6-1 Communicating the Sales Message 6. 6-2 COMMUNICATING THE SALES MESSAGE.

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Communicating the Communicating the Sales MessageSales Message

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COMMUNICATING THE SALES MESSAGE

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Learning Objectives

• Understand the characteristics of a sales presentation

• Identify sales presentation strategies

• Discuss the steps in preparing for the sales presentation

• Discuss the steps involved in approaching the customer

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Learning Objectives

• Understand how to apply your sales knowledge to the customer’s needs

• Understand how important product demonstrations are in the presentation

• Define the keys to a great sales presentation

• Understand the role sales managers play in sales presentations

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Fitting the Presentation to the Customer

SituationSalesperson’s focus should be:

First meeting w/ customerListening (about 80% of the total meeting time) to determine the customer’s needs

Competitors trying to take business away

Restating the value proposition

Winning back lost customers

Letting customers vent their frustration

Making the final presentation before the order is given

Answering any last minute details for the customer

Source: Julia Chang, “Tailor Made,” Sales and Marketing Management, April 2003, pp.37-41.

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Communicating the Sales Message

• Delivery of information relevant to solving the customer’s needs

• Often involves a product demonstration

Sales presentation -

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expert advice 6.1

– Research the customer’s business and technical needs in advance of the sales call

– Tailor the presentation materials according to the research results

– Listen to what the customer says in the meeting, then further refine the discussion to meet the customer’s needs and interests

Three most important characteristics of a successful sales presentation

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EXHIBIT Characteristics of a Great Sales Presentation

• Explains the Value Proposition

• Asserts the advantages and benefits of the product

• Enhances the customer’s knowledge of the company, product, and services

• Creates a memorable experience

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Enhancingthe Customer’s Knowledge - Example

• Pampers brand does a good job of enhancing customer product knowledge

• Visit the “What We Are Made Of” page on their website (www.pampers.com)

• Here you will find a complete description of the product and its benefits

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EXHIBIT Sales Presentation Strategies6.2

Presentation Strategy

Focal Point of Presentation

Talk/Listen Ratio

Memorized Product 90/10

Formula Product 70/30

Need satisfaction Customer 50/50

Problem solving Customer 40/60

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Memorized Presentations

• May discuss some areas not important to the customer and leave out some that are

• Tend to seem high pressure

• Ensure consistent delivery

• Are able to deliver more information in the same amount of time

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Formula Presentations

• Get the customer’s attention• Create interest in the product• Develop a strong desire for the product• Move the customer to action

Based on the acronym AIDA

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• Need identification stage – questioning the customer to discover needs

• Need analysis stage – by combining knowledge of the company’s products and services with the recognition of the customer’s needs, determining how to best meet those needs

• Need satisfaction stage – presenting the company’s solution to the customer’s needs

Need Satisfaction Presentations

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Problem-Solving Presentations

• Focus on customer

• Considered the most complex and difficult presentation strategy

• Preferred presentation strategy in relationship selling

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How Technology Can Help You

• Portable computer systems - match the technology to meet presentation needs (don’t overbuy)

• Wireless communication – connecting to the company or anywhere else on the Internet allows the salesperson to provide the most current data available

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• Companies are combining a variety of workplace tools into one device

• Visit Palm Products at www.palmone.com/us and review the Treo line of products

• The Treo line combines PDAs with digital cell phone technology for total communication, scheduling, and contact management

Wireless Communication - Example

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McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc. All rights reserved.

INNOVATION 6.2

• Can be used as a traditional laptop or as a “legal pad” by recognizing the user’s handwriting on the screen

• Uses Microsoft Windows XP Tablet PC software

Tablet PC May Revolutionize the Selling Experience

Source: “Tablet PCs: Hot or Not?” Michael Weinreb, Sales and Marketing Management, April 2003, p. 21.

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INNOVATION 6.2

• Many companies offer tablet PCs• Acer• Fujitsu• Hewlett-Packard• Motion Computing• Toshiba• ViewSonic

Source: “Tablet PCs: Hot or Not?” Michael Weinreb, Sales and Marketing Management, April 2003, p. 21.

Tablet PC May Revolutionize the Selling Experience

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Setting Goals and Objectives

Presentations should meet at least one of the five following goals:

• Educate the customer

• Get the customer’s attention

• Build interest for the company’s products and services

• Nurture the customer’s desire and conviction

• Obtain a customer commitment to action (purchase)

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Approach the Customer

• Before the meeting – never make the customer wait

• Greeting the customer• Dress appropriately• Turn off or silence all wireless communication devices• Be organized

• The first three minutes • Build rapport• Non-controversial subjects

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Objectives of the Customer Approach

• Get the customer’s attention

• Create enough interest in you, your company, and its products and services that you can continue the presentation

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leadership 6.3

• Portray a confident but not superior manner

• A clean, neat appearance is essential to making a positive first impression

• It’s important to smile

• Try to use your prospect’s name when conversing

Never Underestimate the Power of Your First Impression

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leadership 6.3

• Show that this meeting is important to you

• Don’t apologize for taking your prospect’s time

• Be comfortable and relaxed

• Position yourself through everything you say and do

Never Underestimate the Power of Your First Impression

Source: Bill Brooks, “Never Underestimate the Power of Your First Impression,” American Salesman, April 2002, pp. 3-5.

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EXHIBIT Approaches to the Sales Presentation

• Referral

• Customer Benefit

• Question

• Assessment

• Product demonstration

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EXHIBIT The Sales Presentation6.4

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EXHIBIT Categories of Questions6.5

Question Type

Advantage Disadvantage

Unrestricted Encourages customer to speak

Time consuming

Restricted Gets specific information Discourages dialogue

Data Collection

Uncovers relevant data Wastes customer time

Investigation Helps uncover customer needs

Difficult to manage responses

Validation Provides customer buy-in Can derail presentation

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Questioning Drives a Great Presentation

• Unrestricted/restricted questions – encourage the customer to share information• Unrestricted – encourage the customer

to speak more freely and salesperson to develop a richer understanding of the customer’s needs

• Restricted – provide specific information from the customer that the salesperson can use to shape the presentation

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• Data collection questions • Gather basic data about customer’s

current business or historical perspective• Limit use in presentations

• May provide information that interferes with elements of the presentation

• Customer may perceive a lack of preparation

• Investigation questions – assess the customer’s current state of mind

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• Validation questions – help get agreement from the customer

• Situation questions – provide basic information about the customer’s situation

• Problem questions – get the customer concentrating on particular issues

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• Implication questions – help the customer recognize a problem’s implications

• Need payoff questions – directly connect the problem with the value proposition

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leadership 6.4

The SPIN Selling Approach

Situation Questions Finding facts about the customer’s existing situation

Problem Questions Learning about the customer’s problems

Implication Questions Learning about the effects of the customer’s problems

Need Payoff Questions Learning about the value of a proposed customer solution

Source: Neil Rackman, SPIN Selling (Burr Ridge, IL: McGraw-Hill, 1988).

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Listening• In sales, listening is as, or more, important than

talking

• Most people listen actively only 25% of the time

• Most people can hear up to 800 words per minute, but only speak around 140 words per minute

• Active listening - requires commitment to focus on the speaker, concentrate on what is being said, and

take in nonverbal as well as verbal messages

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EXHIBIT Guidelines for Active Listening6.6

Source: Dan Sharp, “Guidelines for Active Listening and Reflection,” www.salesconcepts.com, June 2003

1.Listen patiently

2.Try to understand the feeling the other person is expressing

3.Restate the person’s feeling

4.Allow time for discussion to continue without interruption

5.Avoid direct questions and arguments about facts

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EXHIBIT Guidelines for Active Listening6.6

Source: Dan Sharp, “Guidelines for Active Listening and Reflection,” www.salesconcepts.com, June 2003

6.Repeat points you want to know more about

7.Listen for what is not said

8.When solicited, be honest in your reply

9.Do not get emotionally involved

10.BE QUIET

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Sell FAB

• Feature – any material characteristic or specification of the company’s products or services

• Advantage – a particular product/service characteristic that helps meet the customer’s needs

• Benefit – the beneficial outcome to the buyer from the advantage found in the product feature

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Satisfy Customer Needs

• Get customer agreement

• Minimize change conflict

• Establish the relationship

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Keys to a Great Presentation

• Demonstrations

• Three benefits to the salesperson• Can build credibility with customers

• Create a greater connection between the customer and the product

• Enhance the effectiveness of your communication

• Prepare for a successful demonstration• Develop objectives

• Get customers involved

• Practice, practice, practice

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INNOVATION 6.5

• Focus on listening

• Ask for clarification

• Be brief

• Don’t repeat yourself

• Ask, “Am I making sense?”

• Have an open-door policy

• Use self-deprecating humor

How to be a Better Communicator

Source: “How to Be a Good Communicator,” Sales and Marketing Management, February 2003, p. 46.

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EXHIBIT Demonstration Checklist

• Justify the need for a product demonstration

• State the objective of the demonstration

• Design the demonstration

• Rehearse the demonstration

• Plan for unforeseen circumstances

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Nonverbal Communication

• Nonverbal communication is the most important element in the communication process

• Less than 10% of communication is based on what we say

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Customer Nonverbal Communication

• Face – single most important feature in nonverbal communication

• Arms and hands – open indicate person is open to communication

• Body language • Leaning forward = interest• Leaning backward = lack of concentration• Quick movements = change of mind

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Customer

Public Space

Social Space

Personal Space

Intimate Space

12’4’2-3’

Territorial Space

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When Things Go Wrong

• Interruptions during the Presentation• Assess nature of interruption• Consider as an opportunity to plan where

to take the presentation from here

• Inappropriate Environment - be prepared for less than ideal conditions

• Technology Failure – always have a backup plan

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Sales Manager’s Role

• Mentor – help salespeople improve their presentation skills

• Salesperson – especially at presentations to large customers

• Equip salespeople for success• Training• Equipment• Motivation

6-1 Communicating the Sales Message 6. 6-2 COMMUNICATING THE SALES MESSAGE.

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