Relationship selling through service mkt 173 chap 8

Main Topics  The Tree of Business Life: Presentation  Sales Presentation Strategy  Sales Presentation Methods–Select One Carefully  The Group Presentation  Negotiating So Everyone

Carefully Select Which Sales

Presentation Method to Use

Carefully Select Which Sales

Presentation Method to Use

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!

The Tree of Business Life: Presentation

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.

salesperson is meeting with, he or she will be better able to meet their needs, thus serving them better

(3) Approach - (4) Presentation

The Third Step in the Sales Process (Approach)

is the First Step in the Sales Presentation

The Sales Presentation

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

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

The Sales Process

 A sequence of actions taken by the

salesperson which leads toward the customer taking a desired action and ends with follow-

up to ensure purchase satisfaction.

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.

 Salespeople face numerous situations:

Sales Presentation Strategy

Sales Presentation Methods–Select One

Carefully

 The sales presentation involves a

persuasive vocal and visual explanation of

a business proposition.

 The basic difference between the four

methods is the percentage of the

conversation controlled by the salesperson.

Sales Presentation Methods—

Select One Carefully

 Four Sales Presentation Methods

1. The Memorized Sales Presentation (canned)

 Salesperson’s role is to develop initial stimulus into an affirmative response to an eventual purchase request.

2. The Formula Presentation (persuasive

selling)

 The salesperson follows a less structured, general outline in making a presentation, allowing more flexibility and less direction (AIDA) Controls conversation during sales talk; especially at the beginning.

Sales Presentation Methods—

Select One Carefully cont…

presentation, yet the most challenging and

creative form of selling

1.Need-development phase

2.Need-awareness phase

3.Need-fulfillment phase

Sales Presentation Methods—

Select One Carefully cont…

involving an in-depth study of a prospect’s needs

Exhibit 8-2: The Structure of Sales

Presentations

Sales Presentation Methods—

Select One Carefully

1 The Memorized Sales Presentation

Based on one of two assumptions:

 The prospect’s needs may be stimulated by direct exposure to the product through the sales

presentation.

 The prospect’s needs have already been stimulated because the prospect has made the effort to seek out the product.

 National Cash Register Co (NCR)

Exhibit 8-4a: Dyno Electric Cart Memorized

Presentation (page 257)

Exhibit 8-4b: Dyno Electric Cart Memorized

Presentation, cont.

Salesperson talking time

Customer talking timeExhibit 8-3: Participation Time by Customer and Salesperson During a Memorized Sales Presentation

Why to Choose the Memorized (Canned)

Sales Presentation Method

 Ensures the salesperson gives a well-planned presentation

 Ensures all of the company’s salespeople discuss the

same information

 Both aids and lends confidence to the inexperienced

salesperson

 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

 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

 Interruptions – salesperson may get off-track; forget

Why Not to Choose the Memorized

(Canned) Sales Presentation Method

Sales Presentation Methods—

Select One Carefully

2 The Formula Sales Presentation

 Often referred to as the persuasive selling presentation

 Salesperson follows a less structured, general outline allowing more flexibility and less direction

 AIDA – AIDCA

 Straight Rebuy situations

 The SmithKline Beecham products example: “The step Productive Retail Sales Call”

Step Number Action

1 Plan the call

9 Records and reports

10 Analyze the call.

The 10-Step Productive Retail Sales Call

Exhibit 8-6: The 10-Step Productive Retail

Sales Call

Salesperson talking time

Customer talking time

Exhibit 8-5: Participation Time by a Customer and Salesperson During a Formula Sales Presentation

Presentation

Exhibit 8-7: A Formula Approach Sales

Presentation

interaction

Why to Choose the Formula Sales

Presentation Method, cont…

questions and objections

method are:

Why Not to Choose the Formula Sales

Presentation Method

 Because you:

Selling a technical product

Selling to a group

Sales Presentation Methods—

Select One Carefully

3 The Need-Satisfaction Presentation

selling

The Need-Satisfaction Presentation’s

Phases

 Need-development Phase

to discuss his needs

 Need-awareness Phase

restating the prospect’s needs to clarify the

situation

 Need-fulfillment Phase

mutually agreed-upon needs

Customer talking time

Exhibit 8-8: Participation Time by Customer and Salesperson During

Need-Satisfaction and Problem-Solution Sales Presentations

Well, it does, but it’s only one mile.

How do your executives get to the plant area?

They walk through our underground tunnel Some

walk on the road when we have good weather.

When they get to the plant area, how do they get around the plant?

Well, they walk or catch a ride on one of the small

tractors the workers use in the plant.

Have your executives ever complained about having to do all that walking?

All the time!

Mr Pride, you really have a large manufacturing facility How large is it?

We have approximately 50 acres under roof, with our main production building almost 25 acres under one roof We use six buildings for production.

How far is it from your executives’ offices to your plant area? It looks like it must be two miles over to there.

Exhibit 8-9a: A Need-Satisfaction

What don’t they like about the long walk?

Well, I hear everything from “It wears out my shoe leather,” to “It’s hard on my pacemaker.” The main complaints are the time it takes them and that some older executives are exhausted by the time they get back to their offices Many people need to go to the plant but don’t.

It sounds as if your executives are interested in reducing their travel time and not having to exert so much energy By doing so, doesn’t it seem they would get to the plant as they need

to, saving them time and energy and saving the company money?

Why to Choose the Need-Satisfaction

Sales Presentation Method

 Because you:

 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.

Why to Choose the Need-Satisfaction

Sales Presentation Method, cont…

 Examples of product types that work well with this method are:

estate, computer systems, industrial equipment

Why Not to Choose the Need-Satisfaction

Sales Presentation Method

 Because you:

Sales Presentation Methods—

Select One Carefully

4 The Problem-Solution Presentation

 Flexible, customized approach involving an in-depth study of a prospect’s needs

 May require several sales calls to develop a detailed analysis

 Usually consists of six steps

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

Exhibit 8-8: Participation Time by Customer and Salesperson During

Need-Satisfaction and Problem-Solution Sales Presentations, cont…

Why to Choose the Problem-Solution Sales

Presentation Method

 Because you:

a detailed in-depth analysis of a prospect’s needs

findings

Each of these methods can be the best one when properly matched

with the situation

What Is the Best Presentation Method?

 Memorized

 Formula

 Need-satisfaction

 Problem-solution

What Is the Best Presentation Method?

 Memorized – short time simple product

 Formula – repeat purchases; when you

know prospect’s needs

 Need-Satisfaction – need to gather

information from prospect first

 Problem-Solution – high-cost tech

products; several calls and business

proposal

The Group Presentation

 May be less flexible than a one-on-one

meeting

 The larger the group, the more structured your presentation.

The Group Presentation

1 Give the proper introduction

a State your name

b State your company

c Explain in clear and concise sentence the premise

of your proposal

2 Establish credibility

a Give brief history of your company

3 Provide an account list

a Have copies of an account list available for attendees

The Group Presentation

4 State your competitive advantages

a Right up front, succinctly tell the group where your

company stands relative to the competition

5 Give quality assurances and qualifications

a Get group on your side by stating guarantees in the

beginning

b Show pride in your product

c Give your company’s qualifications and credentials

6 Cater to the group’s behavioral style

a A group exhibits an overall or dominant style

b The group has a decision-making mode that characterizes

one of the four behavioral styles

Negotiating So Everyone Wins

 Many salespeople negotiate during the confirming phase of the sale.

Negotiating so everyone wins

 Phases of negotiation

Planning – know how your company

compares to the competition

Meeting – you start building the relationship by

proving you are someone who is credible, trustworthy, and hopefully the type of person your prospect likes doing business with

Studying – looking at the big picture for benefits you can provide

Proposing – tie in features and advantages to

benefits and emphasize unique benefits

 Plan the presentation.

 Select the approach/opening.

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.

Let’s Review Before Moving On!

 It’s important to know that:

dimensions of selling to plan, create, and execute their presentation

Discussion sequence

Selling process

Buyer’s mental steps

Presentation

Discuss Product

Present Marketing Plan

Explain Business Proposition

Suggest Purchase

Selling Process Buyer’s Mental Steps

Prospecting Preapproach

Follow-up & Service

Approach Presentation Trial Close Determine Objections Meet Objections

Desire

Convictio n

Present Marketing Plan

Availability, Delivery, Guarantee, Merchandising, Installation, Maintenance, Promotion, Training, Warranty

Explain Business Prop

List Price, Shipping Cost, Discounts, Financing, ROI, Value Analysis

Suggest Purchase

Product, Quantity, Features, Delivery, Installation, Price

Money Authority Desire

Action (Purchase)

Exhibit 8-11: The Parallel Dimensions of

Selling

Let’s Review Before Moving On!

 What do you talk about in a presentation?

Let’s Review Before Moving On!

 Once you master the dimensions of selling,

you will be able to:

situation

understand the sales process

understand the present selling process and sales program that an organization and its sales force

will like and that will help them increase sales

Summary of Major Selling Issues

presentation

based on prior knowledge of the customer, your sales call objective, and your customer benefit plan

because it has key benefits for the prospect

tailored to meet the particular characteristics of a

specific selling situation or environment