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Anderson Basicppt CH 06
Anderson Basicppt CH 06
Chapter Outline
The first sales call and the sales presentation
Planning the sales presentation General guidelines for effective sales presentations Sales presentations to groups Sales presentation strategies Adaptive versus canned sales presentations Written presentations Selling the long-term relationship
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Learning Objectives
After reading this chapter, you should understand Alternative sales presentation strategies. Guidelines for effective sales presentations and demonstrations to organizational prospects.
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The approach emphasized in this text is the consultative problem-solving strategy Consider several tasks before making the sales presentation
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1. Gathering Information
Too much talk can be detrimental to the sales process. A chronic complaint is that salespeople talk too much, fail to ask the right questions, and do not really listen to the buyer.
Top-performing salespeople understand the need to gather all the relevant information they can about prospects and their perceived problems. First, they make sure theyre talking to decision-makers (those with authority to buy) or key influencers, so neither partys time is wasted. Next, they ask probing questions to encourage prospects to provide information on perceived problems, objectives, financial issues, needs, and personal feelings.
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product. Advantages are the performance traits of the product that show how it can be used to help the customer better solve a problem than present products can. Benefits are what the customer wants from the product.
S Show the products features. E Explain its advantages. into the benefits for the L Lead prospect. L Let the prospect talk. S Start a trial close.
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Realize that only by providing continuous customer satisfaction will they obtain the repeat business that leads to long-term customer loyalty and higher commissions for themselves and greater profits for their companies.
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They understand that fully satisfying current customers generates repeat sales, referrals to other prospects, and increased sales as customer needs grow.
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1. Demonstrate benefits that are custom-tailored to the prospect's needs 2. Decide what to say about the benefits from the prospect's perspective 3. Select sales aids that involve the most human senses and will make the most positive impact
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Additional suggestions for dressing for success are found in Table 6.4
Copyright Houghton Mifflin Company. All rights reserved. Chapter 6 | Slide 23
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Table 6.5 Behavioral Guidelines for Effective Sales Presentations and Demonstrations
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The old maxim The reason you have two ears and one mouth is that you should listen twice as much as you talk is especially true for a salesperson
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Salespeople succeed using many different kinds of group presentations. One popular group presentation format follows this sequence:
3. Benefits
4. Evidence
5. Summary
6. Action
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Table 6.7 Sales Presentation Alignment and Guidelines for Prospect Groups
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2.
3.
Define and give an example of each of the following aids for sales presentations: (a) analogies, (b) similes, and (c) metaphors.
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Formula Salesperson leads the prospect through the mental states of buying (attention, interest, desire, and action) Salesperson tries to find dominant buying needs
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Chapter Review Question: List and briefly describe the basic sales presentation strategies. Which one is generally considered best for professional salespeople? Why?
Need satisfaction
6. Team selling
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Canned selling
is any highly structured or patterned selling approach
Both adaptive and canned sales presentations can be effective when matched with the appropriate prospect in a designated sales situation
Chapter Review Question: Explain the difference between adaptive and canned sales presentations.
Copyright Houghton Mifflin Company. All rights reserved. Chapter 6 | Slide 41
Written Presentations
Whether used at the time of the verbal sales presentation or mailed as a follow-up after the sales call, a written presentation can be very effective in winning sales Several suggestions for writing effective sales presentation include: 1. Tailor each written sales presentation to the specific customer Make the opening paragraph of the presentation sparkle Sequence benefits in the most effective order Be positive and upbeat
2. 3.
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4.
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5. Use a natural, conversational style in writing 6. Use a lively and logical format 7. Never disparage competitors 8. Ask for action 9. Personalize the proposal with a handwritten note 10. Double-check and proofread everything
Chapter Review Question: Give some basic guidelines for written sales presentations.
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Key Terms
FAB
A memory-aid acronym that stands for a products Features, Advantages, and Benefits that will appeal most to a salespersons customer.
SELLS
A memory-aid acronym: Show your products key features, Explain its major advantages; Lead into specific benefits for the prospect; Let the prospect do most of the talking; and Start a trial close, and use more throughout the presentation
Value Added
Providing customers extra or added-value benefits than offered by competitors.
SAD TIE
A memory-aid acronym that stands for Statistics, Analogies, Demonstrations, Testimonials, Incidents, and Exhibits, one or all of which the salesperson may use to spice up a sales presentation.
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Selling Center
Members of the selling organization assigned to a certain prospect to close a particular sales transaction. After the sale is consummated, the selling center is likely to disband.
Adaptive Selling
Modifying each sales presentation and demonstration to accommodate each individual prospect.
Written Presentation
In sales presentations to organizational prospects, the salespersons explanation of how the prospect can profitably use the product. Also called a sales proposal or business plan.
Copyright Houghton Mifflin Company. All rights reserved. Chapter 6 | Slide 47
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Internet Exercises
1. Using an Internet search engine, find three firms that specialize in sales presentation training, and visit their websites to determine whether they use other types of sales presentation strategies in addition to those identified and described in this chapter.
2. Use Google or any other search engine to locate two examples of sales presentation strategies being demonstrated using Flash or streaming video.
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2.
3.
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5.
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