11-111-1McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Elements of a Great Sales Presentation
Chapter11
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Exhibit 11.1: The Presentation is the Heart of the Sale
An effective approach allows a smooth transition into discussing your product’s features, advantages, and benefits
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The Purpose of the Presentation
Your main goal is to sell your product to your customer – to help
Purpose of the presentationKnowledgeBeliefsDesire/NeedAttitudeConviction
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Three Essential Steps Within the Presentation
Fully discuss the features, advantages, and benefits of your product
Present your marketing planHow to resell (for reseller)How to use (for consumer and industrial
user)
Explain your business propositionWhat’s in it for your customer?
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Exhibit 11.4: Salespeople Use These FABs in Their Presentations
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features Advantages Benefits
Product1. Traditional “farmhouse”
recipe, with freshest ingredients; fortified with vitamins A, B, C, and D; no preservatives
2. User needs only to add water, stir, and cook
1. Great tasting, fluffy and light; highly nutritious
2. Quick and easy to prepare
1. Provides an appealing item; expands breakfast menu; increases breakfast business
2. Requires minimal kitchen time and labor
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Exhibit 11.4: Salespeople Use These FABs in Their Presentations, cont…
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features Advantages Benefits
Marketing Plan3. Just in time delivery;
weekly as needed
4. Local distribution center
5. An experienced sales representative to serve account
3. No need to store large quantities
4. Additional orders can be filled quickly
5. Knowledge and background in food-service industry
3. Requires minimal inventory space; keeps inventory costs low
4. Prevents out-of-stock situations
5. Provides assistance for meeting changing needs and solving business problems
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Exhibit 11.4: Salespeople Use These FABs in Their Presentations, cont…
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features Advantages Benefits
Business Proposition6. Quantity discounts
7. Extended payment plans
6. Reduces costs
7. Reduces interest costs
6. Increases your profits
7. Increases your profits
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Exhibit 11.5: The Sales Presentation Mix
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Using Questions Empathetic KISS—Simple Message Mutual Trust Listening Positive Attitude Being Believable
Persuasion
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Persuasion via Suggestion
Suggestive Proposition—act now Prestige—visualize using the product that
famous people/companies have used Autosuggestion—have prospects ‘visualize’
using the product Direct Suggestion—does not tell, only
suggests buying Indirect Suggestion—Doubt about a
competitor’s product/desire for your product
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Exhibit 11.5: The Sales Presentation Mix, cont…
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Questions Product use: appeals to senses Visuals (to be discussed) Demonstrations (to be discussed)
Participation
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Exhibit 11.5: The Sales Presentation Mix, cont…
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Proof
Past sales help predict the future The guarantee Testimonials Company proof results Independent research results
Restatement of the benefit before proving it
Proof source and relevant facts or figures about the product
Expansion of the benefit
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Exhibit 11.6: Proof Statements Help Prove What You Say
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Exhibit 11.5: The Sales Presentation Mix, cont…
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Visual Aids
Increase retention Reinforce the message Reduce misunderstanding Create a unique and lasting impression Show the buyer that you are a
professional
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Visual Aids, cont…
Some common visual aids are: The product Charts and graphs illustrating features and
advantages Photographs and mock-ups Equipment Sales manuals and catalogs Order forms Letters of testimony A copy of the guarantee Flip-boards and posters Sample advertisements
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Exhibit 11.5: The Sales Presentation Mix, cont…
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Dramatization
Dramatics refers to talking or presenting the product in a striking, showy, or extravagant mannerDramatics should be incorporated only
when you are 100 percent sure they will work effectively
One of the best methods of developing ideas for dramatizations is to watch television commercials
Dramatic presentations set you apart from the many salespeople that buyers see each day
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Exhibit 11.5: The Sales Presentation Mix, cont…
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Demonstration
A successful demonstrationLets the prospect do something simpleLets the prospect work an important featureLets the prospect do something routine or
frequently repeatedHas the prospect answer questions
throughout the demonstration (feedback)
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Seven-Point Checklist for Demonstrations
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Putting It All Together Reasons for Using Visual Aids, Dramatization, and
Demonstration, and Participation: Capture attention and interest Create two-way communication Involve the prospect through participation Afford a more complete, clear explanation of products Increase a salesperson’s persuasive powers by obtaining positive
commitments on a product’s single feature, advantage, or benefit People receive 87 percent of their information on the outside world
through their eyes and only 13 percent through the other four senses
The addition of participation is much more persuasive than dramatization alone
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Exhibit 11.10: The Presentation Goal Model
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The Ideal Presentation
Your approach technique quickly captures your prospect’s interest and immediately finds signals that the prospect has a need for your product and is ready to listen
The ideal prospect Is friendly, polite, relaxed, listensSays “yes” and enthusiastically thanks you
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The Ideal Presentation, cont…
Several weeks later you receive a copy of customer’s letter sent to your company’s president glowing with praise for you
Sometimes it happens but many times there are difficulties
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Be Prepared for Presentation Difficulties
How to handle interruptions Is the interruption personal or confidential?Offer to leave the roomRegroup your thoughts
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Be Prepared for Presentation Difficulties, cont...
Should you discuss the competition?Do not refer to a competitor unless
absolutely necessaryAcknowledge your competitor only brieflyMake a detailed comparison of your product
and the competition’s product when necessary
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Video Help:
Video One
The video should start automatically. If it does not, you must move the mouse to the
middle of the screen. When a hand icon appears the video is ready.
Click once anywhere on the screen to start video. Click once during playback to pause/unpause video. Press the space bar twice to stop video and
continue presentation. When video is over, click the next arrow to continue
presentation.
Video Help:
Video One
The video should start automatically. If it does not, you must move the mouse to the
middle of the screen. When a hand icon appears the video is ready.
Click once anywhere on the screen to start video. Click once during playback to pause/unpause video. Press the space bar twice to stop video and
continue presentation. When video is over, click the next arrow to continue
presentation.Video Two
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