9-1

Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies, Inc. All rights reserved. Chapter 9

9 9-3

9-4 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!

9-5 The Tree of Business Life: Presentation Methods The Golden Rule 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 I T C Ethical Service Builds T r u e Relationships T TT TTTT TTTT

9-6 The Sales Presentation  Completely and clearly explains all aspects of the salesperson’s proposition as it relates to a buyer’s needs

9-7 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

9-8 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

9-9 Sales Presentation Strategy  Salespeople face numerous situations  Salesperson to buyer  Salesperson to buyer group  Sales team to buyer group  Conference selling  Seminar selling

9-10 Exhibit 9-2: The Structure of Sales Presentations

9-11 Exhibit 9-3: Participation Time by Customer and Salesperson During a Memorized Sales Presentation

9-12 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

9-13  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?

9-14 Exhibit 9-4a: Dyno Electric Cart Memorized Presentation

9-15 Exhibit 9-4b: Dyno Electric Cart Memorized Presentation

9-16 Exhibit 9-5: Participation Time by a Customer and Salesperson During a Formula Sales Presentation

9-17 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

9-18 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

9-19 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

9-20 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

9-21 Exhibit 9-6: The 10-Step Productive Retail Sales Call

9-22 Exhibit 9-7: A Formula Approach Sales Presentation

9-23 Exhibit 9-8: Participation Time by Customer and Salesperson During Need-Satisfaction and Problem-Solution Sales Presentations

9-24 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

9-25 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

9-26 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

9-27 The Need-Satisfaction Presentation’s Phases  Need-development phase  Need-awareness phase  Need-fulfillment phase

9-28 Exhibit 9-9a: A Need-Satisfaction Presentation

9-29 Exhibit 9-9b: A Need-Satisfaction Presentation

9-30 Exhibit 9-8: Participation Time by Customer and Salesperson During Need-Satisfaction and Problem-Solution Sales Presentations

9-31 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

9-32 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

9-33 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

9-34 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

9-35 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

9-36 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

9-37 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

9-38 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.

9-39 Sales Presentations Go High Tech  Videos  CD-ROMs  Satellite conferencing  Computer hardware and software

9-40 Select the Presentation Method, Then the Approach  Know which method to use before developing the presentation  Plan the presentation  Select the approach/opening

9-41 Selling Process Buyer’s Mental Steps Prospecting Preapproach Follow-up & Service Approach Presentation Trial Close Determine Objections Meet Objections Desire Conviction Present Marketing Plan Availability, Delivery, Guarantee, Merchandising, Installation, Maintenance, Promotion, Training, Warranty Explain Business Prop List Price, Shipping Cost, Discounts, Financing, ROI, Value Analysis Suggest Purchase Product, Quantity, Features, Delivery, Installation, Price Money Authority Desire Action (Purchase) Attention Discussion Sequence Presentation Discuss Product Present Marketing Plan Explain Business Proposition Suggest Purchase Discuss Product Show Feature Explain Advantage Lead into Benefit Let Customer Talk Interest Trial Close Close The Parallel Dimensions of Selling*

9-42 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

9-43 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

9-44 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