现代销售学：创造顾客价值(第11版)Manning_11e_10.ppt

Copyright ? 2010 Pearson Education, Inc. Publishing as Prentice Hall Learning Objectives Describe the three prescriptions that are included in the presentation strategy Discuss the two-part step of the pre-approach process Describe team presentation strategies Explain how adaptive selling builds on four broad strategic areas of personal selling Presentation Strategy Defined The presentation strategy is a plan that includes three prescriptions: Establishing objectives Developing presale presentation plan to meet objectives Renewing one’s commitment to outstanding customer service First Call Presentation Objectives Establish rapport and begin building a relationship with the customer Obtain permission to ask need identification questions Obtain personal andbusiness informationto establish thecustomer’s file Team Selling Objectives Team selling is suited to organizations that sell complex or customized products Sales teams often uncover problems and solutions that individuals may not Team sales presentations require a more detailed pre-call plan Each team member must know his/her role Business Contact Convert prospect focus from social to business part Seven effective methods to capture attention and focus follow Business Contact Approaches Agenda approach Review meeting goals Shows that you value the customer’s time Agendas should be flexible Product demonstration approach Give actual product demonstration Use computer or other audio/visual aids to provide “virtual” demonstration Copyright ? 2010 Pearson Education, Inc. Publishing as Prentice Hall Straightforward Product Demonstration: Cook’s Copyright ? 2010 Pearson Education, Inc. Publishing as Prentice Hall Cook’s uses a straightforward product demonstration for getting the grocery store meat manager’s attention. See theWebsite Business Contact Approaches Referral approach Third party op