2. Chap 8 - Planning a Sales Call is a Must - Summary of Major Selling Issues
Careful planning of the sales call is essential to success in selling
Planning builds self-confidence, develops an atmosphere of goodwill, creates professionalism, and increases sales
Sales call planning
Have a sales call objective that is SMART
Develop or review the customer profile
Develop your customer benefit plan

3. Chap 8 - Planning a Sales Call is a Must – Overview of the Selling Process
Uncover The Prospect’s Five Mental Steps in Buying
Attention – Interest – Desire – Conviction - Purchase
Getting the prospect’s attention and interest by having the prospect recognize a need or problem, and stating a wish to fulfill the need or solve the problem
Uncovering and answering the prospect’s questions and revealing and meeting or overcoming objections results in more intense desire
Desire is transformed into the conviction that your product can fulfill the prospect’s needs or solve problems

4. Carefully Select Which Sales Presentation Method to Use9
Chapter
Carefully Select Which Sales Presentation Method to Use
McGraw-Hill/Irwin
Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved.

5. 9
9-5
Chapter

6. 9 Main Topics Chapter The Tree of Business Life: Presentation
9-6
Chapter
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!

7. 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 T T
Ethical
Service T T T T T T T T
Builds
T r u e
Relationships T C I

8. The Sales Presentation
A Sales Presentation…
Completely and clearly explains all aspects of the salesperson’s proposition as it relates to a buyer’s needs

9. 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

10. Exhibit 9-1: 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

11. Sales Presentation Strategy
Salespeople face numerous situations:
Salesperson to buyer
A sales person discusses issues with a prospect or customer in person or over the phone
Salesperson to buyer group
A sales person gets to know as many members of the buyer group as possible
Sales team to buyer group
A company sales team works closely with the members of the customer’s buying group
Conference selling
The salesperson brings company resource people to discuss a major problem or opportunity
Seminar selling
A company team conducts an educational seminar for the customer company about state-of-the-art developments

12. Exhibit 9-2: The Structure of Sales Presentations
The clients needs can be stimulated by the sales presentation or the client is already interested and is wanting more information
The sales person does 80-90% of the talking during a memorized sales presentation
Sales person does not necessarily have to know the client
Sales person does not attempt to determine the prospect’s needs, but gives the same presentation to every customer

13. Exhibit 9-3: Participation Time by Customer and Salesperson During a Memorized Sales Presentation

14. Why Choose the Memorized (Canned) Sales Presentation Method?
Because it:
Ensures the salesperson gives a well-planned presentation
Ensures all of the company’s 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

15. Why Not to Choose the Memorized (Canned) Sales Presentation Method?
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

16. Exhibit 9-2: The Structure of Sales Presentations
Assuming that similar prospects in similar situations can be approached with similar presentations. The Salesperson must first know something about the prospective buyer.
The sales person controls the conversation during the sales talk, especially near the beginning of the sales presentation
Sales person may attempt to solicit comments from the buyer when using trial closes, questions and objections
Derived from AIDA – Attention, interest, desire and action (Chapter 8, Exhibit 8.10)

17. Exhibit 9-5: Participation Time by a Customer and Salesperson During a Formula Sales Presentation

18. 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

19. 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

20. 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 product
Selling to a group

21. Exhibit 9-6: The 10-Step Productive Retail Sales Call – SmithKlineBeechham

22. Exhibit 9-7: A Formula Approach Sales Presentation

23. Exhibit 9-2: The Structure of Sales Presentations
This is designed as a flexible, interactive sales presentation – challenging and creative. The sales person generally opens with probing questions to gain a better understanding of the client.
Three primary Phases:
Need-Development – devoted to a discussion of the buyer’s needs
Need-Awareness – clarify the client needs by restating the buyer’s needs
Need-Fulfillment – sales person knows how the product will satisfy mutual needs and demonstrates these needs to the customer

24. Exhibit 9-8: Participation Time by Customer and Salesperson During Need-Satisfaction and Problem-Solution Sales Presentations

25. 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 second time, you would use the formula sales presentation method

26. Why Choose the Need-Satisfaction Sales Presentation Method?, cont…
Examples of product types that work well with this method are:
Financial services
Systems – software and/or hardware systems
High priced goods/services such as vehicles, real estate, computer systems, industrial equipment

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

28. Exhibit 9-9a: A Need-Satisfaction Presentation

29. Exhibit 9-9b: A Need-Satisfaction Presentation

30. Exhibit 9-2: The Structure of Sales Presentations
Used to develop a detailed analysis of a prospect’s needs.
After the analysis the sales person will develop a solution(s) and present written and orally.
The sales person is considered more of a partner or partnering, helping creatively resolve a problem

31. Exhibit 9-8: Participation Time by Customer and Salesperson During Need-Satisfaction and Problem-Solution Sales Presentations

32. 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 prospect’s needs
Need a flexible, customized presentation based on findings

33. The Problem-Solution Presentation’s Usually Consists of 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 determining that the buyer wants to solve the problem
Step 4 - Preparing the proposal for a solution to the prospect’s needs
Step 5 - Preparing the sales presentation based on the analysis and proposal
Step 6 - Making the sales presentation

34. Exhibit 9-2: The Structure of Sales Presentations
See EXHIBT 9.10 on page 291 for an excellent quick reference

35. Sales Presentation Methods– Select One Carefully, cont…
The group presentation – the audience may be one, two or many. You must change your presentation style depending on your audience:
May be less flexible than a one-on-one meeting
The larger the group, the more structured your presentation
Communication medium may change and need to include:
Video conferencing, power-point, video, meeting space, etc.

36. Sales Presentation Methods–Select One Carefully, cont…
General steps of a group sales presentation:
Give the proper introduction
Establish credibility (yourself and company-industry awards, etc)
Provide an account/client list (testimonials)
State your competitive advantages
Give quality assurances and qualifications
Cater to the group’s behavioral style (Chap 4)
Also, know the political hierarchy
Who is the decision maker
Who’s needs need to be addressed first

37. Sales Presentation Methods–Select One Carefully, cont…
Negotiating so everyone wins – Negotiating is a two-way street:
Many salespeople negotiate during the confirming (or end) phase of the sale
Phases of negotiation:
Planning
Plan ahead by knowing your strengths/weaknesses compared to your competition; what can you offer or overcome to beat your competitors bid
Meeting
Establish a trustworthy client relationship and you can ease tough negotiations – (easier to negotiate with someone you know and trust)
Studying
Study your client’s business and determine the “must haves” and “would like to have”; understand these can make negotiating decision much easier
Proposing
Your proposal needs to be based on mutual trust and honesty
Your proposal also needs to outline what’s important to the client and how you separate yourself from the competition

38. What Is the Best Presentation Method?
Memorized
Formula
Need-satisfaction
Problem-solution
Group
Each of these methods is the best one when properly matched with the situation

39. Sales Presentations Go High Tech
Videos
CD-ROMs
Satellite conferencing
Computer hardware and software

40. Select the Presentation Method, Then the Approach
Know which method to use before developing the presentation
Plan the presentation
Select the approach/opening

41. The Parallel Dimensions of Selling*
Discussion Sequence
Selling Process
Buyer’s Mental Steps
Discuss Product
Show Feature
Explain Advantage
Lead into Benefit
Let Customer Talk
Prospecting
Money
Authority
Desire
Preapproach
Approach
Attention
Interest
Present Marketing Plan
Availability, Delivery,
Guarantee, Merchandising,
Installation, Maintenance,
Promotion, Training, Warranty
Presentation
Desire
Presentation
Discuss Product
Present Marketing Plan
Explain Business Proposition
Suggest Purchase
Trial Close
Conviction
Determine Objections
Explain Business Prop
List Price, Shipping Cost,
Discounts, Financing, ROI,
Value Analysis
Meet Objections
Trial Close
Action
(Purchase)
Suggest Purchase
Product, Quantity, Features,
Delivery, Installation, Price
Close
Follow-up & Service

42. 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

43. Let’s Review Before Moving On!
It’s important to know that:
Parallel dimensions interact
Discussion sequence
Selling process
Buyer’s mental steps

44. 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