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Selecting The Right Sales Presentation Method

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bryan moster

on 18 October 2012

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Transcript of Selecting The Right Sales Presentation Method

Memorized
Presentation Formula Presentation Needs -Satisfaction Presentation Chapter 9 Carefully Select Which Sales
Presentation Method to Use Types of Sales Presentations The sales presentation method determines how you open your presentation Exhibit 9-1: The Third Step in the Sales Process
is the First Step in the Sales Presentation T T T T T T T T T T T Relationships T r u e Builds Service Ethical C T I Guided by The Golden 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 Methods 9-* 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! Main Topics Prior knowledge of the customer
Sales call objective
Customer benefit plan There are Several Sales Presentation Methods and You Must Select One According to Your: Exhibit 9-2: The Structure of Sales Presentations Salespeople face numerous situations
Salesperson to buyer
Salesperson to buyer group
Sales team to buyer group
Conference selling
Seminar selling Sales Presentation Strategy Because it:
Ensures the salesperson gives a well-planned presentation
Ensures all of the company’s salespeople discuss the same information
Both aides 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 nontechnical – such as books, cooking utensils, or cosmetics Why Choose the Memorized (Canned) Sales Presentation Method? 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 Exhibit 9-3: Participation Time by Customer and Salesperson During a Memorized Sales Presentation Exhibit 9-5: Participation Time by a Customer and Salesperson During a Formula Sales Presentation Because you:
Are contacting similar prospects in similar situations
Know something about the prospect
Have called on the prospect in the past
Want to ensure all information is presented logically
Want to have reasonable amount of buyer-seller interaction Why Choose the Formula Sales Presentation Method? Because it allows for smooth handling of anticipated questions and objections
Examples of product types that work well with this method are:
Consumer goods
Pharmaceutical goods Why 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 Why Not to Choose the Formula 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
Should you have to come back a second time, you would use the formula sales presentation method Why Choose the Need-Satisfaction Sales Presentation Method? Examples of product types that work well with this method are:
Financial services
Systems
High priced goods/services such as vehicles, real estate, computer systems, industrial equipment Why 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 Why Not to Choose the Need-Satisfaction Sales Presentation Method? Need-development phase
Need-awareness phase
Need-fulfillment phase The Need-Satisfaction Presentation’s Phases Problems and Solutions Presentation Because you:
Are selling highly complex or technical products
Are 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 Why Choose the Problem-Solution Sales Presentation Method? 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 The Problem-Solution Presentation’s Six Steps Exhibit 9-8: Participation Time by Customer and Salesperson During Need-Satisfaction and Problem-Solution Sales Presentations The group presentation
May be less flexible than a one-on-one meeting
The larger the group, the more structured your presentation Sales Presentation Methods–Select One Carefully, cont… Negotiating so everyone wins
Many salespeople negotiate during the confirming phase of the sale
Phases of negotiation
Planning
Meeting
Studying
Proposing Sales Presentation Methods–Select One Carefully, cont… Each of these methods is the best one when properly matched with the situation Memorized
Formula
Need-satisfaction
Problem-solution
Group What Is the Best Presentation Method? Videos
CD-ROMs
Satellite conferencing
Computer hardware and software Sales Presentations Go High Tech Know which method to use before developing the presentation
Plan the presentation
Select the approach/opening Select the Presentation Method, Then the Approach Review 1) List the four phases of negotiation.
2) What is the number one asset of a strong negotiator?
3) In most cases when should price be mentioned during a presentation.
4) Which presentation method offers the most structured approach.
5) What are the 4 Presentation methods?
6) Which method is best to use when time is short and your product is simple?
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