ABC’s of Selling 10th Edition

Charles M. Futrell

Carefully Select Which Sales Presentation Method to Use

Chapter 8

McGraw-Hill/IrwinABC’s of Selling, 10/e

Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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hapter

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Main Topics

The Tree of Business Life: Presentation Sales Presentation Strategy Sales Presentation Methods–Select One Carefully The Group Presentation Negotiating So Everyone Wins Sales Presentations Go High-Tech Select the Presentation Method, Then the

Approach Let’s Review before Moving On!

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The Tree of Business Life: Presentation Methods

Guided by The Golden Rule: 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 relationships

Builds

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 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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Sales Presentation Strategy

Salespeople face numerous situations Salesperson to buyer Salesperson to buyer group Sales team to buyer group Conference selling Seminar selling

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Exhibit 8-2: The Structure of Sales Presentations

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Exhibit 8-3: Participation Time by Customer and Salesperson During a Memorized Sales Presentation

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Why Choose the _________ (Canned) Sales Presentation Method?

Because it: Ensures the salesperson gives a ______-planned

presentation Ensures all of the company’s salespeople discuss the

________ information Both aides and lends _________ to the inexperienced

salesperson It is effective when:

Selling time is ______, 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: 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 8-4: Dyno Electric Cart Memorized Presentation

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Exhibit 8-4: Dyno Electric Cart Memorized Presentation, cont...

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Exhibit 8-5: 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:Are contacting _______ prospects in _______ situationsKnow __________ about the prospectHave called on the prospect in the pastWant to ensure all information is presented ________Want to have reasonable amount of buyer-seller

__________

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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 the prospect’s needs See 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

Step Number1. Plan the call2. Review plans3. Greet personnel4. Check store

conditions5. Approach6. Presentation7. Close8. Merchandising9. Records and reports

10. Analyze the call

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Exhibit 8-6: The 10-Step Productive Retail Sales Call, cont...

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Exhibit 8-7: A Formula Approach Sales Presentation

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Exhibit 8-8: Participation Time by Customer and Salesperson During

Need-Satisfaction and Problem-Solution Sales Presentations

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Why Choose the ______-Satisfaction Sales Presentation Method?

Because you: Need a flexible, interactive sales presentation Need to uncover ______ by asking __________ Need the prospect to talk about ______ needs

Use this method the ______ time you call on a prospect

Should you have to come back a second time, you would use the _______ 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 services Systems 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: Need more control over the conversation Feel should not ask too many questions Are new to the sales profession

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The Need-Satisfaction Presentation’s Phases

Need-development phase Need-awareness phase Need-fulfillment phase

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Exhibit 8-9: A Need-Satisfaction Presentation

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Exhibit 8-9: A Need-Satisfaction Presentation, cont...

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Why Choose the Problem-Solution Sales Presentation Method?

Because you: Are selling highly _________ or _________ products Are required to make ________ sales calls to develop a

detailed in-depth analysis of a prospect’s needs Need a flexible, customized presentation based on

__________

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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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Exhibit 8-10: Important Characteristics of Types of Sales Calls

Characteristics Memorized (Structured) Formula (Semistructured) Need-Satisfaction (Unstructured) Problem-Solution (Customized)Relationship TransactionalRelationship Partnering Partnering

When Used New customer door-to- Repeat customer New customer, New customer; door; telesales new opportunity new opportunity

Opening Canned Reminder of past status Questions Request for study

Presentation Time Minutes Half hour(s) Day(s) Week(s)

Multiple Calls? No Sometimes Frequently Always

Type of None Several Variables Multiple Variables ComplexScriptNegotiations

Flexibility None Modest No script No script

Assumed Already established, Already established Not established, Not known Interest Level or can be generated or not known

Prior Contact Not usually Usually Not necessarily Not necessarily with Buyer?

Type Product Trivial; simple Simple; previously sold Industrial/Technical Complex

Sample Product Vegetable dicer, Premium cable channel Home entertainment center, Internet network, warehouse vacuum cleaner, consumer goods, cars computer, real estate system, company insurancecosmetics

Salary ($) 30-50K 40-70K 50-90K 80-200K

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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

presentation You 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 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

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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 hold

their attention Get people involved The proposal No prices Summarize Benefits

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Negotiating So Everyone Wins

There are many negotiating styles-CooperativeCompetitive AttitudinalOrganizationalPersonal

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 Negotiation Planning- 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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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

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Selling Process Buyer’s Mental StepsProspecting

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

Exhibit 8-11:The Parallel Dimensions of Selling

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Let’s Review Before Moving On!

It’s important to know that: Parallel dimensions interactDiscussion sequenceSelling processBuyer’s mental steps

Discussion sequence

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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

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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 call objective, 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

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