Using Sales Tools
Accompanying this guidebook you will receive a toolkit that contains templates and instructions for use on the variety of different tools at your disposal. Each tool has been designed for use at key points in the sales process. Use them consistently to help you record, manage and communicate information effectively to yourself, to colleagues and management, and to customers.
Pre-event Launch
Business Plan - captures and communicates the concept behind the event, along with the strategic drivers and goals.
Vendor Profile Issues & Objectives Form – record the results of initial vendor research. Use it to understand and communicate information on their target audience profiles, objectives, challenges and needs. Hone your understanding of the target audience and plan SPIN questions for the sales campaign.
Pro Po Sol Form – use to understand the key business drivers of our primary market attendees, the solutions and vendors that they are interested in meeting and using.
Event Launch
Sales plan & Pipeline Tool – use this to map your revenue targets for the event, vendor profiles and strategies, priority leads and data, and to agree and plan your activities throughout the project cycle.
Prospectus & Proposals – write your templates for these documents at the launch stage to ensure that you will be able to use them efficiently throughout your sales cycle.
PCA Form – use the PCA form to understand and communicate how specific features of your event will help address the needs of your prospects, and to plan questions to uncover these needs.
Call Opening – you should plan your call opening(s) at this stage based on the issues thrown up by the initial profiling and research. This will help you gain credibility from the outset and qualify prospects more effectively.
Prior to calling
Call Planner – helpful in planning out areas to explore during the conversation with your prospects.
Investigating Needs
T Form – record your call notes and the answers to your SPIN questions. Use on every call to organise the information you get from your prospects. Highlight implied and explicit needs. Use them to capture knowledge and plan your next steps.
Presenting Your Solution
Prospectus – use this to communicate information about the event when you have not fully uncovered the client’s explicit needs, or when you do not have good insight into the criteria of any additional decision makers.
Proposal - once you have uncovered a good range of explicit needs, understood key decision-making criteria, and agreed approximate investment ranges, send a proposal which contains one or two specific options, and has benefits focused on meeting the explicit needs of the prospect.
Pipeline Meetings
Pipeline tool – keeping an up to date and accurate pipeline is vital. It helps you plan, communicate progress and forecast.
