298 Part Three The Relationship Selling Process

This presentation is similar to the one-on-one you practiced but less flexible. Once the
group has assembled, they will ask you to begin—so first introduce yourself and explain
in a clear, concise sentence the premise of your proposal. Follow the remaining five group-
presentation suggestions in this chapter. Invite everyone to ask questions throughout your talk.

KEY TERMS FOR sales presentation 278 need-satisfaction need-fulfillment 286

SELLING memorized presentation 285 problem–solution
presentation 280 need-development 285 presentation 287
formula presentation 282 need-awareness 285

SALES APPLICATION 1. What are the four sales presentation methods discussed in this chapter? Briefly
QUESTIONS explain each method; include any similarities and differences in your answer.
2. One salesperson profiled in this book stated that he concentrates on the need-
fulfillment phase of the sales presentation. Is he correct in his approach? Why or
why not?
3. Assume that a salesperson already knows the customer’s needs. Instead of devel-
oping the customer’s needs as a part of the sales presentation, he goes directly to
the close. What are your feelings on this type of sales presentation?
4. To properly use the formula sales presentation, what information does the seller
need?
5. What steps are required to develop and use the need-satisfaction presentation?
6. Assume you are selling a product requiring you to typically use the problem–
solution sales presentation method. You have completed your study of a pros-
pect’s business and are ready to present your recommendation to her. What is
your selling strategy?
7. According to Exhibit 9.11, what should be occurring in the buyer’s mental state
during the “Approach” step of the selling process?
8. Assume that you are a salesperson for a cable company. You have a repeat cus-
tomer that has already established interest level in your product. What type of
sales call should you use?

FURTHER Assume that you are a salesperson selling a consumer item such as a wristwatch.
EXPLORING THE Without any preparation, make a sales presentation to a friend. If possible, record
SALES WORLD your sales presentation on a tape recorder. Analyze the recording and determine the
approximate conversation time with your prospect. On the basis of your analysis,
which of the four sales presentation methods discussed in this chapter did you use?
How early in the sales presentation did your prospect begin to give you objections?

SELLING The following 10 personal characteristics necessary to successful negotiation can

EXPERIENTIAL help you determine the potential you already possess and also identify areas where
EXERCISE improvement is needed. On a separate piece of paper, write the number that best
reflects where you fall on the scale. The higher the number, the more the characteris-
tic describes you. When you have finished, total the numbers.
 Chapter Nine Carefully Select Which Sales Presentation Method to Use 299

What Are Your 1. I am sensitive to the needs of others. 1 2 3 4 5 6 7 8 9 10

Negotiation Skills? 2. I will compromise to solve problems
when necessary. 1 2 3 4 5 6 7 8 9 10
3. I am committed to a win–win philosophy. 1 2 3 4 5 6 7 8 9 10
4. I have a high tolerance for conflict. 1 2 3 4 5 6 7 8 9 10
5. I am willing to research and analyze
issues fully. 1 2 3 4 5 6 7 8 9 10
6. Patience is one of my strong points. 1 2 3 4 5 6 7 8 9 10
7. My tolerance for stress is high. 1 2 3 4 5 6 7 8 9 10
8. I am a good listener. 1 2 3 4 5 6 7 8 9 10
9. Personal attack and ridicule do not
unduly bother me. 1 2 3 4 5 6 7 8 9 10
10. I can identify bottom-line
issues quickly. 1 2 3 4 5 6 7 8 9 10

If you scored 80 or more, you have characteristics of a good negotiator. You recog-
nize what negotiating requires and seem willing to apply yourself accordingly. If you
scored between 60 and 79, you should do well as a negotiator but have some charac-
teristics that need further development. If your evaluation is less than 60, you should
go over the items again carefully. You may have been hard on yourself, or you may
have identified some key areas on which to concentrate as you negotiate. Repeat this
evaluation again after you have had practice negotiating.11

1
CROSSWORD OF
SELLING TERMS:
Carefully Select 2
Which Sales
Presentation
to Use