BSNS 3210 BUYER-SELLER RELATIONS

EVALUATION CRITERIA AND SCALE FOR IN-CLASS SALES PRESENTATION

There are two major components of your sales presentation that will be evaluated: your efforts at establishing and building the relationship, and, your knowledge and application of the PSP model learned in this class.

The week before the presentations begin, every c= lass member will turn in a typewritten paper of 1-2 paragraphs briefly describing the customer and the product/service that he/she will be trying to sell to = the customer. <= /b>

On the day of the presentation, the “customer” (played by a fellow student) will be given about five minutes to read the paper to get an idea of who he/she is supposed to be. The customer will take a seat at t= he front of the room, pretending to be at work in his/her office. The sales rep will arrive for their pre-arranged appointment, knock on the door, and begin the presentation. The customer (student) will presen= t at least two objections, with price being one of them. The customer has the option of buy= ing the product or not, but must not be argumentative or excessively unpleasant, although they can mildly challenge the sales rep.

The sales rep SHOULD NOT allow the customer to d= o the selling for him/her nor close the sale—points will be deducted if the customer does the sales rep’s job.

The presentation will be timed, and will be no m= ore than TEN MINUTES LONG. It may= be shorter if the sales rep can accomplish the following points in that time frame. Many successful sales = reps (and students) can easily do so.

I.       RELATIONSHIP ESTABLISHMENT &= amp; BUILDING – 50% of your grade

·       3 points - = Use manners and courtesy: Knock on customer’s door, use customer’s name, introduce self, make eye contact, smile, shake hands, wait to be asked to sit down=

·       1 point - B= reak the ice (perhaps with questions or casual comments on something RELEVANT to= the customer) to get the presentation started

·       2 points - = Give evidence of prior customer knowledge to show you’ve done your researc= h

o&nb= sp;     Example: As you sit down, you may say somet= hing like, “I heard your company just landed a huge contract with XYZ Company. Congratulations!R= 21;

·       5 points - = Ask questions to find out customer’s need/problem

·       4 points - = Allow the customer to talk—involve them in the conversation (within reason)=

·       5 points - = Listen to and respond appropria= tely to customer’s questions and comments

·       5 points - = Present features and benefits that show you have been listening to the customer, understand their need/problem, and have designed an appropriate solution

·       5 points - = Ask questions to determine whether customer is tracking, understanding, etc.

·       5 points - = Be polite and respectful

·       5 points - = Offer assurance of service after the sale (to continue the relationship)

·       2 points - = Thank the customer for their time and order

·       5 points - = Remember to work on the relationship continually throughout the sales call—the relationship building and the steps in the PSP model are not separate—they are intertwined.

·       3 points &#= 8211; Use the customer’s name occasionally, but don’t overuse it. Use their last name (e.g., Mr. Bro= wn) unless instructed to use their first name by them (e.g., “Call me Ed.”)

II.      PROPER USE OF THE PSP SELLING MODEL – 50% of your grade

·       STEP 1: Prospecting and qualifying (5 points): Tell customer how you first heard of him/her and determined that he/= she might benefit from your presentation. Subtly confirm that he/she is qualified to make the purchase.

·       STEP 2: Pre-approach (5 points): did you research your customer and his/her company? Use that knowledge in the presenta= tion where appropriate.

·       STEP 3: Approach (5 points): outlined above. Use testimonials and third-party references whenever possible (for example: Your friend Bill Smith over at XYZ Company bought this and thought you might be interested as well. He’s saved over $5000 on production in the last month since buying this product.)<= /p>
·       STEP 4: Sales Presentation and Demonstration (15 points):

o&nb= sp;     You can only begin the presentation and demonstration after you have gathered enough information from the customer through questioning to be able to diagnose a need/problem.

o&nb= sp;     Use AT LEAS= T TWO features and benefits (Be sure to use bridge statements such as “What this means to you” between your feature and benefit statements.) This is a very important part of y= our grade. Demonstrate that you k= now the difference between features and benefits and can use them appropriately= as solutions to your customer’s problem.

o&nb= sp;     You must demonstrate the product/service itself or some facsimile thereof (for examp= le, a brochure that shows a hotel; a PowerPoint presentation, a model of the product, etc.)

·       STEP 5: Negotiating Resistance and Objections (10 points)

o&nb= sp;     Your custom= er will present at least two objections. One will be price. Be prepared to use the textbook’s methods to properly handle any and all resistance and objections.

o&nb= sp;     Attempt tri= al closes after meeting each objection in an appropriate manner.

·       STEP 6: Confirming and closing the sale (5 points)

o&nb= sp;     Follow the textbook guidelines for closing the sale

o&nb= sp;     Attempt to = close at least twice during the sale

o&nb= sp;     If you cann= ot persuade the customer to buy at that moment, have a plan for future attempt= s

·       STEP 7: Following up and Servicing the Account (5 points)

o&nb= sp;     You must ma= ke some “reassuring statements” about continuing the relationship<= o:p>

o&nb= sp;     Give at lea= st two specific actions you will take to follow up/service the account<= /span>