Tải bản đầy đủ

Relationship selling through service mkt 173 chap 8


Carefully Select Which Sales
Presentation Method to Use

McGraw-Hill/Irwin

Copyright © 2007 by The McGraw-Hill Companies, Inc. All

Chapter

8


Main Topics








8-4 

The Tree of Business Life: Presentation
Sales Presentation Strategy
Sales Presentation Methods–Select One Carefully
The Group Presentation
Negotiating So Everyone Wins
Sales Presentations Go High-Tech
Select the Presentation Method, Then the Approach
Let’s Review before Moving On!

Chapter

8


The Tree of Business Life: Presentation
vic

Et
h ic

al

r
Se

T
T T
T T TT
T T T T
Builds
True

e

Relationships

T


I

C

Guided by The Golden
Rule:
Rule

 Master the art of creating effective
sales presentations.
 Have fun presenting your product.
 Select your presentation method
based on:
 Prior knowledge of customer
 Sales call objective
 Customer benefit plan
 You will see that ethical service
builds true relationships.


The Tree of Business Life: Presentation
vic

Et
h ic

al

r
Se

T
T T
T T TT
T T T T
Builds
True

e

Relationships

T

I

C

 No matter who a
salesperson meets with,
their purpose is the same –
to help the person or
organization.
 By taking time to carefully
select the best presentation
for the group the
salesperson is meeting
with, he or she will be better
able to meet their needs,
thus serving them better


(3) Approach - (4) Presentation

The Third Step in the Sales Process
(Approach)

is the First Step in the Sales Presentation


The Sales Presentation

 Completely and clearly explains all aspects
of the salesperson’s proposition as it
relates to a buyer’s needs.


There are Several Sales Presentation Methods
and You Must Select One According to Your:

 Prior knowledge of the customer
 Sales call objective
 Customer benefit plan


The Sales Process
 A sequence of actions taken by the
salesperson which leads toward the
customer taking a desired action and ends
with follow-up to ensure purchase
satisfaction.


Exhibit 8-1: The Third Step in the Sales Process
is the First Step in the Sales Presentation

 The sales presentation method
determines how you open your
presentation.


Sales Presentation Strategy
 Salespeople face numerous situations:
 Salesperson to buyer
 Salesperson to buyer group
 Sales team to buyer group
 Conference selling
 Seminar selling


Sales Presentation Methods–Select One
Carefully
 The sales presentation involves a
persuasive vocal and visual explanation
of a business proposition.


Sales Presentation Methods–Select One
Carefully
 The four sales presentation methods are:
1)
2)
3)
4)

Memorized
Formula
Need-satisfaction
Problem-solution

 The basic difference between the four
methods is the percentage of the
conversation controlled by the
salesperson.


Sales Presentation Methods—
Select One Carefully
 Four Sales Presentation Methods
1. The Memorized Sales Presentation (canned)
 Salesperson’s role is to develop initial stimulus into an
affirmative response to an eventual purchase request.

2. The Formula Presentation (persuasive

selling)
 The salesperson follows a less structured, general
outline in making a presentation, allowing more
flexibility and less direction (AIDA). Controls
conversation during sales talk; especially at the
beginning.


Sales Presentation Methods—
Select One Carefully cont…
3. The Need-Satisfaction Presentation
 Designed as a flexible, interactive sales


presentation, yet the most challenging and
creative form of selling
Three Phases:
1. Need-development phase
2. Need-awareness phase
3. Need-fulfillment phase


Sales Presentation Methods—
Select One Carefully cont…
4.The Problem-Solution
Presentation
 Selling highly complex or technical



products
It may take several sales calls to develop a
detailed analysis
A flexible, customized approach to
involving an in-depth study of a prospect’s
needs


Exhibit 8-2: The Structure of Sales
Presentations


Sales Presentation Methods—
Select One Carefully
1. The Memorized Sales Presentation
Based on one of two assumptions:
 The prospect’s needs may be stimulated by direct



exposure to the product through the sales
presentation.
The prospect’s needs have already been stimulated
because the prospect has made the effort to seek out
the product.
National Cash Register Co. (NCR)


Exhibit 8-4a: Dyno Electric Cart Memorized
Presentation (page 257)


Exhibit 8-4b: Dyno Electric Cart Memorized
Presentation, cont.


Exhibit 8-3: Participation Time by Customer and
Salesperson During a Memorized Sales Presentation
Salesperson talking time

Customer talking time


Why to Choose the Memorized (Canned)
Sales Presentation Method
 Because it:
 Ensures the salesperson gives a well-planned presentation
 Ensures all of the company’s salespeople discuss the same


information
Both aids and lends confidence to the inexperienced
salesperson

 It is effective when:
 Selling time is short, as in door-to-door or telephone selling
 The product type is non-technical – such as books, cooking
utensils, or cosmetics


Why Not to Choose the Memorized
(Canned) Sales Presentation Method
 Because it:
 Presents FABs that may not be important to the buyer
 Allows for 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, resulting in several closes
or requests for the order, which may be interpreted by the
prospect as high pressure selling
Interruptions – salesperson may get off-track; forget


Sales Presentation Methods—
Select One Carefully
2. The Formula Sales Presentation
 Often referred to as the persuasive selling presentation
 Salesperson follows a less structured, general outline




allowing more flexibility and less direction
AIDA – AIDCA
Straight Rebuy situations
The SmithKline Beecham products example: “The 10step Productive Retail Sales Call”


The 10-Step Productive Retail Sales Call
Step Number
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Action
Plan the call
Review plans
Greet personnel
Check store conditions
Approach
Presentation
Close
Merchandising
Records and reports
Analyze the call.


Tài liệu bạn tìm kiếm đã sẵn sàng tải về

Tải bản đầy đủ ngay

×