Chapter 08 – Making the Sales Call
C.
Referral Opening
1.
Mr. Jones, Hank Joyner of Northern Manufacturing mentioned that our components might
dramatically reduce costs in your firm. Hank has been using our components for fifteen
years and he’s very enthusiastic.
2.
Mr. Jones, Hank Joyner of Northern Manufacturing suggested that I contact you with regard
to our components. I have looked forward to meeting with you.
3.
reduced costs by 15 percent. I think you can realize a similar gain in productivity.
Best one?
Discuss
D.
1.
Product Opening
[Handing the prospect a new telephone model] How does this look to you?
2.
[Holding a new telephone model] How would you like to take a closer look at this new
model?
3.
[Handing the prospect a picture of a new telephone model] I see a lot of potential for this
phone in your heavy production locations.
at it and play with it for several minutes] What do you think?
Best one?
Discuss
Chapter 08 – Making the Sales Call
E.
1.
Question Opening
How is business, Mr. Smith?
2.
Mr. Smith, does your firm use steel or nickel plated components?
3.
Mr. Smith, are you familiar with SK Technologies, the manufacturer of machine
4.
Mr. Smith, have you seen our brochure outlining over 1,000 components useful to your firm?
F.
Compliment Opening
Your company produces the finest machines in the field. With our product you will be able to
maintain that level of quality.
Ms. Bops, I recently read about your firm in Trade Weekly. I am enthusiastic about meeting you
and welcome the opportunity of showing you how our product meets, and even surpasses, your
high standards.
3.
As a leader in sales and technology your firm is undoubtedly interested in our product.
Best one?
Discuss
Chapter 08 – Making the Sales Call
EXERCISE 8-2 DISCOVERING NEEDS
Directions:
1.
Secure a partner from the class
2.
Determine which product/service you are responsible for:
3.
Prepare a set of five (maximum) questions you will ask your partner to discover his/her
needs. Thus, if you are selling a checking account, you may want to ask questions like the
1.
2.
3.
4.
5.
to take on any personality and needs you want to. Write down your specific needs here.
5.
The team member selling the checking account goes first. He/she should ask the five
questions to discover needs. After you discover the needs, DO NOT GO INTO ANY KIND
OF A SALES PITCH. This exercise is designed to only help you improve your needs
identification skills.
Chapter 08 – Making the Sales Call
6.
The “buyer” should provide feedback to the seller by filling out the form provided.
7.
Now the team member selling the book bag is to ask his/her questions (using the same format
as step 5).
8.
The “buyer” should provide feedback to the seller by filling out the form below.
EVALUATION FORM
Did the salesperson determine your needs?
What questions should have been asked to determine unknown needs?
What questions asked by the salesperson were unnecessary and could have been omitted?
Did the salesperson obtain enough information to eventually make an effective presentation and secure a
commitment from you?
Chapter 08 – Making the Sales Call
EXERCISE 8-3 IDENTIFYING SPIN QUESTIONS
1. Read through the following sales call transcript and identify the different types of SPIN questions
that were used to uncover the prospect’s needs. Place your answer in the column marked
“Correct Category.” Remember, there are four basic types of questions:
Situations Questions – General data-gathering questions about background and current facts that
are very broad in nature.
Situation: The seller is selling complete banquet services to the manager of a textile plant.
Correct
Category
Seller:
Thanks for agreeing to see me today. I’m sure this is a busy
time of the year for you. As I understand it, you have to
ship out your products this month, June, in order for
garment makers to meet their deadlines for the spring
season. Right?
Buyer:
Seller:
Yeah, I know. Say, how often do you have plant get-
togethers, like picnics, parties and banquets?
Buyer:
We have a summer picnic in June and a Christmas party in
December. Various groups within the plant have other get-
togethers but the plant as a whole only has two a year. We
just finished our picnic.
Seller:
And, how many people usually come to them?
friendships and loyalty to our plant.
Seller:
Who caters your get-togethers?
Buyer:
We do! Our cafeteria staff has been has been doing it for
Buyer:
Yes and no. It’s cheaper, but sometimes the cafeteria staff
Chapter 08 – Making the Sales Call
just can’t seem to add the special “pizzazz” or “sparkle”
we’re looking for. They try, but heaven knows they’re not
Seller:
Do you ever have trouble with suppliers? I mean, does
sometimes the meat not show up on time? Or the wrong
drinks gets shipped?
Seller:
Does this lead to anxiety for your cafeteria staff?
Buyer:
Yes! And for me also! I put a lot of emphasis on these
functions going smoothly. I make my workers work hard
all year long. These get-togethers are a time to say
“Thanks” and “Keep up the good work” and “We’re a great
team.” When something almost backfires at the last minute
I hit the antacid tablets!
Seller:
If I can show you a way to reduce that anxiety would you
be interested?
Buyer:
Not if it’s going to cost me a bundle! Let’s face it, Tums or
Rolaids are cheap compared to paying somebody a lot of
money just to make sure that our horseradish gets here on
time.
Buyer:
always work? Do your employees get excited by it? Does it
Buyer:
No, Usually not.
Chapter 08 – Making the Sales Call
Seller:
So what you seem to be saying is that the get-together may
not generate all of the long-term effects you’ve been
looking for. Right?
Buyer:
Yes, I guess that’s true. I’m not sure the get-togethers have
always resulted in a better or happier employee who
produces more effectively or efficiently.
Buyer:
Yes I would like to hear about how you can do that.
2.
Evaluate the seller’s use of SPIN. Would you recommend any changes? (Be specific).
EXERCISE 8-4 IDENTIFYING FEATURES AND BENEFITS
Read the following paragraphs carefully. Underline all features and circle all benefits.
This refrigerator has three adjustable, non-tilt shelves. The crisper also has a glass door for easy viewing.
The door interior includes two egg storage shelves, two dairy compartments and three bottom shelves.
Chapter 08 – Making the Sales Call
This newly designed hammock is exceptionally relaxing for reading, cloud watching or napping in the
shade. Each one is handcrafted with care from top-quality twill cordage by skilled Tennessee weavers. It
is rated best by our lab for strength of construction, durability of materials and comfort. It is completely
hand-woven from soft, strong, flexible cotton rope that is manufactured to exceed military specifications.
Rope ends are dipped in hot wax to retard water absorption and prevent fraying. It’s made to offer full
body support and resist sagging – so comfortable for your back! Durable oak stretchers stabilize and help
to maintain a uniform width. Comes with heavy gauge, rust-resistant steel hanging hardware. Suggested
weight limit is 450 pounds. Size is 10’8” overall length, which is made to accommodate an 80” body
size. An optional hammock stand is available so you can easily locate your hammock anywhere you want
it.
Chapter 08 – Making the Sales Call
EXERCISE 8-5 RELATING FEATURES TO BENEFITS
The following is a list of features for a fax machine. Assume you will be selling the fax machine to two
buyers.
The first buyer is a law office that has branch law offices all across the state. The offices have to send
and receive many important documents every day.
1.
Feature: Automatic paper cutter cuts and stacks incoming documents in paper trays.
a.
Benefit for the law office:
b.
Benefit for the individual:
2.
Feature: Auto-redial automatically redials a busy number.
b.
Benefit for the individual:
Chapter 08 – Making the Sales Call
3.
Feature: Polling feature allows you to retrieve documents that have been sent to other fax machines.
a.
Benefit for the law office:
b.
Benefit for the individual:
b.
5.
Feature: Delayed transmission sends documents after office hours.
b.
Benefit for the individual:
Chapter 08 – Making the Sales Call
a.
Benefit for the law office:
b.
Benefit for the individual:
7.
Feature: Automatically prints your company name and fax number on all transmissions.
a.
Benefit for the law office:
b.
Benefit for the individual:
8.
Feature: Can also be used as a copier.
Chapter 08 – Making the Sales Call
9.
Feature: Broadcast function lets you fax the same document to several locations at once.
a.
Benefit for the law office:
b.
Benefit for the individual:
10.
Feature: 100-number automatic dialing.
a.
Benefit for the law office:
b.
Benefit for the individual:
11.
Feature: 40 page document feeder.
a.
Benefit for the law office:
Chapter 08 – Making the Sales Call
12.
Feature: Code can limit fax reception to senders who have your special access code.
a.
Benefit for the law office:
b.
Benefit for the individual:
13.
Feature: Transmits one page every 18 seconds.
a.
Benefit for the law office:
b.
Benefit for the individual: