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Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
Chapter 8
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Chapter 8

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  • 1. Chapter 8 Carefully Select Which Sales Presentation Method to Use McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.
  • 2. The Sales Presentation  Completely and clearly explains all aspects of the salesperson’s proposition as it relates to a buyer’s needs. 8-2
  • 3. There are Several Sales Presentation Methods and You Must Select One According to Your:    8-3
  • 4. 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. 8-4
  • 5. Sales Presentation Strategy  Salespeople face numerous situations:      8-5
  • 6. Sales Presentation Methods–Select One Carefully  The four sales presentation methods are:      The basic difference between the four methods is 8-6
  • 7. Exhibit 8-2: The Structure of Sales Presentations 8-7
  • 8. Why to 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   It is effective when:  Selling time is short, as in door-to-door or telephone selling  The product type is 8-8
  • 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  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 8-9
  • 10. Why to Choose the Formula Sales Presentation Method  Because you:  Are contacting similar prospects in similar situations    Want to ensure all information is presented logically  Want to have reasonable amount of buyer-seller interaction 8-10
  • 11. Why to 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:   8-11
  • 12. Why Not to Choose the Formula Sales Presentation Method  Because you:   See a need for the prospect to talk more  Have a complex selling situation such as:   8-12
  • 13. The Need-Satisfaction Presentation’s Phases  1.  2.  3. 8-13
  • 14. Exhibit 8-9a: A Need-Satisfaction Presentation Salesperson: Mr. Pride, you really have a large manufacturing facility. How large is it? Buyer: We have approximately 50 acres under roof, with our main production building almost 25 acres under one roof. We use six buildings for production. Salesperson: How far is it from your executives’ offices to your plant area? It looks like it must be two miles over to there. Buyer: Well, it does, but it’s only one mile. Salesperson: How do your executives get to the plant area? Buyer: They walk through our underground tunnel. Some walk on the road when we have good weather. Salesperson: When they get to the plant area, how do they get around the plant? Buyer: Well, they walk or catch a ride on one of the small tractors the workers use in the plant. Salesperson: Have your executives ever complained about having to do all that walking? Buyer: All the time! 8-14
  • 15. Exhibit 8-9b: A Need-Satisfaction Presentation Salesperson: What don’t they like about the long walk? Buyer: 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. Salesperson: 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? Buyer: I guess so. Salesperson: Mr. Pride, on the average, how much money do your executives make an hour? Buyer: Maybe $30 an hour. Salesperson: If I could show you how to save your executives time in getting to and from the plant, would you be interested? Buyer: Yes, I would. [Now the salesperson moves into the presentation.] 8-15
  • 16. Why to Choose the Need-Satisfaction Sales Presentation Method  Because you:     Use this method the first time you call on a prospect. (Role Play #2)  Should you have to come back a second time, you would use the formula sales presentation method. 8-16
  • 17. Why to Choose the Need-Satisfaction Sales Presentation Method, cont…  Examples of product types that work well with this method are:    High priced goods/services such as vehicles, real estate, computer systems, industrial equipment 8-17
  • 18. Why Not to Choose the Need-Satisfaction Sales Presentation Method  Because you:    8-18
  • 19. 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 8-19
  • 20. Why to Choose the Problem-Solution Sales Presentation Method  Because you:   Are required to make several sales calls to develop a detailed in-depth analysis of a prospect’s needs  8-20
  • 21. What Is the Best Presentation Method?  Memorized Each of these  Formula methods can be the  Need-satisfaction best one when properly matched  Problem-solution with the situation 8-21
  • 22. The Group Presentation  May be less flexible than a one-on-one meeting  The larger the group, the more structured your presentation. 8-22
  • 23. The Group Presentation, cont…       8-23
  • 24. Negotiating So Everyone Wins  Many salespeople negotiate during the confirming phase of the sale.  Phases of negotiation     8-24
  • 25. Sales Presentations Go High Tech  Videos  CD-ROMs  Satellite conferencing  Computer hardware and software 8-25
  • 26. Select the Presentation Method, Then the Approach  Know which method to use before developing the presentation.  Plan the presentation.  Select the approach/opening. 8-26

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