Final answer:
The canned sales presentation approach is not the most effective method as it does not consider customer diversity and needs. Personalization is crucial in sales pitches, and the central route to persuasion is better for analytical audiences who seek detailed information, such as small business owners interested in computer specifications.
Step-by-step explanation:
The statement that the main advantage of the canned sales presentation approach is that it 'tends to work equally well with different types of customers' is false. A canned sales presentation refers to a standardized script used by salespeople, which is not tailored to the individual needs and characteristics of different customers. This approach overlooks the fact that customers have diverse needs, interests, and levels of understanding.
Presentations generally consist of an introduction, several major supporting points, and a conclusion. However, the effectiveness of a presentation, especially in sales, greatly depends on tailoring the content to suit the genre and audience. The central route to persuasion is effective when the audience is analytical and actively processes the information provided. For instance, when selling a computer, emphasizing the quality, processing speed, and memory capacity is crucial if the target audience is comprised of small business owners who value these features.
Thus, in a sales context, the approach must be adjusted based on the customer's preferences. A canned presentation is unlikely to convince an audience looking for detailed and specific information about product features related to their business needs. Personalization in sales pitches can significantly increase the relevance and impact of the presentation and is more likely to lead to a successful sale.