Download - Final Chap 8 Carefully Select SP Method
-
7/27/2019 Final Chap 8 Carefully Select SP Method
1/27
Carefully Select Which Sales
Presentation Method to Use
Chapter
9
-
7/27/2019 Final Chap 8 Carefully Select SP Method
2/27
Learning objectives
Understand why you first select a sales
presentation method and then select theapproach
Describe the different sales presentation
methods, know the differences and theappropriate situation for using the particularmethod
Understand how to give better presentation to
prospect Understand why negotiation can be an important
part of the presentation
-
7/27/2019 Final Chap 8 Carefully Select SP Method
3/27
9-3
The Sales Presentation
An effective sales presentation completely and
clearly explains all aspects of the salespersons
proposition as it relates to a buyers needs
-
7/27/2019 Final Chap 8 Carefully Select SP Method
4/27
9-4
Select the Presentation Method, Then the
Approach
Know which method to use before developing
the presentation
Plan the presentation
Select the approach/opening
-
7/27/2019 Final Chap 8 Carefully Select SP Method
5/27
9-5
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
-
7/27/2019 Final Chap 8 Carefully Select SP Method
6/27
9-6
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
-
7/27/2019 Final Chap 8 Carefully Select SP Method
7/27
9-7
Sales Presentation Strategy
Salespeople face numerous situations
Salesperson to buyer
Salesperson to buyer group
Sales team to buyer group
Conference selling
Seminar selling
-
7/27/2019 Final Chap 8 Carefully Select SP Method
8/27
9-8
The Structure of Sales Presentations
-
7/27/2019 Final Chap 8 Carefully Select SP Method
9/27
Why Choose the Memorized (Canned) Sales
Presentation Method?
Because it:
Ensures the salesperson gives a well-planned
presentation
Ensures all of the companys 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
-
7/27/2019 Final Chap 8 Carefully Select SP Method
10/27
9-10
Because it: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 quicklythrough 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?
-
7/27/2019 Final Chap 8 Carefully Select SP Method
11/27
Why Choose the Formula Sales
Presentation Method?
Because you:
Are contacting similar prospects in similar situations
Know something about the prospect
Have called on the prospect in the past
Want to ensure all information is presented logically
Want to have reasonable amount of buyer-seller
interaction
-
7/27/2019 Final Chap 8 Carefully Select SP Method
12/27
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 goods
Pharmaceutical goods
-
7/27/2019 Final Chap 8 Carefully Select SP Method
13/27
Why Not to Choose the Formula Sales
Presentation Method?
Because you:
Do not know the prospects needs
See a need for the prospect to talk more
Have a complex selling situation such as:
Selling a technical product
Selling to a group
-
7/27/2019 Final Chap 8 Carefully Select SP Method
14/27
The 10-Step Productive Retail Sales Call,
cont...
Step Number
1. Plan the call
2. Review plans
3. Greet personnel
4. Check store
conditions
5. Approach
6. Presentation
7. Close8. Merchandising
9. Records and reports
10. Analyze the call
-
7/27/2019 Final Chap 8 Carefully Select SP Method
15/27
Why Choose the Need-Satisfaction Sales
Presentation Method?
Because you:
Need a flexible, interactive sales presentation
Need to uncover needs by asking questions
Need 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 secondtime, you would use the formula sales
presentation method
-
7/27/2019 Final Chap 8 Carefully Select SP Method
16/27
Why Choose the Need-Satisfaction Sales
Presentation Method?, cont
Examples of product types that work well
with this method are:
Financial services
Systems
High priced goods/services such as vehicles, real
estate, computer systems, industrial equipment
-
7/27/2019 Final Chap 8 Carefully Select SP Method
17/27
Why Not to Choose the Need-Satisfaction Sales
Presentation Method?
Because you:
Need more control over the conversation
Feel should not ask too many questions
Are new to the sales profession
-
7/27/2019 Final Chap 8 Carefully Select SP Method
18/27
The Need-Satisfaction Presentations
Phases
Need-development phase
Need-awareness phase
Need-fulfillment phase
-
7/27/2019 Final Chap 8 Carefully Select SP Method
19/27
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 prospects needs
Need a flexible, customized presentation based on
findings
-
7/27/2019 Final Chap 8 Carefully Select SP Method
20/27
The Problem-Solution Presentations 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 determiningthat the buyer wants to solve the problem
Step 4 - Preparing the proposal for a solution to the
prospects needs
Step 5 - Preparing the sales presentation based onthe analysis and proposal
Step 6 - Making the sales presentation
-
7/27/2019 Final Chap 8 Carefully Select SP Method
21/27
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
-
7/27/2019 Final Chap 8 Carefully Select SP Method
22/27
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
presentation
You can structure the presentation and provide aquestion-and-answer period at the end or during
the presentation
-
7/27/2019 Final Chap 8 Carefully Select SP Method
23/27
The Group Presentation Cont
Give a proper introduction
State your name, company, and proposal
Establish Credibility
Give a brief history of your company
Provide an Account List
Have copies of an account list available
State your Competitive Advantages Tell the group where your company stands relative
to the competition
-
7/27/2019 Final Chap 8 Carefully Select SP Method
24/27
The Group Presentation Cont
Give Quality Assurances and Qualifications
State Guarantees in the beginning
Cater to the Groups Behavioral Style
Determine the overall dominant style in order to holdtheir attention
Get people involved
The proposal
No prices
Summarize Benefits
-
7/27/2019 Final Chap 8 Carefully Select SP Method
25/27
Negotiating So Everyone Wins
There are many negotiating styles-
Cooperative
Competitive
Attitudinal Organizational
Personal
The experienced sales person will negotiate ina way that achieves satisfaction for bothparties
-
7/27/2019 Final Chap 8 Carefully Select SP Method
26/27
9-26
Negotiating So Everyone Wins Cont
Phases of Negotiation
Planning- know how your company compares with
the competition.
Meeting- build a relationship that eases thenegotiation process.
Studying- look for benefits you can provide.
Proposing- What you do in the presentation setsthe stage for what may come later.
-
7/27/2019 Final Chap 8 Carefully Select SP Method
27/27
9-27
Summary of Major Selling Issues
You must master the art of giving a good sales
presentation
The sales presentation method selected should be based
on prior knowledge of the customer, your sales callobjective, and your customer benefit plan
Show that you have a right to present your product
because it has key benefits for the prospect
Many different presentation methods are available
There is no one best method; each one must be tailored
to meet the particular characteristics of a specific selling
situation or environment