Chapter 14 Presenting the Product 1 Section 14.1 Product Presentation Techniques Marketing Essentials Chapter 14 Presenting the Product

2 SECTION 14.1 What You'll Learn  The goal of the product presentation  How products are selected for the presentation  What to say during the product presentation  Four techniques that will make a lively and effective product presentation Product Presentation Needs

Chapter 14 Presenting the Product 3 SECTION 14.1 Product Presentation Needs Why It's Important In many ways, selling is like putting together a jigsaw puzzle. When you do a puzzle, you analyze the various parts by shape and size. Then you select the straight-edged pieces to use for the frame. When you sell, you analyze your customer's needs and buying motives. Then you use that information to begin framing your product presentation.

Chapter 14 Presenting the Product 4 SECTION 14.1 Product Presentation Needs Key Terms  layman's terms

Chapter 14 Presenting the Product 5 SECTION 14.1 Product Presentation Needs During the product presentation phase of the sale, you show the product and tell about it. The goal of the product presentation is to match the customer's needs with appropriate product features and benefits. Product Presentation

Chapter 14 Presenting the Product 6 SECTION 14.1 Product Presentation Needs Show and Tell This is the step of the sale where you have the opportunity to share your expertise with the customer. At this point you must make the following decisions:  Which products to show.  What price range to offer.  How many products to show.  What to say.

Chapter 14 Presenting the Product 7 SECTION 14.1 Product Presentation Needs Make the Presentation Come Alive Planning is necessary for an effective product presentation. You must plan how you will do the following:  Display and handle the product.  Demonstrate the product.  Use sales aids.  Involve the customer.

Chapter 14 Presenting the Product 8 SECTION 14.1 Product Presentation Needs Displaying and Handling the Product Creatively displaying the product is the first step in an eye-catching presentation. The way you handle a product presents an image of its quality. Handle it with respect and point out its features.

Chapter 14 Presenting the Product 9 SECTION 14.1 Product Presentation Needs Demonstrating the product in use helps to build customer confidence. Demonstrating  Example: To prove that a fabric is water resistant, you can pour water on the garment.

Chapter 14 Presenting the Product 10 SECTION 14.1 Product Presentation Needs When it is impractical to demonstrate the actual product or when you want to emphasize certain selling points, you can use sales aids such as samples, audiovisual aids, models, photographs, drawings, charts, specification sheets, customer testimonials, and warranty information. Using Sales Aids

Chapter 14 Presenting the Product 11 SECTION 14.1 Product Presentation Needs Get the customer physically involved with the product as soon as possible in the sales presentation. Involving the Customer  Example: Have a customer hold and swing golf clubs. Involve the customer verbally by confirming selling points. When you involve a customer in the sale, you help the person make intelligent buying decisions.

Chapter 14 Presenting the Product A SSESSMENT Reviewing Key Terms and Concepts 1. What is the goal of the product presentation? 2. Which products and how many of them should be selected for the presentation? 3. Give some guidelines for what to say during the product presentation. 4. Describe four techniques that will make the product presentation lively and effective.

Chapter 14 Presenting the Product A SSESSMENT Thinking Critically What is wrong with these two selling statements? "You look great in that suit." "This fabric is made of 420/420 denier nylon."

Chapter 14 Presenting the Product 14 End of Section 14.1 Marketing Essentials