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