Download - Chp 9 Sales Preso Methods ppt
9-19-1McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Carefully Select Which Sales Presentation Method
to Use
Chapter9
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The Tree of Business Life: Presentation Methods
Guided by The Golden The Golden RuleRule: 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
You will see that ethical service builds true relationshipsI
T C
Ethi
cal Service
Builds
T r
u e
Relationships
TT T
T T T TT T T T
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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 situationsSalesperson to buyerSalesperson to buyer groupSales team to buyer groupConference sellingSeminar 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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Because it: Salesperson does 80% to 90% of talking 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
Why Not to Choose the Memorized (Canned) Sales Presentation
Method?
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Exhibit 9.4: Dyno Electric Cart Memorized Presentation
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Exhibit 9.4: 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: It is persuasive--know something about
the prospectAre contacting similar prospects in similar
situationsHave called on the prospect in the pastWant to ensure all information is
presented logicallyWant 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 goodsPharmaceutical goods
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Why Not to Choose the Formula Sales Presentation Method?
Because you:Do not know anything about the prospect’s
needsSee a need for the prospect to talk more Have a complex selling situation such as:
Selling a technical productSelling to a group
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The 10-Step Productive Retail Sales Call, cont...Exhibit 9.6
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 9.7: 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 presentationNeed to uncover needs by asking questionsNeed 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 servicesSecurity systemsHigh priced goods/services such as vehicles, real
estate, industrial equipment
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Why Not to Choose the Need-Satisfaction Sales Presentation
Method? Because you:
Need more control over the conversationDon’t want to field too many questionsAre new to the sales profession
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Exhibit 9.9: A Need-Satisfaction Presentation
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Exhibit 9.9: A Need-Satisfaction Presentation
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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 analysisStep 3 - Agreeing on the problems and determining
that the buyer wants to solve the problemStep 4 - Preparing the proposal for a solution to the
prospect’s needsStep 5 - Preparing the sales presentation based on the
analysis and proposalStep 6 - Making the sales presentation
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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
B-2-B
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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 presentationYou 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 introductionState your name, company, and proposal
Establish CredibilityGive a brief history of your company
Provide an Account ListHave copies of an account list available
State your Competitive AdvantagesTell the group where your company stands
relative to the competition
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The Group Presentation Cont…
Give Quality Assurances and QualificationsState Guarantees in the beginning
Cater to the Groups Behavioral StyleDetermine the overall dominant style in order
to hold their attention
Get people involved The proposal document No prices Summarize Benefits
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Negotiating So Everyone Wins
There are many negotiating styles 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 NegotiationPlanning- 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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Select the Presentation Method, Then the Approach
Know which method to use before developing the presentationVideo conference/interactive
Plan the presentation Select the approach/opening
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Selling Process Buyer’s Mental Steps Prospecting
Preapproach
Follow-up & Service
Approach
Presentation
Trial Close
Determine Objections
Meet Objections
Desire
Conviction
Present Marketing PlanAvailability, Delivery,Guarantee, Merchandising,Installation, Maintenance,Promotion, Training, Warranty
Explain Business PropList Price, Shipping Cost,Discounts, Financing, ROI,Value Analysis
Suggest PurchaseProduct, Quantity, Features,Delivery, Installation, Price
MoneyAuthorityDesire
Action (Purchase)
Attention
Discussion Sequence
PresentationDiscuss ProductPresent Marketing PlanExplain Business PropositionSuggest Purchase
Discuss ProductShow FeatureExplain AdvantageLead into BenefitLet 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