1. 8 Chapter Carefully Select Which Sales Presentation Method to Use
McGraw-Hill/Irwin
ABC’s of Selling, 10/e
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2. 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!
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3. Sales Presentation Methods
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
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4. (3) Approach - (4) Presentation
The Third Step in the Sales Process (Approach) is the First Step in the Sales Presentation

5. The Sales Presentation
Completely and clearly explains all aspects of the salesperson’s proposition as it relates to a buyer’s needs
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6. 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
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7. The Sales Process
A sequence of actions taken by the salesperson which leads toward the customer taking a desired action and ends with follow-up to ensure purchase satisfaction.

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
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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. Sales Presentation Methods–Select One Carefully
The sales presentation involves a persuasive vocal and visual explanation of a business proposition.

11. Sales Presentation Methods–Select One Carefully
The four sales presentation methods are:
Memorized
Formula
Need-satisfaction
Problem-solution
The basic difference between the four methods is the percentage of the conversation controlled by the salesperson.

12. Sales Presentation Methods— Select One Carefully
Four Sales Presentation Methods
The Memorized Sales Presentation (canned)
Salesperson’s role is to develop initial stimulus into an affirmative response to an eventual purchase request.
The Formula Presentation (persuasive selling)
The salesperson follows a less structured, general outline in making a presentation, allowing more flexibility and less direction (AIDA). Controls conversation during sales talk; especially at the beginning.

13. Sales Presentation Methods— Select One Carefully cont…
The Need-Satisfaction Presentation
Designed as a flexible, interactive sales presentation, yet the most challenging and creative form of selling
Three Phases:
Need-development phase
Need-awareness phase
Need-fulfillment phase

14. Sales Presentation Methods— Select One Carefully cont…
The Problem-Solution Presentation
Selling highly complex or technical products
It may take several sales calls to develop a detailed analysis
A flexible, customized approach to involving an in-depth study of a prospect’s needs

15. Exhibit 8-2: The Structure of Sales Presentations
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16. Sales Presentation Methods— Select One Carefully
The Memorized Sales Presentation
Based on one of two assumptions:
The prospect’s needs may be stimulated by direct exposure to the product through the sales presentation.
The prospect’s needs have already been stimulated because the prospect has made the effort to seek out the product.
National Cash Register Co. (NCR)

17. Exhibit 8-3: Participation Time by Customer and Salesperson During a Memorized Sales Presentation
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18. 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 aids 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
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19. 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
Interruptions – salesperson may get off-track; forget

20. Exhibit 8-4: Dyno Electric Cart Memorized Presentation
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21. Exhibit 8-4: Dyno Electric Cart Memorized Presentation, cont...
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22. Sales Presentation Methods— Select One Carefully
The Formula Sales Presentation
Often referred to as the persuasive selling presentation
Salesperson follows a less structured, general outline allowing more flexibility and less direction
AIDA – AIDCA
Straight Rebuy situations
The SmithKline Beecham products example: “The 10-step Productive Retail Sales Call”

23. Exhibit 8-5: Participation Time by a Customer and Salesperson During a Formula Sales Presentation
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24. The 10-Step Productive Retail Sales Call
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
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25. The 10-Step Productive Retail Sales Call

26. Exhibit 8-6: The 10-Step Productive Retail Sales Call, cont...
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27. Exhibit 8-7: A Formula Approach Sales Presentation
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28. 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
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29. 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
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30. 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
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31. Sales Presentation Methods— Select One Carefully
The Need-Satisfaction Presentation
The most challenging and creative form of selling
Interactive sales presentation
Need-Satisfaction Format

32. The Need-Satisfaction Presentation’s Phases
Need-development Phase
Salesperson allows and encourages the prospect to discuss his needs
Need-awareness Phase
Salesperson takes control of the conversation by restating the prospect’s needs to clarify the situation
Need-fulfillment Phase
The salesperson shows how her product will satisfy mutually agreed-upon needs

33. Exhibit 8-8: Participation Time by Customer and Salesperson During Need-Satisfaction and Problem-Solution Sales Presentations
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34. Exhibit 8-9: A Need-Satisfaction Presentation
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35. Exhibit 8-9: A Need-Satisfaction Presentation, cont...
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36. Why to 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.

37. Why to 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

38. 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

39. Sales Presentation Methods— Select One Carefully
The Problem-Solution Presentation
Flexible, customized approach involving an in-depth study of a prospect’s needs
May require several sales calls to develop a detailed analysis
Usually consists of six steps

40. 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

41. Exhibit 8-8: Participation Time by Customer and Salesperson During Need-Satisfaction and Problem-Solution Sales Presentations, cont…

42. Why to 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

43. What Is the Best Presentation Method?
Memorized – short time simple product
Formula – repeat purchases; when you know prospect’s needs
Need-Satisfaction – need to gather information from prospect first
Problem-Solution – high-cost tech products; several calls and business proposal

44. 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
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45. Exhibit 8-10: Important Characteristics of Types of Sales Calls
Characteristics Memorized (Structured) Formula (Semistructured) Need-Satisfaction (Unstructured) Problem-Solution (Customized)
Relationship Transactional Relationship Partnering Partnering Partnering
When Used New customer door-to- Repeat customer New customer, New customer;
door; telesales new opportunity new opportunity
Opening Canned Reminder of past status Questions Request for study
Presentation Time Minutes Half hour(s) Day(s) Week(s)
Multiple Calls? No Sometimes Frequently Always
Type of None Several Variables Multiple Variables ComplexScript
Negotiations
Flexibility None Modest No script No script
Assumed Already established, Already established Not established, Not known
Interest Level or can be generated or not known
Prior Contact Not usually Usually Not necessarily Not necessarily
with Buyer?
Type Product Trivial; simple Simple; previously sold Industrial/Technical Complex
Sample Product Vegetable dicer, Premium cable channel Home entertainment center, Internet network,
warehouse system
vacuum cleaner, consumer goods, cars computer, real estate company insurance
cosmetics
Salary ($) K K K K
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46. 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
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47. 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
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48. 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
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49. Negotiating So Everyone Wins
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50. 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
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51. 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.
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52. Sales Presentations Go High Tech
Videos
CD-ROMs
Satellite conferencing
Computer hardware and software
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53. Select the Presentation Method, Then the Approach
Know which method to use before developing the presentation
Plan the presentation
Select the approach/opening
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54. Exhibit 8-11:The Parallel Dimensions of Selling
Discussion Sequence
Selling Process
Buyer’s Mental Steps
Discuss Product
Show Feature
Explain Advantage
Lead into Benefit
Let Customer Talk
Prospecting
Money
Authority
Desire
Preapproach
Approach
Attention
Presentation
Interest
Present Marketing Plan
Availability, Delivery,
Guarantee, Merchandising,
Installation, Maintenance,
Promotion, Training, Warranty
Desire
Presentation
Discuss Product
Present Marketing Plan
Explain Business Proposition
Suggest Purchase
Trial Close
Conviction
Determine Objections
Explain Business Prop
List Price, Shipping Cost,
Discounts, Financing, ROI,
Value Analysis
Meet Objections
Action
(Purchase)
Trial Close
Suggest Purchase
Product, Quantity, Features,
Delivery, Installation, Price
Close
Follow-up & Service
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55. Let’s Review Before Moving On!
It’s important to know that:
Parallel dimensions interact
Discussion sequence
Selling process
Buyer’s mental steps
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56. 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
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57. 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
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