Salespeople can use three types of presentations: standardized, outlined, or customized. The most effective is a customized presentation based on a detailed analysis of the customer's needs. To do this, salespeople must practice adaptive selling by changing their behaviors based on different sales situations. They must have strong product, company, and customer knowledge to effectively adapt their communication style and select the best sales strategies. Companies use training like the social system matrix to teach salespeople the four main customer types and how to adjust their style to each.