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Sales Presentation Method-Module II

This document discusses different methods for structuring a sales presentation: 1. The memorized presentation involves the salesperson doing most of the talking to present features while allowing little input from the customer. 2. The formula presentation follows a general outline but allows more flexibility and interaction by soliciting comments from the customer. 3. The need-satisfaction presentation is the most interactive, with 60-70% of time spent understanding the customer's needs before showing how the product satisfies them. 4. The problem-solution presentation involves an in-depth study of the customer's needs and customizing a presentation to show how the product solves their problems. It is well-suited for complex sales.

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1K views20 pages

Sales Presentation Method-Module II

This document discusses different methods for structuring a sales presentation: 1. The memorized presentation involves the salesperson doing most of the talking to present features while allowing little input from the customer. 2. The formula presentation follows a general outline but allows more flexibility and interaction by soliciting comments from the customer. 3. The need-satisfaction presentation is the most interactive, with 60-70% of time spent understanding the customer's needs before showing how the product satisfies them. 4. The problem-solution presentation involves an in-depth study of the customer's needs and customizing a presentation to show how the product solves their problems. It is well-suited for complex sales.

Uploaded by

Sarim Faraz
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Sales

Presentation Method
Module II
By
Dr. Tanuj Mathur
Learning Objective
To know the best way to begin the sales presentation, first determine
the type of sales presentation to use for each prospect or customer.
In this topic we shall study:

■ Why you first select a sales presentation method and then select
the approach.

■ The different sales presentation methods, know their differences,


and know the appropriate situation for using a particular method.

■ How to give a presentation to a group of prospects.

■ Why negotiations can be an important part of the presentation.


FACING A SALES CHALLENGE
It took a salesperson four hours to plan, prepare, and practice his sales
presentation to the largest manufacturer in his sales territory. Although the
manufacturer has never purchased before, he feel his product will benefit the
company. He arrives on time for his appointment with the company’s President.

The president’s secretary takes him into a large conference room, saying, “They’ll
be with you in a few minutes.”

Salesperson-“They,” he think’s. “Who is coming?” salesperson ask.

Secretary- “The head of accounting, production, and two engineers—and the


president wants us to call him once the meeting gets under way.”

As she leaves, salesperson become dizzy, his stomach gets upset, and he feels weak
in the knees. “I’ve never given a presentation to a group—let alone experts. And
the president of the company. Oh, my—what am I going to do?”

What would you do?


Introduction
Salespeople, sales trainers, and sales managers agree that the most
challenging, rewarding, and enjoyable aspect of the buyer–seller
interaction is the sales presentation.

Few successful salespeople will claim that they had little trouble
developing a good presentation or mastering the art of giving the
sales presentation.

How then can you, as a novice, develop a sales presentation that


will improve your chances of making the sale?
How to Select Method of Presentation

Your prior
Your sales call Your customer
knowledge of the
objective benefit plan
customer
SALES PRESENTATION STRATEGY
Salespeople work with customers and face numerous situations,
including these:

Salesperson Sales team


Salesperson Conference Seminar
to buyer to buyer
to buyer selling selling
group group

A salesperson A salesperson A company A company team


The salesperson
discusses gets to know sales team conducts an
brings company
issues with a as many educational
works closely resource
seminar for the
prospect or members of with the people to
customer
customer in the buyer members of the discuss a major
company about
person or over group as customer’s problem or
state-of-the-art
buying group. opportunity.
the phone possible. developments.

Each customer contact represents a unique challenge for the salespeople.


Thus, the salesperson needs to understand the various sales presentation
methods.
SALES PRESENTATION METHODS
 The sales presentation involves a persuasive vocal and visual
explanation of a business proposition.
 Of the many ways of making a presentation, four methods are
presented here to help sell your products:

MEMORIZED

PROBLEM–
Methods FORMULA
SOLUTION

NEED-
SATISFACTION
Methodological Difference
The basic difference in the four methods is the percentage
of the conversation controlled by the salesperson.

THE STRUCTURE OF SALES PRESENTATIONS

monopoly on conversation allow greater buyer–seller interaction


The Memorized Sales Presentation
The memorized presentation is based on either of two assumptions:

1) That a prospect’s needs can be stimulated by direct exposure to


the product, via the sales presentation, or
2) That these needs have already been stimulated because the
prospect has made the effort to seek out the product.
In either case, the salesperson’s role is to develop this initial stimulus into an
affirmative response to an eventual purchase request.

Key Characterstics:
 The salesperson does 80 to 90 percent of the talking.
 The salesperson does not attempt to determine the
prospect’s needs during the interview.
 Concentrates on discussing the product and its
benefits, concluding the pitch with a purchase request.
Advantage and Disadvantage of Memorized Presentation
Advantage Disadvantage
 It ensures that the salesperson gives  It presents features, advantages, and
a well-planned presentation and benefits that may not be important
that all of the company’s to thebuyer.
salespeople discuss the same
information.
 It both aids and lends confidence to  It allows for little prospect
the inexperienced salesperson. participation.
 It is effective when selling time is  It is impractical to use when selling
short, as in door-to-door or technical products that require
telephone selling. prospect input and discussion.
 It is effective when the product is  It proceeds quickly through the sales
nontechnical—such as books, presentation to the close, requiring
cooking utensils, and cosmetics. the salesperson to close or ask for
the order several times, which may
be interpreted by the prospect as
high-pressure selling.
The Formula Presentation
• It is often referred to as the persuasive selling presentation

Assumption:
 It is based on the assumption that similar prospects in similar
situations can be approached with similar presentations.

Key Requirement:
 For the formula method to apply, the salesperson must first
know something about the prospective buyer.

Approach:
 The salesperson follows a less structured, general outline in
making a presentation, allowing more flexibility and less
direction.
An Illustration: Formula Method
• The salesperson make a sales
opener (approach).

• Discuss the product’s features,


advantages, and benefits.

• Then start to solicit comments


from the buyer.

• At the end, the salesperson


regains control over the
discussion and moves in to close
the sale. Diagram: Participation time by a
customer and salesperson during
a formula sales presentation
A= Attention, I= Interest, D= Desire, C= Conviction, A= Action
Example:Glaxo Smithline Beecham
GSK a consumer goods manufacturer, has developed a sequence, or formula, for its
salespeople to follow, called as 10-step productive retail sales call.
Advantage and Disadvantage: Formula Method

Formula selling offers significant advantages:

■ It ensures that all information is presented logically.

■ It allows for a reasonable amount of buyer–seller interaction.

■ It allows for smooth handling of anticipated questions and


objections.

Only Disadvantage:

 Customers needs are not understood in effective manner or


in detail.
 Not adaptable to complex selling situations.
The Need-Satisfaction Presentation
 It is designed as a flexible, interactive sales
presentation.
 It is the most challenging and creative form of selling.

“What are you looking for in investment


property?”

“What type of computer needs does


your company have?”

Need-satisfaction format is especially suited to the sale of industrial and


technical goods with stringent specifications and high price tags.
An Illustration: Need-Satisfaction Method
 The first 60 to 70 percent of
conversation time (referred to
as the need-development
phase) is devoted to a
discussion of the buyer’s
needs.
 Salesman beginning to become
aware of the prospect’s needs
(the need-awareness phase).
 The salesperson begins to take
control of the conversation.
 The need fulfillment (or need-
satisfaction) phase, the
salesperson shows how the
product will satisfy mutual
needs.
Diagram: Participation time by customer and
salesperson during need satisfaction
The Problem–Solution Presentation
The problem–solution presentation is a flexible, customized
approach involving an in-depth study of a prospect’s needs, and it
requires a well-planned presentation.

In selling highly complex or technical products such as insurance,


industrial equipment, accounting systems, office equipment etc.,
salespeople have to develop a detailed analysis of a prospect’s
needs.

Also popularly referred to as Consultative Selling Method.


Steps: Problem-Solution Method
The problem–solution presentation usually consists of
six steps:

Convincing the prospect to allow the salesperson to conduct the analysis.

Making the actual analysis.

Agreeing on the problems and determining that the buyer wants to solve
them.

Preparing the proposal for a solution to the prospect’s

Preparing the sales presentation based on the analysis and proposal.

Making the sales presentation


What Is the Best Presentation Method?

Each of these sales presentation methods is the best one when the
method is properly matched with the situation.
Thank You..

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