2. Is the most effective marketing communication
medium because it allows salespeople to tailor their
presentations to each customer. They use their
knowledge of the customer’s buying process and
finely tuned communication skills to learn about
their customers and select effective sales strategies.

3. • Standard Memorized Presentation: also called canned
presentation, is a completely memorized sales talk
• Outlined Presentation: is a prearranged presentation that
usually includes a standard introduction, standard answers
to common objections raised by customers and a standard
method for getting the customer to place an order.
• Customized Presentation: is a written and/or oral
presentation based on a detailed analysis of the customer’s
needs.

5. • Adaptive Selling
When they react to different sales situations by changing their
sales behaviors
• Non-adaptive selling
Is using the standard memorized presentation.
• Adaptable increases buyer trust and commitment and results in higher
sales performance.

6. A key ingredient in effective selling.
Salespeople need to know about the products
they are selling, the company they work for,
and the customers they will be selling to.
Knowledge enables the customer's needs, and
practice adaptive selling

7. • Product and Company Knowledge
Salesperson need to have a lot of information about their
product, services and company.
• Knowledge about sales situations and customers
Equal important with product and company knowledge is
detailed information about the different types of sales situations
and customers salespeople may encounter.

9. How To Create Knowledge
One source of knowledge would be top salespeople in the
company you work for. Some firms will collect and share this
information with you.
Performance Feedback
(Did you achieve the goals you set for this call?)
Diagnostic Feedback
( Let’s talk about why you didn’t achieve your goals)

10. Retrieving Knowledge From the knowledge Management
System salespeople store much their acquired knowledge in their
memory, and as such, retrieval is merely accessing information in
that memory.
These documents include product brochures, competitive
information. Graphical sales presentation and answer to frequently
asked questions.

12. • Social System Matrix - Is a popular training program
that companies use to help
salespeople adapt their
communication styles

13. • Assertiveness
Degree to which people have opinions
about the issues and publicly make their
position clear to others.
• Responsiveness
Is based on how emotional people
tend to get in social situation.

14. Drivers
Are high on assertiveness and low
responsiveness. “ Let’s get it done now, and get
it done my way ”.
Expressive
Are high on assertiveness and high on
responsiveness.

15. Amiable
Are low on assertiveness and high on
responsiveness.
Analytical
Are low on assertiveness and low
responsiveness. They like facts principles and
logic

17. Effort people make to increase the
productivity of a relationship by
adjusting to the needs of the other
party.

18. The importance of KNOWLEDGE,
organized into categories, in determining
selling effectiveness through adaptive
selling.
SALES TRAINING based on the social
style matrix teaches the four customer
categories or types driver, expressive,
amiable and analytical.

19. • Adjust to the audience:
Adjust your style when selling to
diverse cultures even within your own
country.
•Assist salespeople:
In understanding their customers
and developing effective sales strategies.

20. •Training methods:
Such as the social matrix and
experts systems are simply a first step in
developing knowledge for practicing
adaptive selling.
•Expert system:
Is a computer program that mimics a human
expert.