The document discusses different strategies for developing an effective sales presentation in the pre-approach stage of the customer relationship selling process. It describes four main presentation structures - memorized, formula, need-satisfaction, and problem-solution - and provides details on when each structure is most appropriate based on factors like the product, customer familiarity, and sales situation. The goal is to strategically plan the presentation content and approach depending on the specific customer's needs in order to best position the product as a solution and create a mutually beneficial agreement.

1. Ten Important Steps in the
Customer Relationship
Selling Process
The Pre-approach
Presentation by:
Babida, Cara Deanne B.
Bautista, Shairmane
Bustos, Carmela

2. Pre-approach Stage
•Also known as the Planning
Stage
•The Stage right after
Prospecting and just before
the Approach stage.
•Strategic Problem Solving
needed in this stage.

3. Strategic Problem Solving
•Effective Strategic Problem Solvers:
• Understand customer’s strategic needs
• Develop creative solutions
• Arrive at Mutually Beneficial
Agreements
•Essential in creating a Strategic
Customer Relationship

4. Effective
Strategic
Problem
Solvers

5. Understanding
Customer’s needs
•Helps the salesperson
provide a product
solution that would help
the customer fulfill
his/her goal.

6. Develop Creative
Solutions
•Needed to meet
customer’s
specific need.

7. Mutually Beneficial
Agreements
•Creating win-win situations
would benefit both customer
and the company.

8. Strategic Customer
Sales Planning–the
Pre-approach

9. Develop sales
presentation
Develop
customer benefits
Develop/Review
customer profile
The Pre call objective – have one
or more!
Focus and flexibility
Make the goal specific
Determine sales
call objective(s)
Determine Sales Call
Objective(s)

10. Develop sales
presentation
Develop
customer benefits
Develop/Review
customer profile
Determine sales
call objective(s)

11. Develop/ Review
Customer Profile
Develop sales
presentation
Develop
customer benefits
Develop/Review
customer profile
• Review information to create
customized presentation
• See what customer has done in
the past to determine future
needs
• If do not have customer profiles –
get one for each customer
Determine sales
call objective(s)

12. Develop Customer
Benefits
• Steps in creating the customer benefit
plan:
Step 1: Select FABs for product discussion
Step 2: Select FABs for marketing plan discussion
Step 3: Select FABs for business proposition
discussion
Step 4: Develop suggested purchase order based
on first three steps
Develop sales
presentation
Develop
customer benefits
Develop/Review
customer profile
Determine sales
call objective(s)

13. Develop Sales
Presentation
Develop sales
presentation
Develop
customer benefits
Develop/Review
customer profile
• Write out all FABs for steps 1 - 3
• Write out suggested purchase
order
• Now you are ALMOST ready to
create your sales presentation
Determine sales
call objective(s)

14. A Sequence of Events to
Complete in Developing a
Sales Presentation

15. Sales Presentation
Structures

16. Memorized Selling

17. Why Choose the
Memorized Sale
Presentation Method?
• Because it:
• Well-planned presentation
• Discuss the same information
• Both aides and lends confidence
• It is effective when:
• Selling time is short, as in door-to-
door or telephone selling
• The product type is non-technical

18. Why Not Choose the
Memorized Sale
Presentation Method?
 Because it:
 FABs that may not be important
 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.

19. Formula Selling

20. Why Choose the Formula
Sales Presentation
Method?
• Because you:
– Are contacting similar prospects in
similar situations
– Know something about the prospect
–Have called on the prospect in the past
– All information is presented logically

21. • Reasonable amount of buyer-seller
interaction
• Smooth handling of anticipated
questions and objections
• Examples of product types that
work well with this method are:
–Consumer goods
–Pharmaceutical goods

22. Why Not to Choose
the Formula Sales
Presentation Method?
• Because you:
– Do not know the prospect’s needs
– See a need for the prospect to talk
more
– Have a complex selling situation
such as:
• Selling a technical product
• Selling to a group

23. Need Satisfaction
Structure

24. Why Choose the Need-
Satisfaction Sales
Presentation Method?
 Because you:
Need a flexible, interactive
sales presentation
Need to uncover needs by
asking questions
Need the prospect to talk
about his needs
 Use this method the first time you
call on a prospect

25. Why Not to Choose the
Need-Satisfaction
Sales Presentation
Method?
• Because you:
– Need more control over
the conversation
– Feel should not ask too
many questions
– Are new to the sales
profession

26. Problem-Solution

27. Why Choose the
Problem-Solution Sales
Presentation Method?
• Because you:
– Selling highly complex or
technical products
– Required to make several
sales calls to develop a
detailed in-depth analysis of a
prospect’s needs
– Need a flexible, customized
presentation based on findings

28. 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

29. End