CHAPTER 9
Carefully Select Which Sales Presentation Method to Use
LECTURE OUTLINE
I. THE GOLDEN RULE: PRESENTATION
better able to meet their needs, thus, serving them better.
II. SALES PRESENTATION STRATEGY
A. Salesperson to buyer.
B. Salesperson to buyer group.
III. SALES PRESENTATION METHODS – SELECT ONE CAREFULLY
A. Memorized sales presentation.
1. Based on one of two assumptions.
presentation.
b. The prospect’s needs have already been stimulated
2. National Cash Register Co. (NCR).
a. Pioneered the use of canned sales presentations.
b. An analysis of sales approaches in the 1920’s
c. They proceeded to prepare a series of standardized
3. Advantages:
a. It ensures that all of the company’s salespeople will
b. It both aids and lends confidence to the
c. It is effective when selling time is short, as in
d. It is effective when the product is a non-technical
4. Disadvantages:
a. It presents features, advantages, and benefit that
c. It is impractical to use when selling products that
d. It proceeds quickly through the sales presentation to
B. The formula presentation.
2. The salesperson follows a less structured, general outline
3. Attention, interest, desire, and action procedure (AIDA).
4. The Smithkline Beecham products example: “The 10-step
productive retail sales call”:
a. Plan the call.
b. Review plans.
5. Advantages:
logical manner.
b. allows for a reasonable amount of buyer-seller
interaction.
and objections.
C. The need-satisfaction presentation.
1. It’s an interactive sales presentation.
2. The need-satisfaction format.
a. Need development phase – salesperson allows and
b. Need awareness phase – salesman takes control of
D. The problem-solution presentation.
1. This presentation usually consists of six steps:
a. Convince the prospect to allow the salesperson to
b. Make the analysis.
c. Buyer and seller mutually agree upon the problems
d. Prepare a sales presentation based on the analysis
2. This presentation is a =exible, customized approach
E. The group presentation.
1. Give a proper introduction.
a. State your name
2. Establish credibility – Give a brief history of your company.
4. State your competitive advantages – Right up front, you
5. Give quality assurances and quali:cations.
b. Show pride in your product.
6. Cater to the group’s behavioral style.
a. A group exhibits an overall or dominant style.
F. Negotiating so that everyone wins.
1. Negotiating styles:
a. Cooperative.
b. Competitive.
2. Phases of negotiation:
competition.
b. Meeting – you start to build the relationship by
proving you are someone who is credible,
d. Proposing – tie in features and advantages to
G. Which is the best presentation method?
1. Stimulus-response method – used where time is short and
3. Need-satisfaction – used when information needs to be
4. Problem-solving – useful in selling expensive or technical
IV. THE SALES PRESENTATION GOES HIGH TECH
presentations.
V. SELECT THE PRESENTATION METHOD, THEN THE APPROACH
VI. THE PARALLEL DIMENSIONS OF SELLING
A. Top performing salespeople use the parallel dimensions of selling to plan, create
and execute their presentation.
VII. THE SALES PRESENTATION AND TECHNIQUES
A. Your Sales Presentation
1. The approach
2. Three presentation parts