session 9 (approach presentation)

7/30/2019 Session 9 (Approach Presentation)

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Carefully Select Which Sales

Presentation Method to Use

-Approach

By Arijit Santikary


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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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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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The Structure of Sales Presentations


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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 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 thatrequire 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?


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Dyno Electric Cart Memorized Presentation


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Dyno Electric Cart Memorized Presentation


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Participation Time by a Customer and Salesperson During a

Formula Sales Presentation


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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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The 10-Step Productive Retail Sales Call


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A Formula Approach Sales Presentation

P i i i Ti b C d S l D i N d S i f i


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Participation Time by Customer and Salesperson During Need-Satisfaction

and Problem-Solution Sales Presentations


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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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A

Need-Satisfaction Presentation

A


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A

Need-Satisfaction Presentation


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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 thesalesperson 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 theprospects needs

Step 5 - Preparing the sales presentation based onthe analysis and proposal

Step 6 - Making the sales presentation

h h i h d?


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What Is the Best Presentation Method?

Memorized Formula

Need-satisfaction

Problem-solution

Each of these

methods is the bestone 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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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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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

MoneyAuthorityDesire

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*


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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

session 9 (approach presentation)

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