sales week 8 ppt
Post on 22-Oct-2014
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PPT for salesTRANSCRIPT
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
© 2010 Pearson Education Canada Inc. 6- 6
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
© 2010 Pearson Education Canada Inc. 6- 9
• 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
© 2010 Pearson Education Canada Inc. 6- 10
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
© 2010 Pearson Education Canada Inc. 6- 12
• 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
© 2010 Pearson Education Canada Inc. 6- 13
• 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
© 2010 Pearson Education Canada Inc. 6- 14
• 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
© 2010 Pearson Education Canada Inc. 6- 15
• 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
© 2010 Pearson Education Canada Inc. 6- 16
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
© 2010 Pearson Education Canada Inc. 6- 17
• 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
© 2010 Pearson Education Canada Inc. 6- 18
• 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
© 2010 Pearson Education Canada Inc. 6 - 20
• 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
© 2010 Pearson Education Canada Inc. 6- 21
Dragons’ Den …
• Season 3, Episode 6• WORKSHEET
Managing the Prospect Base
© 2010 Pearson Education Canada Inc. 9 - 23
• 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
© 2010 Pearson Education Canada Inc. 9 - 24
• 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
© 2010 Pearson Education Canada Inc. 9 - 25
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
© 2010 Pearson Education Canada Inc. 9 - 26
Sales Process Models
© 2010 Pearson Education Canada Inc. 9 - 27
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