Forging Success Through Better PresosDoyle Freeman

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The Sales Presentation

You’re ready to do your presentation to your customer ... what have you done so far?

• Prospected

– You found Qualified customers

• Planned the call (Pre-approach)

– Developed an objective for the call

– Looked at the customer profile

– Anticipated benefits that your product/service can provide

– Planned the presentation (which type?)

• Approach

– Made good first impression

– Captured ATTENTION and stimulated INTEREST

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The Sales Presentation (continued)

The essential steps within the presentation

Fully understandcustomer’s needs

Fully discussyour product

Present yourmarketing plan

Explain yourbusiness proposition

LISTEN!

FeaturesAdvantagesBenefits

How to resellHow to use

What’s in it foryour customer?

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The Sales Presentation

• Be Persuasive!– Logic

– Build Trust

– Be Positive

• Get your customer to Participate

• Use Proof Statements

• Incorporate Multiple Senses (not just hearing)– Visual Aids

– Demonstrations (participation)

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Sales Presentation Methods

Three methods we’ll be focusing on:Memorized

Sales Engineer does not attempt to determine prospect’s needsAssumes that prospect needs can be stimulated by direct exposure to the product

FormulaBased on the assumption that similar prospects in similar situations can be approached with similar presentations

Problem-SolutionSales Engineer develops a detailed analysis of a prospect’s needs over a number of sales calls, then presents a detailed solution.

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The Structure of Sales Presentations

StructuredStructured Semi-structuredSemi-structured CustomizedCustomized

MemorizedSelling

FormulaSelling

Problem-SolutionSelling

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Participation Time by Customer and Salesperson

during a Memorized Sales Presentation

Sales Presentation Time

Par

tici

pat

ion

Tim

e

Approach Presentation Close

Customer talking time

Salesperson talking time

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Participation Time by Customer and Salesperson during a Formula Sales

Presentation

Sales Presentation Time

Par

tici

pati

on T

ime

Customer talking time

Salesperson talking time

Approach Presentation Close

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Participation Time by Customer and Salesperson During Need-Satisfaction and

Problem-Solution Sales Presentations

Approach Presentation Close

Customer talking time

Salesperson talking time

Sales Presentation Time

Par

tici

pat

ion

Tim

e Need development

Need aw

arenessN

eed satisfaction

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The 6-Step Productive Preso

Step 1:

Plan the call.• Review the situation.

• Analyze problems.

• Make appointment to visit client.

• Set objectives.

• Plan the presentation.

• Prepare your materials.

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The 6-Step Productive Preso

Step 2:

Review plans.• Before you leave your car to enter the building, review your plans,

sales call objectives, and your appearance.

Step 3:

Greet personnel.• Give a friendly, confident greeting.

• Keep it light in the first 5 minutes.

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The 6-Step Productive Preso

Step 4:

Presentation.• Make it logical, clear, interesting.

• Tailor it to your client.

• Present it from the client’s point of view.• Use sales tools. (Rob Crofoot spreadsheet, white papers, etc.)

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The 6-Step Productive Preso

Step 5:

Close.• Present a suggested spec (ask for the BOD!!).

• Offer a choice.

• Answer questions and handle objections.

• Ask what preso, and when the client would like to have you back.

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The 6-Step Productive Preso

Step 6

Analyze the call.• Review the call to spot strong and weak points. How could the preso

have been improved? How can the next call be improved?

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Keys to Power Presentations (adapted from SalesDoctors magazine)

• Begin Strong - first critical seconds

• Have ONE theme

• Use simple action-oriented language– E - enthusiasm and energy. Be alive and vital when you present.– A - articulate your message. Clarity is essential.– S - simple, short and to the point. Keep it short and sweet.– Y - your audience - focus on them.

• End with emotion - hope, pride, love, profit. Paint a word picture. Remember voice inflection accounts for 37%, appearance 55%, and what you actually say 8% of our message that is received.

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More Keys1. Act excited and eager to share information. Be passionate.

2. Use evidence and research to call for action. Know what people might ask.

3. Be animated while being yourself.

4. Be aware of your hands and gestures. Be natural and graceful.

5. Vary your voice pattern. Uses pauses to add drama, suspense, make a point.

6. Keep your posture straight and natural.

7. Know your audience. This includes appearance.

8. Relate to your audience with your eyes. Look long enough to complete a thought.

9. Be organized and prepared.

10.Know how to answer questions and objections. But never let them see you sweat.

Believe in yourself, your product, and what you are saying.

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The Value Hierarchy is the same as the need behind the need

Expressed Attributes

Desired

Consequences desired that drive desired

attributes

Values that drive desired consequences

Move up the ladder with “why” forms of

questions.Features

Benefits

Continuously make this

connection for your listener

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Remember to use effective questions

• “What do you mean by “ideal”?

• “Can you explain that a little more?”

• “What are you looking for?”

• “Why is that important to you?”

• “How will that affect your operations?”

• “What dissatisfies you about your current products?”

• “Is there anything else I need to know before I begin telling you about my….?”

Unlock the secret to real business growth!!

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