Methods of presentation

Types of Sales
Presentation
Gopal Thapa
Nepal Commerce Campus

11/25/18 Gopal Thapa/Selling/Presentation2
Types of Sales Presentation
1. The Standard Memorized Presentation
2. The Outlined Presentation
3. The Program Presentation

The Standard Memorized Presentation
 It is a carefully prepared sales story that
includes all the key selling points arranged in
most effective order.
 The presentation is usually developed after a
careful analysis of the sales stories of the
most successful salespeople.
 The best features and sales points from the
various presentations are incorporated into a
sales story, which is then memorized.

 Sixty years ago, John H. Patterson, President
of the National Cash Register Company,
originated the standard presentation
 He visited the company’s sales agencies and
had a stenographer take down the sales
presentations of the best NCR sales
representatives .
 The talks were analyzed and a standard sales
story was developed.

 All the sales representatives were required to
use this standard presentation and
demonstration.
 A tremendous increase in sales resulted, and
soon many other companies standardized
their sales techniques and demonstrations.
 There is considerable disagreement among
sales managers as to the merits and demerits
of the standard memorized sales talks.

 Many managers insist every sales person
memorize the entire sales talk and deliver it
word for word.
 Other believe salespeople should memorize a
standard sales story but be free to adopt it to
suit their own personalities.
 Still other managers are bitterly opposed to
any standard memorized presentation.

Advantages:
Standard Memorized Presentation
 It ensures the salesperson will tell the
complete and accurate story about the
company’s products and policies.
 It encompasses the best techniques and
methods used by the most successful
salespeople.
 It helps the new and inexperienced
salespeople
 It eliminates repetition and saves time for
both the salesperson and the buyer

Advantages:
 It guarantees the most effective presentation
by having the sales points arranged in a
logical and systematic sequence.
 It provides effective answers to all the
possible objections that may be raised by the
prospects, and thus gives the salesperson
additional confidence.
 Since most salespeople tend to standardized
their sales talks anyway, why not
standardized on the “one best way”?

Disadvantages:
 It is inflexible and artificial and it tends to
make a robot out of the salesperson. As a
result, they lose enthusiasm and originality.
 It can not be used in types of selling in which
the sales person makes regular calls on
customers.
 It discourages or prevent the prospect from
participating the sales conversation.
 Difficult to get started again after being
interrupted by the prospect.
 Not practical when many products are sold.

The Outlined Presentation
 The outlined presentation differs from the
standard memorized presentation in that it is
more flexible and need not be memorized.
 It is usually consists of a systematically
arranged outline of the most important sales
points.
 It may also include the necessary steps for
determining the prospect’s needs and for
building goodwill at the close of the sale.

 Salespeople often memorize presentations,
such as a standard introduction, standard
answers to the most of the common
objections and a standard close.
 These memorized portions then become a
part of their outlined presentation.
 Through skillful use of the memorized parts,
the sales person gain many of the
advantages of a complete standard
memorized presentation , but they still keep
the interview flexible and informal.

 Some companies provide their salespeople
with suggested outlines for each product.
 Others provide general instructions on the
techniques of developing sales outlines

Advantages:
 It is more informal and natural
 It is more flexible
 It is easier for the salesperson to get back on
track if interrupted.
 There is less chance for domination by the
sales person.
 Therefore the prospect’s needs, desires,
viewpoints and opinions are more likely to be
considered.

Disadvantages:
 The salesperson may not be able to express
themselves as effectively when speaking
extemporaneously.
 There is a greater chance to be sidetracked
from the sales story.
 The salesperson may not be prepare the
sales talk as carefully when it is not
committed to memory.

Program presentation
 It consists of a complete written or illustrated
presentation developed from a detailed and
comprehensive analysis or survey of the
prospect’s or customer’s needs.
 Extensively used in trade selling
 For advertising, industrial and office
equipment, supplies and in management
consulting work

Four basic steps
in program presentation
 Getting permission to make a survey
 Making the survey
 Preparing the survey
 Presenting the program or proposal

Advantages of program presentation
 It provides an opportunity to determine the
real needs and problems of the prospect.
Emphasis is put in the right place – the needs
of the buyer
 It provides the sufficient time to gather and
analyze the facts to prepare the most
effective solution to the customer’s problem.
 It provides the opportunity to developed a
polished and personalized presentation.

Advantages of program presentation
 It builds prestige for the sales representative
and the company. The prospect thinks of the
sales representative as a professional
assistant who is helping to solve the
customer’s problems.
 It eliminates time caused by an excessive
number of interviews. The salesperson
normally obtains permission to make the
survey during the first interview and then
presents recommendations during second
interviews.

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