Five variables require planning effort after the salesperson has set objectives for the presentation and selected a basic presentation format.
Depth of inquiry refers to the extent to which the salesperson goes to ascertain the prospect’s needs and decision process. Some of this information may have been gained in the pre approach, and some probing is usually necessary during the presentation. The planning task is simply to identify gaps in needed information and plan the presentation accordingly.
The issue of two-way communication is partially addressed when the salesperson selects a basic format for the presentation. By definition, the canned presentation does not allow for significant two-way communication. The organized presentation allows for, and usually encourages, a two-way flow. The degree of interactive flow is often dictated by buyer expertise, with more allowance for two-way flow planned with exert buyers.
Visual aids to supplement the spoken word have become an important element in sales presentations, and their use must be carefully planned. Unless sales aids are used with caution, they may actually detract from, rather than enhance, the sales presentation. When properly orchestrated, visual aids