What makes sales presentations effective – a buyer‐seller perspective

Abstract

PurposeThis exploratory research aims to examine the commonalities and differences in how buyers and sellers perceive and characterize an effective sales presentation in an attempt to present issues/themes that may help start a dialogue into the theoretical underpinnings of effective sales presentations.Design/methodology/approachThe paper consists of a qualitative study involving both salespeople and buyers.FindingsThe study uncovers three common themes of an effective sales presentation – knowledge, adaptability, and trust – but exposes a gap between buyer and seller expectations and perspectives of these themes.Practical implicationsThe findings provide insight for business‐to‐business (B2B) salespeople and managers as to what buyers and sellers consider characteristic of an effective sales presentation.Originality/valueBy focusing on how the two main parties to an exchange – the buyer and seller – define what makes an effective sales presentation, this paper adds knowledge to the area of B2B sales research.

Qualitative sales research: an exposition of grounded theory

“…In instances where the customer has relationships with both the salesperson and marketing manager, how does the customer experience this situation and what effects does it have? Another common topic area for grounded theory is understanding how salespeople interact with customers (Geiger and Turley 2003;Geiger and Turley 2005;Turley and Geiger 2006;Pullins et al 2011;Cicala, Smith, and Bush 2012;Pryor, Malshe, and Paradise 2013). Unlike the marketing/sales interface, this topic area has received significant research attention for some time; however, these inquiries locate theoretically open spaces such as salesperson listening, socialization and customer learning which need theoretical construction.…”

“…Beverland, Steel, and Dapiran 2006;Malshe and Sohi 2009b) and salespeople and customers (e.g. Cicala, Smith, and Bush 2012;Pryor, Malshe, and Paradise 2013). An interface that has been largely ignored in grounded theory sales examinations, however, is that between the sales manager and salesperson (e.g.…”

Identifikasi Faktor-Faktor yang Mempengaruhi Sales performance pada Perusahaan Media Periklanan : Studi Empirik pada Tenaga Penjual di RCTI

“…Menurut Cicala et al (2012), belajar dari pengalaman membuat tenaga penjual terlatih dalam menggunakan waktu seefektif mungkin, saat melakukan kegitan penjualan. Tenaga Utomo penjual yang telah berpengalaman akan selalu memberikan pemahaman yang mendalam kepada pelanggan, dan pengalaman yang dimiliki tenaga penjual akan membuat mereka lebih mengerti atas strategi penjualan mana yang layak untuk diaplikasikan pada kegiatan penjualan.Oleh Karena itu, penulis mengajukan hipotesis sebagai berikut: H1: Semakin tinggi sales experience yang dimiliki tenaga penjual, maka semakin tinggi effectiveness of sales activities.…”

Toward Successful Career Of Vocational Education Students Through Improving Business Communication Skills

“…It is an integral part of a business career [19]. Even presentation is described as the body of a sale [20] and is one of the most important activities that support the achievement of a company's objectives [21]. Others argued that the presentation is related to the effectiveness of personal selling [22] for a good business presentation will have a good effect on the presenter [23].…”

“…Business presentation is a form of verbal communication [5] which is inseparable from business careers [6]. Even Presentations are described as the bases of a sale [7]. Seeking work is essentially about promoting oneself, goods, or services so that others are interested in picking, hiring, or buying them.…”