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Carefully Select Which Sales Carefully Select Which Sales Presentation Method to UsePresentation Method to UseCarefully Select Which Sales Carefully Select Which Sales Presentation Method to UsePresentation Method to Use

Chapter

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9

Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Main TopicsMain TopicsMain TopicsMain Topics

The Tree of Business Life: PresentationSales Presentation Strategy

Sales Presentation Methods–Select One CarefullyThe Group Presentation

Negotiating So Everyone WinsSales Presentations Go High-Tech

Select the Presentation Method, Then the ApproachLet’s Review before Moving On!

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The Tree of Business Life: Presentation Methods

Guided by The Golden The Golden RuleRule: 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

IT C

Ethi

cal Service

Builds

T r

u e

Relationships

TT T

T T T TT T T T

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The Sales Presentation

Completely and clearly explains all aspects of the salesperson’s proposition as it relates to a buyer’s needs

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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

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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

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Sales Presentation Strategy

Salespeople face numerous situationsSalesperson to buyerSalesperson to buyer groupSales team to buyer groupConference sellingSeminar selling

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Exhibit 9-2: The Structure of Sales Presentations

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Exhibit 9-3: Participation Time by Customer and Salesperson During a Memorized Sales Presentation

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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 nontechnical – such as books, cooking

utensils, or cosmetics

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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

Why Not to Choose the Memorized (Canned) Sales Presentation Method?

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Exhibit 9-4a: Dyno Electric Cart Memorized Presentation

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Exhibit 9-4b: Dyno Electric Cart Memorized Presentation

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Exhibit 9-5: Participation Time by a Customer and Salesperson During a Formula Sales Presentation

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Why Choose the Formula Sales Presentation Method?

Because you:Are contacting similar prospects in similar

situationsKnow something about the prospectHave called on the prospect in the pastWant to ensure all information is presented

logicallyWant to have reasonable amount of buyer-seller

interaction

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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 goodsPharmaceutical goods

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Why Not to Choose the Formula Sales Presentation Method?

Because you:Do not know the prospect’s needsSee a need for the prospect to talk more Have a complex selling situation such as:

Selling a technical productSelling to a group

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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.

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Exhibit 9-6: The 10-Step Productive Retail Sales Call

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Exhibit 9-7: A Formula Approach Sales Presentation

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Exhibit 9-8: Participation Time by Customer and Salesperson During Need-Satisfaction and Problem-Solution Sales Presentations

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Why Choose the Need-Satisfaction Sales Presentation Method?

Because you:Need a flexible, interactive sales presentationNeed to uncover needs by asking questionsNeed 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

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Why Choose the Need-Satisfaction Sales Presentation Method?, cont…

Examples of product types that work well with this method are:Financial servicesSystemsHigh priced goods/services such as vehicles, real

estate, computer systems, industrial equipment

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Why Not to Choose the Need-Satisfaction Sales Presentation Method?

Because you:Need more control over the conversationFeel should not ask too many questionsAre new to the sales profession

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The Need-Satisfaction Presentation’s Phases

Need-development phase Need-awareness phase Need-fulfillment phase

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Exhibit 9-9a: A Need-Satisfaction Presentation

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Exhibit 9-9b: A Need-Satisfaction Presentation

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Exhibit 9-8: Participation Time by Customer and Salesperson During Need-Satisfaction and Problem-Solution Sales Presentations

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Why Choose the Problem-Solution Sales Presentation Method?

Because you:Are selling highly complex or technical productsAre 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

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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 analysisStep 3 - Agreeing on the problems and determining

that the buyer wants to solve the problemStep 4 - Preparing the proposal for a solution to the

prospect’s needsStep 5 - Preparing the sales presentation based on the

analysis and proposalStep 6 - Making the sales presentation

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Sales Presentation Methods–Select One Carefully, cont…

The group presentationMay be less flexible than a one-on-one meetingThe larger the group, the more structured your

presentation

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Sales Presentation Methods–Select One Carefully, cont…

Give the proper introduction Establish credibility Provide an account list State your competitive advantages Give quality assurances and qualifications Cater to the group’s behavioral style

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Sales Presentation Methods–Select One Carefully, cont…

Negotiating so everyone wins Many salespeople negotiate during the confirming

phase of the sale Phases of negotiation

PlanningMeetingStudyingProposing

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What Is the Best Presentation Method?

Memorized Formula Need-satisfaction Problem-solution Group

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

situation

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Sales Presentations Go High Tech

Videos CD-ROMs Satellite conferencing Computer hardware and software

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Select the Presentation Method, Then the Approach

Know which method to use before developing the presentation

Plan the presentation Select the approach/opening

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Selling Process Buyer’s Mental Steps Prospecting

Preapproach

Follow-up & Service

Approach

Presentation

Trial Close

Determine Objections

Meet Objections

Desire

Conviction

Present Marketing PlanAvailability, Delivery,Guarantee, Merchandising,Installation, Maintenance,Promotion, Training, Warranty

Explain Business PropList Price, Shipping Cost,Discounts, Financing, ROI,Value Analysis

Suggest PurchaseProduct, Quantity, Features,Delivery, Installation, Price

MoneyAuthorityDesire

Action (Purchase)

Attention

Discussion Sequence

PresentationDiscuss ProductPresent Marketing PlanExplain Business PropositionSuggest Purchase

Discuss ProductShow FeatureExplain AdvantageLead into BenefitLet Customer Talk

Interest

Trial Close

Close

The Parallel Dimensions of Selling*

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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

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Let’s Review Before Moving On!

It’s important to know that:Parallel dimensions interact

Discussion sequenceSelling processBuyer’s mental steps

Discussion sequence

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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