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 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! 8-2 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 8-3 (3) Approach - (4) Presentation The Third Step in the Sales Process (Approach) is the First Step in the Sales Presentation 8-4 The Sales Presentation  Completely and clearly explains all aspects of the salesperson’s proposition as it relates to a buyer’s needs 8-5 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 8-6 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 8-7 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 8-8 Sales Presentation Strategy  Salespeople face numerous situations:  Salesperson to buyer  Salesperson to buyer group  Sales team to buyer group  Conference selling  Seminar selling 8-9 Sales Presentation Methods–Select One Carefully  The sales presentation involves a persuasive vocal and visual explanation of a business proposition 8-10 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 What Is the Best Presentation Method?  Memorized  Formula  Need-satisfaction Each of these methods is the best one when properly matched with the situation  Problem-solution 8-44 Exhibit 8-10: Important Characteristics of Types of Sales Calls Characteristics Memorized (Structured) Formula (Semistructured) Relationship Transactional Relationship Partnering When Used New customer door-to- Repeat customer New customer, door; telesales Opening Canned Multiple Calls? Type of No Problem-Solution (Customized) Partnering Partnering New customer; new opportunity Reminder of past status Presentation Time Minutes Need-Satisfaction (Unstructured) Questions Request for study Half hour(s) Day(s) Sometimes Frequently None Several Variables Flexibility None Modest Assumed Already established, Already established new opportunity Week(s) Always Multiple Variables ComplexScript Negotiations Interest Level Prior Contact No script or can be generated No script Not established, Not known or not known Not usually Usually Not necessarily Not necessarily with Buyer? Type Product Sample Product Trivial; simple Vegetable dicer, Simple; previously sold Premium cable channel Industrial/Technical Home entertainment center, Complex Internet network, warehouse system 8-45 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 8-46 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 8-47 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 8-48 Negotiating So Everyone Wins 8-49 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 8-50 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 in the presentation sets the stage for what may come later 8-51 Sales Presentations Go High Tech  Videos  CD-ROMs  Satellite conferencing  Computer hardware and software 8-52 Select the Presentation Method, Then the Approach  Know which method to use before developing the presentation  Plan the presentation  Select the approach/opening 8-53 Exhibit 8-11:The Parallel Dimensions of Selling Discussion Sequence Discuss Product Prospecting Show Feature Explain Advantage Buyer’s Mental Steps Selling Process Money Authority Desire Preapproach Lead into Benefit Let Customer Talk Approach Attention Interest Present Marketing Plan Availability, Delivery, Presentation Guarantee, Merchandising, Presentation Discuss Product Desire Installation, Maintenance, Promotion, Training, Warranty Trial Close Present Marketing Plan Explain Business Proposition Suggest Purchase Determine Objections Explain Business Prop List Price, Shipping Cost, Discounts, Financing, ROI, Meet Objections Conviction Value Analysis Trial Close Suggest Purchase Close Product, Quantity, Features, Action (Purchase) Delivery, Installation, Price Follow-up & Service 8-54 Let’s Review Before Moving On!  It’s important to know that:  Parallel dimensions interact  Discussion sequence  Selling process  Buyer’s mental steps  Discussion sequence 8-55 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 8-56 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 8-57 ... Sales Presentation  The sales presentation method determines how you open your presentation 8-8 Sales Presentation Strategy  Salespeople face numerous situations:  Salesperson to buyer  Salesperson... four methods is the percentage of the conversation controlled by the salesperson 8-11 Sales Presentation Methods— Select One Carefully  Four Sales Presentation Methods The Memorized Sales Presentation. ..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