CHAPTER 7
PLANNING THE SALES CALL IS A MUST
COMMENTS ON CHAPTER 7 SALES APPLICATION QUESTIONS
1. Elements of sales call planning are: (A) determining the sales call objective; (B) developing or
2. The customer benefit plan for a General Foods’ salesperson includes suggestions on how the
3. The prospect’s five mental steps in buying are: (A) Attention; (B) Interest; (C) Desire; (D)
4. Sales call objective; product to sell; customer profile; product’s FAB marketing plan; business
proposition; suggested purchase order.
5. The buyer does not say “no”. Once he does, it is much harder to change his mind.
6. The sales presentation represents a step within the selling process.
7. The selling process refers to a “sequential series of actions by the salesperson which leads toward
1. Prospecting
2. Preapproach
3. Approach ………………………………………. Attention, Interest
5. Trial Close…………………………………….. Desire
6. Objections …………………………………….. Desire
7. Meet Objections …………………………….. Desire, Conviction
9. Close ……………………………………………. Action
10. Follow up
8. Caution—these answers are controversial among students. It is difficult to know which stage is
represented. We are using them for discussion purposes only.
A. Attention
B. Desire (or interest)—Prove it! (Advantage)
C. Interest (or desire)—So what? (Feature)
9. The student needs to refer to both Chapters 6 and 7. You would need to know such things as:
(A) promotional activities planned for the product, such as advertising, coupons; (B) special
prices and discounts available; and (C) past sales of the product.
Feature Advantage Benefit
COMMENTS ON CASES
Case 7-1: Ms. Hansen’s Mental Steps in Buying Your Product
1. The salesperson’s first statement is to get a reorder. The second statement concerns the primary
2. Feature—family size Tide
3. A. Ms. Hansen’s first 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
A. You might want to further explain the benefits of your marketing program. This could
help you close the sale. However, it is not the best course of action.
B. If still unsure of the buyer’s attitude, you might probe more using another trial close such
as “Does the concept sound good to you?”
C. It is time to close by saying “May I enter the six cases of family size Tide in the order
Case 7-2: 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:
20,000 gal @ $1.39 = $27,800
advantages:
* no lost oil left in bottom drums
Case 7-3: Telemax, Inc.
1. There are three issues that should be covered in this discussion: methods of gathering and using
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