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Carefully Select Which Sales Presentation Method to Use. Chapter. 9. 9. Chapter. 9- 2. Main Topics. The Tree of Business Life: Presentation Sales Presentation Strategy Sales Presentation Methods–Select One Carefully The Group Presentation Negotiating So Everyone Wins

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slide2

9

Chapter

9-2

main topics
Main Topics
  • The Tree of Business Life: Presentation
  • Sales Presentation Strategy
  • Sales Presentation Methods–Select One Carefully
  • The Group Presentation
  • Negotiating So Everyone Wins
  • Sales Presentations Go High-Tech
  • Select the Presentation Method, Then the Approach
  • Let’s Review before Moving On!
the tree of business life presentation methods
The Tree of Business Life: Presentation Methods

Guided by The Golden Rule:

  • Master the art of creating effective sales presentations
  • Have fun presenting your product
  • Select your presentation method based on:
    • Prior knowledge of customer
    • Sales call objective
    • Customer benefit plan
  • You will see that ethical service builds true relationships

T

T

T

Service

Ethical

T

T

T

T

T

T

T

T

Builds

T r u e

Relationships

T

C

I

the sales presentation
The Sales Presentation
  • Completely and clearly explains all aspects of the salesperson’s proposition as it relates to a buyer’s needs
there are several sales presentation methods and you must select one according to your
There are Several Sales Presentation Methods and You Must Select One According to Your:
  • Prior knowledge of the customer
  • Sales call objective
  • Customer benefit plan
exhibit 9 1 the third step in the sales process is the first step in the sales presentation
Exhibit 9-1: The Third Step in the Sales Process is the First Step in the Sales Presentation
  • The sales presentation method determines how you open your presentation
sales presentation strategy
Sales Presentation Strategy
  • Salespeople face numerous situations
    • Salesperson to buyer
    • Salesperson to buyer group
    • Sales team to buyer group
    • Conference selling
    • Seminar selling
why choose the memorized canned sales presentation method
Why Choose the Memorized (Canned) Sales Presentation Method?
  • Because it:
    • Ensures the salesperson gives a well-planned presentation
    • Ensures all of the company’s salespeople discuss the same information
    • Both aides and lends confidence to the inexperienced salesperson
  • It is effective when:
    • Selling time is short, as in door-to-door or telephone selling
    • The product type is non-technical – such as books, cooking utensils, or cosmetics
why not to choose the memorized canned sales presentation method
Why Not to Choose the Memorized (Canned) Sales Presentation Method?
  • Because it:
    • Presents FABs that may not be important to the buyer
    • Allows for little prospect participation
    • Is impractical to use when selling technical products that require prospect input and discussion
    • Requires the salesperson to proceed quickly through the sales presentation to the close, resulting in several closes or requests for the order, which may be interpreted by the prospect as high pressure selling
exhibit 9 5 participation time by a customer and salesperson during a formula sales presentation
Exhibit 9-5: Participation Time by a Customer and Salesperson During a Formula Sales Presentation
why choose the formula sales presentation method
Why Choose the Formula Sales Presentation Method?
  • Because you:
    • Are contacting similar prospects in similar situations
    • Know something about the prospect
    • Have called on the prospect in the past
    • Want to ensure all information is presented logically
    • Want to have reasonable amount of buyer-seller interaction
why choose the formula sales presentation method cont
Why Choose the Formula Sales Presentation Method?, cont…
  • Because it allows for smooth handling of anticipated questions and objections
  • Examples of product types that work well with this method are:
    • Consumer goods
    • Pharmaceutical goods
why not to choose the formula sales presentation method
Why Not to Choose the Formula Sales Presentation Method?
  • Because you:
    • Do not know the prospect’s needs
    • See a need for the prospect to talk more
    • Have a complex selling situation such as:
      • Selling a technical product
      • Selling to a group
the 10 step productive retail sales call cont
The 10-Step Productive Retail Sales Call, cont...

Step Number

1. Plan the call

2. Review plans

3. Greet personnel

4. Check store conditions

5. Approach

6. Presentation

7. Close

8. Merchandising

9. Records and reports

10. Analyze the call

slide22
Exhibit 9-8: Participation Time by Customer and Salesperson During Need-Satisfaction and Problem-Solution Sales Presentations
why choose the need satisfaction sales presentation method
Why Choose the Need-Satisfaction Sales Presentation Method?
  • Because you:
    • Need a flexible, interactive sales presentation
    • Need to uncover needs by asking questions
    • Need the prospect to talk about his needs
  • Use this method the first time you call on a prospect
  • Should you have to come back a second time, you would use the formula sales presentation method
why choose the need satisfaction sales presentation method cont
Why Choose the Need-Satisfaction Sales Presentation Method?, cont…
  • Examples of product types that work well with this method are:
    • Financial services
    • Systems
    • High priced goods/services such as vehicles, real estate, computer systems, industrial equipment
why not to choose the need satisfaction sales presentation method
Why Not to Choose the Need-Satisfaction Sales Presentation Method?
  • Because you:
    • Need more control over the conversation
    • Feel should not ask too many questions
    • Are new to the sales profession
the need satisfaction presentation s phases
The Need-Satisfaction Presentation’s Phases
  • Need-development phase
  • Need-awareness phase
  • Need-fulfillment phase
slide29
Exhibit 9-8: Participation Time by Customer and Salesperson During Need-Satisfaction and Problem-Solution Sales Presentations
why choose the problem solution sales presentation method
Why Choose the Problem-Solution Sales Presentation Method?
  • Because you:
    • Are selling highly complex or technical products
    • Are required to make several sales calls to develop a detailed in-depth analysis of a prospect’s needs
    • Need a flexible, customized presentation based on findings
the problem solution presentation s six steps
The Problem-Solution Presentation’s Six Steps

Step 1 - Convincing the prospect to allow the salesperson to conduct the analysis

Step 2 - Making the actual analysis

Step 3 - Agreeing on the problems and determining that the buyer wants to solve the problem

Step 4 - Preparing the proposal for a solution to the prospect’s needs

Step 5 - Preparing the sales presentation based on the analysis and proposal

Step 6 - Making the sales presentation

what is the best presentation method
What Is the Best Presentation Method?

Each of these methods is the best one when properly matched with the situation

  • Memorized
  • Formula
  • Need-satisfaction
  • Problem-solution
the group presentation
The Group Presentation
  • Either you or your team presents the proposal to a group of decision makers.
  • The flexibility of the presentation depends on size:
    • The larger the group, the more structured your presentation
    • You can structure the presentation and provide a question-and-answer period at the end or during the presentation
the group presentation cont
The Group Presentation Cont…
  • Give a proper introduction
    • State your name, company, and proposal
  • Establish Credibility
    • Give a brief history of your company
  • Provide an Account List
    • Have copies of an account list available
  • State your Competitive Advantages
    • Tell the group where your company stands relative to the competition
the group presentation cont1
The Group Presentation Cont…
  • Give Quality Assurances and Qualifications
    • State Guarantees in the beginning
  • Cater to the Groups Behavioral Style
    • Determine the overall dominant style in order to hold their attention
  • Get people involved
  • The proposal
  • No prices
  • Summarize Benefits
negotiating so everyone wins
Negotiating So Everyone Wins
  • There are many negotiating styles-
    • Cooperative
    • Competitive
    • Attitudinal
    • Organizational
    • Personal
  • The experienced sales person will negotiate in a way that achieves satisfaction for both parties
negotiating so everyone wins cont
Negotiating So Everyone Wins Cont…
  • Phases of Negotiation
    • Planning- know how your company compares with the competition.
    • Meeting- build a relationship that eases the negotiation process.
    • Studying- look for benefits you can provide.
    • Proposing- What you do in the presentation sets the stage for what may come later.
sales presentations go high tech
Sales Presentations Go High Tech
  • Videos
  • CD-ROMs
  • Satellite conferencing
  • Computer hardware and software
select the presentation method then the approach
Select the Presentation Method, Then the Approach
  • Know which method to use before developing the presentation
  • Plan the presentation
  • Select the approach/opening
slide40

Preapproach

Approach

Presentation

Trial Close

Trial Close

Determine Objections

Desire

Meet Objections

Action

(Purchase)

Conviction

Follow-up & Service

The Parallel Dimensions of Selling*

Buyer’s Mental Steps

Discussion Sequence

Selling Process

Money

Authority

Desire

Prospecting

Discuss Product

Show Feature

Explain Advantage

Lead into Benefit

Let Customer Talk

Attention

Interest

Present Marketing Plan

Availability, Delivery,

Guarantee, Merchandising,

Installation, Maintenance,

Promotion, Training, Warranty

Presentation

Discuss Product

Present Marketing Plan

Explain Business Proposition

Suggest Purchase

Explain Business Prop

List Price, Shipping Cost,

Discounts, Financing, ROI,

Value Analysis

Suggest Purchase

Product, Quantity, Features,

Delivery, Installation, Price

Close

the golden rule makes sense
The Golden Rule Makes Sense
  • Its use sets you apart from all of the other salespeople who only want to make a sale and a fast dollar
  • Treat your prospects and customers as your business neighbors
let s review before moving on
Let’s Review Before Moving On!
  • It’s important to know that:
    • Parallel dimensions interact
      • Discussion sequence
      • Selling process
      • Buyer’s mental steps
  • Discussion sequence
summary of major selling issues
Summary of Major Selling Issues
  • You must master the art of giving a good sales presentation
  • The sales presentation method selected should be based on prior knowledge of the customer, your sales call objective, and your customer benefit plan
  • Show that you have a right to present your product because it has key benefits for the prospect
  • Many different presentation methods are available
  • There is no one best method; each one must be tailored to meet the particular characteristics of a specific selling situation or environment