1 Chapter 9 The Structure of Sales Presentations

1

Chapter 9 - The Structure of Sales Presentations 2

Chapter 9 - The Parallel Dimensions of Selling* Discussion Sequence Selling Process Discuss Product Prospecting Show Feature Explain Advantage Lead into Benefit Let Customer Talk Preapproach Approach Discuss Product Present Marketing Plan Explain Business Proposition Suggest Purchase Attention Interest Present Marketing Plan Presentation Buyer’s Mental Steps Money Authority Desire Presentation Availability, Delivery, Guarantee, Merchandising, Installation, Maintenance, Promotion, Training, Warranty Desire Trial Close Determine Objections Explain Business Prop List Price, Shipping Cost, Discounts, Financing, ROI, Value Analysis Meet Objections Conviction Trial Close Suggest Purchase Close Product, Quantity, Features, Delivery, Installation, Price Action (Purchase) Follow-up & Service 3

Begin Your Presentation Strategy Mc. Graw-Hill/Irwin Chapter 10 Copyright © 2006 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Main Topics The Tree of Business Life: The Beginning What is the Approach? The Right to Approach The Approach—Opening the Sales Presentation Technology in the Approach Chapter 10 10 -5

Main Topics Is the Approach Important? Using Questions Results in Sales Success Is the Prospect Still Not Listening? Be Flexible in Your Approach Chapter 10 10 -6

For the Salesperson What Is the Approach? ù The time from when the salesperson first sees the buyer to the beginning of the discussion of the product. ù AKA – introductions, chit and building interest and desire 7

The Approach ù Could last seconds or minutes and involves: ù Meeting ù Greeting ù Rapport Building ù One of the approach communication techniques discussed in this chapter 8

Caution Salespeople ù Take the approach seriously ù Some feel this is the most important step in helping someone ù If unsuccessful, you may never have opportunity to move into the presentation ù If you can not tell your story how will you make the sale? ù The approach is extremely important 9

The Approach Step of the Sales Presentation ù Is over when you begin discussing the product itself 10

Let’s Summarize! The Salesperson: ù Meets ù Greets ù Rapport Builds ù Goes through the approach ù Discusses the product ù Discusses the marketing plan ù Discusses the business proposition ù Closes – asks for the order 11

Approach Categories ù Opening with a statement ù Opening with a demonstration ù Opening with a question or questions 12

Exhibit 10 -5: The Approach Techniques for Each of the Four Sales Presentation Methods 13

Objectives of Both Statement and Demonstration Approach Techniques ù Attention ù Interest ù Transition 14

The Approach Leads Quickly Into the Sales Presentation 15

Exhibit 10 -6: Approach Techniques for Opening the Presentation 16

Opening With Statements ù Introductory approach ù The most common and least powerful ù “Hello my name is Bob Smith and I’m with ABC Corp” ù Complimentary approach ù “Mr. Jones, I am so impressed with your staff and the welcome they gave me at the front desk” ù Referral approach ù The use of another person’s name ù “Mr. Jones, my name is Bob Smith with ABC and Peter Cottontail suggested that I contact you concerning our product line. ” ù Premium approach ù Works because everybody like to receive something for free; use of free samples and novelty items 17

Demonstration Openings ù Product approach ù Salesperson places product on counter and waits for a reaction ù Ex – New product shape, color or size (pepsi) ù Showmanship approach ù Doing something to catch the prospect’s attention or interest ù Super glue example 18

Opening With Questions ùMost common openers ùCustomer benefit approach ù. . . reduce your costs by 50% ùCuriosity approach ù…do you know why students can save tuition? ùOpinion approach ùWhat is you honest opinion about our product… ùShock approach ùDid you know that 20% of all business’ are victims of shoplifting? 19

Four Question Categories Asking questions is an excellent technique for A. B. C. D. Obtaining information from the prospect Developing two-way communication Increasing prospect participation Catagories: 1. 2. 3. 4. Direct – close-ended Nondirective – open-ended (Who, What, When, Where, How or Why Rephrasing – repeating the clients statement in a question format Redirect questions – used to redirect the prospect to selling points that both parties agree on 20

The Direct Question ù Can be answered with a few words such as: ù “Mr. Jones, is reducing manufacturing costs ù ù important to you? ” “What kind? ” “How many? ” ù Never phrase as a direct negative or a question that can cut you off ù Example: “May I help you? ” 21

The Direct Question Limitations ù Does not really tell you much ù There is little feedback information 22

The Nondirective (Or Open-Ended) Question ù Begins with who, what, where, when, how, or why ù “Who will use this product? ” ù “What features are you looking for in a product like this? ” ù Its purpose is to obtain unknown or additional information 23

The Rephrasing Question ù Is useful if you are unclear and need to clarify the meaning of something said ù “Are you saying that price is the most important thing you are interested in? ” ù “Then what you are saying is, if I can improve the delivery time, you would be interested in buying? ” 24

The Redirect Question ù Used to change the direction of the conversation – ù often from a negative to a positive Imagine you walk into a prospect’s office, introduce yourself, and get this response: ù “I’m sorry, but there is no use in talking. We are satisfied with our present suppliers. Thanks for coming by. ” ù A redirect question would be: ù “Wouldn’t you agree that you continually need to find new ways to increase your company’s sales? ” 25

Three Rules for Using Questions 1. Use only questions that you can anticipate the answer to or that will not lead you into a situation from which you cannot escape 2. Pause or wait after submitting a question 3. Listen 26