Sales Dialogue Template Assignment
The document you submit should be VERY carefully organized around the eight (8) sections listed in the assignment rubric. Use tools like headings, sub-headings, numbered lists, tables, or bullet points to demonstrate you would be prepared to use this document as a scriipt for a real sales call, if that were possible.
Don’t make any assumptions that I would have to “read between the lines” to understand what you are trying to do or accomplish with any of the sections of the Template.
Section 9 (Follow-Up) of the Sales Dialogue Template will be not be addressed in this assignment. Rather, we will ask you to consider some sales ethical dilemmas that you might encounter in working with this customer you have identified.
Section 1 – Prospect Information
This section allows you to demonstrate that you know as much as you can about the firm and the person you will be calling on for the first time. I want you to project about others in your prospect’s organization that could potentially have some role in the purchase decision the best you can too.
Section 2A – Customer Value Proposition -Product/Service
Here you need to describe your product or service very carefully and show why the prospect might have any interest in buying it.
Section 2B – Customer Value Proposition -Value Proposition Statement
A good Value Proposition Statement shows how the prospect’s business will be affected or improved by purchasing your product/service now.
Section 3 – The Sales Call Objective
The objective of the call must be put into terms that are very specific, measurable, achievable, relevant for this customer, and bound by a specific time.
Section 4 – Buying Motives and Needs
A good place to start would be to look textbook Exhibit 3.2 for the range of buyer motives/needs. Then, be sure to match your specific product/service benefits from our FAB discussion in Module 7 to each buyer need. You will likely find that some benefits will support more than one buyer need. It may be easiest to put this together in a table so it is clear how you are matching benefits with needs.
Section 5 – Your Primary Competitor
In most industries, your firm will face competition from a variety of sources. Often, however, one competitor is a particularly strong adversary in our product/service niche. Your task is to examine the industry your firm is working in and find that competitor that might be your biggest challenger in the marketplace. List 2-4 strengths and 2-4 weaknesses for the firm and provide a brief discussion of how you think this competitor will impact how you will sell your product/service into your chosen market.
Section 6 – Beginning the Sales Dialogue/Needs Assessment
This is a critical portion of the assignment. You must show the specific sequence of questions (SPIN or ADAPT) that you would ask. For each question you should also make a point to say “why” you think that question is needed and speculate “what” you think your prospect would likely provide as an answer.
Section 7 – Anticipated Objections and Planned Responses
Anticipate at least three (3) objections that you would expect to encounter, what technique you would employ to respond to the objection, and why you think that technique is appropriate for the specific objection.
Section 8 – Earning Commitment/Closing
Select two (2) specific closing techniques that you would use, write a scriipt for how that closing technique would sound when executed, and present at least one trial close statement that would be used prior to the close you have selected. Also, list at least three (3) “buying signals” that your prospect would give to show you that it is time to execute your closing.
Section 9 – Sales Ethical Concerns
While not all professional sales interactions are faced with ethical dilemmas, it is important (as we saw in Module 2) to be prepared to address them should they arise. Please speculate what sort of ethical issues (at least two) could possibly arise as you conduct your first sales interview with the customer you have identified for this assignment. In addition, suggest how you would respond to the ethical issues that arise.