Sales Week 8 PPT
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The document provides an agenda and information for a sales presentation training. It discusses developing a presentation strategy, establishing objectives, and selecting the correct presentation type. It covers preparing written proposals, becoming a product expert, distinguishing features from benefits, and avoiding information overload. The goal is to translate product features into specific benefits that meet customer needs in order to simplify choices and solve problems. Sales funnels and portfolio models are presented as ways to effectively manage prospects.
Sales Week 8 PPT
- 1. Personal and Business Development for Advertising Sales 2 Week 8
- 2. AGENDA The Sales Presentation 1 The Sales Funnel 2
- 4. Strategy • Select and communicate appropriate product benefits • Information, services, ideas, tangible products that satisfies the customer’s needs • Solution – a mutually shared answer to a recognized customer problem
- 5. The Explosion of Product Options Good News Almost all buyers have a choice when it comes to purchasing a product or service People like to compare Bad News Having too many choices often complicates the buying process One of the most important roles of the salesperson is to simplify the customer’s study of the product choices © 2010 Pearson Education Canada Inc. 6-5
- 6. Creating Solutions with Product Configuration • The challenge facing both customers and salespeople in this era of information overload is deciding which product applications, or combination of applications, can solve the customer’s buying problem © 2010 Pearson Education Canada Inc. 6- 6
- 7. In groups … 1. Each group will be given a sales presentation component 2. Using the chart paper provided capture your key findings 3. Have one person from each group present to the class
- 8. Sales Presentations • • 1) Developing a Presentation Strategy pg 263-264 2) Establishing Presentation Objectives pg 265 • 3) Selecting the correct presentation strategy – a) informative – b) persuasive – c) reminder • pg 306-307 4) What to add to your presentations? Pg 307-310
- 9. Preparing Written Proposals • Written proposal – a specific plan of action based on the facts, assumptions, and supporting documentation about a buying solution that are included in the sales presentation – Varies in content, format, and length – Offers buyer reassurance – Adds value when well-written © 2010 Pearson Education Canada Inc. 6- 9
- 10. Preparing Written Proposals • Most effective proposals include: – Budget and overview – clearly laid out – Objectives – specific – Strategies – how to meet the objectives – Schedules – implementation timeframes – Rationales – to act now • Should be addressed to the customer © 2010 Pearson Education Canada Inc. 6- 10
- 11. A professional presentation looks like this …
- 12. Becoming a Product Expert • The number one characteristic of salespeople who are able to build trust is product knowledge – Used to best meet and exceed customer expectations © 2010 Pearson Education Canada Inc. 6- 12
- 13. Know Your Competition • Helpful guidelines: 1) Do not refer to competition; focus on your solution 2) Never discuss the competition unless you have all your facts straight 3) Never criticize the competition 4) Be prepared to add value • Customers appreciate an accurate, fair, and honest presentation from an expert © 2010 Pearson Education Canada Inc. 6- 13
- 14. Adding Value With A Feature-Benefit Strategy • Successful sales presentations translate product features into benefits that meet a specific need expressed by the customer – Only then does it have impact on the customer © 2010 Pearson Education Canada Inc. 6- 14
- 15. Distinguish between Features and Benefits • Feature – data, facts, or characteristics of a product or service – Often relate to craftsmanship, durability, design, and economy of operation – Answers the question “what is it?” • Benefit – whatever provides the consumer with personal advantage or gain – Answers the question “how will I benefit from owning or using the product?” © 2010 Pearson Education Canada Inc. 6- 15
- 16. General versus Specific Benefits • General Benefit – an advantage statement developed for a feature – included in a sales presentation even when the buyer has not expressed a need • Specific Benefit – when it fulfills a specific need expressed by the buyer – Effective in large and complex sales © 2010 Pearson Education Canada Inc. 6- 16
- 17. Identify Features and Benefits • Logical three step approach: 1) Identify all important features and arrange in logical order 2) Write beside each feature the most important benefit for the customer 3) Prepare a series of bridge statements to connect features with benefits © 2010 Pearson Education Canada Inc. 6- 17
- 18. Use Bridge Statements • Bridge Statement – a transitional phrase that connects one or more product features with potential customer benefits – Permits customers to connect the features of your product to the benefits they will receive – For example: • “This product is nationally advertised, which means you will benefit from more presold customers” © 2010 Pearson Education Canada Inc. 6- 18
- 19. • You make some bridge statements …
- 20. Avoid Information Overload • “Data Dump” – salespeople who love their products and possess vast product knowledge overload customers with data they neither need nor want © 2010 Pearson Education Canada Inc. 6 - 20
- 21. Successful Sales Presentations • Once the needs are known, a customized sales presentation should be developed • Successful sales presentations translate product features into benefits that meet a specific need expressed by the customer • Always bring it back to what it means to the customer and helping achieve their goals and objectives! © 2010 Pearson Education Canada Inc. 6- 21
- 22. Dragons’ Den … • Season 3, Episode 6 • WORKSHEET
- 23. Managing the Prospect Base • Effectively managing your prospect base is a science! • The size and number of prospects needs to be carefully monitored. • There is caution needed when a salesperson spends too much effort on prospects that have limited potential. © 2010 Pearson Education Canada Inc. 9 - 23
- 24. Managing the Prospect Base • To effectively manage a prospect base an account analysis is best. • This helps estimate the sales potential for each prospect. • There are 2 types of models; 1. Portfolio 2. Sales Funnel © 2010 Pearson Education Canada Inc. 9 - 24
- 25. Portfolio Models Pg 253 © 2010 Pearson Education Canada Inc. 9 - 25
- 26. Sales Process Models • Sales process model – total set of prospects being pursued at any given time – Balanced funnel – a portfolio of prospects where there are a sufficiently large number of prospects at each stage in the sales process • Work the whole funnel: 1) Closing sales 2) Qualifying 3) Within the funnel © 2010 Pearson Education Canada Inc. 9 - 26
- 27. Sales Process Models Pg 255 © 2010 Pearson Education Canada Inc. 9 - 27
- 28. Sales Process Models • Pipeline management – process of managing all the prospects in the salesperson’s sales funnel to ensure that the sales objectives are met • Pipeline analytics – ability to conduct sophisticated data analysis and modeling, allow salespeople to generate new reports regarding the movement of prospects through the sales funnel © 2010 Pearson Education Canada Inc. 9 - 28