMMARY 7RITING9OUR !CCOUNT0LAN !KEYACCOUNTPLANWILL HELPYOUIDENTIFYTHEMOST PROlTABLEMIXOFPRODUCTS ANDSERVICESTOSELLTO CUSTOMERSSOTHATYOU CANHELPTHEMACHIEVE THEIRPRINCIPALAIMSAND OBJECTIVES#ONSIDEREACH CUSTOMERSSTRATEGYAND CURRENTSITUATIONSOYOUCAN DRIVETHEPLANACCORDINGLY 4HEBASISOFTHEACCOUNT PLANISTHE37/4ANALYSISˆ ASUMMARYOFSTRENGTHS WEAKNESSES OPPORTUNITIES ANDTHREATSINRELATIONTO YOURCUSTOMERANDYOURSELF 4HINKINGABOUTTHEACCOUNT INTERMSOFTHESEFOURKEY AREASSHOULDGIVEYOUA MOREREALISTICIDEAOFTHE ACTIONSANDRESOURCESYOU WILLNEEDTOACHIEVEYOUR OBJECTIVESANDHELPYOUR CUSTOMERSTOACHIEVETHEIRS

0LANOF!CTION



!NALYZETHE+EY!CCOUNT (AVEYOUIDENTIlED THECUSTOMERSMISSION ANDGOALS

9%3

./ #HECKTHEMISSION STATEMENTUSINGTHE ORGANIZATIONSWEBSITEOR PUBLISHEDREPORTS



3ET9OUR'OALS )DENTIFYYOURAIMSOR PURPOSEWITHREGARD TOTHEACCOUNT



0LAN9OUR!CTIONS ,ISTTHEACTIONSYOU NEEDTOTAKETOACHIEVE YOUROBJECTIVES



0LAN9OUR2ESOURCES 7RITEALISTOFPEOPLE MONEY ANDMATERIALSYOU NEEDTOCOMPLETETHEPLAN

 - ! . !' % 9/ 5 2+ % 9!##/ 5 . 4 3

114_ED248_US 114 I[bb_d]IIff''*#''+X$_dZZ''*

13/7/06 4:07:55 pm '&%*%&,+0(&0&,fc

OUNT 9%3

)STHECUSTOMERS ORGANIZATIONLARGEORWITH MANYDIVISIONS

./

0ERFORMA37/4ANALYSISTO IDENTIFYCUSTOMERSTRENGTHS ANDWEAKNESSES

9%3 #ONSIDERPRODUCING AN!CCOUNT0LANFOR EACHDIVISION

#HECKANDAGREEON THISANALYSISWITH THECUSTOMER

!GREEONTHESEGOALS WITHYOURTEAM

0ERFORMA37/4ANALYSISTO EXAMINEYOURPOSITION WITHRELATIONTOACCOUNT

-AKEONEPERSON RESPONSIBLEFOREACH ACTION

!GREEONAlRMDATE BYWHICHTHEYMUST COMPLETETHETASK

4ALKTOTHEPEOPLEIN CONTROLOFTHESEBUDGETS ANDRESOURCESTOGET THEIRSUPPORT

2EVIEWTHE+EY!CCOUNT 0LAN2EGULARLY

115_ED248_US 115 I[bb_d]IIff''*#''+X$_dZZ''+

3 5 - - ! 297 2 ) 4 ) . '9/ 5 2!##/ 5 . 40 , ! . 

13/7/06 4:07:55 pm '&%*%&,+0(&0'+fc

#OMPLETETHE+EY!CCOUNT0LAN &INISHTHELOGICALPLANNINGPROCESSBYRELATINGYOURKEY ACCOUNTPLANTOANYONEWHONEEDSTOKNOWALL ORPART OFITSCONTENTS!LSOCONSIDERBRINGINGINCUSTOMER PERSONNELTOHELPBUILDORREVIEWTHEPLAN

#OMMUNICATETHE0LAN 9OUWILLHAVETOIMPARTYOURPLANINSOMEFORMTOALLTHE STAKEHOLDERSINTHEACCOUNT!COPYOFTHEENTIREPLAN SHOULDGOTOTHESALESTEAM IFYOUHAVEONE ANDYOUR MANAGER TOENSUREHISORHERCOMMITMENTINHELPINGYOU ACHIEVEYOURACCOUNTOBJECTIVES!NEXECUTIVESUMMARY COMPRISINGTWOORTHREEPAGESISMOREAPPROPRIATEFOR OTHERS SUCHASSENIORMANAGEMENT0RESENTATIONSMUSTBE MADETOKEYPEOPLESUCHASTHEMANAGERSOFTHERESOURCES YOUREQUIRETOMAKETHEPLANVIABLECONCENTRATEONTHE BENElTSTOTHEORGANIZATIONOFACHIEVINGTHEPLANS

4IMETABLEFORREVIEWING &REQUENCY $AILY !FEWMINUTES 7EEKLY LESSTHAN HOUR -ONTHLY nHOURS 1UARTERLY nHOURS (ALF YEARLY ˆDAY !NNUALLY nDAYS

THEPLAN

!CTIVITY

DUPDATESACTIONS %ACHSTAKEHOLDERREVIEWSAN E SIBL PON RES ARE HEY FORWHICHT EIRACTIONSANDPROGRESS %ACHSTAKEHOLDERREVIEWSTH EPORTSPROGRESSAND NDR ES A CTIV OBJE TOWARDTHE NTMANAGER COU EAC POTENTIALCHANGESTOTH IVES SONEORMOREOFTHEOBJECT !CCOUNTMANAGERREVIEW HOLDERS TAKE TES PRIA PPRO HEA ANDACTIONPLANSWITHT TO PROGRESSONTHEACCOUNT !CCOUNTMANAGERPRESENTS JECTIVES EOB ETH HIEV OAC AYT NW HISMANAGERFOCUSINGO WITHINTHETIMESCALE E ETEAMTOGETHERTOREVIEWTH !CCOUNTMANAGERBRINGSTH NALYSES /4A R37 PLIE SUP THE TING WHOLEPLAN INCLUDINGUPDA BLYOFF SITE TOCOMPLETELY FERA 4HESTAKEHOLDERSMEET PRE ER TOM CUS THE OLVE WILLINV REDRAFTTHEPLAN)DEALLYTHIS

4IMETABLEFORREVIEW2EVIEWYOURPLANREGULARLYTOKEEPITUPTODATE7ORKOUTA TIMETABLE SUCHASTHEEXAMPLEABOVE THATSUITSTHECOMPLEXITYOFTHEPLAN

 " 5 ) , $ 9/ 5 2 + % 9!##/ 5 . 4 3

116_ED248_US 116 116 116_ED248_CMYK_

13/7/06 pm 20/3/064:08:00 14:56:37

t

4%#(.)15%3 TOPRACTICE

+EEPINGPLANNINGˆAND OTHERˆMEETINGSTOASTRICT TIMETABLEISAUSEFULSKILL THATSAVESANENORMOUS AMOUNTOFTIME WASTING 2EMEMBERTHATCREATINGAPLAN ISONLYTHESTART4HEBULKOFTHE WORKISALLSTILLAHEADOFYOU 7ITHTHISINMIND MAKESURE THATYOUDONOTSPENDMORETIME INPLANNINGMEETINGSTHANIS STRICTLYNECESSARY0RACTICETHISIN EVERYMEETINGYOUATTEND

s!GREEONAlNISHTIMEBEFORE ORATTHESTARTOF THEMEETING s)FTHEAGENDAISINCOMPLETE ASSIGNINDIVIDUALSTOCOMPLETE THEPROCESSINDIVIDUALLYORIN SMALLGROUPS s!TTHESTARTOFEACHMEETING BRIEmYREVIEWWHATHASBEEN DONESINCETHELASTONE s.EVERLETAMEETINGOVERRUN)F NECESSARY SCHEDULEANOTHER APPOINTMENTRIGHTAFTERITTO ENSURETHATYOUlNISHONTIME

OBJECTIVESNAMELYINCREASEDSALES ANDTOTHESTAFFˆAN INTERESTING REWARDINGJOBWITHCAREERDEVELOPMENT OPPORTUNITIESTHROUGHTRAININGANDEXPERIENCE

'ETTHE#USTOMER)NVOLVED 4HEKEYELEMENTOFATRUEPARTNERSHIPBETWEENAKEY SUPPLIERANDKEYCUSTOMERISINVOLVEMENTINEACHOTHERS PLANNING)TISTHEREFOREIMPORTANTTHATYOUMAKETHISYOUR ULTIMATEAIM"EGINBYINVITINGMEMBERSOFTHECUSTOMERS ORGANIZATIONTOTHESTARTINGPOINTOFYOUR+EY!CCOUNT 0LANˆTHE#USTOMERSMISSIONANDPURPOSE ANDTHE ANALYSISOFTHECUSTOMERSENVIRONMENTOR37/4ANALYSIS )FYOUAREWORKINGTOGETHERINACULTUREOFTOTALTRUST CONSIDERINVITINGTHEMTOSTAYWHILEYOUDOYOUROWN ENVIRONMENTALANALYSIS/NCEYOUHAVECOMPLETEDTHE PLAN MAKEAPRESENTATIONINWHICHYOUSHAREASMUCHOF YOURPLANWITHTHEMASYOUTHINKISCOMMERCIALLYSENSIBLE 9OUSHOULDALSOWORKHARDONENCOURAGINGTHECUSTOMER TORECIPROCATEˆYOURGOALISTOBEINVITEDTOJOINTHEMFOR SOMEOFTHEIRPLANNINGMEETINGS

117_ED248_US 117 117 117_ED248_CMYK_

#/ - 0 , % 4 %4 ( %+ % 9!##/ 5 . 40 , ! . 

13/7/06 pm 20/3/064:08:00 14:56:38

)NDEX !CCOUNT$EVELOPMENT0LANn ACCOUNTMANAGEMENT OBJECTIVESn PROCESSn ACTIONPLAN  ADDRESSBOOK ADVERTISING AFTER SALESSERVICE    AGENDA AGREEINGON APPEARANCE PERSONAL  BASISOFDECISION    ESTABLISHING ANDSALESPLAN BENEFITS CUSTOMERn   BODYLANGUAGE   BREAKEVENANALYSIS BUILDINGTHESALEn BUSINESSPRINCIPLES BUSINESSPROCESS BUYINGTEAM  CHECKSHEETS  CLOSINGTHEDEAL HANDLINGOBJECTIONS SUMMARYCLOSE  TRIALCLOSE  COMMUNICATINGn COMPANYPROFILES COMPETITORS n   COMPLAINTS HANDLINGn CONCESSIONS MAKING CONDITIONS SETTING CONFERENCES CONFIDENCE DEVELOPING  INNEGOTIATIONS INPRESENTATIONS CONSUMERMARKETS CONTACTS BROADENINGBASEn CONTACTINGSUSPECTSn CONVERSIONRATEn CORPORATEMARKETS COSTBENEFITANALYSIS CROSS SELLING CUSTOMERn ANALYSIS RULE BESTn DEVELOPMENTPLAN FEEDBACK FOCUSn PROFILE  RECORDSn SERVICE  n SUPPORT

CUSTOMER FIRSTCULTUREn CUSTOMERNEED    ANTICIPATINGn ESTABLISHING  MARKETFIT RETAILERS ANDSALESPLAN SUMMARIZING CUSTOMERSATISFACTION n MEASURINGn RETAILn TARGETS DATABASE CUSTOMERn DECISIONCRITERIASEEBASISOFDECISION DECISION MAKERn  DEMONSTRATIONS DIRECTMAIL n DRAFTPROJECTPLAN DRESS EMPATHY  FEEDBACK CUSTOMER   FOCUSGROUPS FORMS ANDSALESPLAN CHECKSHEETSn FINANCE   SURVEYS FIRSTIMPRESSIONn FLYERS   FOCUSGROUPS GOAL SETTING GROWTHINDUSTRIES IMPLEMENTATIONPLAN INDUSTRIALTRENDS  INFORMATION ADDITIONAL SEEKING GIVINGCONCISELY INFORMATIONSOURCES FINANCIALPRESS  )NTERNET   INQUIRIESn INTERRUPTING  JARGON KEYACCOUNT n PLANn PROCESSn SUMMARYn KEYPEOPLE n  KEYSTAKEHOLDERS LEAFLETS LISTENING 

 5 . $ % 2 3 4! . $ 3 % , , ) . '

118_ED248_US selling.indd 118 118_119_Index* 118

13/7/06 1:51:00 4:08:05 pm 24/3/06

MAIL DIRECT n MAILINGLISTS MANAGERS   MARKETn MARKETSHARE MILESTONES  MISSIONSTATEMENTS  NEGOTIATIONSn COMPROMISING CONFIDENCE IDENTIFYINGISSUES IDENTIFYINGNEEDSANDWANTS KEEPINGCALM MAKINGCONCESSIONS SETTINGCONDITIONS SETTINGOBJECTIVESn OBJECTIONS HANDLING OBJECTIVES ACCOUNTMANAGEMENTn OFFIRSTCALLn OFNEGOTIATIONn OBSERVINGSALESPEOPLE OPENINGTHESALEn COMPLETINGn PLANNINGn QUALIFYINGPROSPECTSn SUMMARYn SUMMARIZING OPENINGSALESCALL BUILDING CREATING  HOWTORECOGNIZE OPENINGS  ORGANIZATIONS DIVISIONS  PROMOTINGYOUROWN  ORGANIZINGDATAn PLANNING DRAFTPROJECTPLAN INITIALCALLSn KEYACCOUNTPLANn OPENINGS PRACTICALITY   PREPARATION  PRESENTATIONS n   PRICEOBJECTIONS PRODUCT ANDMARKETFIT ANDMARKETMATRIX FEATURESn   GROUPS INNOVATION KNOWINGYOUR RETURNS PROFESSIONALISM  PROGRESS MEASURING

119_ED248_US selling.indd 119 118_119_Index* 119

PROMOTIONS PROPOSAL   PRESENTINGn STRUCTURING WRITTENn PROSPECTS CONTACTING FINDINGn SUMMARYn TARGETING QUALIFYINGn UNDERSTANDING PUBLICITY PURCHASINGDEPARTMENTS QUALIFYINGOUT  THEPROSPECTn QUESTIONNAIREn QUESTIONSn CHALLENGING CLOSED  n  OPEN   QUOTATION REFERENCES  RELATIONSHIPS CREATING  DATABASEn FINDINGOUTABOUT LONG TERM RETAININGn MISSIONANDGOALSOFn PROBLEMSOF RESOURCEPLAN   RETAILINGn ROLE PLAY  SALESASSISTANTS SALESCALLS SALESCAMPAIGN  SALESFORECASTn SALESPIPELINEn  SALESPLAN  SALESPROCESSn BUILDINGSALEn CLINCHINGDEALn DEFINING MEASURINGPERFORMANCE NEGOTIATINGTERMSn OPENINGCALLn PLANNINGn PRESENTINGPROPOSALn WRITINGPROPOSALn SALESRELATIONSHIPn SALESSTRATEGY SALESTARGETS SALESTEAMn SALESTECHNIQUES SKILLS ASSESSINGn SOLUTION  PRESENTINGn

) . $ % 8 

13/7/06 1:51:11 4:08:05 pm 24/3/06

SPREADSHEETS STAKEHOLDERS n ACCOUNTS STRATEGICSITUATION SUMMARY OPENTHESALEn TARGETYOURPROSPECTSn WRITEYOURKEYACCOUNTPLANn SURVEYS SUSPECTS CONTACTINGn IDENTIFYING 37/4ANALYSIS  

TARGETS CUSTOMERSATISFACTION CUSTOMERSERVICE SALESn TELEPHONEPROSPECTING n TERMSANDCONDITIONS NEGOTIATINGn TIME PROTECTING TIMEMANAGEMENTn TIMESCALE  n  TRADEPRESS UNIQUESELLINGPROPOSITION530  

0ICTURE#REDITS

+EYC CENTER R RIGHT L LEFT T TOP B BELOW BL BELOWLEFT BC BELOWCENTER BR BELOWRIGHT 7IDE'ROUP)CONICA'ETTYL 4IM-C'UIRE#ORBISC #ORBISR &ABIO #ARDOSO:EFA#ORBIS3HIVA4WIN'ETTYT )NGOLF(ATZ:EFA#ORBISB $IGITAL 6ISION'ETTYC 0REMIUM3TOCK)MAGESTATE'ABE0ALMER!LAMY#ORBIS *ON&EINGERSH:EFA#ORBIS)NGOLF(ATZ:EFA#ORBIS$ON-ASON#ORBIS 2OGER$IXON$+)MAGES2OGER$IXON$+)MAGES#ORBIS$IGITAL 6ISION'ETTY0REMIUM3TOCK)MAGESTATE2OGER$IXON$+)MAGES&ABIO #ARDOSO:EFA#ORBIST 'ABE0ALMER#ORBISBL )MAGE3TATE!LAMYBC 7ALTER (ODGES'ETTYBR 2OGER$IXON$+)MAGES+EVIN(ATT0HOTONICA'ETTY (IEP6U-ASTERFILE'"ADEN:EFA#ORBIS(OWARD3OKOL'ETTY 2OGER$IXON$+)MAGES2OGER$IXON$+)MAGES'ERD'EORGE4AXI 'ETTY#ORBIS#ORBIS7IDE'ROUP)CONICA'ETTY $ORLING+INDERSLEYWOULDLIKETOTHANKTHEFOLLOWINGMODELS.AQASH"AIG +ATIE $OCK #AROLINE$3OUZA &ORFURTHERINFORMATION SEEWWWDKIMAGESCOM

!UTHORS!CKNOWLEDGMENTS

7RITINGABOOKFOR$ORLING+INDERSLEYISATERRIFICEXERCISEINTEAMWORK)WOULD LIKETOTHANK!DÒLE(AYWARDAND3IMON4UITEFORTHEIRSTEWARDSHIPOFTHEDESIGN ANDTHEPROCESS4HANKYOUALSOTOTHEEDITOR 4OM"RODER THEDESIGNER 4ED +INSEY ANDTHERESTOFTHEEDITORIALTEAMFORTHEIRSKILLS PROFESSIONALISM ANDHUGE CONTRIBUTION!NDFINALLY THANKYOUALLFORMAKINGITSUCHANENJOYABLETASK

!UTHORS"IOGRAPHY

+%.,!.'$/.HASABACKGROUNDINSALESANDMARKETINGINTHETECHNOLOGY INDUSTRY!SANINDEPENDENTCONSULTANT HEHASTRAINEDSALESPEOPLEANDSALES MANAGERSINTHE53 %UROPE AND!USTRALIAANDHASADVISEDMANAGERSONTHE COACHINGANDAPPRAISALOFTHEIRSTAFF(EHASALSOPROVIDEDSTRATEGICGUIDANCE FORCOMPANIESINCLUDINGCOMPUTERMAJOR(EWLETT0ACKARD+ENISTHEAUTHOROF ANUMBEROFBOOKSFOR$+ANDCO AUTHOROFSEVERAL%SSENTIAL-ANAGERSTITLES INCLUDING0UTTING#USTOMERS&IRST(EISALSOONEOFTHEAUTHORSOF$+S3UCCESSFUL -ANAGERS(ANDBOOK

 5 . $ % 2 3 4! . $ 3 % , , ) . '

120_ED248_US selling.indd 120 118_119_Index* 120

13/7/06 1:51:27 4:08:06 pm 24/3/06

View more...

Comments

Copyright ©2017 KUPDF Inc.
SUPPORT KUPDF