6-1 Communicating the Sales Message 6

6-2 COMMUNICATING THE SALES MESSAGE

6-3 Learning Objectives Understand the characteristics of a sales presentation Identify sales presentation strategies Discuss the steps in preparing for the sales presentation Discuss the steps involved in approaching the customer

COMMUNICATING THE SALES MESSAGE 6-4 Learning Objectives Understand how to apply your sales knowledge to the customer’s needs Understand how important product demonstrations are in the presentation Define the keys to a great sales presentation Understand the role sales managers play in sales presentations

COMMUNICATING THE SALES MESSAGE 6-5 Fitting the Presentation to the Customer Situation Salesperson’s focus should be: First meeting w/ customer Listening (about 80% of the total meeting time) to determine the customer’s needs Competitors trying to take business away Restating the value proposition Winning back lost customers Letting customers vent their frustration Making the final presentation before the order is given Answering any last minute details for the customer Source: Julia Chang, “Tailor Made,” Sales and Marketing Management, April 2003, pp

COMMUNICATING THE SALES MESSAGE 6-6 Communicating the Sales Message Delivery of information relevant to solving the customer’s needs Often involves a product demonstration Sales presentation -

COMMUNICATING THE SALES MESSAGE expert advice –Research the customer’s business and technical 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 customer’s needs and interests Three most important characteristics of a successful sales presentation

COMMUNICATING THE SALES MESSAGE EXHIBIT 6-8 Characteristics of a Great Sales Presentation Explains the Value Proposition Asserts the advantages and benefits of the product Enhances the customer’s knowledge of the company, product, and services Creates a memorable experience 6.1

COMMUNICATING THE SALES MESSAGE 6-9 Enhancing the Customer’s Knowledge - Example Pampers brand does a good job of enhancing customer product knowledge Visit the “What We Are Made Of” page on their website ( Here you will find a complete description of the product and its benefits

COMMUNICATING THE SALES MESSAGE EXHIBIT 6-10 Sales Presentation Strategies 6.2 Presentation Strategy Focal Point of Presentation Talk/Listen Ratio MemorizedProduct90/10 FormulaProduct70/30 Need satisfactionCustomer50/50 Problem solvingCustomer40/60

COMMUNICATING THE SALES MESSAGE 6-11 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

COMMUNICATING THE SALES MESSAGE 6-12 Formula Presentations Get the customer’s attention Create interest in the product Develop a strong desire for the product Move the customer to action Based on the acronym AIDA

COMMUNICATING THE SALES MESSAGE 6-13 Need identification stage – questioning the customer to discover needs Need analysis stage – by combining knowledge of the company’s products and services with the recognition of the customer’s needs, determining how to best meet those needs Need satisfaction stage – presenting the company’s solution to the customer’s needs Need Satisfaction Presentations

COMMUNICATING THE SALES MESSAGE 6-14 Problem-Solving Presentations Focus on customer Considered the most complex and difficult presentation strategy Preferred presentation strategy in relationship selling

COMMUNICATING THE SALES MESSAGE 6-15 How Technology Can Help You Portable computer systems - match the technology to meet presentation needs (don’t overbuy) Wireless communication – connecting to the company or anywhere else on the Internet allows the salesperson to provide the most current data available

COMMUNICATING THE SALES MESSAGE 6-16 Companies are combining a variety of workplace tools into one device Visit Palm Products at and review the Treo line of products The Treo line combines PDAs with digital cell phone technology for total communication, scheduling, and contact management Wireless Communication - Example

COMMUNICATING THE SALES MESSAGE McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc. All rights reserved. INNOVATION Can be used as a traditional laptop or as a “legal pad” by recognizing the user’s handwriting on the screen Uses Microsoft Windows XP Tablet PC software Tablet PC May Revolutionize the Selling Experience Source: “Tablet PCs: Hot or Not?” Michael Weinreb, Sales and Marketing Management, April 2003, p. 21.

COMMUNICATING THE SALES MESSAGE McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc. All rights reserved. INNOVATION 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

COMMUNICATING THE SALES MESSAGE 6-19 Setting Goals and Objectives Presentations should meet at least one of the five following goals: Educate the customer Get the customer’s attention Build interest for the company’s products and services Nurture the customer’s desire and conviction Obtain a customer commitment to action (purchase)

COMMUNICATING THE SALES MESSAGE 6-20 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

COMMUNICATING THE SALES MESSAGE 6-21 Objectives of the Customer Approach Get the customer’s attention Create enough interest in you, your company, and its products and services that you can continue the presentation

COMMUNICATING THE SALES MESSAGE leadership Portray a confident but not superior manner A clean, neat appearance is essential to making a positive first impression It’s important to smile Try to use your prospect’s name when conversing Never Underestimate the Power of Your First Impression

COMMUNICATING THE SALES MESSAGE leadership Show that this meeting is important to you Don’t apologize for taking your prospect’s time Be comfortable and relaxed Position yourself through everything you say and do Never Underestimate the Power of Your First Impression Source: Bill Brooks, “Never Underestimate the Power of Your First Impression,” American Salesman, April 2002, pp. 3-5.

COMMUNICATING THE SALES MESSAGE EXHIBIT 6-24 Approaches to the Sales Presentation Referral Customer Benefit Question Assessment Product demonstration 6.3

COMMUNICATING THE SALES MESSAGE EXHIBIT 6-25 The Sales Presentation 6.4

COMMUNICATING THE SALES MESSAGE EXHIBIT 6-26 Categories of Questions 6.5 Question Type AdvantageDisadvantage UnrestrictedEncourages customer to speak Time consuming RestrictedGets specific informationDiscourages dialogue Data Collection Uncovers relevant dataWastes customer time InvestigationHelps uncover customer needs Difficult to manage responses ValidationProvides customer buy-inCan derail presentation

COMMUNICATING THE SALES MESSAGE 6-27 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 customer’s needs Restricted – provide specific information from the customer that the salesperson can use to shape the presentation

COMMUNICATING THE SALES MESSAGE 6-28 Questioning Drives a Great Presentation Data collection questions Gather basic data about customer’s 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 customer’s current state of mind

COMMUNICATING THE SALES MESSAGE 6-29 Questioning Drives a Great Presentation Validation questions – help get agreement from the customer Situation questions – provide basic information about the customer’s situation Problem questions – get the customer concentrating on particular issues

COMMUNICATING THE SALES MESSAGE 6-30 Questioning Drives a Great Presentation Implication questions – help the customer recognize a problem’s implications Need payoff questions – directly connect the problem with the value proposition

COMMUNICATING THE SALES MESSAGE leadership The SPIN Selling Approach Situation QuestionsFinding facts about the customer’s existing situation Problem QuestionsLearning about the customer’s problems Implication QuestionsLearning about the effects of the customer’s problems Need Payoff QuestionsLearning about the value of a proposed customer solution Source: Neil Rackman, SPIN Selling (Burr Ridge, IL: McGraw-Hill, 1988).

COMMUNICATING THE SALES MESSAGE 6-32 Listening In sales, listening is as, or more, important than talking 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

COMMUNICATING THE SALES MESSAGE EXHIBIT 6-33 Guidelines for Active Listening 6.6 Source: Dan Sharp, “Guidelines for Active Listening and Reflection,” June 2003www.salesconcepts.com 1.Listen patiently 2.Try to understand the feeling the other person is expressing 3.Restate the person’s feeling 4.Allow time for discussion to continue without interruption 5.Avoid direct questions and arguments about facts

COMMUNICATING THE SALES MESSAGE EXHIBIT 6-34 Guidelines for Active Listening 6.6 Source: Dan Sharp, “Guidelines for Active Listening and Reflection,” June Repeat points you want to know more about 7.Listen for what is not said 8.When solicited, be honest in your reply 9.Do not get emotionally involved 10.BE QUIET

COMMUNICATING THE SALES MESSAGE 6-35 Sell FAB Feature – any material characteristic or specification of the company’s products or services Advantage – a particular product/service characteristic that helps meet the customer’s needs Benefit – the beneficial outcome to the buyer from the advantage found in the product feature

COMMUNICATING THE SALES MESSAGE 6-36 Satisfy Customer Needs Get customer agreement Minimize change conflict Establish the relationship

COMMUNICATING THE SALES MESSAGE 6-37 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 successful demonstration Develop objectives Get customers involved Practice, practice, practice

COMMUNICATING THE SALES MESSAGE McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc. All rights reserved. INNOVATION Focus on listening Ask for clarification Be brief Don’t 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.

COMMUNICATING THE SALES MESSAGE EXHIBIT 6-39 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

COMMUNICATING THE SALES MESSAGE 6-40 Nonverbal Communication Nonverbal communication is the most important element in the communication process Less than 10% of communication is based on what we say

COMMUNICATING THE SALES MESSAGE 6-41 Customer Nonverbal Communication Face – single most important feature in nonverbal communication Arms and hands – open indicate person is open to communication Body language Leaning forward = interest Leaning backward = lack of concentration Quick movements = change of mind

COMMUNICATING THE SALES MESSAGE 6-42 Customer Public Space Social Space Personal Space Intimate Space 12’ 4’2-3’ Territorial Space

COMMUNICATING THE SALES MESSAGE 6-43 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

COMMUNICATING THE SALES MESSAGE 6-44 Sales Manager’s Role Mentor – help salespeople improve their presentation skills Salesperson – especially at presentations to large customers Equip salespeople for success Training Equipment Motivation