Concepts and Practices. 10-2 Presentation Strategy Defined The presentation strategy is a plan that includes three prescriptions: Establishing objectives.

Concepts and Practices

10-2

Presentation Strategy DefinedThe presentation strategy is a plan

that includes three prescriptions:Establishing objectivesDeveloping presale presentation plan to meet objectivesRenewing one’s commitment to outstanding customer service

10-3

Preapproach andApproach Planning

Preapproach involves preparing presale objectives and presentation plan

Approach involves making good impression, securing attention, developing interest

10-4

Strategic PlanningLeads to Actions

10-5

Strategic Planning

10-6

Establish Presentation Objectives Wisely

Carefully selecting presentation objectives can:

Shorten sales cycle Provide value to the customer Clarify the topics to be discussed if sent to the

customer prior to the sales call

10-7

First Call Presentation Objectives Establish rapport and begin building a

relationship with the customer Obtain permission to ask need identification

questions Obtain personal and

business informationto establish thecustomer’s file

For tips on remembering names, see eHow.com

10-8

Presentation Objectivesfor Stage Two

Involve the customer in a product demonstration

Provide value justification in terms of cost reduction and increased revenues

Compare and contrast the features of, for example, a truck fleet lease plan with a fleet purchase plan

10-9

Team Selling Objectives

Team selling is suited to organizations that sell complex or customized products

Sales teams often uncover problems and solutions that individuals may not

Team sales presentations require a more detailed pre-call plan

Each team member must know his/her role

10-10

Selling to a Buying Team Must satisfy both the individual and collective

concerns of each participant Determine the role of each decision maker and

their amount of influence Make sure all are involved

—do not ignore Discover any silent team

members

10-11

The Jackson Group

See their case studies at:thejacksongroup.com

10-12

Three Basic Presentation Objective Types

Informative Persuasive Reminder

10-13

Informative Presentation Usually involves new or unique product More prevalent when new product introduced to

market Typically prospects don’t purchase until familiar

with product details

10-14

Persuasive Presentation

Presenting product appeals to influence prospect’s beliefs, attitudes, and behaviors

Strategy designed to encourage the buyer to make a buying decision

Forms of persuasion include positioning yourself to ask questions, gaining agreement at each stage of the buying process, and asking for the sale

10-15

Reminder Presentation

Reminds prospects of products and services offered by firm

Reminders can prevent competition from capturing business

Also remind customers ofspecial services thatadd value

10-16

Note on Six-Step Plan

Each of the six chapters in Part 5 of this text concentrates on a specific step of the presentation plan

This chapter focuses onApproach

10-17

Six-Step Presentation Plan

1. Approach

2. Presentation

3. Demonstration

4. Negotiation

5. Close

6. Servicing the Sale

10-18

Approach Objectives

Initial contact with customer Three objectives

Build rapportCapture full attentionTransition to need discovery stage

Often a phone call

10-19

Establish Credibility Early Credibility is an impression that people

form about you Do not erode your credibility by:

Arriving late, staying too long, not following up

Credibility grows when the customer realizes you are competent and canadd value

10-20

Telephone Contact To set first appointment Practices to employ

Plan in advanceIdentify self and firmState purpose of callState estimated lengthConfirm via note

10-21

Using Voice Mail

Be prepared Be brief Give likely benefits Give best time to call back Repeat your phone number, slowly State any referrals

10-22

Using E-mail

Meaningful subject line Tell reader what you want,

then encourage a response Put important information up front Always use grammar and spell-check

tools Use “signature” file

10-23

Social Contact First few minutes are key in first

impressions Develop conversation by:

Here and now observationsSincere complimentsSearch for mutual interests,

acquaintances

10-24

Business Contact

Convert prospect focus from social to business part

Six effective methods to capture attention and focus follow

10-25

Business Contact ApproachesAgenda approach Review meeting

goals Shows that you

value the customer’s time

Agendas should be flexible

Product demonstration approach

Give actual product demonstration

Use computer or other audio/visual aids to provide “virtual” demonstration

10-26

Business Contact ApproachesReferral approach Third party opinion

or statement adds credibility

Include name/direct reference to third party

Customer benefit approach

Immediately point out at least one benefit of your product

Present key benefits in order of importance

10-27

Business Contact Approaches

Survey approach Prospect completes

questionnaire before contact

Analyze results to assess needs and benefits

Avoid early price discussion

Question approach Ask direct question Get prospect

thinking about problem your product will solve

Listen to response

10-28

Business Contact Approaches

Combination approach Use multiple

approaches Provide flexibility

Premium approach Provide free sample

of product Provide prospect

with gift, such as monthly appointment calendar

10-29

Combination Approaches

Allow for smooth transition to need discovery

FIGURE 10.4

10-30

Applying These Approaches

TABLE 10.4

10-31

Applying These Approaches

TABLE 10.4Continued

10-32

Sales Call Reluctance

Fear of taking risksFear of group presentationsLack of self-confidenceFear of rejection

• Thoughts, feelings, and behavioral patterns that limit accomplishments

• Can be caused by:

10-33

Coping with Reluctance

Be optimistic about the outcome Practice approach before making

contact Know that being anxious is normal Develop a deeper commitment to your

goals

10-34

Selling to the Gatekeeper Assistants or secretaries who manage

the decision maker’s schedule Treat the gatekeeper with respect Can be an important source of

information May help make a preliminary

qualification before reaching the decision maker

10-35

Discussion Questions What are some ways you can

build relationships with gatekeepers?

In addition to accessing the decision maker, what other benefits can a relationship with the gatekeeper provide?