Chapter
8
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
Sales Presentation Methods–Select One Carefully
The four sales presentation methods are:
1]
2]
3]
4]
Memorized
Formula
Need-satisfaction
Problem-solution
The basic difference between the four methods is the percentage of the
conversation controlled by the
salesperson.
8-11
Sales Presentation Methods—
Select One Carefully
Four Sales Presentation Methods
1.
The Memorized Sales Presentation [canned]
Salesperson’s role is to develop initial stimulus into an affirmative response to an eventual purchase
request.
2.
The Formula Presentation [persuasive selling]
The salesperson follows a less structured, general outline in making a presentation, allowing more
flexibility
and less direction [AIDA]. Controls conversation during sales talk; especially at the beginning.
Sales Presentation Methods—
Select One Carefully cont…
3. The Need-Satisfaction Presentation
Designed as a flexible, interactive sales presentation, yet the most challenging and
creative form of selling
Three Phases:
1. Need-development phase
2. Need-awareness phase
3. Need-fulfillment phase
Sales Presentation Methods—
Select One
Carefully cont…
4. The Problem-Solution Presentation
Selling highly complex or technical products
It may take several sales calls to develop a detailed analysis
A flexible, customized approach to involving an in-depth study of a
prospect’s needs
Exhibit 8-2: The Structure of Sales Presentations
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Sales Presentation Methods—
Select One Carefully
1.
The Memorized Sales Presentation
Based on one of two assumptions:
The prospect’s needs may be stimulated by direct exposure to the product through the sales
presentation.
The prospect’s needs have already been stimulated because the prospect has made the effort to seek
out the product.
National Cash Register Co. [NCR]
Exhibit 8-3: Participation Time by Customer and Salesperson During a Memorized Sales
Presentation
8-17
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 aids 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
Interruptions – salesperson may get off-track; forget
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Exhibit 8-4: Dyno Electric Cart Memorized Presentation
8-20
Exhibit 8-4: Dyno Electric Cart Memorized Presentation, cont...
8-21
Sales Presentation Methods—
Select One Carefully
2.
The Formula Sales Presentation
Often referred to as the persuasive selling presentation
Salesperson follows a less structured, general outline allowing more flexibility and less direction
AIDA – AIDCA
Straight Rebuy
situations
The SmithKline Beecham products example: “The 10-step Productive Retail Sales Call”
Exhibit 8-5: Participation Time by a Customer and Salesperson During a Formula
Sales Presentation
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The 10-Step Productive Retail Sales Call
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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The 10-Step Productive Retail Sales Call
8-25