You are on page 1of 27

Chapter

Carefully Select Which Sales Presentation Method to Use

Learning objectives
Understand why you first select a sales presentation method and then select the approach Describe the different sales presentation methods, know the differences and the appropriate situation for using the particular method Understand how to give better presentation to prospect Understand why negotiation can be an important part of the presentation

The Sales Presentation


An effective sales presentation completely and clearly explains all aspects of the salespersons proposition as it relates to a buyers needs

9-3

Select the Presentation Method, Then the Approach


Know which method to use before developing the presentation Plan the presentation Select the approach/opening

9-4

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

9-5

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

9-6

Sales Presentation Strategy


Salespeople face numerous situations
Salesperson to buyer Salesperson to buyer group Sales team to buyer group Conference selling Seminar selling

9-7

The Structure of Sales Presentations

9-8

Why Choose the Memorized (Canned) Sales Presentation Method?

Because it:
Ensures the salesperson gives a well-planned
presentation Ensures all of the companys 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?

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

9-10

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


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?


Because you:
Do not know the prospects 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...


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

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

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?


Because you:
Need more control over the conversation Feel should not ask too many questions Are new to the sales profession

The Need-Satisfaction Presentations Phases


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

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 prospects needs Need a flexible, customized presentation based on findings

The Problem-Solution Presentations 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 prospects 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?


Memorized Formula Need-satisfaction Problem-solution Each of these methods is the best one when properly matched with the situation

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


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 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


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


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.

9-26

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
9-27

You might also like