1. CHAPTER 12
Creating Value with the Sales Demonstration 1

2. Learning Objectives Discuss how sales demonstrations add value
Explain the guidelines to be followed when planning a sales demonstration
Describe elements of an effective group presentation
Develop selling tools that add value to your sales presentation
Discuss the dynamic nature of adaptive selling

3. Six-Step Presentation Plan
Approach (Chapter 10)
Presentation (Chapter 11)
Demonstration
Negotiation
Close
Servicing the Sale 

4. Six-Step Presentation Plan
FIGURE
12.1

5. How the Sales Demonstration Adds Value
Adds sensory appeal
Attracts customer attention
Stimulates interest
Creates desire for product

6. Strategic Planning Sets the Stage
FIGURE
12.2

7. Benefits of Demonstration
Improved communication and retention
Proof of buyer benefits
Proof devices
Feeling of ownership
Quantifying the solution
Value proposition revisited

8. Guidelines for Demonstrations That Add Value
Develop creative demonstrations
Use custom-fitted demonstrations
Choose the right setting
Check sales tools
Cover one idea at a time and confirm agreement
Appeal to all senses
Balance telling, showing, and involvement
Rehearse the demonstration

9. The Value Proposition
The value proposition includes a mix of key benefits to meet the needs of the customer. This ad illustrates the three parts of Durkee’s value proposition: support, flavor, and performance.
See the Website

10. Creative Demonstrations
Make features and benefits appealing
Must gain attention and increase desire for product
Create different ways of looking at problem and solution

11. Customize the Demonstration
Use custom-fitted demonstrations
Relate to specific customer needs
Do not over-structure
Personalize the process

12. Customize the Demonstration
Bell Helicopter sales representatives have access to a sales configuration system that supports customizing the demonstration.
See the Website

13. Choose Right Setting Demonstration location makes difference
Sometimes neutral ground, like hotel or conference center
Other times in firm’s conference room
Controlled environments free from distraction
Keys to closing a large complex sale might include conducting a plant tour.

14. Check Sales Tools
Ensure audio/video, computer tools/files are in working order

15. Cover One Idea at a Time Demonstrate one idea or feature at a time
Make sure customer understands each before moving on, pace evenly
Make customer part of every step
Need-satisfaction questions help move forward

16. Appeal to All Senses Try to involve all five senses
Multi-sensory appeals help involve prospect and build desire for the product
Eberle Winery understands the importance of reaching the prospect through as many senses as possible

17. Appeal to All Senses
See the Website

18. Balance Telling, Showing, and Involvement
Develop demonstration worksheet
Demonstrations should be balanced and have variety—use worksheet to prepare
Try to give prospect “hands-on” experience
A Chinese proverb says, “Tell me, I’ll forget; show me, I may remember; but involve me and I’ll understand.”

19. Questions Involve the Customer
Asking the right questions can pique customer interest, build credibility, uncover greater needs, and solicit more accurate information. See for more information
See the Website

20. Demonstration Worksheet
FIGURE
12.3

21. Rehearse, Rehearse, Rehearse
If you don’t rehearse, you court disaster
Rehearse several times
Videotape or role play for manager

22. Selling Tools for Effective Demonstrations
Quantify the solution (ROI)
Product and plant tours
Models
Photos, illustrations, and brochures
Portfolio of support materials
Reprints of articles on product
Catalogs show product line and specifications
Graphs, charts, and test results
Bound paper presentations
Laptop computers and demonstration software

23. Computer-based Tools: PowerPoint
Can incorporate charts, graphs, images, audio, and video
Often so common, familiarity level can be boring

24. Computer-based Tools: Spreadsheets
Spreadsheets excellent for organizing numbers to prepare quotes
Also good for “what-if” scenarios
Can be printed for proposal purposes
Can convert numbers to graphs or charts

25. Computer-based Tools: Web-based Demonstrations
Showcase information using Web browser
Can integrate data, voice, and video
Can conduct question and answer sessions in real time
Prospects can also view at their convenience

26. Computer-based Tools: Web-based Demonstrations
See the Website
See how WebEx makes demonstrations over the Internet possible.

27. Elements of an Effective Group Sales Presentation
Rule One: Identify the titles and roles of those who will attend
Rule Two: Check out the meeting room in advance
Rule Three: Be sure your presentation is characterized by clarity and simplicity
Rule Four: Anticipate questions and be prepared with answers

28. Audiovisual Presentation Fundamentals
Do not rely too heavily on “bells and whistles”
Be sure the prospect knows the purpose of the presentation
Be prepared to stop the presentation to clarify a point or allow questions
At conclusion, review key points and allow prospect to ask questions

29. Plan for the Dynamic Nature of Selling
FIGURE
12.4

30. Key Concept Discussion Questions
Describe how sales demonstrations add value
Explain the guidelines to be followed when planning a sales demonstration
Describe elements of an effective group presentation

31. Key Concept Discussion Questions
Develop selling tools that add value to your sales presentation
Discuss the dynamic nature of adaptive selling

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