Question

2. Why should salespeople establish multiple –objective sales presentations? List four possible objectives that would be appropriate for stage one and stage two of the buying process.

Answer 1

Multi-call sales presentations are especially common in complex sales.
Therefore, it's best to develop presentation objectives suitable for each stage of the buying process.

During the first stage—need awareness—prospects may or may not be aware of their needs or problems. The need awareness stage is the "investigation" stage.
The following presentation objectives would be appropriate during the first call on a new prospect

Establish rapport and begin building a relationship with the prospect.
■ Obtain permission to ask need identification questions.
■ Obtain personal and business information to establish the customer's profile

During stage two of the buying process—evaluation of solutions—the customer is ready to consider possible solutions. In some cases, there may be several solutions that must be evaluated. Presentation objectives for stage two might include the following:
■ Involve the customer in a product demonstration.
■ Provide value justification in terms of cost reduction and increased revenues.
■ Compare and contrast the features of, for example, a truck fleet lease plan with a fleet purchase plan.