Forging Success Through Better Presos Doyle Freeman

2 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

3 The Sales Presentation (continued) The essential steps within the presentation Fully understand customer’s needs Fully discuss your product Present your marketing plan Explain your business proposition LISTEN! Features Advantages Benefits How to resell How to use What’s in it for your customer?

4 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)

5 Sales Presentation Methods Three methods we’ll be focusing on: Memorized Sales Engineer does not attempt to determine prospect’s needs Assumes that prospect needs can be stimulated by direct exposure to the product Formula Based on the assumption that similar prospects in similar situations can be approached with similar presentations Problem-Solution Sales Engineer develops a detailed analysis of a prospect’s needs over a number of sales calls, then presents a detailed solution.

6 The Structure of Sales Presentations Structured Semi-structured Customized Memorized Selling Formula Selling Problem-Solution Selling

7 Participation Time by Customer and Salesperson during a Memorized Sales Presentation Sales Presentation Time Participation Time ApproachPresentationClose Customer talking time Salesperson talking time

8 Participation Time by Customer and Salesperson during a Formula Sales Presentation Sales Presentation Time Participation Time Customer talking time Salesperson talking time Approach PresentationClose

9 Participation Time by Customer and Salesperson During Need-Satisfaction and Problem-Solution Sales Presentations Approach PresentationClose Customer talking time Salesperson talking time Sales Presentation Time Participation Time Need development Need awareness Need satisfaction

10 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.

11 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.

12 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.)

13 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.

14 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?

15 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.

16 More Keys 1.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.

17 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

18 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….?”

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