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Chapter

9
Carefully Select Which Sales Presentation Method to Use

McGraw-Hill/Irwin

Copyright 2006 by The McGraw-Hill Companies, Inc. All rights reserved.

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Chapter

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9
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!

The Tree of Business Life: Presentation Methods

T T T T T TT T T T T Builds 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

Relationships

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The Sales Presentation

Completely and clearly explains all aspects of
the salespersons proposition as it relates to a buyers needs

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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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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

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Sales Presentation Strategy

Salespeople face numerous situations
Salesperson to buyer Salesperson to buyer group Sales team to buyer group Conference selling Seminar selling

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Exhibit 9-2: The Structure of Sales Presentations

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

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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

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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

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Exhibit 9-4a: Dyno Electric Cart Memorized Presentation

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Exhibit 9-4b: Dyno Electric Cart Memorized Presentation

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

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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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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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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

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

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Exhibit 9-7: A Formula Approach Sales Presentation

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

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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
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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

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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

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The Need-Satisfaction Presentations Phases

Need-development phase Need-awareness phase Need-fulfillment phase

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Exhibit 9-9a: A Need-Satisfaction Presentation

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Exhibit 9-9b: A Need-Satisfaction Presentation

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

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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

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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
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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

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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

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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

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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

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Sales Presentations Go High Tech

Videos CD-ROMs Satellite conferencing Computer hardware and software

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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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The Parallel Dimensions of Selling*

Discussion Sequence
Discuss Product
Show Feature Explain Advantage Lead into Benefit Let Customer Talk

Selling Process
Prospecting
Preapproach Approach Presentation
Money Authority Desire

Buyers Mental Steps

Attention Interest Desire

Present Marketing Plan Presentation

Discuss Product Present Marketing Plan Explain Business Proposition Suggest Purchase Availability, Delivery, Guarantee, Merchandising, Installation, Maintenance, Promotion, Training, Warranty

Trial Close Determine Objections

Explain Business Prop

List Price, Shipping Cost, Discounts, Financing, ROI, Value Analysis

Meet Objections

Conviction

Trial Close Suggest Purchase

Product, Quantity, Features, Delivery, Installation, Price

Close Follow-up & Service

Action
(Purchase)

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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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Lets Review Before Moving On!

Its important to know that:
Parallel dimensions interact
Discussion sequence Selling process Buyers mental steps

Discussion sequence

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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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