Core Concepts of Marketing

216 CHAPTER8 COMMUNICATINGTOMASSMARKETS

Prospecting

Preapproach

Planningthepresentation

Deliveringthepresentation

Handlingobjections

Closing

Follow-up

FIGURE8.7 Thesellingprocess:stepsinv olved

Prospecting P rospectingis defined as theseller's searchfor, and identification of,

quaEfledpotential buyersofthe product orserv ice. Prospectingcanbethoughtofasa two-

stageprocess:(1)idcnti~yingtheindividualsand/or the organizationsthat mightbeprospects,

and(2)screeningpot-:ntialprospects againstevaluativequalifying criteria. Potentialprospects

that comparefavorablyLOtheevaluative criteriacan thenbeclassified as qualifiedpro spects.

Preapproach Aftertheprospect has beenqualified,thesalesperson continuesto

gatherinformationaboutthe prospect.Thisprocessis calledthepreapproach.The preap-

proachcanbedefinedasobtainingas muchrelevantinformationas possibleregardingthe

pro spect priorto makinga salespresentation.The knowledge gained during the preap proach

allowsthe tailoringofthesalespresentation to thepartic ular prospect.In manycases,sales-

peoplemakeapr-:liminarycallontheprospect forthe purpose ofconductingthe preap-

proach.Thisis perfectlyacceptable,andmost professional buyersunderstand thatsucha

call maybenecessarybefore asalespresentation canbe made.

PlanningthePresentation Regardle ssofthesalessitu ation, someplanningshould

bedone before the salespresentationis attempted. Theamount of planningthat will be nec-

essary andthenatureof theplanning dependon manyfactors,including:(1)theobjective

orobjectivesofthepresentation, (2)howmuch knowledge thesalesperson hasregarding

thebuyer, buyer needs,andthebuying situation,(3) thetypeof presentation tobe pl anned

anddelivered, and(4)theinvolvementofotherpeople assistingthesalespersoninthe sal es

presentation. Carefulplanningoffers advantagesfor boththesales person an d th e buyer.By

carefullyplanningthepresentation, salespeoplecan:(1)focus onimportant customer needs

andcommunicate the relevant benefitstothe buyer,(2)addresspotential problemareasprior

tothesalespresentation, and (3)enjoyself-confidence,which generallyincreaseswith the

amountofplanningdone bythesalesperson.In planningthepresentation, thesalesperson

mustselecttherelevantpartsoftheirknowle dge baseandintegratethe selected parts into

a unifiedsales message.Foranygivensalessituation,someof thefacts concerningthesales-

person's company,product,and market willbe irrelevant.Thechallengetothe salespers on

is inthetaskofdistillingre levantfactsfromth e totalknowledgebase.Thekey question