Reference no: EM133316071
Summary
It has been said that successful selling is 90 percent preparation and 10 percent presentation. This is especially true in selling today, with more unique customer needs, more complex products, more competition, longer sales cycles, and multiple decision makers. Salespeople who strategically plan their sales presentations before delivering them outsell those who fail to develop a sales presentation that is tailored to meet the needs of the prospect. Poorly planned sales presentations are not convincing. A salesperson cannot leave the sales presentation to the inspiration of the moment, any more than a speaker can face an audience without having taken care and time to prepare a speech. In almost every aspect of life, strategic planning is necessary to gain the desired result.
The effective sales presentation is built with a strategic plan. Every step of the sale, from the approach to servicing the sale, is carefully planned in advance. A well-planned sales presentation is not memorized. It is a logically planned outline that carries the salesperson's own thoughts from one step to the next.
This project will be your outline for strategically planning a sales presentation. The following outline should be used in preparing your manual.
Outline for Preparation of Manual
Title Page
A. Name of product to be sold. B. Name of company you are selling for. C. Course name and number. D. Your name and date.
I. Developing a Relationship Strategy A. Describe the typical relationship between salesperson and customer in this field. B. Describe the appropriate salesperson's attitude. C. Describe the appropriate salesperson's appearance in this industry. D. Describe the methods used to strengthen a long-term relationship for repeats and referrals that would be appropriate in this industry. E. Describe your communication style (5.3).
II. Developing a Personal Selling Philosophy A. Describe the marketing setting (e.g., retail, wholesale, manufacturing, or service). B. Describe the role of personal selling in this setting. C. Describe the typical salesperson's training to become a consultant/problem solving type of salesperson.
III. Developing a Product Strategy A. Description of company B. Description of product or customized product solution C. Description of technical expertise needed by salesperson to sell this product/solution D. Develop features/benefits table (6.6) for your product. E. Is this a new and emerging or mature and well-established product?
IV. Developing a Customer Strategy A. Describe the typical buying motives of prospect. B. Describe the typical prospect as an individual (and as a company C. representative, if appropriate). D. How are prospects identified in this industry (9.2)?
Suggested Techniques for Gathering Information 1. Conduct personal interviews with salespeople and sales executives. 2. Research trade journals and professional articles. 3. Read trade catalogue references and reserve books in the library. 4. Send personal letters requesting information. 5. Make personal observations of marketing activities.
This is the first part of your report. The second part, your presentation strategy, will be assigned in Project #3. Project #2 will be evaluated independently of Project #3, but this project will contribute to the success of Project #3