Marketing chapter 8a carefully select which sales presentation method to use

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!

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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

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(3) Approach - (4) Presentation

The Third Step in the Sales Process (Approach)
is the First Step in the Sales Presentation

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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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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.

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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

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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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Sales Presentation Methods–Select One Carefully
 The sales presentation involves a persuasive vocal and visual
explanation of a business proposition.

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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.

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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

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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 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

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Exhibit 8-4: Dyno Electric Cart Memorized Presentation, cont...

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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

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