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Chapter 07 - Planning the Sales Call
CHAPTER 7
PLANNING THE SALES CALL
Outline of Chapter
I. Why plan the sales call
II. Obtaining Precall information
A. The prospect/customer as an individual
B. The prospect’s/customer’s organization
III. Sources of information
A. Resources within your company
G. Other sources
IV. Setting call objectives
A. Criteria for effective objectives
B. Setting more than one call objective
C. Setting objectives for several calls
Chapter 07 - Planning the Sales Call
Teaching Suggestions
(an alternative would be to use the PowerPoint slides provided with the text)
1. Start by saying the following:
“In your notebook take a few minutes and write down the objective you have for taking this
course. Spend time thinking about it first. Don’t worry, I’m not going to take it up and grade it.”
2. Talk about precall information needed about the prospect and his/her organization. Then use an
example to show that it is usually very difficult to learn this information. I usually say:
“Okay, you’re going to interview with GE (so GE is your lead for a job). Tell me the source you
would use for each piece of information needed. ”
3. Describe the criteria for effective objectives (specific, realistic, and measurable)
Now ask students to look at what they wrote in their notebooks at the beginning of class. Ask,
“Does anyone think their statement of objective meets all three criteria?” If so, have them read it
4. Discuss the importance of setting several objectives for each call (primary, minimum, and
optimistic call objectives). Ask the students to go back to their objectives for the course and write
out a meaningful minimum and optimistic objective for taking the course.
5. Briefly describe the importance of setting multi-call objectives.
6. Discuss making appointments.
Ask students “Has anyone made an appointment with you lately (or scheduled a meeting with
you)?”
“How did they do it?”
“Were you pleased with the way they did it?”
“What would you do differently?”
Chapter 07 - Planning the Sales Call
7. Talk about responding to objections raised by someone you are trying to make an appointment
8. Briefly note that the salesperson must do a good bit more planning for the sales call (including
how to build good impressions and credibility, how to further uncover the prospect’s needs,
anticipating the objections which the prospect might raise and how the seller will respond, and
9. Summarize what you’ve discussed:
Obtaining precall information
Criteria for effective objectives.
Setting multiple objectives for one call.
partnerships with the buyer.
Chapter 07 - Planning the Sales Call
Suggested Answers to Ethics Problems
1. Suppose that during your information-gathering phase you identify a very hostile influential
adversary named Larry. You know that Larry will do everything possible to see your competitor
get the business. In talking about this with your sales manager, she suggests that you find some
way to covertly strip Larry of his credibility and thus cause him to be a nonissue. Would you
follow your manager’s advice? What kinds of things would you be willing to do? What would you
be uncomfortable doing?
Student answers will vary, based on their beliefs and values. Obviously, any attempt to strip
2. During precall planning, you learn that an very important prospect enjoys being treated by
salespeople to visit strip clubs, “gentlemen’s clubs.” of which there are several of these strip
clubs in your town. Your firm doesn’t have any policy about whether you can visit one of these
clubs with a client. You’ve never visited one with a client before. How will these facts impact
affect your planning for your upcoming sales visit to this prospect? What will you do?
Student answers will vary. Hopefully they will realize the potential long-term negative impact of
Suggested Answers to Questions and Problems
1. Think about a teacher you have had in college. Assume that a salesperson wanted to sell that
teacher an important product or service. Who would be a good focus of receptivity for this
salesperson? Do you think the focus of receptivity would cooperate with the salesperson?
2. In “Sales Technology 7.1” you learned how one firm uses WebEx to give presentations. Can you think of
any negative aspects of using such technology for giving sales presentations to prospects?
3. This chapter listed a number of items of information that a salesperson should find out about a
prospect/customer as an individual. Assume you are going to sell your best friend a new iPod.
See how much information you can supply from the list in the text.
Chapter 07 - Planning the Sales Call
4. Evaluate the following objectives for a sales call:
a. Show and demonstrate the entire line of 10 squash racquets.
It is specific and measurable, but probably not realistic unless the buyer has allotted a lot of time
for the call.
to consider us as a vendor.”
d. Determine which service the prospect is currently using for furniture cleaning and how
much it costs.
A good objective.
5. Think for a moment about trying to secure a job. Assume you are going to have your second job
interview next week with Fastenol for a sales position. This interview will take place over the
phone with the senior recruiter. You’re already had one informational inter- view on campus.
Most candidates go through a set of four interviews. List your primary objective, minimum
objective, and optimistic objective for this second interview.
Chapter 07 - Planning the Sales Call
6. In the boxed item "Building Partnerships 7.1" you learned that some firms use technology to
keep tabs on their salespeople, like where they have driven their company cars, and when they
have given out samples. What would you say if a manger asked you why you used the company
car to visit a mall in the middle of the day? Assume you stopped at the mall to get your hair cut.
7. Evaluate the following approach for getting an appointment: Ms. Stevens, I’ve not got any calls
on my calendar next Thursday. Would it be okay if I stopped by for a few minutes, say between
one and four pm?
Very poor. It makes it sound like the only reason for visiting is because it’s convenient for the rep
(“I’ve not got any calls to make”). What’s in it for the prospect? Also no enthusiasm is
8. Although there is no firm rule, list what you think to be the best time of day to call on the
following individuals:
a. A college bookstore manager (to sell water bottles).
Probably early in the morning, since there is less traffic in a college book store then.
9. Review the list of prospects in question 8 and identify
Chapter 07 - Planning the Sales Call
a. The worst time of day to call on each individual.
A college bookstore manager (to sell water bottles).
Mid morning to mid afternoon.
10. Suppose you have graduated, and that you belong to the alumni association of your
school. Your association plans to raffle off a number of donated items to raise funds for a new
multi-media center at your school. To be a success, the event will need many donated raffle
prizes.
a. Which sources will you use to identify potential sponsors?
• Learn who had provided donated prizes in the past for raffles (from newspapers, work-of-
mouth, etc.)
Chapter 07 - Planning the Sales Call
b. What information do you need to qualify them properly?
• Do they have a need (e. g. positive PR benefits) or want (e. g. desire to be helpful in the
university) to participate in such an endeavor?
Suggested Answers to Case Problems
Case 7-1: Presidential Aviation (Part A)
1. What kind of information should Santiago gather about Juan before their meeting?
The text lists the kinds of things that Santiago should learn. Some examples include:
• What are his aspirations?
• What is his social style?
2. What kind of information should Santiago gather about the REGENT SEVEN SEAS CRUISES
before his meeting there?
Again, the text lists many things that Santiago should learn. Examples include:
• How often does the REGENT SEVEN SEAS CRUISES fly employees per year?
Chapter 07 - Planning the Sales Call
3 Which sources can Santiago use to gather that needed information?
There are lots of potential sources. Some of the most obvious would include the following:
• Santiago should find a focus of receptivity (a receptionist, etc.) to help gather information
from.
Case 7-2: Underground Construction Magazine
Questions
1. Assume you are Andres Orrino. List your call objectives for your first call with the marketing
director for Takeuchi. Develop a three-call follow-up schedule, and list the objectives for each
call.
Objectives for the first call:
Minimum call objective: Introduce myself to the buyer and have the buyer accept my business
Chapter 07 - Planning the Sales Call
2. What kind of information would you like to have before your first meeting? How could you obtain
that information?
For information needed, see the list in the chapter. Certainly, we would want to learn about
End of Chapter Role Play
For the Instructor:
This activity requires students to set objectives for calls they are going to make. Students have all
information they need in the textbook itself.
Chapter 07 - Planning the Sales Call
EXERCISE 7-1 USING THE TELEPHONE TO MAKE APPOINTMENTS
In this exercise you are going to test, and hopefully improve, your skills at using the telephone to set up
an appointment.
1. First, reread the section in the textbook which describes how to effectively use the telephone to
make appointments.
2. Team up with one other member from your selling class.
3. Member number one (#1) calls member number two (#2) and attempts to make an appointment
during the next week. The purpose of the visit is to introduce #2 to the products and services
4. After #1 has finished, #2 should complete the evaluation form.
5. Now, reverse the roles. #2 will now try to call #1 to make an appointment during the next week.
6. After #2 has finished, #1 should complete the evaluation form below.
Chapter 07 - Planning the Sales Call
EVALUATION FORM
Seller’s Name
A.
Salesperson identified him/herself clearly?
Comments:
C.
Salesperson clearly stated the purpose of the interview?
Comments:
Chapter 07 - Planning the Sales Call
D.
Salesperson handled objections or problems well?
Comments:
E.
Salesperson obtained commitment effectively?
Comments:
Chapter 07 - Planning the Sales Call
