MKTG 313 Chapter Notes - Chapter 6: Sales Process Engineering
Chapter 6 MKT 313
written proposals
a specific plan of action based on the facts, assumptions, and supporting documentation
included in the sales presentation
budget and overview, objective, strategy, schedule, rationale
a proposal typically includes five parts:
budget and overview
the cost of the solution the salesperson recommends
objective
expressed in terms of benefits that satisfy the customer needs. can be tangible or intangible
strategy
how the rep will meet the objective presented in the proposal
schedule
a time frame established to the meet the proposal. should sync all parts of the proposal
including delivery of equipment, installation, start dates, follow up, etc.
rationale
explaining the rep's rationale for the proposal presented in a logical and emotional way. it
emphasizes the benefits and not features.
-uncovers and clarifies a customers problem
-works with the customer to create a vision of how things could be better
-develops a plan for implementing the vision
what does the salesperson do during the solution sales process?
feature dump
explaining all the features w/o relating them to how they benefit customers. successful sales
presentations create value by translating product features into benefits that meet a specific
need expressed by the customer
feature
data, facts, and characteristics of a product or service
benefits
include whatever provides a customer with a personal advantage or gain, which can be general
(how the product can help) or specific (demonstrating how it can satisfy needs)
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