1. Elements of a Great Sales
Presentation 10
Chapter
McGraw-Hill/Irwin
ABC’s of Selling, 10/e
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Main Topics The Tree of Business Life: Presentation
The Purpose of the Presentation
Three Essential Steps within the Presentation
The Sales Presentation Mix
Visual Aids Help Tell the Story
Dramatization Improves Your Chances
Demonstrations Prove It
Technology Can Help!
The Sales Presentation Goal Model
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3. Main Topics, cont... The Ideal Presentation
Be Prepared for Presentation Difficulties
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4. The Presentation
Create elements of the presentation that 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.

5. 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
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6. The Purpose of the Presentation
Your main goal is to sell your product to your customer – to help him.

7. The Purpose of the Presentation, cont.
Provide knowledge via features, advantages, and benefits of your product, marketing plan, and business proposition
Allow buyer to develop personal attitudes toward your product
Attitudes result in desire (or need)
Convert a need into a want and then into the belief that your product can fulfill a certain need

8. The Purpose of the Presentation, cont.
Convince the buyer that not only is your product the best but also that you are the best source to buy from
When this occurs, she is in the conviction stage

9. Exhibit 10-2: The Five Purposes of the Presentation
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10. Three Essential Steps Within the Presentation
Fully discuss the features, advantages, and benefits of your product.
Present your marketing plan – tell whole story:
How to resell (for reseller)
How to use (for consumer and industrial user)
Promotion plans, delivery, etc.
Explain your business proposition.
What’s in it for your customer?
Value/Cost comparison
Should be last (why?)

11. Exhibit 10-3: Three Essential Steps Within the Presentation
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12. Exhibit 10-4: Salespeople Use These FABs in Their Presentations
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features
Advantages
Benefits
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
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13. Exhibit 10-4: Salespeople Use These FABs in Their Presentations, cont…
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features
Advantages
Benefits
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
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14. Exhibit 10-4: Salespeople Use These FABs in Their Presentations, cont…
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features
Advantages
Benefits
Business Proposition
6. 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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15. Exhibit 10-5: The Sales Presentation Mix
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16. Persuasive Communication, cont…
Seven factors of good communication (Chapter 4)
Use questions
Be empathetic
Keep the message simple
Create mutual trust
Listen
Have a positive attitude and enthusiasm
Be believable
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17. Persuasive Communication
Sell Sequence = FAB + trial close
To be a persuasive communicator:
Use logical reasoning
Persuade through suggestion
Have a sense of fun
Personalize relationships
Build trust – being honest; doing what you say you will do
Be aware of your body language – always smile!
Control the presentation – questions rechannel an off-course presentation
Use diplomacy – choose your battles
Use words as selling tools (simile, metaphor, analogy)

18. The Sales Presentation Mix
Persuasive communication
The SELL sequence + Trial Close
Show – Explain – Lead – Let
(features) (advantages) (benefits) (customer talk) +
Trial Close: after strong selling point, after answering objection, immediately before move to close

19. Persuasive Communication, cont…
Logical Reasoning – presentation conducted around three parts
Ex.:
Major premise: All manufacturers wish to reduce costs and increase efficiency.
Minor premise: My equipment will reduce your costs and increase efficiency.
Conclusion: Therefore, you should buy my equipment.

20. Persuasive Communication, cont…
Persuasion through suggestion
Suggestive propositions – suggest the prospect should act now
Prestige suggestions – name the famous or respected people or companies that use your product.
Autosuggestions – attempt to have buyer sell herself by imagining herself using the product
Direct suggestions – suggest that prospect buy your product

21. Persuasive Communication, cont…
Persuasion through suggestion, cont.
Indirect suggestions – make it seem as if the purchase of your product is the buyer’s idea
“Should you buy 50 or 75 dozen…?”
“Have you talked to anyone who has used their product?”
Counter-suggestions – get the buyer to express why he needs the product and will also compel him to defend his decision

22. Persuasive Communication, cont…
Simile – a comparison statement using the words “like” or “as”
A poorly manicured lawn is like a bad haircut
Metaphor – implied comparison that uses a contrasting word or phrase to evoke a vivid image
Our power mowers sculpt your lawn
Analogy – compares two different situations which have something in common
Our sun screen for your home will stop the sun’s heat before it gets to your window. It’s like having a shade tree in front of your window without blocking the view

23. Exhibit 10-5: The Sales Presentation Mix, cont…
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24. Participation Questions Product use: appeals to senses
Visuals (to be discussed)
Demonstrations (to be discussed)
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25. Exhibit 10-5: The Sales Presentation Mix, cont…
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26. 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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27. Proof Statements Build Believability
For a proof statement referring to independent research results to be most effective, it should contain a:
Restatement of the benefit before proving it
Proof source and relevant facts or figures about the product
Expansion of the benefit

28. Example
Consider the following proof statement referring to independent research results (identify: source and facts, benefit restatement, benefit expansion):
I’m sure that you want a radio that’s going to sell and be profitable for you ( ). Figures in Consumer Guide and Consumer Sales magazines indicate that the Sony XL-100 radios, although the newest on the market, are the third largest in sales ( ). Therefore, when you handle the Sony XL line, you’ll find that radio sales and profits will increase, and more customers will come into your store ( ).
benefit restatement
source and facts
benefit expansion

29. Exhibit 10-6: Proof Statements Help Prove What You Say
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30. Exhibit 10-5: The Sales Presentation Mix, cont…
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31. 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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32. 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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33. Visual Aids, cont…
Appeal to the prospect’s vision with the intent of producing mental images of the product’s:
Features
Advantages
Benefits
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34. Exhibit 10-5: The Sales Presentation Mix, cont…
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35. 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
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36. Dramatization, cont… Dramatization improves your chances of success
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37. Exhibit 10-5: The Sales Presentation Mix, cont…
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38. 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?

39. Demonstration A successful demonstration = Participation
Lets the prospect do something simple
Lets the prospect work an important feature
Lets the prospect do something routine or frequently repeated
Have the prospect answer questions throughout the demonstration (feedback)
= Participation
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40. Exhibit 10-8: Seven Points to Remember About Demonstrations
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41. 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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42. Guidelines for Using Visual Aids, Dramatics, and Demonstrations
Rehearse them!
Customize them to fit individual customer.
Make them simple, clear, and straightforward
Control the demonstration
Make demonstration true to life
Encourage prospect participation
Incorporate trial closes after showing or demonstrating a major feature, advantage, or benefit to determine if believed or important to prospect

43. 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
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44. Exhibit 10-10: The Sales Presentation Goal Model
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45. 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
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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46. Be Prepared for Presentation Difficulties
How to handle interruptions
Is the interruption personal or confidential?
Offer to leave the room
Regroup your thoughts
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47. 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 – then drop it.
Make a detailed comparison of your product and the competition’s product when necessary.

48. Be Prepared for Presentation Difficulties
Once discussion is over:
Wait quietly and patiently until prospect’s attention is completely gained
Briefly restate selling points that were of interest
Do something to increase prospect’s participation
Once interest is gained move deeper into presentation

49. Be Prepared for Presentation Difficulties, cont...
Be professional always
Know where the presentation takes place:
Could be anywhere
Diagnose prospect to determine sales presentation

50. The Golden Rule
You want to do to others what you would have them do to you
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51. Summary of Major Selling Issues
The sales presentation is a persuasive vocal and visual explanation of a proposition
Four common methods of presentation are memorized, formula, need-satisfaction, and problem-solution
Consider the elements of the presentation mix that will be used for each prospect
Use persuasive communication techniques, methods to develop prospect participation, proof statements, visual aids, dramatization, and demonstrations
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52. Summary of Major Selling Issues, cont…
Persuasive communication techniques help to uncover needs, to communicate effectively, and to pull the prospect into the conversation
Visuals must be properly designed to illustrate the features, advantages, and benefits of your products through graphics, dramatization, and demonstration
Careful attention to development and rehearsal of the presentation is needed to ensure that it occurs smoothly and naturally
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53. Summary of Major Selling Issues, cont…
The presentation is the heart of the sale
Acquire or create materials that convey your message and convince others to believe it
Exhibits, facts, statistics, examples, analogies, testimonials, and samples should be part of your repertoire
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