1. Concepts and Practices

2. 10-2 Presentation Strategy Defined The presentation strategy is a plan that includes three prescriptions: Establishing objectives Developing presale presentation plan to meet objectives Renewing one’s commitment to outstanding customer service

3. 10-3 Preapproach and Approach Planning  Preapproach involves preparing presale objectives and presentation plan  Approach involves making good impression, securing attention, developing interest

4. 10-4 Strategic Planning Leads to Actions

5. 10-5 Strategic Planning

6. 10-6 Establish Presentation Objectives Wisely Carefully selecting presentation objectives can:  Shorten sales cycle  Provide value to the customer  Clarify the topics to be discussed if sent to the customer prior to the sales call

7. 10-7 First Call Presentation Objectives  Establish rapport and begin building a relationship with the customer  Obtain permission to ask need identification questions  Obtain personal and business information to establish the customer’s file For tips on remembering names, see eHow.comeHow.com

8. 10-8 Presentation Objectives for Stage Two  Involve the customer in a product demonstration  Provide value justification in terms of cost reduction and increased revenues  Compare and contrast the features of, for example, a truck fleet lease plan with a fleet purchase plan

9. 10-9 Team Selling Objectives  Team selling is suited to organizations that sell complex or customized products  Sales teams often uncover problems and solutions that individuals may not  Team sales presentations require a more detailed pre-call plan  Each team member must know his/her role

10. 10-10 Selling to a Buying Team  Must satisfy both the individual and collective concerns of each participant  Determine the role of each decision maker and their amount of influence  Make sure all are involved —do not ignore  Discover any silent team members

11. 10-11 The Jackson Group See their case studies at: thejacksongroup.com thejacksongroup.com

12. 10-12 Three Basic Presentation Objective Types  Informative  Persuasive  Reminder

13. 10-13 Informative Presentation  Usually involves new or unique product  More prevalent when new product introduced to market  Typically prospects don’t purchase until familiar with product details

14. 10-14 Persuasive Presentation  Presenting product appeals to influence prospect’s beliefs, attitudes, and behaviors  Strategy designed to encourage the buyer to make a buying decision  Forms of persuasion include positioning yourself to ask questions, gaining agreement at each stage of the buying process, and asking for the sale

15. 10-15 Reminder Presentation  Reminds prospects of products and services offered by firm  Reminders can prevent competition from capturing business  Also remind customers of special services that add value

16. 10-16 Note on Six-Step Plan  Each of the six chapters in Part 5 of this text concentrates on a specific step of the presentation plan  This chapter focuses on Approach

17. 10-17 Six-Step Presentation Plan 1. Approach 2. Presentation 3. Demonstration 4. Negotiation 5. Close 6. Servicing the Sale

18. 10-18 Approach Objectives  Initial contact with customer  Three objectives Build rapport Capture full attention Transition to need discovery stage  Often a phone call

19. 10-19 Establish Credibility Early  Credibility is an impression that people form about you  Do not erode your credibility by: Arriving late, staying too long, not following up  Credibility grows when the customer realizes you are competent and can add value

20. 10-20 Telephone Contact  To set first appointment  Practices to employ Plan in advance Identify self and firm State purpose of call State estimated length Confirm via note

21. 10-21 Using Voice Mail  Be prepared  Be brief  Give likely benefits  Give best time to call back  Repeat your phone number, slowly  State any referrals

22. 10-22 Using E-mail  Meaningful subject line  Tell reader what you want, then encourage a response  Put important information up front  Always use grammar and spell-check tools  Use “signature” file

23. 10-23 Social Contact  First few minutes are key in first impressions  Develop conversation by: Here and now observations Sincere compliments Search for mutual interests, acquaintances

24. 10-24 Business Contact  Convert prospect focus from social to business part  Six effective methods to capture attention and focus follow

25. 10-25 Business Contact Approaches Agenda approach  Review meeting goals  Shows that you value the customer’s time  Agendas should be flexible Product demonstration approach  Give actual product demonstration  Use computer or other audio/visual aids to provide “virtual” demonstration

26. 10-26 Business Contact Approaches Referral approach  Third party opinion or statement adds credibility  Include name/direct reference to third party Customer benefit approach  Immediately point out at least one benefit of your product  Present key benefits in order of importance

27. 10-27 Business Contact Approaches Survey approach  Prospect completes questionnaire before contact  Analyze results to assess needs and benefits  Avoid early price discussion Question approach  Ask direct question  Get prospect thinking about problem your product will solve  Listen to response

28. 10-28 Business Contact Approaches Combination approach  Use multiple approaches  Provide flexibility Premium approach  Provide free sample of product  Provide prospect with gift, such as monthly appointment calendar

29. 10-29 Combination Approaches Allow for smooth transition to need discovery FIGURE 10.4

30. 10-30 Applying These Approaches TABLE 10.4

31. 10-31 Applying These Approaches TABLE 10.4 Continued

32. 10-32 Sales Call Reluctance Fear of taking risks Fear of group presentations Lack of self-confidence Fear of rejection Thoughts, feelings, and behavioral patterns that limit accomplishments Can be caused by:

33. 10-33 Coping with Reluctance  Be optimistic about the outcome  Practice approach before making contact  Know that being anxious is normal  Develop a deeper commitment to your goals

34. 10-34 Selling to the Gatekeeper  Assistants or secretaries who manage the decision maker’s schedule  Treat the gatekeeper with respect  Can be an important source of information  May help make a preliminary qualification before reaching the decision maker

35. 10-35 Discussion Questions  What are some ways you can build relationships with gatekeepers?  In addition to accessing the decision maker, what other benefits can a relationship with the gatekeeper provide?