Sales Presentation

Sales Presentation Unit 5: Retail Agribusiness Sales Lesson: AS5

Objectives Lesson Objective: • After completing the lesson on the sales presentation, students will demonstrate their ability to apply the concept in real-world situations by obtaining a minimum score of 80% on a sales presentation. Enabling Objectives: • Define the seven steps of the Feature Benefit Sales Presentation Technique and the need for each and gather and/or create resources to aid in final sales presentation. • Create a list of attention getters to use when meeting a customer and identify techniques to use when approaching customers in the four selling environments. • Identify and address valid objections, hidden objections, and misunderstandings. • Script examples of each type of close to use in a sales presentation.

Key Terms • Valid Objection • Hidden Objection • Add-On Sale

Make the sale

Feature Benefit Sales Presentation Technique

The Importance of Each Step

Resources to Aid in Constructing Presentation • Customer/prospect profile • Information about a customer/prospect and his/her company (identification of decision makers, personality type, financial power, problem areas, etc.) that can help in personalizing presentation • Product and company data • List of standard objections and responses • List of product features and related benefits • List of approaches or sales strategies • Use with different personality types • List of closes • Helps salesperson memorize techniques for confirming a sale • List of attention getters • Stories, anecdotes, and special offers that are designed to attract and hold the interest of the customer • Visual aids and demonstration materials • Charts, graphs, models, and displays that stress the positive points of the product

Greeting the Customer

Approaches for Each Selling Environment • Retail • Emphasize market information about future demand • Take the type of customer into account when determining need • Determine the financial capability of the retailer • Approach the retailer with ideas for promotions or advertisements and make sure the retailer will participate • Wholesale • Provide information about number of retailers who will carry the product to indicate demand • Determine financial capability of wholesaler • Inform wholesaler of any discounts • Provide information about delivery and order procedures • Processing • Focus on product efficiency and technical support • Determine need • Determine financial ability to make the purchase • Direct Sales • Focus on the benefits to customer • Identify needs and features of the product that can meet them • Inform the customer of the support he or she will receive from the company

What Would You Say? This cattle magnet really does seem like it would do the job, but I’m just not sure about the large quantity I’m required to buy… I am so excited for you to get started installing these new landscape plants in front of our new house. The plans you drew look great, and I just can’t wait to see the final result. I hope it turns out great because we don’t plan on leaving this farmstead anytime soon… So glad to hear you’re starting a snow removal service. It sure would be nice to have our drive and sidewalks scooped, but my husband is really capable of doing it himself… Oh, these are beautiful hanging baskets. I could sure use three of them, but I’m just not sure I want to spend $90 for them…

What Would You Say? This cattle magnet really does seem like it would do the job, but I’m just not sure about the large quantity I’m required to buy… So glad to hear you’re starting a snow removal service. It sure would be nice to have our drive and sidewalks scooped, but my husband is really capable of doing it himself… I am so excited for you to get started installing these new landscape plants in front of our new house. The plans you drew look great, and I just can’t wait to see the final result. I hope it turns out great because we don’t plan on leaving this farmstead anytime soon… Oh, these are beautiful hanging baskets. I could sure use three of them, but I’m just not sure I want to spend $90 for them…

Closing a Sale

Dos and Don’ts of Closing a Sale • Do display a friendly manner at the close even if a disagreement exists between the prospective customer and the salesperson • Do be sure to have all materials and equipment that will be needed • Do realize that begging for a sale makes the salesperson and the offer look bad. It also disgusts the prospective customer. • Do make buying as easy and painless as possible. • Do study the prospective customer as a pitcher studies a batter. Then pitch to his or her weakness. • Don’t let the prospective customer know how much the sale means. • Don’t be apologetic, particularly in quoting prices. • Don’t make a ceremony out of close. This may frighten the prospective customer. • Don’t give the prospective customer an excuse or opportunity to back away from the purchase. • Don’t ever ask the prospective customer for the buying decision in such a way that he/she can give a “Yes” or “No” answer since the latter closes the door.

Conclusion • A sales presentation must be well prepared and properly organized to be effective in making the sale. The salesperson must be confident that his or her sales presentation is the very best that it can be. Proper structure, content, information, and demonstration materials must be included for an effective presentation. • When making a presentation, the salesperson will usually encounter some type of opposition from the customer, so he or she must understand how to recognize objection and how to handle them positively and effectively. When all of the steps of the presentation have been completed and the opposition has been countered, the salesperson needs to determine the correct moment and way to close the sale. Several different methods may be used to close a sale, and the salesperson must determine which close is best for each customer and selling situation.

Exit Cards • What did you learn today about the sales presentation? • What questions do you still have about the sales presentation?

Sales Presentation