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6-1

Communicating theCommunicating the

Sales MessageSales Message

66

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6-2

COMMUNICATING THE SALES MESSAGE

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6-3


Learning Objectives

Understand the characteristics of asales presentation

Identify sales presentation strategies

Discuss the steps in preparing for the

sales presentation

Discuss the steps involved inapproaching the customer

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6-4


Learning Objectives

Understand how to apply your salesknowledge to the customers needs

Understand how important productdemonstrations are in the presentation

Define the keys to a great sales

presentation

Understand the role sales managers play insales presentations

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6-5


Fitting the Presentation to the Customer

Answering any last minute

details for the customer

Making the final

presentation before the

order is given

Letting customers vent their

frustration

Winning back lost

customers

Restating the value

proposition

Competitors trying to take

business away

Listening (about 80% of the

total meeting time) to

determine the customers

needs

First meeting w/ customer

Salespersons focus

should be:Situation

Source: Julia Chang, Tailor Made, Sales and Marketing Management, April 2003, pp.37-41.

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6-6


Communicating the Sales Message

Delivery of information relevant to solving

the customers needs Often involves a product demonstration

Sales presentation -

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expert advice 6.1

Research the customers business andtechnical needs in advance of the sales call

Tailor the presentation materials according

to the research results

Listen to what the customer says in the

meeting, then further refine the discussion to

meet the customers needs and interests

Three most important characteristics of a successful

sales presentation

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EXHIBITCharacteristics of a Great SalesPresentation

Explains the Value Proposition

Asserts the advantages and benefits of

the product

Enhances the customers knowledge of

the company, product, and services

Creates a memorable experience

6.1

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Enhancing

the Customers Knowledge - Example

Pampers brand does a good job of

enhancing customer product

knowledge

Visit the What We Are Made Of page

on their website (www.pampers.com)

Here you will find a complete

description of the product and its

benefits
http://www.pampers.com/http://www.pampers.com/

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EXHIBIT Sales Presentation Strategies6.2

40/60CustomerProblem solving

50/50CustomerNeed satisfaction

70/30ProductFormula

90/10ProductMemorized

Talk/Listen

Ratio

Focal Point of

Presentation

Presentation

Strategy

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Memorized Presentations

May discuss some areas not

important to the customer and leave

out some that are

Tend to seem high pressure

Ensure consistent delivery

Are able to deliver more information in

the same amount of time

CO C G S S SS G

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Formula Presentations

Get the customers attention

Create interestin the product

Develop a strong desire for the product

Move the customer to action

Based on the acronym AIDA


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Need identification stage questioning

the customer to discover needs

Need analysis stage by combiningknowledge of the companys products and

services with the recognition of the

customers needs, determining how to best

meet those needs

Need satisfaction stage presenting the

companys solution to the customers needs

Need Satisfaction Presentations


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Problem-Solving Presentations

Focus on customer

Considered the most complex and

difficult presentation strategy

Preferred presentation strategy in

relationship selling


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How Technology Can Help You

Portable computer systems - match

the technology to meet presentation

needs (dont overbuy)

Wireless communication connecting

to the company or anywhere else on

the Internet allows the salesperson toprovide the most current data

available


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Companies are combining a variety of

workplace tools into one device

Visit Palm Products atwww.palmone.com/us and review the Treo

line of products

The Treo line combines PDAs with digitalcell phone technology for total

communication, scheduling, and contact

management

Wireless Communication - Example

http://www.palmone.com/ushttp://www.palmone.com/us

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McGraw-Hill/Irwin 2005 The McGraw-Hill Companies, Inc. All rights reserved.

INNOVATION 6.2

Can be used as a traditional laptop or as

a legal pad by recognizing the users

handwriting on the screen

Uses Microsoft Windows XP Tablet PCsoftware

Tablet PC May Revolutionize the Selling Experience

Source: Tablet PCs: Hot or Not? Michael Weinreb, Sales and Marketing Management, April 2003, p. 21.


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McGraw-Hill/Irwin 2005 The McGraw-Hill Companies, Inc. All rights reserved.

INNOVATION 6.2

Many companies offer tablet PCs

Acer Fujitsu

Hewlett-Packard

Motion Computing Toshiba

ViewSonic

Source: Tablet PCs: Hot or Not? Michael Weinreb, Sales and Marketing Management, April 2003, p. 21.

Tablet PC May Revolutionize the Selling Experience

http://www.acer.com/http://www.fujitsu.com/http://www.hp.com/http://www.motioncomputing.com/http://www.toshiba.com/http://www.viewsonic.com/http://www.viewsonic.com/http://www.toshiba.com/http://www.motioncomputing.com/http://www.hp.com/http://www.fujitsu.com/http://www.acer.com/

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Setting Goals and Objectives

Presentations should meet at leastone of the five following goals:

Educate the customer


Build interest for the companys products andservices

Nurture the customers desire and conviction

Obtain a customer commitment to action

(purchase)


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Approach the Customer

Before the meeting never make the

customer wait

Greeting the customer Dress appropriately

Turn off or silence all wireless communication devices

Be organized

The first three minutes Build rapport

Non-controversial subjects


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Objectives of the Customer Approach


Create enough interest in you, your

company, and its products andservices that you can continue the

presentation


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leadership 6.3

Portray a confident but not superior

manner A clean, neat appearance is essential to

making a positive first impression

Its important to smile Try to use your prospects name when

conversing

Never Underestimate the Power ofYour First Impression


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leadership 6.3

Show that this meeting is important to

you Dont apologize for taking your

prospects time

Be comfortable and relaxed Position yourself through everything you

say and do

Never Underestimate the Power ofYour First Impression

Source: Bill Brooks, Never Underestimate the Power of Your First Impression, American Salesman, April 2002, pp. 3-5.


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EXHIBITApproaches to the SalesPresentation

Referral

Customer Benefit

Question

Assessment

Product demonstration

6.3


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EXHIBIT The Sales Presentation6.4


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EXHIBIT Categories of Questions6.5

Difficult to manage

responses

Helps uncover customer

needs

Investigation

Can derail presentationProvides customer buy-inValidation

Wastes customer timeUncovers relevant dataData

Collection

Discourages dialogueGets specific informationRestricted

Time consumingEncourages customer to

speak

Unrestricted

DisadvantageAdvantageQuestionType


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Questioning Drives a Great Presentation

Unrestricted/restricted questions

encourage the customer to share

information

Unrestricted encourage the customer

to speak more freely and salesperson to

develop a richer understanding of the

customers needs Restricted provide specific information

from the customer that the salesperson

can use to shape the presentation


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Data collection questions

Gather basic data about customers

current business or historical perspective

Limit use in presentations

May provide information that interferes with

elements of the presentation

Customer may perceive a lack of preparation

Investigation questions assess the

customers current state of mind


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Validation questions help get

agreement from the customer

Situation questions provide basicinformation about the customers

situation

Problem questions get the customer

concentrating on particular issues


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Implication questions help the

customer recognize a problems

implications

Need payoff questions directly

connect the problem with the value

proposition


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leadership 6.4

The SPIN Selling Approach

Learning about the value of a

proposed customer solution

Need Payoff Questions

Learning about the effects of the

customers problems

Implication Questions

Learning about the customers

problems

Problem Questions

Finding facts about the

customers existing situation

Situation Questions

Source: Neil Rackman, SPIN Selling(Burr Ridge, IL: McGraw-Hill, 1988).


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Listening

In sales, listening is as, or more, important thantalking

Most people listen actively only 25% of the time

Most people can hear up to 800 words per

minute, but only speak around 140 words per

minute

Active listening - requires commitment to focus

on the speaker, concentrate on what is being

said, and take in nonverbal as well as verbal

messages


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EXHIBIT Guidelines for Active Listening6.6

Source: Dan Sharp, Guidelines for Active Listening and Reflection,www.salesconcepts.com, June 2003

1.Listen patiently

2.Try to understand the feeling the other person isexpressing

3.Restate the persons feeling

4.Allow time for discussion to continue without

interruption

5.Avoid direct questions and arguments about facts

http://www.salesconcepts.com/http://www.salesconcepts.com/http://www.salesconcepts.com/http://www.salesconcepts.com/

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EXHIBIT Guidelines for Active Listening6.6

Source: Dan Sharp, Guidelines for Active Listening and Reflection, www.salesconcepts.com, June 2003

Repeat points you want to know more about

Listen for what is notsaid

When solicited, be honest in your reply

Do not get emotionally involved

BE QUIET


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Sell FAB

Feature any material characteristic or

specification of the companys products or

services

Advantage a particular product/service

characteristic that helps meet the

customers needs

Benefit the beneficial outcome to the

buyer from the advantage found in the

product feature


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Satisfy Customer Needs

Get customer agreement

Minimize change conflict

Establish the relationship


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Keys to a Great Presentation

Demonstrations

Three benefits to the salesperson Can build credibility with customers

Create a greater connection between the customer and

the product

Enhance the effectiveness of your communication

Prepare for a successfuldemonstration Develop objectives

Get customers involved

Practice, practice, practice


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6-38McGraw-Hill/Irwin 2005 The McGraw-Hill Companies, Inc. All rights reserved.

INNOVATION 6.5

Focus on listening

Ask for clarification

Be brief

Dont repeat yourself

Ask, Am I making sense?

Have an open-door policy

Use self-deprecating humor

How to be a Better Communicator

Source: How to Be a Good Communicator, Sales and Marketing Management, February 2003, p. 46.


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EXHIBIT Demonstration Checklist

Justify the need for a product

demonstration

State the objective of the demonstration

Design the demonstration

Rehearse the demonstration

Plan for unforeseen circumstances

6.7


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Nonverbal Communication

Nonverbal communication is the most

important element in the

communication process

Less than 10% of communication is

based on whatwe say


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Customer Nonverbal Communication

Face single most important feature in

nonverbal communication

Arms and hands open indicate person isopen to communication

Body language

Leaning forward = interest Leaning backward = lack of concentration

Quick movements = change of mind


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Customer

Public Space

Social Space

Personal SpaceIntimate Space

1242-3

Territorial Space


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When Things Go Wrong

Interruptions during the Presentation

Assess nature of interruption

Consider as an opportunity to plan where

to take the presentation from here

Inappropriate Environment - be

prepared for less than ideal conditions

Technology Failure always have a

backup plan


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Sales Managers Role

Mentor help salespeople improve their

presentation skills

Salesperson especially at presentationsto large customers

Equip salespeople for success

Training Equipment

Motivation

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