Carefully Select Which Sales Presentation Method to Use -Approach

By Arijit Santikary

The Sales Presentation

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

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

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

Sales Presentation Strategy

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

The Structure of Sales Presentations

Participation Time by Customer and Salesperson During a Memorized Sales Presentation

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 non-technical such as books, cooking utensils, or cosmetics

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

Dyno Electric Cart Memorized Presentation

Dyno Electric Cart Memorized Presentation

Participation Time by a Customer and Salesperson During a Formula Sales Presentation

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

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

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

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

The 10-Step Productive Retail Sales Call

A Formula Approach Sales Presentation

Participation Time by Customer and Salesperson During Need-Satisfaction and Problem-Solution Sales Presentations

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

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

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

The Need-Satisfaction Presentations Phases

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

A Need-Satisfaction Presentation

A Need-Satisfaction Presentation

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

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

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

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

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

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

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

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.

Sales Presentations Go High Tech

Videos CD-ROMs Satellite conferencing Computer hardware and software

Select the Presentation Method, Then the Approach

Know which method to use before developing the presentation Plan the presentation Select the approach/opening

The Parallel Dimensions of Selling*

Discussion Sequence
Discuss Product

Selling Process
Prospecting Preapproach Approach Presentation

Buyers Mental Steps

Show Feature Explain Advantage Lead into Benefit Let Customer Talk
Present Marketing Plan

Money Authority Desire

Attention Interest Desire

Availability, Delivery, Presentation Guarantee, Merchandising, Trial Close Discuss Product Installation, Maintenance, Present Marketing Plan Promotion, Training, Warranty Determine Objections Explain Business Proposition Explain Business Prop Suggest Purchase List Price, Shipping Cost, Meet Objections Discounts, Financing, ROI, Value Analysis Trial Close
Suggest Purchase

Conviction

Product, Quantity, Features, Delivery, Installation, Price

Close Follow-up & Service

Action
(Purchase)

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