Concepts and Practices
Presentation Strategy
Defined
The presentation strategy is a plan
that includes three prescriptions:
Establishing objectives
Developing presale presentation
plan to meet objectives
Renewing one’s commitment to
outstanding customer service



10-2
Preapproach and
Approach Planning
 Preapproach
involves preparing
presale objectives and presentation
plan
 Approach involves making good
impression, securing attention,
developing interest
10-3
Strategic Planning
Leads to Actions
10-4
Strategic Planning
10-5
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
10-6
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 information
to establish the
customer’s file

For tips on remembering names, see eHow.com
10-7
Presentation Objectives
for 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

10-8
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

10-9
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

10-10
The
Jackson Group
See their case studies at:
thejacksongroup.com
10-11
Three Basic Presentation Objective Types
Informative
 Persuasive
 Reminder

10-12
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

10-13
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

10-14
Reminder Presentation
Reminds prospects of products and
services offered by firm
 Reminders can prevent competition from
capturing business
 Also remind customers of
special services that
add value

10-15
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 on
 Approach
10-16
Six-Step Presentation Plan

Approach
2. Presentation
3. Demonstration
4. Negotiation
5. Close
6. Servicing the Sale
1.
10-17
Approach Objectives
Initial contact with customer
 Three objectives

 Build rapport
 Capture full attention
 Transition to need discovery stage

Often a phone call
10-18
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 can
add value
10-19
Telephone Contact
To set first appointment
 Practices to employ






Plan in advance
Identify self and firm
State purpose of call
State estimated length
Confirm via note
10-20
Using Voice Mail
Be prepared
 Be brief
 Give likely benefits
 Give best time to call back
 Repeat your phone number, slowly
 State any referrals

10-21
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

10-22
Social Contact
First few minutes are key in first
impressions
 Develop conversation by:

 Here and now observations
 Sincere compliments
 Search for mutual interests,
acquaintances
10-23
Business Contact
Convert prospect focus from
social to business part
 Six effective methods to
capture attention and focus
follow

10-24
Business Contact Approaches
Agenda 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
10-25
Business Contact Approaches
Referral 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
10-26
Business Contact Approaches
Question approach
 Ask direct question
 Get prospect
thinking about
problem your
product will solve
 Listen to response
Survey approach
 Prospect completes
questionnaire before
contact
 Analyze results to
assess needs and
benefits
 Avoid early price
discussion
10-27
Business Contact Approaches
Premium approach
 Provide free sample
of product
 Provide prospect
with gift, such as
monthly
appointment
calendar
Combination approach
 Use multiple
approaches
 Provide flexibility
10-28
Combination Approaches
Allow for smooth transition to need discovery
FIGURE 10.4
10-29
Applying These Approaches
TABLE 10.4
10-30
Applying These Approaches
TABLE 10.4
Continued
10-31
Sales Call Reluctance
• Thoughts, feelings, and behavioral
patterns that limit accomplishments
• Can be caused by:
 Fear of taking risks
 Fear of group presentations
 Lack of self-confidence
 Fear of rejection
10-32
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

10-33
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

10-34
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?
10-35