sales week 8 ppt

Personal and Business Development

for Advertising Sales 2

Week 8

1

2

The Sales Presentation

AGENDA

The Sales Funnel

THE SALES PRESENTATION

Strategy

• Select and communicate appropriate product benefits

• Information, services, ideas, tangible products that satisfies the customer’s needs

• Solution – a mutually shared answer to a recognized customer problem

Good NewsAlmost all buyers have a choice when it comes to purchasing a product or servicePeople like to compare

Having too many choices often complicates the buying process

© 2010 Pearson Education Canada Inc. 6 - 5

The Explosion of Product Options

Bad News

One of the most important roles of the salesperson is to simplify the customer’s study of the product choices

• The challenge facing both customers and salespeople in this era of information overload is deciding which product applications, or combination of applications, can solve the customer’s buying problem

Creating Solutions with Product Configuration

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In groups …

1. Each group will be given a sales presentation component

2. Using the chart paper provided capture your key findings

3. Have one person from each group present to the class

Sales Presentations

• 1) Developing a Presentation Strategy pg 263-264• 2) Establishing Presentation Objectives pg 265

• 3) Selecting the correct presentation strategy– a) informative– b) persuasive– c) reminder pg 306-307

• 4) What to add to your presentations? Pg 307-310

• Written proposal – a specific plan of action based on the facts, assumptions, and supporting documentation about a buying solution that are included in the sales presentation– Varies in content, format, and length– Offers buyer reassurance– Adds value when well-written

Preparing Written Proposals

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• Most effective proposals include:– Budget and overview – clearly laid out– Objectives – specific – Strategies – how to meet the objectives– Schedules – implementation timeframes– Rationales – to act now

• Should be addressed to the customer

Preparing Written Proposals

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A professional presentation looks like this …

• The number one characteristic of salespeople who are able to build trust is product knowledge

– Used to best meet and exceed customer expectations

Becoming a Product Expert

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• Helpful guidelines:1) Do not refer to competition; focus on your

solution2) Never discuss the competition unless you have

all your facts straight 3) Never criticize the competition4) Be prepared to add value

• Customers appreciate an accurate, fair, and honest presentation from an expert

Know Your Competition

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• Successful sales presentations translate product features into benefits that meet a specific need expressed by the customer

– Only then does it have impact on the customer

Adding Value With A Feature-Benefit Strategy

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• Feature – data, facts, or characteristics of a product or service– Often relate to craftsmanship, durability, design,

and economy of operation– Answers the question “what is it?”

• Benefit – whatever provides the consumer with personal advantage or gain– Answers the question “how will I benefit from

owning or using the product?”

Distinguish betweenFeatures and Benefits

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• General Benefit – an advantage statement developed for a feature– included in a sales presentation even when the

buyer has not expressed a need• Specific Benefit – when it fulfills a specific

need expressed by the buyer– Effective in large and complex sales

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General versus Specific Benefits

• Logical three step approach:1) Identify all important features and arrange in

logical order2) Write beside each feature the most important

benefit for the customer3) Prepare a series of bridge statements to connect

features with benefits

Identify Features and Benefits

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• Bridge Statement – a transitional phrase that connects one or more product features with potential customer benefits– Permits customers to connect the features of your

product to the benefits they will receive

– For example:• “This product is nationally advertised, which means you

will benefit from more presold customers”

Use Bridge Statements

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• You make some bridge statements …

• “Data Dump” – salespeople who love their products and possess vast product knowledge overload customers with data they neither need nor want

Avoid Information Overload

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• Once the needs are known, a customized sales presentation should be developed

• Successful sales presentations translate product features into benefits that meet a specific need expressed by the customer

• Always bring it back to what it means to the customer and helping achieve their goals and objectives!

Successful Sales Presentations

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Dragons’ Den …

• Season 3, Episode 6• WORKSHEET

Managing the Prospect Base

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• Effectively managing your prospect base is a science!

• The size and number of prospects needs to be carefully monitored.

• There is caution needed when a salesperson spends too much effort on prospects that have limited potential.

Managing the Prospect Base

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• To effectively manage a prospect base an account analysis is best.

• This helps estimate the sales potential for each prospect.

• There are 2 types of models;1. Portfolio2. Sales Funnel

Portfolio Models

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Pg 253

• Sales process model – total set of prospects being pursued at any given time– Balanced funnel – a portfolio of prospects where

there are a sufficiently large number of prospects at each stage in the sales process• Work the whole funnel:

1) Closing sales2) Qualifying3) Within the funnel

Sales Process Models

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Sales Process Models

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Pg 255

• Pipeline management – process of managing all the prospects in the salesperson’s sales funnel to ensure that the sales objectives are met

• Pipeline analytics – ability to conduct sophisticated data analysis and modeling, allow salespeople to generate new reports regarding the movement of prospects through the sales funnel

Sales Process Models

© 2010 Pearson Education Canada Inc. 9 - 28