11-1 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

11-2 Three Essential Steps Within the Presentation  Fully discuss the features, advantages, and benefits of your product  Present your marketing plan  How to resell (for reseller)  How to use (for consumer and industrial user)  Explain your business proposition  What’s in it for your customer?

11-3 Exhibit 11-3: Three Essential Steps Within the Presentation

11-4 Exhibit 11-5: The Salesperson’s Presentation Mix

11-5 Persuasive communication  Persuasive communication –The SELL sequence and trial close –Logical reasoning –Major premise –Minor premise –Conclusion –Persuasion through suggestion –Make the presentation fun

11-6 Participation  Participation is essential to success  Questions  Product use  Visuals  Demonstrations

11-7 Proof  Proof statements build believability  Past sales help predict the future  The guarantee  Testimonials  Company proof results  Independent research results

11-8 Exhibit 11-6: Proof Statements Help Prove What You Say

11-9 visual presentation  The visual presentation - show and tell  Visuals –Increase retention –Reinforce the message –Reduce misunderstanding –Create a unique and lasting impression –Show the buyer that you are a professional

11-10 Dramatization Improves Your Chances

11-11 Demonstrations Prove it  If a picture is worth a thousand words, then a demonstration is worth a thousand pictures  Demonstration checklist –Needed and appropriate? –Objective? –Planned and organized? –Flows smoothly and naturally? –Will it go as planned? –Will it backfire? –Is it ethical and professional?

11-12 Exhibit 11-9: Seven Points to Remember About Demonstrations

11-13 Demonstrations Prove it  Use participation in your demonstration  Let the prospect do something simple  Let the prospect work an important feature  Let the prospect do something routine or frequently repeated  Have the prospect answer questions throughout the demonstration

11-14 Demonstrations Prove it cont…  Reasons for using visual aids, dramatics, and demonstrations  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

11-15 Technology Can Help!  Can provide excellent presentation methods  Multimedia computers can  Present video clips  Play sound bites  Show beautifully illustrated graphics  Be connected to projection equipment

11-16 Be Prepared for Presentation Difficulties  How to handle interruptions  Is discussion personal or confidential?  Offer to leave the room  Regroup your thoughts

11-17 Be Prepared for Presentation Difficulties cont...  Should you discuss the competition?  Do not refer to a competitor unless absolutely necessary  Acknowledge your competitor only briefly  Make a detailed comparison of your product and the competition’s product when necessary

11-18 Be Prepared for Presentation Difficulties cont…  Be professional always  Where the presentation takes place:  Could be anywhere