The Underestimated Potential of the Canned Sales Presentation

Abstract

N A departure from the customary canned/ad lib sales presentation dichotomy, one recent approach featured the construction of a continuum that classifies five sales presentation modes in terms of company vs. salesman input.1 The study attempted to compare the relative effectiveness of these several modes in accomplishing a series of established company sales objectives. A major limitation of that study was that the various presentation types were evaluated by sales executives, some of whom had never been exposed to one or more of the modes. It was suggested that future research in this area should focus on the reaction of prospects to various sales presentation designs. Therefore, the objective of the study reported here was to empirically test, using prospective purchasers, the hypothesis that the persuasive effectiveness of the sales presentation is diminished as the presentation is subjected to more company input and less discretion by the salesman.2

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