Top Schools in Delhi NCR

By:
school.edhole.com
9-2
school.edhole.com

Carefully Select Which Sales
Presentation Method to Use

C
h
a
p
t
e
r

9
Copyright 2006 by The McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin
school.edhole.com
C
h
a
p
t
e
r

9
9-4
school.edhole.com
Main Topics
The Tree of Business Life: Presentation
Sales Presentation Strategy
Sales Presentation MethodsSelect One Carefully
The Group Presentation
Negotiating So Everyone Wins
Sales Presentations Go High-Tech
Select the Presentation Method, Then the Approach
Lets Review before Moving On!

C
h
a
p
t
e
r

9
9-5
school.edhole.com
9-6
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
Builds
Relationships
T
T T
T T T T
T T T T
school.edhole.com
9-7
The Sales Presentation
Completely and clearly explains all aspects of
the salespersons proposition as it relates to
a buyers needs
school.edhole.com
9-8
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
school.edhole.com
9-9
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

school.edhole.com
9-10
Sales Presentation Strategy
Salespeople face numerous situations
Salesperson to buyer
Salesperson to buyer group
Sales team to buyer group
Conference selling
Seminar selling
school.edhole.com
9-11
Exhibit 9-2: The Structure of Sales
Presentations
school.edhole.com
9-12
Exhibit 9-3: Participation Time by Customer and
Salesperson During a Memorized Sales Presentation
school.edhole.com
9-13
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 nontechnical such as books, cooking
utensils, or cosmetics
school.edhole.com
9-14
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?
school.edhole.com
9-15
Exhibit 9-4a: Dyno Electric Cart Memorized
Presentation
school.edhole.com
9-16
Exhibit 9-4b: Dyno Electric Cart Memorized
Presentation
school.edhole.com
9-17
Exhibit 9-5: Participation Time by a Customer and
Salesperson During a Formula Sales Presentation
school.edhole.com
9-18
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
school.edhole.com
9-19
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
school.edhole.com
9-20
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
school.edhole.com
9-21
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. school.edhole.com
9-22
Exhibit 9-6: The 10-Step Productive Retail
Sales Call
school.edhole.com
9-23
Exhibit 9-7: A Formula Approach Sales
Presentation
school.edhole.com
9-24
Exhibit 9-8: Participation Time by Customer and Salesperson During
Need-Satisfaction and Problem-Solution Sales Presentations
school.edhole.com
9-25
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
school.edhole.com
9-26
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
school.edhole.com
9-27
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
school.edhole.com
9-28
The Need-Satisfaction Presentations
Phases
Need-development phase
Need-awareness phase
Need-fulfillment phase
school.edhole.com
9-29
Exhibit 9-9a: A
Need-Satisfaction Presentation
school.edhole.com
9-30
Exhibit 9-9b: A
Need-Satisfaction Presentation
school.edhole.com
9-31
Exhibit 9-8: Participation Time by Customer and Salesperson During
Need-Satisfaction and Problem-Solution Sales Presentations
school.edhole.com
9-32
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
school.edhole.com
9-33
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
school.edhole.com
9-34
Sales Presentation MethodsSelect 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
school.edhole.com
9-35
Sales Presentation MethodsSelect 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 groups behavioral style
school.edhole.com
9-36
Sales Presentation MethodsSelect One
Carefully, cont
Negotiating so everyone wins
Many salespeople negotiate during the confirming
phase of the sale
Phases of negotiation
Planning
Meeting
Studying
Proposing
school.edhole.com
9-37
What Is the Best Presentation Method?
Memorized
Formula
Need-satisfaction
Problem-solution
Group
Each of these
methods is the best
one when properly
matched with the
situation
school.edhole.com
9-38
Sales Presentations Go High Tech
Videos
CD-ROMs
Satellite conferencing
Computer hardware and software
school.edhole.com
9-39
Select the Presentation Method, Then the
Approach
Know which method to use before developing
the presentation
Plan the presentation
Select the approach/opening
school.edhole.com
9-40


































Selling Process Buyers 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*
school.edhole.com
9-41
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

school.edhole.com
9-42
Lets Review Before Moving On!
Its important to know that:
Parallel dimensions interact
Discussion sequence
Selling process
Buyers mental steps
Discussion sequence
school.edhole.com
9-43
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
school.edhole.com