Forging Success Through Better Presos

Doyle Freeman
 The Sales Presentation

You’re ready to do your presentation to your customer ... what have

you done so far?
• Prospected
– You found Qualified customers
• Planned the call (Pre-approach)
– Developed an objective for the call
– Looked at the customer profile
– Anticipated benefits that your product/service can provide
– Planned the presentation (which type?)
• Approach
– Made good first impression
– Captured ATTENTION and stimulated INTEREST

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 The Sales Presentation (continued)

The essential steps within the presentation

Fully understand
LISTEN!
customer’s needs

Features
Fully discuss Advantages
your product Benefits

Present your How to resell

marketing plan How to use

Explain your
What’s in it for business proposition
your customer? 3
 The Sales Presentation

• Be Persuasive!
– Logic
– Build Trust
– Be Positive

• Get your customer to Participate

• Use Proof Statements

• Incorporate Multiple Senses (not just hearing)

– Visual Aids
– Demonstrations (participation)
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Sales Presentation Methods

Three methods we’ll be focusing on:

Memorized
Sales Engineer does not attempt to determine prospect’s needs
Assumes that prospect needs can be stimulated by direct
exposure to the product
Formula
Based on the assumption that similar prospects in similar
situations can be approached with similar presentations
Problem-Solution
Sales Engineer develops a detailed analysis of a prospect’s needs
over a number of sales calls, then presents a detailed solution.

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 The Structure of Sales Presentations

Memorized Formula Problem-Solution

Selling Selling Selling

Structured Semi-structured Customized

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 Participation Time by Customer and
Salesperson
during a Memorized Sales Presentation

Salesperson talking time

Participation Time

Customer talking time

Approach Presentation Close

Sales Presentation Time
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Participation Time by Customer and
Salesperson during a Formula Sales
Presentation

Salesperson talking time

Participation Time

Customer talking time

Approach Presentation Close

Sales Presentation Time

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 Participation Time by Customer
and Salesperson During Need-Satisfaction and
Problem-Solution Sales Presentations

Salesperson talking time

Participation Time
Need development

Customer talking time

Approach Presentation Close

Sales Presentation Time

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 The 6-Step Productive Preso

Step 1:
Plan the call.
• Review the situation.
• Analyze problems.
• Make appointment to visit client.
• Set objectives.
• Plan the presentation.
• Prepare your materials.

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 The 6-Step Productive Preso

Step 2:
Review plans.
• Before you leave your car to enter the building, review your plans,
sales call objectives, and your appearance.
Step 3:
Greet personnel.
• Give a friendly, confident greeting.
• Keep it light in the first 5 minutes.

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 The 6-Step Productive Preso

Step 4:
Presentation.
• Make it logical, clear, interesting.
• Tailor it to your client.
• Present it from the client’s point of view.
• Use sales tools. (Rob Crofoot spreadsheet, white papers, etc.)

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 The 6-Step Productive Preso

Step 5:
Close.
• Present a suggested spec (ask for the BOD!!).
• Offer a choice.
• Answer questions and handle objections.
• Ask what preso, and when the client would like to have you back.

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 The 6-Step Productive Preso

Step 6
Analyze the call.
• Review the call to spot strong and weak points. How could the preso
have been improved? How can the next call be improved?

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 Keys to Power Presentations
(adapted from SalesDoctors magazine)

• Begin Strong - first critical seconds

• Have ONE theme

• Use simple action-oriented language

– E - enthusiasm and energy. Be alive and vital when you present.
– A - articulate your message. Clarity is essential.
– S - simple, short and to the point. Keep it short and sweet.
– Y - your audience - focus on them.

• End with emotion - hope, pride, love, profit. Paint a word picture.
Remember voice inflection accounts for 37%, appearance 55%, and
what you actually say 8% of our message that is received.
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 More Keys
1. Act excited and eager to share information. Be passionate.
2. Use evidence and research to call for action. Know what people might
ask.
3. Be animated while being yourself.
4. Be aware of your hands and gestures. Be natural and graceful.
5. Vary your voice pattern. Uses pauses to add drama, suspense, make a
point.
6. Keep your posture straight and natural.
7. Know your audience. This includes appearance.
8. Relate to your audience with your eyes. Look long enough to complete
a thought.
9. Be organized and prepared.
10.Know how to answer questions and objections. But never let them see
you sweat.

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Believe in yourself, your product, and what you are saying.
 The Value Hierarchy is the same as the need
behind the need

Values that
drive desired
consequences

Consequences desired
Benefits that drive desired
attributes
Continuously
make this
connection for Move up the ladder with
your listener Expressed “why” forms of
Features Attributes questions.
Desired

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 Remember to use effective questions

• “What do you mean by “ideal”?

• “Can you explain that a little more?”
• “What are you looking for?”
• “Why is that important to you?”
• “How will that affect your operations?”
• “What dissatisfies you about your current products?”
• “Is there anything else I need to know before I begin
telling you about my….?”

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Unlock the secret to real business growth!!
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