The Structure of Sales Presentations

1
The Structure of Sales Presentations
2
Why Choose the Memorized (Canned) Sales
Presentation Method?

• Ensures the salesperson gives a well-planned
  presentation
• Ensures all of the companys salespeople discuss
  the same information
• It 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 is non-technical, such as books,
  cooking utensils, and cosmetics

3
Why Not to Choose the Memorized (Canned) Sales
Presentation Method?

• 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
• Proceeds quickly through the sales presentation
  to the close, requiring the salesperson to close
  or ask for the order several times, which may be
  interpreted by the prospect as high pressure
  selling

4
Why Choose the Formula Sales Presentation Method?

• If you are contacting similar prospects in
  similar situations
• You 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
• Allows for smooth handling of anticipated
  questions and objections
• Examples of salespeople using this method are
• Consumer goods
• Pharmaceutical

5
Why Not to Choose the Formula Sales Presentation
Method?

• You do not know the prospects 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

6
Why Choose the Need-Satisfaction Sales
Presentation Method?

• Need a flexible, interactive sales presentation
• Need to uncover needs by asking questions
• Need for the prospect to talk about their needs
• This is the first time to call on a prospect
• Typically need to make multiple sales calls
• Examples of salespeople using this method are
• Financial services
• Systems
• High priced goods/services as vehicles, real
  estate, computer systems, industrial equipment

7
Why Not to Choose the Need-Satisfaction Sales
Presentation Method?

• Need more control over the conversation
• Feel should not ask too many questions
• During your first week/month in sales

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The Need-Satisfaction Presentations Phases

• Need-development phase
• Need-awareness phase
• Need-fulfillment phase

9
Why Choose the Problem-Solution Sales
Presentation Method?

• Selling highly complex or technical products
• Required to make several sales calls to develop a
  detailed in-depth analysis of a prospects needs
• Need a flexible, customized presentation based
  upon findings

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The Problem-Solution Presentations 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 prospects
needs Step 5 - Preparing the sales presentation
based on the analysis and
proposal Step 6 - Making the sales presentation
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Sales Presentation MethodsSelect One Carefully
cont

• The group presentation
• May be less flexible than a one-on-one meeting
• The larger the group, the more structured your
  presentation

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Sales Presentation MethodsSelect One Carefully
cont

• Give the proper introduction
• Establish credibility
• Provide an account list
• State your competitive advantages
• Give quality assurances and qualifications
• Cater to the groups behavioral style

13
Sales Presentations Go High Tech

• Videos
• CD-ROMs
• Satellite conferencing
• Computer hardware and software