Module 06 3E

Module Six
Planning the Presentation and

Approaching the Customer
Learning Objectives
1. Discuss the different types of sales

presentations and what goes into their
planning.
2. Determine when it is best to use the three
types of sales presentations.
3. Discuss the importance of using a sales
presentation checklist.
Professional Selling: Module 6: Ingram LaForge Avila

A Trust-Based Approach Planning the Presentation and Approaching the Customer Schwepker Jr. Williams
Learning Objectives
4. Discuss the importance of planning the

initial sales call.
5. Discuss how the sales mix model
enhances the planning effort.
6. Explain how to approach and initiate
contact with each prospect.

Setting the Stage
Successful Sales Presentations

Require Planning, Customer Focus
1. According to Linda Navarro, CEO of

Sonnet Supply, where does a good
sales presentation come from?
2. What must salespeople be able to
accomplish during a sales
presentation?

Canned Presentations
Include
Scripted Sales Calls
Hello ___,
Memorized Presentations
My name is
_____. Automated Presentations
I want to tell
you about . . . Should be Tested for Effectiveness
Must Assume Buyers Needs are the
Same

Organized Presentations
Address Individual Customer and

Different Selling Situations
Allow Flexibility to Adapt to Buyer
Feedback
Most Frequently Used Format for Sales
Professionals

Written Presentations
The Proposal is a Complete Self-

Contained Sales Presentation
Customer May Receive Proposal and a
Follow-Up Call to Explain and Clarify the
Proposal.
Thorough Assessment Should Take
Place Before a Customized Proposal is
Written

Types of Sales Presentations
Little training is required;

Canned Presentation inflexible/not customizable;
difficult to build trust
Extensive training is
Organized Presentation required; customizable;
interactive; fosters trust
Some training is required;

customizable while being
Written Proposal written but not once
delivered; may be perceived
as more credible

The Trust-based Selling Process:
A Needs-Satisfaction Consultative Model
100%
ent ry on on % Time
m v e t i c t i n
ess s co t iv a
oje si t i o The Salesperson
s Di Ac Pr n
Relative Participation Rate
As Tr
a Talks/Participates
A D A P T S
Need Development E
Ne
e e L
ur tag
ed
t
Aw
e a an s L
i t
t F Adv nef Talk
ar
en
c
le in Be er
es
e
S pla to
s
% Time N
ee o m
x
E ad us t
The Customer d
Talks/Participates
Fu
lfi Le t C
llm Le
en
t
Information Approach Presentation Handling Earn Follow-up

Gathering Resistance Commitment

Proposal Writing
Not writing a proposal.

Not fully understanding the
customers business.
Missing the buyers submission
deadline.
Producing a proposal with little
drive-up appeal.

Proposal Writing
Not saying anything that really

makes a difference.
Using a standardized boilerplate
approach.
No one owning the responsibility or
having authority to create quality and
effective proposals.

Components of a Written Proposal
Executive Summary
Needs and Benefits Analysis
Company Description
Pricing and Sales Agreement
Suggested Action and Timetable

Twelve Simple Rules for Writing
Double check company names, titles,

and individuals names.
The spelling of words you are not sure of

should always be looked up. Do not rely
on your word processors spelling
checker.

Write the proposal and get away from it
before proofreading. Give your mind
some time away from the document so
that it will be fresh when it is time to
begin the editing process.
Proofread and edit for improvements

rather than to simply catch mistakes.
How can the message be improved in
clarity and crispness?

Repeat the proofreading process and, when
possible, have a third party read for
meaning, clarity, grammar, and spelling. A
third set of eyes can find problems that the
writer often overlooks. Dont submit your
first draft, as it wont be your best.
Use hyphens to avoid confusion, but do

not place a hyphen after an adverb that
ends with ly.

Separate things in a series with a

comma, and set off nonessential clauses
with a comma.
Use that in restrictive clauses, use which

in nonrestrictive clauses. (e.g., The sales
quota that he announced is too low. He
announced the new sales quota, which is
too low.)

Avoid starting sentences with the

words and or but.
Use like for direct comparisons; use

such as for examples.

Use a dash to set off and end a thought

in a sentence that differs from the
preceding concept or thought.
Periods, commas, and question marks

go within quotation marks; semi-colons
go outside quotation marks.

Sales Presentation Checklist
Prospect Information
Needs and/or Opportunity Analysis
Prospects Buying Motives
Competitive Situation
Sales Presentation Objectives
Sales Presentation Planning
Specific Features/Benefits ADAPT Method
Information to support claims Questions and Objections
Reinforcing verbal content Prospect Commitment
First few minutes Follow-up Action

Sequence of the Sales Presentation
1. Introduction
2. Need discovery use questions,
careful listening, and confirmation
statements to uncover explicit needs
3. Present benefits addressing buyers
explicit needs

Sequence of the Sales Presentation
4. Continuation of prior sales calls should

start with a summary of earlier calls
5. Pricing issues should not be focused

on until the customers needs have
been defined and addressed

Sales Mix Model
Presentation Presentation
Pace Scope
Prospect
Depth of Use of
Inquiry Visual Aids
Two-Way
Communication

Approaching the Customer:
Getting the Appointment
Setting appointments . . .
Demonstrates respect for the prospects

time.
Increases the likelihood of receiving the
prospects undivided attention.
Improves time and territory management.

Approaching the Customer:
Starting the Sales Call
Introductory Approach
Product Approach
Benefit Approach
Question Approach
Referral Approach
Compliment Approach
Survey Approach

Discovering Needs Review ADAPT
ssessment Questions
iscovery Questions
ctivation Questions
rojection Questions
ransition Questions


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Module Six

Planning the Presentation and

1. Discuss the different types of sales

Professional Selling: Module 6: Ingram LaForge Avila

4. Discuss the importance of planning the

Professional Selling: Module 6: Ingram LaForge Avila

Successful Sales Presentations

1. According to Linda Navarro, CEO of

Professional Selling: Module 6: Ingram LaForge Avila

Professional Selling: Module 6: Ingram LaForge Avila

Address Individual Customer and

Professional Selling: Module 6: Ingram LaForge Avila

The Proposal is a Complete Self-

Professional Selling: Module 6: Ingram LaForge Avila

Little training is required;

Some training is required;

Professional Selling: Module 6: Ingram LaForge Avila

Information Approach Presentation Handling Earn Follow-up

Professional Selling: Module 6: Ingram LaForge Avila

Not writing a proposal.

Professional Selling: Module 6: Ingram LaForge Avila

Not saying anything that really

Professional Selling: Module 6: Ingram LaForge Avila

Professional Selling: Module 6: Ingram LaForge Avila

Double check company names, titles,

The spelling of words you are not sure of

Professional Selling: Module 6: Ingram LaForge Avila

Proofread and edit for improvements

Professional Selling: Module 6: Ingram LaForge Avila

Use hyphens to avoid confusion, but do

Professional Selling: Module 6: Ingram LaForge Avila

Separate things in a series with a

Use that in restrictive clauses, use which

Professional Selling: Module 6: Ingram LaForge Avila

Avoid starting sentences with the

Use like for direct comparisons; use

Professional Selling: Module 6: Ingram LaForge Avila

Use a dash to set off and end a thought

Periods, commas, and question marks

Professional Selling: Module 6: Ingram LaForge Avila

Professional Selling: Module 6: Ingram LaForge Avila

Professional Selling: Module 6: Ingram LaForge Avila

4. Continuation of prior sales calls should

5. Pricing issues should not be focused

Professional Selling: Module 6: Ingram LaForge Avila

Professional Selling: Module 6: Ingram LaForge Avila

Demonstrates respect for the prospects

Professional Selling: Module 6: Ingram LaForge Avila

Professional Selling: Module 6: Ingram LaForge Avila

Professional Selling: Module 6: Ingram LaForge Avila

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