1. Strengthening The Presentation
Chapter 9

2. Characteristics Of A Strong Presentation
Communication tools such as visual aids, samples, testimonials, demonstrations and the use of humor are important ingredients in most sales calls
These tools help focus the buyer’s attention, improve the buyer’s understanding, helps remember what the salesperson said, offers concrete proof of the salesperson’s statements, and creates a sense of value

3. Keep The Buyer’s Attention
Stay interactive with buyer to avoid boredom or lack of attention
Get the buyer actively involved in the communication process
The buyer’s personality can also affect his or her attention span

4. Improve The Buyer’s Understanding
Salespeople need to utilize all available communication tools to help individuals, who have problems forming clear images, better understand the solution to the problem or the opportunity being presented
Notice – more senses involved – better retention of message
Multiple-sense appeals-appeal to more than one sense P. 232
Sellers of some products use appeals to all of the senses; others involve 2 to 3

5. Helps The Buyer Remember What Was Said
People immediately forget 50 percent of what they hear; 75 percent of the message is forgotten after 48 hours
Securing an order often requires multiple visits
Profitability occurs when the selling situation was memorable
Lasting impressions can be created in many ways
Present skillfully in a well-timed demonstration

6. Offers Proof Of Salesperson’s Assertions
Most people won’t believe everything a salesperson tells them
Creating trust is very important
Salespeople require tools to back up their claims – 3rd party sources

7. Creates A Sense Of Value
The manner in which a product is handled suggests value
Careful handling- positive
Careless handling- negative
The use of communication tools can also make a statement about the importance of the buyer

8. How To Strengthen The Presentation
Use of communication tools
(word pictures, stories, humor, charts, models, samples, gifts, catalogs, brochures, pictures, ads, maps, illustrations)
The seller should strategically select methods and media that will helpfully address the needs of the buyer
Adapt to the buyer

9. Verbal Tools Word Pictures and Stories Use stories from your own life
Make sure you have a reason for telling the story
Use the “hook” of the story to directly tie back in presentation
Be accurate and vivid with the words you choose
Pace the story
Choose stories that fit your own style
Stories can be quite short

10. Verbal Tools Humor Don’t oversell
Don’t apologize before telling a joke
Identify any facts that are absolutely necessary for the punch line of the story to make sense
Enjoy yourself while you’re relating the humor by smiling and animating your voice and nonverbals
Practice telling the joke different ways to see which exact wording works best
Make sure your punch line is clear

11. Visual Tools
Charts
Know the single point the visual should make and ensure that it accomplishes that point
Use current and accurate information
Don’t place too much information on a visual
Use bullets to emphasize key points
Don’t overload the buyer with the numbers
Clearly label each visual with a title
Recognize the emotional impact of colors and choose appropriately
If possible, use graphics instead of tables
Use consistent art styles, layouts, and scales for your collection of charts and figures
Check your visuals for errors

12. Models, Samples & Gifts Models, Samples, and Gifts
Miniature models serve as substitutes for products too large or bulky to transport
Cross-sectional models illustrate how a product is constructed
Carry a sample for demonstration purposes
Samples, if they perform effectively, can make excellent sales aids
Samples and gifts help to maintain the prospect’s interest after the call and serve as a reminder

13. Continued Catalogs and Brochures Aids communication of information
Brochures often summarize key points and contain answers to the usual questions buyers pose
Large amounts of money are usually spent on developing visually attractive brochures
Pictures, Ads, Maps, and Illustrations
Easy to prepare, relatively inexpensive, and permit a realistic portrayal of product and its benefits
Photographs of people and copies of recent or upcoming ads may contribute visual appeal

14. Testimonials & Test Results
Testimonials-statements, usually letters, written by satisfied users of a product or service
The effectiveness depends on the skill in which it is used and a careful matching of satisfied user and product
Before using a testimonial check with the person who wrote it and frequently reaffirm he or she is a happy (satisfied customer)
Should only be used if they help address the buyer’s needs or concerns
Use test results to strengthen the presentation

15. Appropriate Media Media Used To Display Visual Tools
Choose media appropriate for the situation
Recent survey: 96 percent agree technology enhances presentations
Sales Portfolios
Portfolio- paper-based collection of visual aids, often placed in a binder or container, used to enhance communications during a sales call
Should contain a broad spectrum of visual aids the salesperson can find quickly if needed

16. Digital Collateral Management Systems
Archives, catalogs & retrieves digital media & text
Collateral = collection of documents
SAVO = can call up videos, photos, audio files, PP templates, Web pages, legal documents, etc.
www. Savogroup.com

17. Continued
Document cameras (visual presenters)-like overheads, but are capable of displaying any three-dimensional object
Electronic whiteboards (digital easels)- used when working with customers who prefer to brainstorm an issue or problem

18. Product Demonstrations
One of the most effective methods of appealing to the buyer’s senses
Hands-on product demonstrations illustrate quality, effectiveness, and provide an interactive component
Executive briefing centers – specific highly specialized rooms designed to showcase company’s capabilities

19. Handouts Read text – P. 245-246 For your in-class presentations:
Handouts are a critical tool – short, specific and passed out when you are about to discuss them
Wait until everyone has the handout before talking

20. Handouts
Handouts-written documents provided to buyers to help them remember what was said
A well prepared set of handouts can be one of the best ways to increase buyer retention of information (long-term)
Careful preparation is required
Important for foreign buyers
Helpful Tips
Don’t forget the goal of your meeting
Make sure the handout look professional
Don’t cram too much information on a page
Don’t drown your prospect in information

21. Written Proposals The RFP Process
Definition: A document issued by a prospective buyer asking for a proposal
(request for quote (RFQ), request for bid (RFB))
Should contain the customer’s specifications for the desired product, including delivery schedules
The customer has a firm idea of the product needed
The salesperson can assist the customer in identifying needs and specifying product characteristics
Buyers want the bottom line

22. Written Proposal Written Proposals Keep the customers’ needs in mind
Three parts of a proposal:
1) Executive summary- a brief description of the problem to be solved and a brief description of the proposed solution
2) A description of the current situation in relation to the proposed solution
3)Budget
Many salespeople compare the current situation with the proposed solution on the same sheet
Some proposals are too complicated for such a simple approach

23. Customer Value Analysis
How is your product/service unique?
Quantifying the solution: Read in text – P
Examples of quantifying: cost/benefit analysis; ROI; Payback period; net present value; & opportunity cost.
EXTREMELY IMPORTANT!

24. Quantifying The Solution
Quantifying the solution- strengthening the presentation by showing the prospect that the cost of the proposal is offset by added value
More important in some situations than others
Products or services that pose little risk involves very little quantifying of the solution
Products or services that pose moderate to high risk; quantifying the solution becomes increasingly important
Quantifying the solution is imperative in super-high-risk situations

25. Continued Simple Cost-Benefit Analysis
one of the simplest methods of quantifying the solution, lists the costs to the buyer and the savings the buyer can expect from the investment
Buyers must supply information for it to be realistic and meaningful
Comparative Cost-Benefit Analysis
Comparisons of the present situation’s costs with the value of the proposed solution ( or with that of a competitor)
Involve prospect while creating figures

26. Continued Return on Investment
ROI = Net Profits (or savings) / Investment
Salespeople need to find the firm’s minimum ROI or ROI expectations
Payback Period
Definition: The length of time it takes for the investment cash outflow to be returned
Payback Period = Investment / Savings (or profits) per year
For the buyer, it indicates how quickly the investment money will come back and a good measure of risk

27. Continued Net Present Value (NPV)
Definition: The net value today of future cash inflows minus the investment
NPV = Future cash inflows discounted _ Investment
into today’s dollars
Opportunity Cost
Definition: The return a buyer would have earned from a different use of the same investment capital
Other Methods of Quantifying the Solution
Turnover, contribution margin, accounting rate of return, and after-tax cash flows

28. Selling Value to Resellers
Resellers primarily concerned about three two key factors: 1. Will their customers buy the product/service, and 2. How much will they make on the sale (profit margin)?
Profit Margin
Inventory Turnover
Return on Space

29. Dealing With The Jitters
Know your audience well
Know what you’re talking about
Prepare professional, helpful visuals
Be yourself
Get a good night’s sleep
Feed off energy and enthusiasm of audience
Recognize effects of fear and accommodate yourself
Visualize your audience as your friends
Psych yourself up for the presentation
Realize that everyone gets nervous before presentations
PRACTICE, PRACTICE, PRACTICE !

30. Dealing with the jitters
Read P. 245
I will always cover for you!
No embarrassment – promise!
This is your training ground!
You can feel safe here!
Remember, we are the national champion!

31. Questions?