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Page 1: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-1

Page 2: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

Carefully Select Which Sales Presentation Method

to Use

McGraw-Hill/IrwinFundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies, Inc. All rights reserved.

Chapter9

Page 3: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

Chapter

Chapter

9

9-3

Page 4: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-4

Main TopicsMain 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!

Page 5: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-5

The Tree of Business Life: Presentation Methods

Guided by The Golden The Golden RuleRule: 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 relationshipsI

T C

Ethi

cal Service

Builds

T r

u e

Relationships

TT T

T T T TT T T T

Page 6: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-6

The Sales Presentation

Completely and clearly explains all aspects of the salesperson’s proposition as it relates to a buyer’s needs

Page 7: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-7

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

Page 8: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-8

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

Page 9: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-9

Sales Presentation Strategy

Salespeople face numerous situationsSalesperson to buyerSalesperson to buyer groupSales team to buyer groupConference sellingSeminar selling

Page 10: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-10

Exhibit 9-2: The Structure of Sales Presentations

Page 11: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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

Presentation

Page 12: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-12

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

Page 13: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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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?

Page 14: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-14

Exhibit 9-4a: Dyno Electric Cart Memorized Presentation

Page 15: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-15

Exhibit 9-4b: Dyno Electric Cart Memorized Presentation

Page 16: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-16

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

Presentation

Page 17: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-17

Why Choose the Formula Sales Presentation Method?

Because you:Are contacting similar prospects in similar

situationsKnow something about the prospectHave called on the prospect in the pastWant to ensure all information is presented

logicallyWant to have reasonable amount of buyer-

seller interaction

Page 18: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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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

Page 19: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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Why Not to Choose the Formula Sales Presentation Method?

Because you:Do not know the prospect’s needsSee a need for the prospect to talk more Have a complex selling situation such as:

Selling a technical productSelling to a group

Page 20: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-20

The 10-Step Productive Retail Sales Call, cont...

Step Number

1. Plan the call

2. Review plans

3. Greet personnel

4. Check store conditions

5. Approach

6. Presentation

7. Close

8. Merchandising

9. Records and reports

10. Analyze the call

Page 21: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-21

Exhibit 9-6: The 10-Step Productive Retail Sales Call

Page 22: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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Exhibit 9-7: A Formula Approach Sales Presentation

Page 23: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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

Sales Presentations

Page 24: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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Why Choose the Need-Satisfaction Sales Presentation

Method? Because you:Need a flexible, interactive sales presentationNeed to uncover needs by asking questionsNeed 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

Page 25: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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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 servicesSystemsHigh priced goods/services such as vehicles, real

estate, computer systems, industrial equipment

Page 26: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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Why Not to Choose the Need-Satisfaction Sales Presentation

Method? Because you:

Need more control over the conversationFeel should not ask too many questionsAre new to the sales profession

Page 27: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-27

The Need-Satisfaction Presentation’s Phases

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

Page 28: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-28

Exhibit 9-9a: A Need-Satisfaction Presentation

Page 29: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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Exhibit 9-9b: A Need-Satisfaction Presentation

Page 30: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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

Sales Presentations

Page 31: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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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

Page 32: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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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

Page 33: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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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

Page 34: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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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 presentationYou can structure the presentation and

provide a question-and-answer period at the end or during the presentation

Page 35: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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The Group Presentation Cont…

Give a proper introductionState your name, company, and proposal

Establish CredibilityGive a brief history of your company

Provide an Account ListHave copies of an account list available

State your Competitive AdvantagesTell the group where your company stands

relative to the competition

Page 36: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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The Group Presentation Cont…

Give Quality Assurances and QualificationsState Guarantees in the beginning

Cater to the Groups Behavioral StyleDetermine the overall dominant style in order

to hold their attention

Get people involved The proposal No prices Summarize Benefits

Page 37: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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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

Page 38: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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Negotiating So Everyone Wins Cont…

Phases of NegotiationPlanning- 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.

Page 39: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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Sales Presentations Go High Tech

Videos CD-ROMs Satellite conferencing Computer hardware and software

Page 40: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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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

Page 41: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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Selling Process Buyer’s Mental Steps Prospecting

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

The Parallel Dimensions of Selling*

Page 42: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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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

Page 43: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

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Let’s Review Before Moving On!

It’s important to know that:Parallel dimensions interact

Discussion sequenceSelling processBuyer’s mental steps

Discussion sequence

Page 44: 9-1. Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Fundamentals of Selling, 10/e Copyright © 2008 The McGraw-Hill Companies,

9-44

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


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