chp 9 sales preso methods ppt

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9-1 9-1 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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Page 1: Chp 9 Sales Preso Methods ppt

9-19-1McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Page 2: Chp 9 Sales Preso Methods ppt

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