Sales Assignment: PROFESSIONAL SELLING
Objectives:
1. To have a solid understanding of each step of the selling process
2. To demonstrate this understanding in role play assignments
3. To develop an appreciation of the importance of strategically thinking through what it is you are going to do before you do it
4. To appreciate the level of preparation required to conduct a professional sales presentation
Process: Students will take part individually in this sales assignment which is worth a total of 30% of your final grade. The sales assignment is divided into smaller components, each of which is outlined below. Through completing each component you will, by the end of the term, be prepared to conduct a complete and professional sales presentation.
Contents
Part 1- Product Selection (complete/incomplete) 2
Part 2 - Background Information (Value 10%) 3
Part 3 - Sales Approach Dialogue Script (Value 5%) & Role Play (Value 5%) 6
Part 4 - The Sales Call Script Preparation (value 5%) 7
Part 5 - The Sales Call - Role Play (Value 5%) 8
Part 1- Product Selection (complete/incomplete)
This important first assignment is critical to the success of your sales presentation. Your first task is to select a product to sell. The product you select should be one that you are somewhat familiar with, that you are interested in, and that is appropriate for sale to an organization. This course focuses on selling to organizational buyers as opposed to final consumers. It is not a course about retail sales. Therefore the product you select should be one for which an organization (for profit, not-for-profit, government, institution, or farm) would have a need.
Required: A brief 1 page memo to your instructor outlining the following:
Your project must be business to business (B2B)
The product/service you want to sell
Who you are selling the product for (what company)
To whom you want to sell this product (the actual decision maker and company)
Your instructor must approve your choice of products before you begin working on the next assignment. If you are having trouble thinking of an appropriate product, please talk to your instructor before this assignment is due.
Part 2 - Background Information
Before you can prepare a sales presentation, detailed information must be gathered about the industry your firm participates in, the company you are selling for, the company and person you are selling to, the product or service you are selling, and the competitive product or service you are selling against. Please note that this assignment does not require that you address every question posed in the Appendix. It is designed to illustrate the scope of knowledge required by professional salespeople. Much of the information will be unavailable to those outside the industry. You should not spend time trying to find information that is not easily accessed through public sources such as annual reports, journals, magazines, and newspapers. Please do not attempt to contact companies directly for information as it is highly unlikely that this information will be made available to you.
Required:
A 3-5 page report providing insight into the industry you are working in, the company you are working for, the prospect you wish to sell to, the product you are selling, and your competition.
You must source your information using APA format for your references.
Use the following Headings for your report:
Industry Information Company Information Prospect Information Product/Service Information Competitor Information
The questions posed beneath each of the headings which follow are to provide you only with ideas as to the kinds of information you may wish to include in your report. It is not necessary to research answers to each of the questions!
Industry Information
What is the size of the total industry in terms of sales? Is the industry growing? What are the driving forces of change in this industry.
What advancements have been made in the industry in recent years?
Include a PESTEL analysis in an appendix - mandatory
Company Information
What is the history of your company? What major accomplishments has the company experienced in recent years?
What is the size of your firm in terms of numbers of employees? What products or services does your firm offer in its line?
List several reasons why customers should buy from this firm.
Include a SWOT in an appendix - mandatory
Prospect Information
The Firm
What type of organization is it? (Manufacturer, wholesaler, retailer, etc.) How large is the firm? How long has it been in business?
What product lines does it sell?
The Decision-Maker
Who makes the buying decisions for your product or service at this firm? What are the person's title and major responsibilities?
What are some potential problems and needs of this firm and how can your product or service solve the problems or satisfy the needs?
If you are selling a product to a wholesaler or retailer who will resell it to the ultimate consumer (for example, food products or clothing):
What are the characteristics of the typical consumer (age, income, etc.)
What problems or needs does the consumer have that are related to your product?
Product/Service Information (What you are selling)
General Information
Have sales for the product been growing or declining? Does the firm offer any warranties or guarantees?
What services does your company offer its customers after a sale is made? What are the special features and benefits of these services?
If you are selling a service:
What activities does the service include? How does your firm customize the service to meet the specific needs of the customer?
Where is your service located? Is it more accessible to customers than that of the competition?
If you are selling a product:
What is the history of the product? When was it invented? What major improvements have been made in recent years?
What are the physical characteristics of the product including how it is made, the materials/ingredients it contains, and how it performs?
What quality control procedures are used during manufacturing?
Can this product be demonstrated? If so, how?
If you are selling a product to a wholesaler or retailer who will resell it to the ultimate consumer: What is the suggested retail price? What is the percentage markup and margin per unit?
What product and sales training does your company make available to its wholesalers, retailers, and dealers?
Competitor Information
General Information
Identify one of your firm's main competitors and secure the following information for this competitor: Has your company been in business longer than your competitor? What is the size of your competitor in relation to your firm? Is it growing more quickly or more slowly than your firm is?
What is your competitor's policy on extending credit to its customers? Are your firm's policies more or less liberal?
What price does your competitor charge for its product or service? How does it compare to your firm? How quickly can your competitor deliver its product or perform its service compared to your firm?
What services does the competitor offer its customers after a sale is made? What are your competitor's major strengths and weaknesses?
If you are selling a service:
What activities does the competitor's service include?
What qualifications and experience does the competitor's employees have?
Is your service more or less accessible to your customers?
If you are selling a product:
What is the history of the competitor's product? What major improvements have been made in recent years?
What products does the competitor offer that your firm does/does not?
If you are selling a product to a wholesaler or retailer who will resell it to the ultimate consumer: What is the percentage of markup and margin per unit your competitor offers wholesalers or retailers? How does the turnover rate of your product compare to your competitors?
What advertising support does your competitor offer its customers? How does it compare with yours? What sales promotion programs does your competitor offer (point-of-sale materials, contests, coupons, and sampling)? How do they compare with yours?
Part 3 - Sales Approach Dialogue Script (Value 5%) & Role Play (Value 5%)
The purpose of this part of the assignment is to prepare you for your final role play. In this assignment, you will prepare your approach in written form and then practice your approach in a role play situation. It is useful to have in your mind how things should go. You will have the opportunity to receive feedback from the instructor on how to improve your script.
Required:
• On a separate sheet list & explain five business customer needs of the business you will be calling on.
• Prepare your script for the approach stage of your role play as outlined in this assignment. Please submit your assignment before you start your role play. Please be sure to include your name, the product you are selling and the company you will be selling for at the top of the first page.
Part 1 - The Sales Approach & Discovery Process (SPIN)
Write a short script outlining the approach that you will use when you make your sales call.
Step 1. You walk into the prospect's office and greet the prospect by stating his/her name, your name, position and the company you represent. Shake the prospect's hand and offer your business card. (Which approach will you use?)
Step 2. Establish rapport. (What questions will you ask?)
Step 3. State your purpose and give an initial benefit statement. In this step you are providing your prospect with an idea of where you're going with this meeting and a reason for them to continue listening to you. Include some transition statement that will lead you from the approach into the discovery process. (Write out the initial benefit statement you will use)
Step 4. Develop a SPIN dialogue and include the buyer's likely responses to your questions. Write out 3 situation questions, 3 problem questions, 3 implication questions and a final need- pay-off question.
Part 2 - Role Play your Approach
This role play will be based on the dialogue you prepared, although written scripts may not be used during the role play. You will be assigned a partner in the class who will act as your buyer. He/she will be given your separate sheet with your business customer's needs. You should rehearse your presentation so that you can easily move through the stages of the approach and discovery process. You will play the role of a professional salesperson and follow the process as you've outlined it in your sales script. You are expected to be in appropriate dress for your presentation.
Part 4 - The Sales Call Script Preparation
The purpose of this assignment is to prepare you for your final role-play. In this assignment, you will prepare your entire presentation in written form. It is useful to have in your mind how things should go. You will receive feedback from the instructor on how to improve your script.
Required:
• Again, on a separate sheet list & explain five business customer needs of the business you will be calling on.
• Prepare for each stage of your role-play as outlined in this assignment. Please submit assignment before the role play. Please be sure to include your name, the product you are selling and the company you will be selling for on top of the first page.
Part 1 - The Sales Approach & Discovery Process (SPIN)
Include a script for the approach and discovery process. If necessary, based on your previous role play of your approach, you may need to modify and update your script outlining the approach and discovery process that you will use when you make your sales call.
Part 2 - Features & Benefits (FAB)
List five features of your product that would have relevance to your buyer, five corresponding advantages and five benefits. These should address the business customer needs that you have written on the separate sheet for your buyer to use as a reference.
Part 3 - Sales Resistance (Objections)
List five possible objections (that represent true buyer resistance) that your prospect may have to your sales presentation and your responses to these objections. Identify the objection handling techniques you are using and write out the questions you would ask for each step of the objection handling process.
Part 4 - Sales Closes
List three trial closes you could use during the presentation and two closing statements that you might use. Identify the closing techniques you are illustrating.
Part 5 - The Sales Call - Role Play
SMILE - BREATHE DEEP - RELAX - HAVE FUN !!
This sales presentation will be based on Part #4 Sales Dialogue. You will be assigned a partner in the class who will act as your buyer. He/she will be given your separate sheet of your business customer's needs. You should rehearse your presentation so that you can easily move through the stages of the sales process. You are required to submit your sales script prior to the role play.
While you would have your product and any support literature, written sales scripts may not be used in the presentations !!
You will play the role of a professional salesperson and follow the selling process as you've outlined it in your assignment. You are expected to be in appropriate dress for your presentation.