Chapter Six—Planning Sales Dialogues and

Presentations

Learning Outcomes

After completing this chapter, students should be able to accomplish the following tasks:
1. Explain why it is essential to focus on the customer when planning sales calls.
2. Understand alternative ways of communicating with prospects and customers through
canned sales presentations, written sales proposals, and organized sales dialogues and
presentations.
3. Discuss the nine components in the sales dialogue template that can be used for planning
an organized sales dialogue or presentation.
4. Explain how to write a customer value proposition statement.
5. Link buying motives to benefits of the seller’s offering, support claims made for benefits,
and reinforce verbal claims made.
6. Engage the customer by setting appointments.

Chapter Outline

I. Introduction
II. Customer-Focused Sales Dialogue Planning
III. Sales Communications Formats
A. Canned Sales Presentations
B. Written Sales Proposals
C. Writing Effective Proposals
Executive Summary
Customer Needs and Proposed Solution
Seller Profile
Pricing and Sales Agreement
Implementation and Timetable
D. Evaluating Proposals Before Submission
E. Organized Sales Dialogues
IV. Sales Dialogue Template
A. Section 1: Prospect Information
V. Section 2: Customer Value Proposition
A. Section 3: Sales Call Objective
VI. Section 4: Linking Buying Motives, Benefits, Support Information, and Other Reinforcement

1
Methods
A. Section 5: Competitive Situation
B. Section 6: Beginning the Sales Dialogue
C. Initiating Contact
D. Section 7: Anticipate Questions and Objections
E. Section 8: Earn Prospect Commitment
F. Section 9: Build Value through Follow-Up Action
VII. Engaging the Customer

Exercises

Developing Professional Selling Knowledge

1. Why is sales dialogue and presentation preplanning important?

Students’ answers will vary, but they should include the following points. Sales dialogue
and presentation preplanning are important because they help a salesperson in being
organized and focused. The key element to sales presentation planning is the creation of
one or more sales call objectives. These objectives are important because they help the
salesperson manage accounts through the sales process and they serve as a tool for
measuring performance.

2. Do you see the need for any salesperson to ever use a canned sales presentation?

Students’ answers will vary, but they should include the following points. Canned sales
presentations may be effective when the product line is narrow and the sales force is
relatively inexperienced. Also, many salespeople find it effective to use instead of a sales
dialogue to introduce their company, to demonstrate the product, or for some other limited
purpose.

3. Most salespeople use organized sales dialogues and presentations today. Why?

Students’ answers will vary, but they should include the following points. Most
salespeople use organized sales dialogues and presentations because they provide greater
flexibility and effective interaction with prospective customers. This form of interaction
allows salespeople to learn about their customers’ needs and then customize solutions to
those needs. After all, the customers are interested only in hearing about how the
salesperson’s market offers may solve their problem. Using a canned presentation, for
example, that covers all the products’ features may bore, confuse, or otherwise disinterest
the customers.

2
4. Explain why both verbal and written communication are a necessity for a successful
salesperson.

Students’ answers will vary, but they should include the following points. Both verbal and
written forms of communication are important because they play a crucial role in the
purchase decision. Verbal communication is important for learning about a customer’s
situation and particular needs and then presenting solutions to those needs in a manner the
customer understands. Written communication is important because it is often perceived as
being more credible; word processing programs have subroutines to check spelling and
grammar. It creates a permanent record of claims and intentions. Because written
communication is much less flexible, it must clearly convey the intended message. Written
and verbal communications are often used together and should be mutually supportive to
maximize the impact of the message and to reduce ambiguity.

5. Explain the key elements of written proposals.

Students’ answers will vary, but they should include the following points. The key
elements of written proposals are the executive summary, customer needs and proposed
solution, seller profile, pricing and sales agreement, and an implementation and timetable
section. The executive summary, usually limited to two typewritten pages, explains the
customer’s problems, the nature of the proposed solution, and the resulting benefits to the
customer. It also builds a desire to read the full proposal. The customer needs and proposed
solution section clearly states the customer’s problems and needs and then presents the
solution with evidence on how it will address them uniquely. The seller profile offers an
overview of the supplier company, emphasizing its capabilities and successes in providing
services to past customers. The pricing and sales agreement officially “asks for the order”
by providing pricing information and delivery options. Finally, the implementation and
timetable section explain the steps necessary for the buyer to complete the placement of the
order with the timetable detailing a schedule of key implementation events.

6. Why is the planning template for sales dialogues and presentations an important tool for
today’s salesperson?

Students’ answers will vary, but they should include the following points. The primary
advantage of the planning template for sales dialogues and presentations is that it ensures
that salespeople are organized and they cover all the pertinent content areas when they
develop or prepare a sales presentation. In addition, a planning template helps the
salesperson with the process of uncovering the needs and identifying a customized
solution. Finally, salespeople can use the information collected while developing the
planning template to learn more about their territories, their customers, and their

3
 performance.

7. Why is it important for a salesperson to establish objectives for each sales call?

Students’ answers will vary, but they should include the following points. It is important
for the salesperson to establish sales call objectives because doing so keeps him or her
organized, focused, and goal-directed. Setting multiple sales call objectives (e.g., during an
introductory call the objective may be simply to introduce the salesperson and his or her
company and gather information on the buyer’s needs) helps the salesperson have a plan to
keep the sales moving forward when the primary objective is not met (i.e., a fallback plan).
Finally, having to set sales call objectives reminds salespeople to have a purpose for each
sales call, reducing the likelihood that they will waste their time and their customers’ time.

8. What are the characteristics of a well-written customer value proposition?

Students’ answers will vary, but they should include the following points. A good customer
value proposition will be a simple statement that clearly directs upcoming sales dialogues
by explaining why a customer would be better off choosing the product offered by a
salesperson and his or her firm. It should explain only those benefits that are applicable to a
buyer and not all. At the same time, it should be as specific as possible on tangible
outcomes and relate any product or service dimensions that would add value to the buyer’s
operations. Finally, the customer value proposition should promise only what can be
consistently delivered, keeping in mind that appropriate guarantees can be added as the
sales process moves along.

9. What is the difference between buying motives and benefits?

Students’ answers will vary, but they should include the following points. Buying motives
refers to the most important facts from a customer’s perspective in making a purchase
decision. Buying motives motivate a buyer to make a purchase, and they may be rational or
emotional or a combination of both. Benefits, on the other hand, describe added value for
the customer—the favorable outcome derived from a feature. Benefits are the sources of
value that address the buyer’s buying motives. Salespeople should present benefits that, at
a minimum, address the buyer’s buying motives.

10. How can salespeople enhance their chances of securing an appointment with a prospect?

Students’ answers will vary, but they should include the following points. Salespeople will
be more likely to secure an appointment with a prospect if they follow three simple
directives: give the prospect a reason why an appointment should be granted; request a
specific amount of time; and suggest a specific time for the appointment. In general,

4
 salespeople need to show that they recognize that the prospect’s time is valuable.

Group Activity

Preparing for Sales Calls: Using the Internet and the Views of a Sales Professional

Form student teams and have them access a search engine like Google. The teams should
investigate topics such as “sales, planning the call” or “sales, precall planning.” Teams prepare a
brief report on the best ideas from the search, then interview a salesperson or sales manager for
additional ideas on how to prepare for sales calls. Each team should present its findings in class.
Teams should document sources used in their reports.

Experiential Exercises

1. Demonstrating the Differences Between Features and Benefits of a Product

Objective: Use this exercise to facilitate students’ understanding of the differences in

features and benefits of a product. By using a product they are familiar with, students gain
confidence in converting features into benefits.

Time Required: Students will need only a few minutes to prepare, either before or during
the class. The demonstrations will vary in length, but each can be completed in less than five
minutes.

Teaching Tip: To get an interesting mix of products, give the students advance notice of
this assignment, and stress that they must use the product to demonstrate its features and
benefits.

Have students bring the product to class and demonstrate three features and three related
benefits to the class. Alternatively, students can pair up for this exercise, then switch roles
(buyer or seller). Class discussion should follow presentations focusing on how to improve
the explanation of the product’s features and benefits. For example, if the explanation of the
feature/benefit was too complicated or not clear, how could the presenter improve the
explanation?

2. Linking Buying Motives to Benefits and Reinforcing Benefits

Objective: Students gain experience in selecting benefits that relate to a buyer’s key
motives, and they learn how to support benefit claims with information and sales support
materials. Note that this exercise utilizes the Sales Dialogue and Presentation Planning
Template as shown in Exhibit 6.4 and discussed on Page 138 of the text.

5
 Time Required: Two hours outside of class, and a 10-minute presentation in class

Teaching Tip: Limit the in-class presentation to 10 minutes per team by insisting students
to include only key benefits in the presentation. If the teams demonstrate that they
understand how to complete Section 4 of the Sales Dialogue Template (Exhibit 6.4) for a
few benefits, they can do the same for as many benefits as might be appropriate in a sales
situation.

Have student teams select a real product to be sold to a real prospect. The teams identify at
least two key buying motives for the prospect. The buying motives must be approved by the
instructor. Students then complete Section 4 of the Sales Dialogue Template. This requires
linking benefits to the buying motives, identifying information to support claims made for
each benefit, and specifying appropriate methods for reinforcing verbal content. Teams
present a 10-minute briefing to the class for discussion and feedback.

Chapter 6 Case

AirFlyte Boots

Background

AirFlyte is a manufacturer of men and women’s hiking boots which are sold through sporting
goods chain stores and specialty stores. AirFlyte has targeted Mile-High Adventure, a regional
specialty store chain as a potential prospect for its latest product lines. AirFlyte’s sales
representative, Avery Whitcomb, hopes to replace a competitor’s product in the Mile-High
Adventure stores. Avery has begun planning an upcoming sales call with Brett Roloff, head
buyer at Mile-High Adventure. At a recent trade show, Avery had a brief conversation with Brett
and learned that Mile-High Adventure’s management is interested in improving the profitability
of the chain. Further, Brett made it clear that Mile-High Adventure would only be interested in
high-quality products.

Current Situation

AirFlyte’s sales manager Kerry Mohr and Avery have been discussing the plans for the
upcoming sales call on Mile-High Adventures. Kerry asked Avery for a summary of Mile-High
Adventure’s key buying motives and the related benefits that AirFlyte could offer. In addition,
Kerry wanted to review the information that would be required to support any claims made for
the benefits, as well as additional ideas for how to reinforce the verbal content of AirFlyte’s sales
message. Avery supplied Kerry with the requested information, as shown in Exhibit A. Kerry is

6
now reading over Exhibit A and plans to give Avery some feedback tomorrow morning.

Mile-High Related AirFlyte Support Information Reinforcement of

Adventure’s Buying Benefits Verbal Content
Motives
Improve 1. Profit margin is 1. Cost and retail 1. Example income
profitability six percent prices statement with
higher than and without new
product to be AirFlyte product
replaced
2. AirFlyte product 2. Use historic data 2. Spreadsheet to
has significantly for existing illustrate
higher turnover product, multiplier effect
rate than projected of new AirFlyte
replacement turnover data product with
product, thus for AirFlyte. lower turnover
improving total rate.
annual
profitability.
High-quality 1. Durable 1. AirFlyte 1. Customer
product synthetic Website interviews on
material features AirFlyte Website
a waterproof,
breathable upper
2. Support around 2. AirFlyte 2. Customer
arch and extra Website interviews on
width through AirFlyte Website
the forefoot
creates better
shock
absorption 3. AirFlyte 3. Article from
3. Proprietary Website Hiking World
outsole gives
magazine
best durability
in high-wear
areas.

Questions

7
 1. In the role of Kerry Mohr, what specific comments and suggestions do you have for Avery
Whitcomb?

Students’ answer will vary. Kerry Mohr’s comments should ideally focus on the following:
 Key decision maker’s name and job title, and the type of business
 A succinct overview and background of the firm and its capabilities
 Case histories of customers for whom the company solved similar problems with
similar solutions

2. Should a sales call objective and a customer value proposition be developed before
completing the information in Exhibit A?

Students’ answers will vary. Yes, the general sales call objective and the customer value
proposition should have been developed before completing the information in Exhibit A.
However, as the sales process progresses, the value proposition may become more
customized to the individual prospect. In preparing for a sales call that focusses on the
solutions to the needs that were previously uncovered, a more customized value
proposition can be developed using value-driven benefits directly associated with the
solutions to be presented.

Role Play

Characters: Kerry Mohr, sales manager, and Avery Whitcomb, sales representative.

Scene:

Location—Kerry Mohr’s office

Action—One student plays the role of Kerry Mohr, and one student plays the role of Avery
Whitcomb. Kerry has told Avery that it would be a good exercise to act out the presentation of
the key benefits shown in section four of the template. Kerry said to Avery: “I will act like the
Mile-High Adventure buyer, and you try to convince me that your benefits are significant. Be as
specific as you can.”

Questions

After completing the role play, address the following questions:

1. What were the strengths of Avery Whitcomb’s performance?
2. How could Avery’s performance be improved?
3. How important is sales call planning in determining sales call performance?

8
Chapter 6 Role Play

Beats versus Skullcandy Headphones

Background

For this role-play, students will assume one of three roles: (1) sales representative for Beats
headphones; (2) sales representative for Skullcandy headphones; or (3) a buyer for an electronics
retailer that is considering adding one of the two brands to its selection of headphones. Prior to
the role-play, all students should conduct a comparison of the features and benefits of one model
of headphones from each of the two companies. To do the comparison, begin by using a search
engine such as Google. Enter “Beats vs. Skullcandy” to find features and benefits of both
products.

Role Play:

Characters: One Beats representative, one Skullcandy representative, and a buyer for the
electronics retailer.

Scene 1:
Location—The buyer’s office

Action—Both sellers present their products to the buyer with a focus on explaining their
product’s benefits to the buyer.

Questions

After completing the role play, address the following questions:

1. Did the sellers demonstrate that they knew the difference between features and benefits?
2. Did the sellers have sufficient information to be convincing?
3. Can you suggest additional ways that the sellers could improve their sales
communications?

Chapter 6 Continuing Case

Custom Product, Custom Presentation

During the past three months, Brenda had improved her prospecting process. She was identifying

9
more prospects that represented better sales opportunities. Brenda knew that it is important to
plan her sales calls in advance to maximize the time she spent in face-to-face selling. In this
selling environment, most customers were not interested in all of the features of Brenda’s
products. Brenda had to determine what was important to each customer, and customize her
presentations accordingly. Further, she had to clearly communicate the benefits of her products,
and not overwhelm potential buyers with too much technical language. Assume that Brenda has
an appointment with EFP, a non-profit organization that raises money to promote
environmentally friendly practices such as recycling. The organization uses email, Web-based
communications, and direct mail campaigns to reach potential donors. EFP is currently using an
older generation copy machine that frequently needs maintenance. When EFP needs high-quality
color copies, they rely on a local company to produce the copies. This works fairly well,
although sometimes there are delays in getting the copies back from the local copy shop. EFP
has a fax machine. Although it is rarely used, EFP’s management has told Brenda that a fax
capability is important for communicating with some clients. Currently, EFP does not have a
good way of scanning documents. This is a big problem, as using scanned documents in client
emails is increasingly preferred. Given these circumstances, Brenda believes that EFP could
benefit from a multifunction printer. A multifunction printer consolidates the functionality of a
printer, copier, scanner, and fax machine into one machine. EFP has agreed to consider a
multifunction printer, but their management is concerned about cost and the reliance on single
machine if there are breakdowns.

Questions

1. Using an Internet search engine such as Google, find the general benefits of multifunction
printers. You might enter “benefits of multifunction printers” in the search engine, or
examine data from copier providers such as Ricoh, Canon, or Xerox to find these benefits.
List 5–6 potential benefits of a digital copier to EFP.

Students’ answers will vary, but they should include the following points. Benefits of
multifunction printers include the following:
 They reduce the need for equipment as they have multiple functions—they serve as
printers, copiers, and fax machines—which in turn saves money.
 They save time as documents may be distributed electronically.
 They reduce expenses because they have lower maintenance costs (fewer moving
parts that break down).
 They reduce expenses because they have lower production costs (documents may be
distributed electronically, saving paper).
 They are consistent with sustainability initiatives.
 They have higher quality output (digital technology produces a superior
reproduction).

10
2. From the listing developed in question one, select three benefits. For each benefit, write a
sentence or two that Brenda might use to communicate those benefits during her sales call
with EFP.

Students’ answers will vary, but each of the sentences should be tied to EFP’s needs. Some
examples include the following. The copier handles multiple functions and will save you
time and money. You can create your donor material and use the copier to send digital
copies to your donors via email, reproduce the material for use in the mailer, or fax the
material. Do you see how this will save you time and money?

3. For the three benefits identified in question two, describe what information Brenda should
have on hand when she makes the sales call to the EFP buyer. Also, describe how this
information would be best communicated, i.e., what support materials will Brenda need to
enhance her verbal communications?

Students’ answers will vary. The following section provides an example answer:

Assuming that a live demo isn’t possible, Brenda should have a video clip (on her laptop)
showing how the copier can perform all the functions. In addition, she should have a
colorful diagram/chart showing how the copier may perform all the functions (in case there
is a problem with using the laptop). Finally, Brenda should have testimonials and data
(table, chart, or graph) supporting the savings in time and money. Use of the testimonials
vs. the data would depend on the communication style of the buyer.

4. Assume that the buyer acknowledged the value in at least two of the benefits identified in
question two. Write a realistic buyer-seller dialogue of Brenda’s interaction with the EFP
buyer concerning these benefits.

Students’ answers will vary. The following section provides a sample dialogue.

Brenda: Previously you mentioned that you create donor material and have one person
working on distributing the material via email and another person copying the material for
distribution via a mailer. And having two people doing the work is costly, is that right?

Buyer: Yes.

Brenda: Our copier uses digital technology; it scans the image of the original and stores it
as an electronic file. The benefit to you is that once the image has been scanned, the
document can be sent out via email while it’s being copied for use in a mailer. This will
reduce your labor cost, and you will be able to get the materials out faster.

11
Buyer: Okay, but how much time will we save?

Brenda: The Davidson Group conducted a study of the performance of digital copiers
compared to traditional analog copiers. As you can see from this graphic, they concluded
that digital copiers reduced the time taken on a particular task by 35%. How would a 35%
reduction in the amount of time spent on these mailers benefit you?

Buyer: Well, we could . . . .

12