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Effective Selling… It’s a Process!

Product Type: Market Research Report
Published by: InfoTrends/CAP Ventures
Published: June 2007
Product Code: R290-346
Description
The sales and marketing process is simple in concept, but fraught with pitfalls in real life. Consciously or unconsciously, all successful salespeople use a sales process—they consistently repeat the steps that they have successfully used in the past. Recognizing the patterns of success is the first step to understanding the importance and impact of a sound selling process.

Every graphic communications organization should have a well-defined selling process. The most effective organizations identify and manage the selling activities that are critical to achieving the desired business objectives. While the terminology may vary from organization to organization, the fundamental concepts are consistent:
    1. Identification of target markets and prospecting
    2. Pre-call planning and developing a thorough understanding of the target market’s business problems, issues, and need for your products and services
    3. Gathering detailed information about the specific targeted company
    4. Making the initial cold call with a strong value proposition that will turn the prospect into a warm lead
    5. Engaging in a consultative approach to the customer that includes a comprehensive needs analysis and development of solutions that will solve the client’s business problems
    6. Effective solution implementation
    7. Working with the client to expand the sale
With so many objectives to consider, how do you know where to begin? This document provides an in-depth discussion of the entire sales process from start to finish and offers suggestions for every step of the way. It explains how to target the right customers, how to select your prospects, how to plan for a productive sales call, how to pitch your solution, how to overcome resistance, and how to capitalize on your success once the sale is complete.
Table of Contents
Introduction

Targeting the Right Customers

Target Markets Defined

The Benefits of a Focused Market Approach

Evaluating Market Segments

B2B versus B2C

Prospecting and Pre-Call Planning

Taking Aim, Horizontally or Vertically

Effective Prospecting

Preparation is Everything!

The Pre-Call Planning Evolution

Three Steps to Effective Pre-Call Planning

Making the Initial Approach

Alternatives to the Cold Call

The Secret to Networking

Recommendations for Cold Calls

That Awkward Moment… You Actually Get Through!

Meeting Changing Market Expectations

Consultative Selling

Before the Call

Objectives of the First Call

The Introduction

Gathering Information—The Needs Analysis

Pitching Your Solution and Setting Up a Second Meeting

Objectives of the Second Call

The Sales Presentation

Overcoming Resistance

Closing the Deal

Expanding the Sale

Conclusion
Ordering and More Information
Price and Delivery Options


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