Module 6
Appointments and Planning the
Presentation
Linking Solutions to Needs
Salespeople should strive to communicate to the buyer . . .
 How the buyer’s needs will be met or how an opportunity can
be realized as a result of a purchase.
 How the product/service features translate, in a functional
sense, into benefits for the buyer.
 Why the buyer should purchase from the salesperson as
opposed to a competitive salesperson.
 If you talk with your prospect about the things that concern
him/her, you’ll always have an attentive listener
Getting the Appointment
 Experienced sales representatives try to
schedule appointments in advance
 Appointments are efficient
 Appointments allow customers to see
salespeople at their convenience, and to
prepare for such meetings if necessary
Setting the Appointment
 Most commonly used methods:
 Telephone
 In-person calls
 Letters
 Email
 Third party introductions
What are the Strengths and
weaknesses of each method?
Third Party Referral
 Third party referral is an extension of the
referral technique of prospecting
 The satisfied customer may be asked not only
to supply names of prospects but also to write
a note introducing you to that prospect
 This technique is particularly effective in
industrial (B2B) situations
Types of Sales Presentations
Canned Presentation
Little training is required;
inflexible/not customizable;
difficult to build trust
Organized Presentation
Extensive training is required;
customizable; interactive;
fosters trust
Written Proposal
Some training is required;
customizable while being written
but not once delivered; may be
perceived as more credible
Canned Presentations
Hello ___,
My name is
_____.
I want to tell
you about . . .
 Include
 Scripted sales calls
 Memorized presentations
 Automated presentations
 Should be tested for effectiveness
 Must assume buyers’ needs are
the same
Written Presentations
 The proposal is a complete self-contained
sales presentation
 Customer may receive proposal and a followup call to explain and clarify the proposal.
 Thorough assessment should take place
before a customized proposal is written
Organized Sales Dialogues
and Presentations
 Address individual customer and different
selling situations
 Allow flexibility to adapt to buyer feedback
 Most frequently used format for sales
professionals
First Impressions
 Ask for permission to sit
 Never clutter the prospect’s desk without
asking for permission
 Watch the tone of your voice
 Always be courteous but not overly friendly or
pushy
 Never be presumptuous
Opening the Presentation
What makes some salespeople standout?
 The best sales professionals know:
 How to emphasize benefits in their
presentations
 The most effective presentations must start
and finish with the prospect’s needs and
wants as the focus
Video – Making Effective Sales Calls
Consider the following questions when watching
the video:
1. What insights from personal/professional
selling did you learn from watching this video?
2. Do you agree with all the advice that the
salespeople gave? Why or why not?
3. What does Elaine Bailey mean by “getting a
task to perform” when on a sales call?
Sales Dialogue and
Presentation Template
(Exhibit 6.4)
Section 1:
Prospect Information
Section 2:
Customer Value Proposition
Section 3:
Sales Call Objective
Section 4:
Linking Buying Motives, Benefits, Support
Information and Reinforcement Method
Sales Dialogue and
Presentation Template
Section 5:
Competitive Situation
Section 6:
Beginning the Sales Dialogue
Section 7:
Anticipate Questions and Objections
Section 8:
Earn Prospect Commitment
Section 9:
Build Value through Follow-up Action