Selling Chapter 05: Knowledge of a Salesperson

03 Types of Sales Presentations:

1. Standard Memorized Presentation:

 Definition: A standard memorized presentation is a sales talk that is prepared in advance

and revolves around the key selling points of a product. The presentation is meticulously
organized and memorized, with the salesperson delivering it verbatim to the customer.

 Example: Imagine a salesperson at a car dealership who has memorized a script

outlining the features, benefits, and pricing of a particular model. They deliver this script
to every potential customer who shows interest in that model, ensuring consistency in
their pitch.

2. Outlined Presentation:

 Definition: An outlined presentation is also a prepared sales talk structured around the
important selling points of a product. However, unlike a standard memorized
presentation, not every aspect is memorized word-for-word. Certain parts are
standardized and memorized, while others are tailored or varied depending on the
customer's needs or responses.

 Example: Consider a salesperson at a technology store selling laptops. They have a

general outline of key features and benefits of a particular laptop model, but they adapt
their pitch based on the customer's preferences. For instance, if the customer
emphasizes the need for high-speed processing, the salesperson may focus more on the
processor specifications during the presentation.

3. Customized Presentation:

 Definition: A customized presentation is tailored specifically to the individual needs,

preferences, and circumstances of a particular customer. Unlike standard memorized or
outlined presentations, which follow a predetermined structure, a customized
presentation is highly flexible and adaptable. It involves gathering information about the
customer's requirements and adapting the sales pitch accordingly to address those
specific needs.

 Example: Let's say a salesperson is selling insurance policies. Instead of following a

standardized script, they begin by asking the customer about their family situation,
financial goals, and any existing coverage. Based on this information, the salesperson
customizes their presentation to highlight policy features that align with the customer's
needs. For instance, if the customer has young children, the salesperson might
emphasize the importance of a policy with robust coverage for education expenses or
child care costs. This tailored approach increases the likelihood of meeting the
customer's needs and closing the sale.
 B2B Vs Non Profit Sales
Goals:

 Business: The primary goal of a business selling is to generate profit. They achieve this by selling
products or services at a price that covers their costs and leaves a remaining amount for the
owners or shareholders.

 Non-profit: Non-profits don't aim for profit maximization. Their focus is on achieving their social
mission which could be anything from providing education to helping animals. While they might
sell products or services, the revenue generated goes back into supporting their mission, not
lining pockets.

Methods:

 Business: Businesses typically focus on selling directly to customers. They employ marketing
strategies to create brand awareness, highlight product benefits, and ultimately drive sales.

 Non-profit: Non-profits often rely on a mix of strategies. They may sell products or services, but
they also heavily focus on fundraising. This can involve grant applications, donor solicitation, and
charity events. The "sell" in their case is often about convincing people to support their cause
rather than a specific product.

Structure:

 Business: Businesses operate under various legal structures like sole proprietorships,
partnerships, or corporations. These structures determine ownership, taxation, and profit
distribution.

 Non-profit: Non-profits have a special tax-exempt status from the government (often under
section 501(c)(3) in the US). This allows them to operate with lower tax burdens and gives them
access to certain types of funding. There's a board of directors who oversee the organization and
ensure its mission is being met.

Measurement of Success:

 Business: Success for a business is typically measured by profitability, market share, and
customer satisfaction.

 Non-profit: Non-profits track their success by measuring the impact they have on their target
population. This could involve metrics related to the number of people they helped, the services
they provided, or the awareness they raised for their cause.