Selling Today: Partnering to Create Value, 14/e

Guidelines for Creating a Presentation That Adds Value

1. 12.2 Present guidelines for creating consultative presentations that add value

It is important to distinguish between a planned consultative presentation and a canned presentation. In most cases, the canned presentation, also referred to as the “memorized or scripted presentation,”9 is built around a standard set of steps, ignores the unique needs of each customer, and is presented in the form of a repetitive speech given to all customers interested in a particular item. Although an effective planned presentation will generally add value from the customer’s perspective, a canned presentation today will likely be discounted by the customer and may take away from the value a product has ...