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10-2 Elements of a Great Sales Presentation Chapter 10

The Golden Rule: Presentation  Create elements of the presentation which appeal to the buyer’s senses and lead to improved understanding  Liven up your talk with drama and a demonstration  Use technology to help make your message clear  Be professional about competition  You will see that ethical service builds true relationships 10-3

Persuasive Communicator Demonstration Dramatization Participation Proof Visual aids Exhibit 10.1: The Presentation is the heart of the Sale. An effective approach allows a smooth transition into discussing your product’s features, advantages, and benefits. Use sales presentation mix items to tell your story. 10-4

The Purposes of the Presentation Your main goal is to sell your product to your customer – to help Purposes of the presentation  Knowledge  Beliefs  Desire/Need  Attitude  Conviction 10-5

Exhibit 10.2: The Five Purposes of the Presentation 10-6

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? 10-7

Exhibit 10.3: Three Essential Steps Within the Presentation 10-8

Exhibit 10.4: Salespeople Use These FABs in Their Presentations Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix Features AdvantagesBenefits Product 1. 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 10-9

Exhibit 10.4: Salespeople Use These FABs in Their Presentations, cont… Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix Features AdvantagesBenefits Marketing Plan 3. 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 10-10

Exhibit 10.4: Salespeople Use These FABs in Their Presentations, cont… Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix Features AdvantagesBenefits Business Proposition 6. Quantity discounts 7. Extended payment plans 6. Reduces costs 7. Reduces interest costs 6. Increases your profits 7. Increases your profits 10-11

Exhibit 10.5: The Sales Presentation Mix 10-12

Exhibit 10.5: The Sales Presentation Mix, cont… 10-13

 Questions  Product use: appeals to senses  Visuals (to be discussed)  Demonstrations (to be discussed) Participation 10-14

Exhibit 10.5: The Sales Presentation Mix, cont… 10-15

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 10-16

Exhibit 10.6: Proof Statements Help Prove What You Say FeatureAdvantageBenefitProof New customer productWill be big sellerExcellent profitsTest-market results High energy-efficiency rating Uses less electricitySaves 10% on energy costsConsumer reports magazine Electronic mail softwareGets information to sales force instantly Reduces mailing and telephone costs Testimonials Buy 100 casesReduces out-of-stocksIncreases sales, profits, customer satisfaction Customer's past sales or personal guarantee 10-17

Exhibit 10.5: The Sales Presentation Mix, cont… 10-18

Visual Aids  Increase retention  Reinforce the message  Reduce misunderstanding  Create a unique and lasting impression  Show the buyer that you are a professional 10-19

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 10-20

Appeal to the prospect’s vision with the intent of producing mental images of the product’s:  Features  Advantages  Benefits Visual Aids, cont… 10-21

Exhibit 10.5: The Sales Presentation Mix, cont… 10-22

Dramatization Dramatics refers to talking or presenting the product in a striking, showy, or extravagant manner  Dramatics 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 10-23

Dramatization, cont… Dramatization improves your chances of success 10-24

Exhibit 10.5: The Sales Presentation Mix, cont… 10-25

Demonstration A successful demonstration  Lets the prospect do something simple  Lets the prospect work an important feature  Lets the prospect do something routine or frequently repeated  Has the prospect answer questions throughout the demonstration (feedback) 10-26

Seven-Point Checklist for Demonstrations  Is the demonstration needed and appropriate?  Have I developed a specific demonstration objective?  Have I properly planned and organized the demonstration?  Have I rehearsed to the point that the demonstration flows smoothly and appears to be natural?  What is the probability that the demonstration will go as planned?  What is the probability that the demonstration will backfire?  Does my demonstration present my product in an ethical and professional manner? 10-27

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 10-28

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 10-29

Exhibit 10.10: The Presentation Goal Model 10-30

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, listens  Says “yes” and enthusiastically thanks you 10-31

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 10-32

Be Prepared for Presentation Difficulties How to handle interruptions  Is the interruption personal or confidential?  Offer to leave the room  Regroup your thoughts 10-33

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 10-34

Be professional always Where the presentation takes place:  Could be anywhere Be Prepared for Presentation Difficulties, cont

The Golden Rule You want to do to others what you would have them do to you 10-36