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Unit 3: Process of Personal Selling




          Memorised                                                                             Notes

          In this type of presentation, the company message is presented by the sales person with a few
          changes.

          Organised

          This  is the  most popular  and effective sales presentation. Here, the  sales person is given  a
          complete flexibility of words but has to follow the company prepared outline or checklist. The
          prospect is taken through the four stages: 'attention', 'interest', 'desire' and 'action' (AIDA) to a
          purchase decision.

          Unstructured

          This is the problem solving approach of presentation. Here the prospects and the sales person
          get together to explore the problems and find solutions. Such presentations are not too well
          focused and much time is wasted. Therefore, there is a need for experienced sales persons who
          can quickly clear the doubts and complaints of the customers.

          3.3.2 Requirements of a Presentation

          The effectiveness of the presentation does not lie in how well it is delivered but in seeing how
          well it has helped the buyer to relate his needs to the product and his motivation to buy the
          product. A good presentation should satisfy six basic requirements:

          Plan

          Good presentations are always planned and do  not just  happen. The  sales person should
          incorporate the information about the customer while planning for the presentation.

          Pattern

          There should  be a  step by  step logical sequence that will guide  the customer  to accept the
          product.

          Power

          Behind every successful presentation  there is  enthusiasm, self  confidence and  the skill  of
          persuading people.

          Proof

          While making any claims regarding the product or service, adequate proof should be supplied
          to the customer. They can be informed of letters from satisfied customers.

          Pictures

          Since we are a part of a visually oriented world and are constantly being bombarded by television,
          print advertising and other visual stimuli, therefore, a visual presentation  always makes  a
          greater  impact  than  a  verbal  one.  It  has  been  found  that  we  retain  just  10%  of  verbal







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