2. Carefully Select Which Sales Presentation Method to Use
Chapter 8
Carefully Select Which Sales Presentation Method to Use
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

3. Chapter 8

4. Main Topics Chapter 8 Sales Presentations
Sales Presentation Methods - Select One Carefully
Sales Presentations Go High Tech
Select the Presentation Method, Then the Approach
Let’s Review Before Moving On!
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

5. The Tree of Business Life: Presentation Methods
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. T T
Ethical
Service T T T T T T T T
Builds
T r u e
Relationships T C I

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

7. Prior knowledge of the customer Sales call objective
There are Several Sales Presentation Methods Requiring You to Select One According to Your...
Prior knowledge of the customer
Sales call objective
Customer benefit plan

8. Exhibit 8-1: 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. Sales Presentation Strategy
Salespeople face numerous situations
Salesperson to buyer
Salesperson to buyer group
Sales team to buyer group
Conference selling
Seminar selling

10. Exhibit 8-2: The Structure of Sales Presentations

11. Exhibit 8-3: Participation Time by Customer and Salesperson During a Memorized Sales Presentation

12. Why Choose the Memorized (Canned) Sales Presentation Method?
Ensures the salesperson gives a well-planned presentation
Ensures all of the company’s salespeople discuss the same information
It 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 is nontechnical - such as books, cooking utensils, and cosmetics

13. Why Not to Choose the Memorized (Canned) Sales Presentation Method?
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
Proceeds quickly through the sales presentation to the close, requiring the salesperson to close or ask for the order several times, which may be interpreted by the prospect as high pressure selling

14. Exhibit 8-4a: Dyno Electric Cart Memorized Presentation

15. Exhibit 8-4b: Dyno Electric Cart Memorized Presentation

16. Exhibit 8-5: Participation Time by a Customer and Salesperson During a Formula Sales Presentation

17. Why Choose the Formula Sales Presentation Method?
If you are contacting similar prospects in similar situations
You 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
Allows for smooth handling of anticipated questions and objections
Examples of salespeople using this method are:
Consumer goods
Pharmaceutical

18. Why Not to Choose the Formula Sales Presentation Method?
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

19. Exhibit 8-6: The 10-Step Productive Retail Sales Call

20. Exhibit 8-6: 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.

21. Exhibit 8-7: A Formula Approach Sales Presentation

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

23. Why Choose the Need-Satisfaction Sales Presentation Method?
Need a flexible, interactive sales presentation
Need to uncover needs by asking questions
Need for the prospect to talk about their needs
This is the first time to call on a prospect
Typically need to make multiple sales calls
Examples of salespeople using this method are:
Financial services
Systems
High priced goods/services as vehicles, real estate, computer systems, industrial equipment

24. Why Not to Choose the Need-Satisfaction Sales Presentation Method?
Need more control over the conversation
Feel should not ask too many questions
During your first week/month in sales

25. The Need-Satisfaction Presentation’s Phases
Need-development phase
Need-awareness phase
Need-fulfillment phase

26. Exhibit 8-9a: A Need-Satisfaction Presentation

27. Exhibit 8-9b: A Need-Satisfaction Presentation

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

29. Why Choose the Problem-Solution Sales Presentation Method?
Selling highly complex or technical products
Required to make several sales calls to develop a detailed in-depth analysis of a prospect’s needs
Need a flexible, customized presentation based upon findings

30. 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 determing 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

31. Sales Presentation Methods— Select One Carefully cont…
The group presentation
May be less flexible than a one-on-one meeting
The larger the group, the more structured your presentation

32. 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

33. Sales Presentation Methods— Select One Carefully cont…
Negotiating so everyone wins
Many salespeople negotiate during the confirming phase of the sale
Phases of negotiation
Planning
Meeting
Studying
Proposing

34. What Is the Best Presentation Method?
Stimulus-response
Formula
Need-satisfaction
Problem-solution
Group

35. Sales Presentations Go High Tech
Videos
CD-ROMs
Satellite conferencing
Computer hardware and software

36. Select the Presentation Method, Then the Approach
Know which method to use before developing the presentation
Plan presentation
Select approach/opening

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

38. 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.

39. Let’s Review Before Moving On!
It’s important to know
That parallel dimensions interact
Discussion sequence
Selling process
Buyer’s mental steps

40. Summary of Major Selling Issues
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 sales 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