1. © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

2. Strengthening the Presentation How can salespeople use verbal tools to strengthen the presentation? Why do salespeople need to augment their oral communication through tools such as visual aids, samples, testimonials, and demonstrations? What methods are available to strengthen the presentation? How can salespeople utilize visual aids and technology most effectively? What are the ingredients of a good demonstration? Is there a way to quantify the salesperson’s solution to the buyer’s problem? How can salespeople reduce presentation jitters? Some questions answered in this chapter are: 10-2 CHAPTER 10 McGraw-Hill/Irwin

3. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. 10-3 McGraw-Hill/Irwin “The focus of the presentation should be on what is important to the customer, not what is important to me.” ~Amanda Deitz Pfizer

4. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Keeps the buyer’s attention Improves the buyer’s understanding Helps the buyer remember what was said Offers proof of the salesperson’s assertions Creates a sense of value 10-4 Characteristics of a Strong Presentation McGraw-Hill/Irwin

5. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. 10-5 How We Learn and Remember McGraw-Hill/Irwin

6. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Salespeople should ask themselves: –How can I use my imagination and creativity to make a vivid impression on my prospect or customer? –How can I make my presentation a little different and a little stronger? A seller should strategically select methods and media that will helpfully address the needs of the buyer. –Respond to the buyer’s unique style –Consider elements such as: How many people will attend Which stage of the buying process they are in What information they need What type of situation this is 10-6 How to Strengthen the Presentation McGraw-Hill/Irwin

7. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Word pictures and stories –It is best to use stories from your own life. –Make sure you have a reason for telling the story. –Use the “hook” of the story to tie back directly to your presentation. –Be accurate and vivid with the words you choose. –Pace the story, watching your audience for cues. –Choose stories that fit your own style. –Remember, stories can be quite short. 10-7 Verbal Tools McGraw-Hill/Irwin

8. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Verbal Tools (continued) Humor –Don’t oversell the joke. –Don’t apologize before telling a joke. –Identify any facts that are absolutely necessary for the punch line of the story to make sense. –Use humor from your own life. –Enjoy yourself by smiling and animating your voice and nonverbals. –Practice telling the joke in different ways. –Make sure your punch line is clear. 10-8 McGraw-Hill/Irwin

9. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Graphics and charts –Know the single point the visual should make. –Use current, accurate information. –Don’t place too much information on a visual. –Use bullets. –Don’t overload the buyer with numbers. –Clearly label each visual with a title. –Recognize the emotional impact of colors and choose appropriate ones. –If possible, use graphics instead of tables. –Use consistent art styles, layouts, and scales. –Check your visuals closely for errors. –Know and obey copyright laws. Now judge this slide based on the guidelines found in your book on page 253. 10-9 Visual Tools McGraw-Hill/Irwin

10. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Models, samples and gifts –Keeps buyer interest –Cross-sectional models Catalogs and brochures –Help to effectively communicate information Photos, illustrations, ads, and maps 10-10 Visual Tools (continued) McGraw-Hill/Irwin

11. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Testimonials and test results –The testimonial used should carefully match satisfied user and prospect –The person who writes the testimonial should be above reproach Frequently affirm this person is still a satisfied customer –Test results from third-party organizations have more clout 10-11 Visual Tools (continued) McGraw-Hill/Irwin Testimonials are statements written by satisfied users of a product or service.

12. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Visual Tools (continued) Using media to display visuals –Portfolio –Video –Computers –Digital collateral management systems –Document cameras (visual presenters) –Whiteboards 10-12 McGraw-Hill/Irwin

13. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Be prepared. Secure a proper place for the demonstration. Check the equipment before beginning. Get the prospect involved in a meaningful way. Always relate product features to the buyer’s unique need. Make the demonstration an integral part of the overall presentation. Keep the demonstration simple, concise, and clear. Plan what you will do during any dead time. Find out whether the prospect has already seen a competitor’s product demonstration. Find out whether anyone present has used your product before. Probe during and after the demonstration. 10-13 Product Demonstrations McGraw-Hill/Irwin

14. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Don’t forget the goal of your meeting. Make sure the handouts look professional. Don’t cram too much information on a page. Don’t drown your prospect in information. 10-14 Handouts McGraw-Hill/Irwin Handouts are written documents provided to help buyers remember what was said.

15. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. The RFP process –Should contain the customer’s specifications for the desired product, including delivery schedules Writing proposals –Executive summary (1-2 pages) –Body of the proposal The total cost minus the total savings A brief description of the problem A brief description of the proposed solution Budget Presenting the proposal 10-15 Written Proposals McGraw-Hill/Irwin

16. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Cost-benefit analysis –Simple cost-benefit analysis –Comparative cost-benefit analysis Return on investment (ROI) ROI = Net profits (or savings)  Investments Payback period Payback period = Investment  Savings (or profits) per year 10-16 Value Analysis: Quantifying the Solution McGraw-Hill/Irwin Value analysis Showing the prospect that the cost of the proposal is offset by the added value.

17. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Value Analysis: Quantifying the Solution (continued) Net present value –Assesses the validity of an opportunity –NPV – The net value today of future cash inflows minus the investment Opportunity cost –The return a buyer would have earned from a different use of the same capital 10-17 McGraw-Hill/Irwin

18. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Profit margin –The net profit the reseller makes, expressed as a percentage of sales Inventory management systems –Efficient consumer response –Quick response –Automatic replenishment –Just in time –Electronic data interchange Return on space –Sales per square foot or sales per shelf foot 10-18 Selling Value to Resellers McGraw-Hill/Irwin

19. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Know your audience well. Know what you’re talking about. Prepare professional, helpful visuals. Be yourself. Get a good night’s sleep. For presentations to groups, feed off the energy and enthusiasm of several friendly, happy-looking people in your audience. 10-19 Dealing With the Jitters McGraw-Hill/Irwin

20. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Recognize the effect of fear on your body and reduce the accompanying stress manifestations. Visualize your audience as your friends. Psych yourself up for the presentation. Realize that everyone gets nervous before a presentation at times. Practice, practice, practice. 10-20 Dealing With the Jitters (continued) McGraw-Hill/Irwin

21. © 2007 The McGraw-Hill Companies, Inc. All rights reserved. Strengthening communication with the buyer is important. Many methods of strengthening communication are available. A backbone of many sales presentations is the product demonstration. It is often important to quantify the solution so the buyer can evaluate the costs in relation to the benefits he or she can derive from the proposal. All communication tools require skill and practice to be used effectively. 10-21 Summary McGraw-Hill/Irwin