3 types of sales presentations. The company has developed three types of sales presentations. The most ancient are
1. approach (canned approach)
That is a rote sales talk that includes the main points. It is based on response-stimulus thinking; i.e. passive buyers and can be moved to buy by using the appropriate stimulus words, pictures, terms, and actions.
Presentations using a standardized approach are mainly used in door-to-door sales and telephone sales.
2. approach (formulated approach)
is also based on stimulus-response thinking but first identifies the buyer’s needs and buying style, then uses a formula approach to this type of buyer.
The salesperson first invites the buyer to discuss in such a way that reveals the buyer’s needs and attitudes. The salesperson then moves on to a formula presentation showing how the product will satisfy the buyer’s needs. This is not standard, but follows a general plan.
3. approach (need-satisfaction approach)
Starting with finding actual customer needs by encouraging customers to talk. This approach requires good listening and problem solving skills.
The salesperson plays the role of a savvy business consultant hoping to help the customer save money or earn more money.
Sales presentations can be enhanced with demonstration aids such as booklets, charts, slides, films, audio and video tapes, product samples, and computer-based simulations.
Salesperson’s strategy for influence
If the buyer can see or handle the product, he will remember the features and benefits better. During a demonstration, the salesperson can use one of five strategies to influence:
- Legitimacy : The salesperson emphasizes the company’s reputation and experience.
- Expertise : The salesperson demonstrates deep knowledge of the buyer’s situation and the company’s products.
- Reference power : Salespeople rely on shared characteristics, interests, and recognition.
- Thank you : Salespeople provide personal assistance (free lunches, promotional giveaways) to strengthen relationships and mutual feelings.
- Impression management : The salesperson tries to make a good impression on him/her.
Raising objections during presentations
Customers almost invariably raise objections during presentations or when asked to place an order. Their resistance can be psychological or logical.
Psychological aversion includes refusal to interfere, preference for established sources of supply or brands, lethargy, reluctance to give up, unfavorable associations about others, preconceived ideas, decision aversion, and excessive fear of money.
Logical objections may include objections to price, delivery schedule, or certain product or company characteristics.
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To deal with these objections, the salesperson maintains a positive approach, asking the buyer to explain their objection, questioning the buyer in such a way that the buyer has to explain the objection, deny the validity of the objection, or turn the objection into a reason to buy.
Salespeople need training in a broader range of negotiating skills, which includes how to handle and resolve objections.
Now the salesperson is trying to close the sale. Some salespeople either don’t reach this stage or don’t do very well. They lack the confidence or feel uncomfortable asking for orders or don’t recognize the psychologically correct moment to close a sale.
The salesperson needs to know how to recognize the signs of closing a sale from a buyer, including physical actions, statements or comments, and questions. The salesperson can use one of several closing techniques.
They can request an order, repeat the terms of the deal, offer to help the secretary write up the order, ask if the buyer wants A or B, make the buyer have to make minor choices such as color or size, or point out what the buyer has to lose by not ordering now.
The dealer may offer a special incentive for the buyer to close the sale, such as a special price, a free extra quantity, or a gift.
Follow Up and Maintenance
This final step is essential if the salesperson is to ensure customer satisfaction and business continuity. Immediately after closing a sale, the salesperson should complete the required details regarding delivery time, purchase terms, and anything else the customer requires.
The salesperson should schedule a follow-up visit when the order is received, to ensure proper installation, instructions, and servicing.
This visit will detect existing problems, convince the buyer that the salesperson is interested, and reduce any discomfort that may result. The salesperson must develop an account maintenance plan to ensure that the customer is not forgotten or lost.