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Bmgt 204 chapter_8
1. BMGT 204: SALES STRATEGIES
AND TECHNIQUES
Chapter 8: Carefully Select Which Sales Presentation Method to
Use
2. THE GOLDEN RULE:
PRESENTATION
•
Master the art of creating effective sales presentations
•
Have fun presenting your product
•
Select your presentation method based on:
•
•
Sales call objective
•
•
Prior knowledge of customer
Customer benefit plan
You will see that ethical service builds true relationships
3. THE SALES PRESENTATION COMPLETELY
AND CLEARLY EXPLAINS ALL ASPECTS OF
THE SALESPERSON’S PROPOSITION AS IT
RELATES TO A BUYER’S NEEDS
4. 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
5. EXHIBIT 8.1:
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
6. SALES PRESENTATION
STRATEGY
•
Salespeople face numerous
situations
•
Salesperson to buyer
•
Salesperson to buyer group
•
Sales team to buyer group
•
Conference selling
•
Seminar selling
8. WHY CHOOSE THE MEMORIZED
(CANNED) SALES PRESENTATION
METHOD?
•
Because it:
•
•
Ensures all of the company’s salespeople discuss the same information
•
•
Ensures the salesperson gives a well-planned presentation
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
9. 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
11. 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
12. 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
13. 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
15. WHY CHOOSE THE NEEDSATISFACTION 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
16. WHY CHOOSE THE NEEDSATISFACTION SALES PRESENTATION
METHOD?, CONT…
•
Examples of product types that work well with this
method are:
•
Financial services
•
Systems
•
High priced goods/services such as vehicles, real
estate, computer systems, industrial equipment
17. WHY NOT TO CHOOSE THE NEEDSATISFACTION SALES PRESENTATION
METHOD?
•
Because you:
•
Need more control over the conversation
•
Feel should not ask too many questions
•
Are new to the sales profession
19. WHY CHOOSE THE PROBLEMSOLUTION 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
20. 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 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
21. 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
22. NEGOTIATING SO EVERYONE
WINS
•
There are many negotiating styles-
•
•
Competitive
•
Attitudinal
•
Organizational
•
•
Cooperative
Personal
The experienced sales person will negotiate in a way that achieves satisfaction
for both parties
23. NEGOTIATING SO EVERYONE
WINS CONT…
•
Phases of Negotiation
•
Planning- 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.
24. 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
presentation
•
You can structure the presentation and provide a questionand-answer period at the end or during the presentation
25. THE GROUP PRESENTATION
CONT…
•
Give a proper introduction
•
•
State your name, company, and proposal
Establish Credibility
•
Give a brief history of your company
•
Provide an Account List
•
State your Competitive Advantages (In the Point Park Example, Point Parks
Advantages)
•
Tell the group where your company stands relative to the competition
26. THE GROUP PRESENTATION
CONT…
•
Give Quality Assurances and Qualifications
•
•
State Guarantees in the beginning
Cater to the Groups Behavioral Style
•
Determine the overall dominant style in order to hold their attention
•
Get people involved
•
The proposal
•
No prices
•
Summarize Benefits
28. 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
