SALES

MANAGEMENT
PHẠM TRẦN KHOA (MBA, LECTURER)

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 Larana, Inc.

PART 2 – SALES FORCE ACTIVITIES

Chapter 5
THE SALES PRESENTATION
Daniel Gallego Oliva Wilson

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 Learning objectives

1 Describe the basic types of selling models.

2 State the skills utilized in the pre-interaction phase.

3 List the skills involved in the interaction phase.

4 Explain the skills involved in the post-interaction phase.

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Table Of Content
1. A thirty-million-dollar sale
2. Basis types of selling models
Workshop Purpose Strengths
3. The pre-interaction phase: Planning skills
4. The Marketing
interaction phase
Problem Type Digital Marketing
5. The post-interaction phase
How To Get Started

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Table Of Content
1. A thirty-million-dollar sale
2. Basis types of selling models
Workshop Purpose Strengths
3. The pre-interaction phase: Planning skills
4. The Marketing
interaction phase
Problem Type Digital Marketing
5. The post-interaction phase
Digital Marketing How To Get Started

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1
A thirty-million-dollar sale
Three phases of the customer interaction process:

Pre-interaction: Actions that are initiated prior to interaction with key

decision makers requiring skills in pre-call planning.

Interaction: Actions initiated while interacting with decision makers,

calling on skills in relating, discovery, advocating, handling objections,
and closing.

Post-interaction: Activities following a transaction involving

supporting skills.
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 A thirty-million-dollar sale
1 Figure 5-1

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Table Of Content
1. A thirty-million-dollar sale
2. Basis types of selling models
Workshop Purpose Strengths
3. The pre-interaction phase: Planning skills
4. The Marketing
interaction phase
Problem Type Digital Marketing
5. The post-interaction phase
Digital Marketing How To Get Started

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2 Basic types of selling models –
Standardized model
A series of statements are constructed about an offering,
so as to stimulate a positive response by the customer. This
is often referred to as benefitizing an offering.

The standardized model is most appropriate in situations

where a product is standardized or when the benefits are
generally the same for all customers.

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2 Basic types of selling models –
Need-Satisfaction Model
Need satisfaction model is oriented to discovering and
meeting customer's needs. The salesperson located a
prospective customers and makes some preliminary
assumptions about the problems the customer is
experiencing and the value of company could deliver
relative to those problems.

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2 Basic types of selling models –
Need-Satisfaction Model
In a needs-satisfaction selling model, the salesperson’s goals are:

1. To quickly and accurately identify the customer with the highest

probability of purchasing the offering.

2. To provide the customer with the incentive to change.

3. To provide the customer with the confidence to invest.

4. To ensure that the value promises made are fulfilled.

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2 Basic types of selling models –
Problem-Solution Model
Problem-Solution model is similar to the need-satisfaction model in
that both involve an analysis of each customer’s circumstances. The
primary difference is that a problem-solution selling process is based
on more formal studies of the customer’s operation.

The early selling objective is to get the customer’s permission to

conduct a formal study.

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 Basic types of selling models –
2
Problem-Solution Model
Standardized Presentation Thinking Problem-Solution Thinking
All prospects will buy Only certain customers will and should buy
Never take “no” for an answer Always be leaving. Give the customer room
to breathe
A good salesperson can sell anything A good salesperson weeds out poor
to anybody prospects and focuses on high-gain
opportunities
Never walk away when money is on Always walk away unless you know you
the table can improve your customer’s business
The customer is always right The customer requires professional
guidance to complete a quality decision
Figure 5-2: Standardized versus Problem-Solution Thinking
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Table Of Content
1. A thirty-million-dollar sale
2. Basis types of selling models
Workshop Purpose Strengths
3. The pre-interaction phase: Planning skills
4. The Marketing
interaction phase
Problem Type Digital Marketing
5. The post-interaction phase
Digital Marketing How To Get Started

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3 The pre-interaction phase:
Planning skills

The pre-interaction occurs when you collect your thoughts

and organize your interaction strategy prior to meeting a
customer face to face.

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 The pre-interaction phase:
3
Planning skills

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 The pre-interaction phase:
3
Planning skills
Setting
Objectives

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3.1 The pre-interaction phase:
Planning skills - Setting objectives
Some good examples of objectives:
• The client agrees to supply information on historical inventory levels.
• The client tells you who will be involved in the purchase decision.
• The client arranges for a meeting with the chief design engineer.
• The client agrees to a trial run on the system.

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 The pre-interaction phase:
3
Planning skills
Knowledge
Management

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3.2 The pre-interaction phase:
Planning skills –
Knowledge management

+ Basis information that may be useful to know about an individual

includes exact spelling and pronunciation of her name, title, age,
residence, education, buying authority, clubs, memberships, hobbies,
and idiosyncrasies.

+ Review what you know or don’t know about the client’s organization.

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 The pre-interaction phase:
3
Planning skills

Information
Gathering

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3.3 The pre-interaction phase:
Planning skills – Information gathering

+ Company records, salespeople, customer employees,

published information, observation.

+ The Internet is a powerful source of information, ranging

from customers information to industry information.

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3.3 The pre-interaction phase:
Planning skills – Information gathering

Successful Salespeople Less Successful Salespeople

Research Prospect Background Do Little background research

Use referrals for prospecting Use company-generated prospect lists
Open by asking questions Open with a product statement
Use needs-satisfaction type presentation Use standard presentation
Focus on customer needs Focus on product benefits
Close by focusing on the most
Let prospect make purchase decision
important customer objection
Figure 5-3: Successful versus Less Successful Salespeople
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 The pre-interaction phase:
3
Planning skills

Rehearsal

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3.4 The pre-interaction phase:
Planning skills – Rehearsal
+ All salespeople should have at least some idea of how they
will initially start an interaction, what questions they will ask,
and what benefits they plan to present.

+ Put yourself in clients positions.

+ Creating a mental picture of the sequence of events that will

lead to accomplishing your interaction objective.

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 The pre-interaction phase:
3.4
Planning skills – Rehearsal
Anticipate Buyer Questions
1. Who is your company?
2. What is your record for support and service?
3. What are you selling and what kind of person are you?
4. Who else is using your product? Are they satisfied?
5. How does your solution compare to alternatives?
6. Why do I need it? Why do I need it now?
7. How much does it cost? Is your price truly competitive?
Figure 5-4: A Client’s Questions
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Table Of Content
1. A thirty-million-dollar sale
2. Basis types of selling models
Workshop Purpose Strengths
3. The pre-interaction phase: Planning skills
4. The Marketing
interaction phase
Problem Type Digital Marketing
5. The post-interaction phase
Digital Marketing How To Get Started

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 The interaction phase
4 Refers to what takes place during a face-to-face encounter
with a customer.

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 The interaction phase
4

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4 The interaction phase –
Skill 1: Gaining Access
Commonly used alternatives for
gaining access to decision makers:
1. Direct Personal Contact
2. Phoning Ahead
3. Personal Letters
4. Email Messages
5. Referrals
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4 The interaction phase –
Skill 2: Relating skills

Tension

→ Fear of making contact with a customer (reluctance)

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 The interaction phase –
4
Skill 2: Relating skills

Means of Reducing Relationship Anxiety

PROPRIETY Show buyer respect; dress appropriately

Know your product/service;

COMPETENCE
third-party references

COMMONALITY Common interests, views, acquaintances

Reveal purpose of call, process, and

INTENT
Figure 5-5 payoff to the buyer
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 The interaction phase –
4 Skill 2: Relating skills
Percentage of Customers
with complaint
17%

15%

13%

12%

11%

Figure 5-6: Top Five Customer Complaints About Salespeople

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4 The interaction phase –
Skill 3: Needs discovery skills

The salesperson’s job is to discover the true needs and then

inform the prospect about the characteristics, capabilities, and
availability of goods and services that can address these needs.

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 The interaction phase –
4
Skill 3: Needs discovery skills
1. Identifying motives

Figure 5-7. Types of Motives for purchasing

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 The interaction phase –
4
Skill 3: Needs discovery skills

Task motives defined as the

logical, practical, or functional
reasons for buying; they usually
involve either money or
productivity.

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4 The interaction phase –
Skill 3: Needs discovery skills

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4 The interaction phase –
Skill 3: Needs discovery skills

Personal motives are respect,

approval, power, and recognition.
It is for one or more of these
reasons that people are willing to
take on the professional risks
associated with making a big
purchase decision.

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4 The interaction phase –
Skill 3: Needs discovery skills
2. Questioning
• Discovering a customer’s perceived needs naturally
involves asking questions and actively listening to
the customer’s responses.
• Obtaining information through questioning is most
important in complex sales situations, such as in
consultative and enterprise-type relationships.

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 The interaction phase –
4
Skill 3: Needs discovery skills
2. Questioning
Classified as closed-ended or open-ended.
• Closed-ended questions can be answered with the simple “yes” or
“no” or by selecting from a list of responses.
Ex: “Would you like delivery Friday, or is Monday of next week all
right?”
• Open-ended questions can’t be answered with a simple “yes” or
“no” and are used to identify a topic.
Ex: “How are the new tax laws affecting your decision rearing the
purchase of fleet cars for your salespeople?”
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 The interaction phase –
4
Skill 3: Needs discovery skills
2. Questioning

4. CÂU HỎI ĐÓNG: câu hỏi

CÂU HỎI ĐỘNG VIÊN xác nhận những gì mà khách
hàng đã nói

3. CÂU HỎI DẪN DẮT: hỏi

CÂU HỎI MỞ: để cho xoáy vào sự thật mà khách
khách hàng tự trả lời hàng đã trl trc đó

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 The interaction phase –
4
Skill 3: Needs discovery skills
2. Questioning

Type of Question Purpose Example

A close-ended question asking the other “May I ask you a few questions about your current
Permission person’s permission to ask questions or shipping process?”
probe further into a subject.
A question focusing on factual “Who is your current supplier of sutures? Do you have a
Fact-Finding information about the business, person,
or current situation.
JIT arrangement with Ethicon in supplying sutures?”

An open-ended question that tries to “How do you feel about your current inventory levels in
uncover feelings about a situation and sutures? What effect does this level of inventory have on
Feeling-Finding potential consequences of the situation your operating costs?”

A question for checking one's “If I understand you correctly, you have said that you are
understanding and getting agreement happy with the quality of your current supplier, but feel
Checking concerning the statement. that you may be able to get the same quality of service at
a lower price from another supplier. Is that accurate?”

Figure 5-8: Discovery Process: Types of Questions

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4 The interaction phase –
Skill 4: Advocating skills

Advocating skills refer to the ability to clearly and fully

present a solution that customers can see helps to address
their needs. This is also an opportunity to demonstrate
customer and product knowledge and one’s ability to
provide solutions that fit the customer’s needs.

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 The interaction phase –
4 Skill 4: Advocating skills

khi khách hàng đưa ra lời phản

bác, những lo lắng, thắc mắc về
sản phẩm thì lúc này khách
hàng đã muốn mua hàng

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 The interaction phase –
4
Skill 4: Advocating skills
Solution Presentation: The objective of solution
presentation is to confirm with customers that the
goods and services being offered match their
requirements and satisfy their needs.
A solution presentation is primarily a discussion of a
series of product/service features connected with
benefits that the client has already indicated are
important and are followed by evidence that the
benefits will in fact be delivered.

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 The interaction phase –
4 Skill 4: Advocating skills
TRANSACTIONAL RELATIONSHIPS CONSULTATIVE AND ENTERPRISE RELATIONSHIPS
Practices: Practices:
◼ Focuses on closing sales ◼ Focuses on customer’s bottom line
◼ Limited call planning investment ◼ Considers call planning a top priority
◼ Spendsmost contact time telling ◼ Spendsmost contact time attempting to build a
account about products problem-solving environment
◼ Conducts
“product-specific” needs ◼ Conducts discovery in the full scope of the
assessment account’s operations
◼ “Lone wolf” approach to the account ◼ Team approach to the account
Figure 5-9: ◼ Proposals and presentations based ◼ Proposals
and presentations based on profit-
Key
Differences in
on pricing and product features impact and on strategic benefits.
Practices ◼ Adoptsshort-term sales follow-up, ◼ Adopts long-term sales follow-up, focused on
Between
Relationships
focused on product delivery long-term relationship enhancement

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4 The interaction phase - Skill 4: Advocating skills

Sales proposals should be a document of confirmation

+ The less chance of misunderstanding
+ Must be constructed carefully because they are
binding contracts.
+ Should consist of a discussion of all the incentives
for a customer to change what it is presently doing
and confirm the confidence to invest in the solution.

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 The interaction phase –
4
Skill 4: Advocating skills

Addressing customer concerns:

Ideally, a customer’s most fundamental concerns
should have been uncovered in the discovery phase
before recommending a solution.

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 The interaction phase –
4
Skill 4: Advocating skills
TIẾN TRÌNH XỬ LÍ NHỮNG PHẢN BÁC KHÁCH HÀNG

lắng nghe thể hiện sự đồng dùng câu hỏi dẫn đưa ra các giải xác nhận lại giải pháp
cảm, không phán dắt pháp có ổn không
xét

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 The interaction phase – Skill 4: Advocating skills
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Closing skills:
Closing occurs when a salesperson asks for a
commitment from the customer. It is simply asking for a
decision when you’re fairly certain a person is going to
say yes.
When to close: Use trial closes, which are the questions
that ask for opinions that will serve as indicators of how
close the client is to making a purchase decisions.
Ex: How does this look to you?
How important is this to you?
Is this what you had in mind?
Will this equipment be consistent with what you have now?
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 The interaction phase – Skill 4: Advocating skills
4
Closing skills:
When to close:
Successful salespeople learn to time their closing
remarks on the basis of buying signals given by the
customer. These cues can take the form of gestures such
as: the customer nods in agreement, picks up the
product and examines it closely, or leans back in his or
her chair, or they can be verbal comments.
• “Shipments must be completed in five months?”
• “We like the speed-control feature.”
• “Would we be able to install the custom model within three weeks?”

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 The interaction phase – Skill 4: Advocating skills
4
Closing skills:
Closing techniques:
+ Alternative choice: When the prospect is faced with a
variety of colors and models, the alternative choice close
may be effective.
Ex: “These couplings can be packed in units of 24 or
cases of 72. Which is more convenient for you?”
+ Summary close: One of the best closes provides a
summary of the benefits accepted during the call,
combined with an action plan requiring the customer’s
commitment.
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4 The interaction phase –
Relationship Enhancement

Relationship Enhancement activities include two types of activities:

Cross Selling and Up-Selling.
+ Cross selling involves selling additional products and services to
an account
• Ex: selling printers along with personal computer
+ Up-selling is closely related to cross-selling and refers to selling
bigger products or enhanced services to an account that typically
results in higher margins and greater dollar commitments.

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Table Of Content
1. A thirty-million-dollar sale
2. Basis types of selling models
Workshop Purpose Strengths
3. The pre-interaction phase: Planning skills
4. The Marketing
interaction phase
Problem Type Digital Marketing
5. The post-interaction phase
Digital Marketing How To Get Started

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5 The post-interaction phase
Once a salesperson has helped a customer make a purchase,
attention shifts to the follow-up activities, the post-interaction
phase.
Follow-up refers to all the efforts involved in servicing the sale
and building a lasting and growing relationship.
Customers expect after-sale service and it is frequently the
sales representative’s job to make sure that these activities are
carried out.

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 The post-interaction phase
5

Figure 5-10

Quality of Product Advertising Development of

Information
service to improvements and sales entirely new
technology
customers or extensions promotion product lines 56
 The post-interaction phase
5

Figure 5-11

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 Larana, Inc.

If you have any questions,

you are welcome to ask now

THANK YOU
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