MKTG ch.10

What are the three prescriptions for the presentation strategy?

-Establishing objectives for the sales presentation -Developing the presale presentation plan -Renewing one's commitment to providing outstanding customer service

presentation strategy

A well-conceived plan that includes 3 prescriptions; establishing objectives for the sales presentation, preparing the presale presentation plan needed to meet these objectives, and renewing one's commitment to providing outstanding customer service.

Six- step presentation plan (test)**

Approach Need discovery Presentation Negotiation Close Servicing the sale

Objectives For The Approach

Build rapport Capture person's full attention Transition to the next stage

Planning the Approach

Review relationship strategy Review product strategy Review customer strategy

approach

involves making a favorable first impression securing the prospect's attention, and transitioning to need identification

Preapproach

involves preparing presale objectives and presentation plan

Chatter

is a similar program linked to Salesforce.com's CRM system

telesales

like telemarketing except NOT scripted

preparing for the actual sales presentation is a 2 part process that involves

preapproach and approach

Combination Approach

referral ---- question ----{need discovery}

action objective

something that you want the customer to do during the sales presentation