final chap 8 carefully select sp method

7/27/2019 Final Chap 8 Carefully Select SP Method

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Carefully Select Which Sales

Presentation Method to Use

Chapter

9


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Learning objectives

Understand why you first select a sales

presentation method and then select theapproach

Describe the different sales presentation

methods, know the differences and theappropriate situation for using the particularmethod

Understand how to give better presentation to

prospect Understand why negotiation can be an important

part of the presentation


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9-3

The Sales Presentation

An effective sales presentation completely and

clearly explains all aspects of the salespersons

proposition as it relates to a buyers needs


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9-4

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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9-5

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


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9-6

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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9-7

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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9-8

The Structure of Sales Presentations


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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 non-technical such as books,

cooking utensils, or cosmetics


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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 quicklythrough 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?


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Why Choose the Formula Sales


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


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. Close8. Merchandising

9. Records and reports

10. Analyze the call


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Why Choose the Need-Satisfaction Sales


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 secondtime, 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


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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Why Choose the Problem-Solution Sales


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 determiningthat 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 onthe analysis and proposal

Step 6 - Making the sales presentation


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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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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 aquestion-and-answer period at the end or during

the presentation


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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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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 holdtheir attention

Get people involved

The proposal

No prices

Summarize Benefits


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Negotiating So Everyone Wins

There are many negotiating styles-

Cooperative

Competitive

Attitudinal Organizational

Personal

The experienced sales person will negotiate ina way that achieves satisfaction for bothparties


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Negotiating So Everyone Wins Cont

Phases of Negotiation

Planning- know how your company compares with

the competition.

Meeting- build a relationship that eases thenegotiation process.

Studying- look for benefits you can provide.

Proposing- What you do in the presentation setsthe stage for what may come later.


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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 callobjective, 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

final chap 8 carefully select sp method

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