Transcript Fundamentals of Selling

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Chapter
9
Carefully Select Which Sales
Presentation Method to Use
McGraw-Hill/Irwin
Fundamentals of Selling, 10/e
Copyright © 2008 The McGraw-Hill Companies, Inc. All rights reserved.
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Chapter
9
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!
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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



Relationships
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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
The Sales Presentation
 Completely and clearly explains all aspects of
the salesperson’s proposition as it relates to a
buyer’s 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 company’s 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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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 prospect’s 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 Presentation’s
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
prospect’s needs
 Need a flexible, customized presentation based on
findings
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The Problem-Solution Presentation’s
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
prospect’s needs
Step 5 - Preparing the sales presentation based on the
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 a
question-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
hold their 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
in a way that achieves satisfaction for both
parties
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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 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.
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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
Prospecting
Show Feature
Explain Advantage
Lead into Benefit
Let Customer Talk
Preapproach
Discuss Product
Present Marketing Plan
Explain Business Proposition
Suggest Purchase
Buyer’s Mental Steps
Money
Authority
Desire
Approach
Attention
Interest
Present Marketing Plan
Presentation
Selling Process
Presentation
Availability, Delivery,
Guarantee, Merchandising,
Installation, Maintenance,
Promotion, Training, Warranty
Desire
Trial Close
Determine Objections
Explain Business Prop
List Price, Shipping Cost,
Discounts, Financing, ROI,
Value Analysis
Meet Objections
Conviction
Trial Close
Suggest Purchase
Close
Product, Quantity, Features,
Delivery, Installation, Price
Action
(Purchase)
Follow-up & Service
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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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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
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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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