There are three basic types of sales presentations.

The first of these is the standard memorized presentation which covers specific selling points in a particular sequence and manner. Its advantages are that it insures that the complete and correct story will be told, provides the salesperson with prepared answers to questions or objections that will be raised, and incorporates the techniques used by successful and experienced salesperson. The style of presentation also has inherent weaknesses, such as sometimes being too mechanical and artificial. Its structure often makes it difficult for the prospect to participate in the presentation, and it is also very embarrassing if the salesperson forgets her place or lines. In addition, it cannot be used effectively if several products are being sold. The second type of presentation is the outlined presentation which follows a basic outline but need not be memorized like the standard memorized presentation. Its key advantages are that it allows more give and take with prospects, it is more natural than the standard memorized presentation, and permits closer identification of the buyer`s specific needs by giving her more opportunity to participate in the presentation. It is also more flexible and makes it easier for the salesperson to get back on course if she is interrupted. Its drawbacks are that the salesperson may wander and deviate from the basic selling plan and thereby fail to mention certain key points. Also, some salespeople may not be able to express themselves effectively when they speak extemporaneously. The third type of sales presentation is the program presentation. It consists of a highly organized and comprehensive proposal written and illustrated after permission has been secured to make a thorough analysis or survey of the prospect`s needs. This type of presentation is widely used in selling life insurance, industrial equipment, and other products and services which must be specifically tailored to the buyer. Its advantages are that it puts the emphasis on the specific needs of the buyer, it represents a more professional approach to selling, and it concentrates on proven absolutes, thereby avoiding often wasted time in exploring for the real needs and problems of the buyer. Its major limitation is that the salespeople may not be qualified to prepare a program. It is costly and time-consuming to prepare such programs, and some prospects may be reluctant or suspicious when such surveys are made. It can be seen that each presentation has its respective advantages and disadvantages. Also, the type of presentation to be used will vary with the particular product or service being sold and the experience and training of the salesperson. Generally, the standard memorized presentation is adaptable for single-line products where the ability and experience of the salesperson is limited. The outlined presentation is more appropriate for multiple-product lines where a higher level of selling is required. And the program presentation is used for products and services which require a careful survey of the prospect`s needs and problems.