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CHAPTER 8

CHAPTER 8. SALES PRESENTATION FORMAT. CHARACTERISTICS OF A GREAT SALES PRESENTATION. EXPLAIN THE VALUE PROPOSITION REDUCE THE DIFFERENCE BETWEEN SALESPERSON KNOWING THE VALUE PROPOSITION AND THE CUSTOMER UNDERSTANDING IT ASSERT THE ADVANTAGES AND BENEFITS OF THE PRODUCT.

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CHAPTER 8

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  1. CHAPTER 8 SALES PRESENTATION FORMAT

  2. CHARACTERISTICS OF A GREAT SALES PRESENTATION • EXPLAIN THE VALUE PROPOSITION • REDUCE THE DIFFERENCE BETWEEN SALESPERSON KNOWING THE VALUE PROPOSITION AND THE CUSTOMER UNDERSTANDING IT • ASSERT THE ADVANTAGES AND BENEFITS OF THE PRODUCT

  3. ENHANCE THE CUSTOMER’S KNOWLEDGE ON COMPANY,PRODUCT AND SERVICES • CREATE MEMORABLE EXPERIENCE TO THE BUYER • CHOOSE THE RIGHT SALES PRESENTATION STRATEGY

  4. SALES PRESENTATION STRATEGY • TYPES OF SELLING ENVIRONMENT;ONE ON ONE,TO A BUYER GROUP,AS A TEAM TO THE BUYER GROUP,CONFERENCE SELLING,SEMINAR SELLING • CHOOSE THE RIGHT METHOD • MEMORIZED; STRUCTURED,PRODUCT FOCUSSED;TALK/LISTEN RATIO 90/10 • FORMULA SELLING;SEMI STRUCTURED,PRODUCT FOCUSSED;TALK/LISTEN RATIO 70/30

  5. NEED SATISFACTION SELLING;UNSTRUCTURED;CUSTOMER FOCUSSED;TALK/LISTEN RATIO 50/50 • PROBLEM SOLVING SELLING;CUSTOMIZED;CUSTOMER ORIENTED;TALK/LISTEN RATIO 40/60

  6. MEMORIZED PRESENTATION • IDEAL CONDITIONS FOR MEMORIZED PRESENTATION • CUSTOMERS NEEDS CAN BE STIMULATED BY DISPLAY OF PRODUCT • CUSTOMERS MAKES AN EFFORT TO SEEK THE PRODUCT AND YOU ARE REINFORCING THE FEATURES (EX 8-4 PAGE251)

  7. ADVANTAGES • CONSISTENT DELIVERY; SALES PEOPLE PROVIDE THE SAME INFORMATION • CAN BE REASSURING TO INEXPERIENCED SALESPERSON • CAN PROVIDE MORE INFORMATION AT THE SAME AMOUNT OF TIME • MORE EFFECTIVE ON NON TECHNICAL PRODUCT AND TELE MARKETING

  8. DISADVANTAGES • THE PRODUCT FAB PRESENTED MAY NOT SUIT THE CUSTOMER REQUIREMENT • LIMITS CUSTOMER PARTICIPATION • NOT SUITABLE FOR TECHNICAL AND INDUSTRIAL PRODUCTS • GIVES THE IMPRESSION OF HIGH PRESSURE SELLING DUE TO FREQUENT CLOSING EFFORTS

  9. FORMULA PRESENTATION • LESS STRUCTURED BUT INCREASES CUSTOMER INTERACTION BY SOLICITING MORE INFORMATION • STRICTLY FOLLOW “A I D A” CONCEPT FOR PRESENTATION • STRAIGHT REBUY AND MODIFIED REBUY IDEAL FOR FORMULA PRESENTATION • SEE EXHIBIT 8-7 P 254 FOR AN EXAMPLE OF FORMULA PRESENTATION USING A I D A

  10. ADVANTAGES • EFFECTIVE ON REPEAT CUSTOMERS AND IF SALESPERSON HAVE GOOD KNOWLEDGE OF BUYER AND HIS COMPANY • ENSURES LOGICAL PRESENTATION ( 8-6 PAGE 253) • MORE BUYER-SELLER INTERACTION • ANTICIPATION OF QUESTIONS AND OBJECTIONS

  11. DISADVANTAGES • NOT FLEXIBLE TO HANDLE COMPLEX SITUATIONS AND CUSTOMER INTERRACTION • KEY TO SUCCESS OF FORMULA PLAN IS CUSTOMER KNOWLEDGE SINCE NO FLEXIBILITY IN PRESENTATION

  12. NEED-SATISFACTION METHOD • SHIFT FOCUS TO CUSTOMER AND TO SATISFY CUSTOMER’S NEEDS • FLEXIBLE,INTERACTIVE PRESENTATION • 50-60 PERCENT OF TIME IS SPENT ASKING QUESTIONS FOR NEED AWARENESS AND NEED IDENTIFICATION • EXAMPLE EXHIBIT 8-9 PAGE 256

  13. USE RIGHT COMBINATION OF QUESTIONS,LISTENING,ANALYSIS AND PRESENTATION • SEE EHIBIT 8-8 PAGE 255 • NEED DEVELOPMENT • NEED AWARENESS • NEED ANALYSIS • NEED SATISFACTION • GENERALLY NEED GREAT DEAL OF TRAINING AND CONFIDENCE TO USE THIS METHOD

  14. PROBLEM SOLUTION PRESENTATION • MOST COMPLEX REQUIRE CONSIDERABLE FLEXIBILITY • CUSTOMIZED APPROACH • WELL BALANCED PRESENTATION • USED FOR HIGHLY COMPLEX AND TECHNICAL PRODUCTS

  15. SIX STEP PROCESS OF PROBLEM SOLUTION PRESENTATION • CONVINCE PROSPECT FOR YOU DO THE ANALYSIS • ACTUAL ANALYSIS • PROBLEM IDENTIFICATION AND AGEEING TO FIND SOLUTION • PROPOSAL • PREPARING PRESENTATION • MAKING THE PRESENTATION

  16. GROUP PRESENTATION • LARGER THE GROUP MORE STRUCTURED • STEPS PAGE 257 • PROPER INTRODUCTION • ESTABLISH CREDIBILITY • PROVIDE AN ACCOUNT LIST • STATE YOUR COMPETITITIVE ADVANTAGE • PROVIDE QUALITY ASSURANCE • CATER TO GROUP BEHAVIOR STYLE

  17. NEGOTIATION • BASIC SKILL OF SALESPERSON REGARDLESS OF THE METHOD CHOSEN • MOSTLY DONE DURING CONFIRMING A SALE • SHOULD BE DONE TO ACHIEVE SATISFACTION OF BOTH SIDES

  18. PHASES OF NEGOTIATION • PLANNING;IDENTIFY WHAT NEGOTIATING ADVANTAGE YOU MAY HAVE BY REAEARCHING COMPANY AND COMPETITION • MEETING THE CUSTOMER;IDENTIFY CUSTOMER’S NEEDS,WHAT IS HE LOOOKING FOR,COMPETITIVE CONSIDERATIONS • PROPOSALS;MATCH HIS NEEDS TO THE REAOURCES YOU CAN OFFER • FOLLOW THE GOLDEN RULE OF SELLING

  19. USE OF HI-TECH PRESNTATION TOOLS • PORTABLE COMPUTER • VIDEO CONFERENCING

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