CHAPTER 8
PLANNING THE SALES CALL IS A MUST
COMMENTS ON CHAPTER 8 SALES APPLICATION QUESTIONS
1. Elements of sales call planning are: (A) determining the sales call objective;
presentation.
2. The customer bene t plan for a General Foods’ salesperson includes
3. The prospect’s ve mental steps in buying are: (A) Attention; (B) Interest; (C)
4. Sales call objective; product to sell; customer pro le; product’s FAB marketing
mind.
6. The sales presentation represents 7 steps within the selling process.
7. The selling process refers to a “sequential series of actions by the
Selling Process Mental Steps
1. Prospecting
2. Preapproach
3. Approach……………………………Attention, Interest
4. Presentation………………………..Interest, Desire
10. Follow up
only.
A. Attention
B. Desire (or interest)–Prove it! (Advantage)
C. Interest (or desire)–So what? (Feature)
D. Interest
E. Desire
F. Attention
past sales of the product.
Feature Advantage Bene”t
Nationally advertised Sell more Make more pro ts
COMMENTS ON CASES
Case 8-1: Ms. Hansen’s Mental Steps in Buying Your Product
1. The salesperson’s rst statement is to get a reorder. The second statement
2. Feature–family size Tide
Advantage
Bene ts–additional sales and pro ts.
3. A. Ms. Hansen’s rst reply–Action stage on reorder.
B. Ms. Hansen’s second reply–Interest stage.
4. Alternatives Ranking Dollar Amount
Sold
(Maximum = $8,000)
A Second $2,000
B Third $2,000
Five salespeople pro led in the text ranked the ve alternatives with “C”
A. You might want to further explain the bene ts of your marketing
your sales being really up, should we use six or eight cases?”
Case 8-2: Machinery Lubricants, Inc.
1. Ralph should have: (A) visuals, such as pictures of the storage system; (B) a
suggested location; (C) a prepared value analysis such as the following:
The cost of the new arrangement will be $2,795. By saving 14 cents per
gallon of lubricant purchased, the system will pay for itself in the rst year.
Also there will be other savings and advantages:
* no more $20 deposit/drum (and the risk of losing the deposit with
Case 8-3: Telemax, Inc.
1. There are three issues that should be covered in this discussion: methods of
gathering and using competitor intelligence, protecting proprietary
2. One of Ellen’s options is to use her available time to gather more information about PCI’s product
and its release date, without using unethical methods. Another option is for Ellen to set meetings
Ellen may want to ask Frank Cilento for information about PCI.
Chapter 8: “To Check, or Not to Check…”
What is the most ethical action to take?
Take your manager aside and tell him/her what you witnessed. Let your
manager handle the situation from there since it is potentially dangerous.
Let your manager “nd out him/herself.
B. Pull the person aside and tell him/her that you thought you saw
them put something in their bag. Let them know that you aren’t
going to tell anyone if it is true, but that they should really stop so
that they do not jeopardize their job.