Carefully Select Which Sales Carefully Select Which Sales Presentation Method to UsePresentation Method to UseCarefully Select Which Sales Carefully Select Which Sales Presentation Method to UsePresentation Method to Use

Chapter

Chapter

8

McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.

8-2

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:

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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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Salespeople face numerous situations:

Sales Presentation Strategy

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Sales Presentation Methods–Select One Carefully

The four sales presentation methods are:

The basic difference between the four methods is

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Exhibit 8-2: The Structure of Sales Presentations

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Why to 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

It is effective when: Selling time is short, as in door-to-door or telephone selling The product type is

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Because it: Presents FABs that may not be important to the buyer Allows for little prospect participation Is impractical to use when selling

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

Why Not to Choose the Memorized (Canned) Sales Presentation Method

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Why to Choose the Formula Sales Presentation Method

Because you:Are contacting similar prospects in similar

situations Want to ensure all information is presented

logicallyWant to have reasonable amount of buyer-seller

interaction

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Why to 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:

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Why Not to Choose the Formula Sales Presentation Method

Because you: See a need for the prospect to talk more Have a complex selling situation such as:

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The Need-Satisfaction Presentation’s Phases

1. 2. 3.

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Well, it does, but it’s only one mile.

How do your executives get to the plant area?

They walk through our underground tunnel. Some walk on the road when we have good weather.

When they get to the plant area, how do they get around the plant?

Well, they walk or catch a ride on one of the small tractors the workers use in the plant.

Have your executives ever complained about having to do all that walking?

All the time!

Mr. Pride, you really have a large manufacturing facility. How large is it?

We have approximately 50 acres under roof, with our main production building almost 25 acres under one roof. We use six buildings for production.

How far is it from your executives’ offices to your plant area? It looks like it must be two miles over to there.

Exhibit 8-9a: A Need-Satisfaction Presentation

Salesperson:

Buyer:

Salesperson:

Buyer:

Salesperson:

Buyer:

Salesperson:

Buyer:

Salesperson:

Buyer:

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What don’t they like about the long walk?

Well, I hear everything from “It wears out my shoe leather,” to “It’s hard on my pacemaker.” The main complaints are the time it takes them and that some older executives are exhausted by the time they get back to their offices. Many people need to go to the plant but don’t.

It sounds as if your executives are interested in reducing their travel time and not having to exert so much energy. By doing so, doesn’t it seem they would get to the plant as they need to, saving them time and energy and saving the company money?

I guess so.

Mr. Pride, on the average, how much money do your executives make an hour?

Maybe $30 an hour.

If I could show you how to save your executives time in getting to and from the plant, would you be interested?

Yes, I would. [Now the salesperson moves into the presentation.]

Exhibit 8-9b: A Need-Satisfaction Presentation

Salesperson:

Buyer:

Salesperson:

Buyer:

Salesperson:

Buyer:

Salesperson:

Buyer:

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Why to Choose the Need-Satisfaction Sales Presentation Method

Because you:

Use this method the first time you call on a prospect. (Role Play #2)

Should you have to come back a second time, you would use the formula sales presentation method.

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Why to Choose the Need-Satisfaction Sales Presentation Method, cont…

Examples of product types that work well with this method are: 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:

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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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Why to Choose the Problem-Solution Sales Presentation Method

Because you: Are required to make several sales calls to develop

a detailed in-depth analysis of a prospect’s needs

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Each of these methods can be the

best one when properly matched with the situation

What Is the Best Presentation Method?

Memorized Formula Need-satisfaction Problem-solution

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The Group Presentation

May be less flexible than a one-on-one meeting

The larger the group, the more structured your presentation.

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The Group Presentation, cont…

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Negotiating So Everyone Wins

Many salespeople negotiate during the confirming phase of the sale.

Phases of negotiation

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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.