1. Making the Presentation
Chapter 11
Making the Presentation
Learning Objectives:
Understand how to make a presentation.
Learn how units of conviction help prospects reach a buying decision.
Discover effective tactics for making a sales presentation.
Study different methods for involving the prospect.
Understand the significance of using a demonstration.
Examine the different types of sales aids available for use in presentations.
Recognize the value of using technology in making presentations.

2. The Purpose of The Presentation
Provide knowledge using the features, advantages, and benefits of your product, marketing plan, and business proposal
Allow buyer to develop positive personal attitudes toward your product
Convert need into want and into the belief that your product can fulfill those wants
Convince the buyer that not only is your product the best, but also that you are the best source to buy from

3. The Sales Presentation Mix
Persuasive Communication
Factors that help make you a better communicator:
Having a positive attitude and enthusiasm
Creating mutual trust (must believe you)
Using questions and listening
Keeping the message simple
Being empathetic

4. Sales Call Planner 10 Key Questions a Sales Call Plan must answer:
Company or person’s name
Individuals to see or contact
Background and profile of buyers
Major competitors to be aware of
Objective(s) for this particular call
Best time to call
Expressed needs or problems identified
Strategies and tactics useful in this situation
Sales tools to take along
Results of the sales call

5. Style of the Presentation
The Memorized Presentation
Quick Productivity
Beneficial during initial learning periods
Reliable Information
Ensures the right information gets to the
prospect
Proven Effectiveness
These presentations have been field tested and refined
Confidence Building
Feel more secure knowing that the presentation works for other salespeople.
It should be internalized to the point that it is a normal, personal message.

6. Style of the Presentation
The Outline Presentation
Salesperson prepares an outline of the presentation in written form
Must have developed several “units of conviction”
It reveals existing need for any additional information
Makes it possible to check needs and goals against suggested solutions
The Extemporaneous Presentation
Only recommended for the most experienced professional salespeople

7. The Salesperson’s Curse
“You know your product better than you know how your client’s business can use it.”

8. Product-Analysis Worksheet
You must determine what kind of buying decision to recommend to the prospect
Convince the prospect that the solution you offer is the best possible one
You do this by presenting complete units of conviction

9. Units of Conviction
Units of Conviction: Concise, carefully prepared “mini-presentations” that are used as building blocks in constructing the information the salesperson presents.
Prepare units of conviction ahead of time
Practice them until they are comfortable
They become a permanent part of your selling arsenal
Learn how to personalize units of conviction

10. Units of Conviction Each Unit of Conviction Contains:
Feature (A fact about the product or service)
Transitional phrase or bridge
Benefit (What’s in it for me?)
Evidence or proof statements
Tie-down (trial close or nail down)

11. Features and Benefits
Features…
Are the tangible and intangible qualities (or facts) of a product or service
They are the same no matter who uses them
Benefits…
Are the value to the customer
Translating features into benefits is one of your most important skills

12. These phrases help answer this question.
Transitional Phrases
Phrases that connect features to benefits:
What this means to you ...
This is beneficial to you because…
This lets you…
This heads off all the problems of…
The prospect is asking,
“What’s in it for me?”
These phrases help answer this question.

13. Evidence to Support Claims
Demonstrations
Show the product being used
Testimonials
Bring letters from satisfied customers
Have a referral call the prospect ahead of time
Facts and Statistics
They help back up what you say
Samples
Appeal to one or all of the senses
Examples or Case Histories
It must be authentic, so use many details to show you are familiar
Relate it directly to the prospect’s circumstance

14. The Tie-Down (Trial Close or Nail Down) Question
A yes/no question that confirms that the prospect agrees that the benefit is applicable and important to them
“I think you see the enormous advantage you will have with one-tenth of a minute billing, right Mr. Osinski?”
If the prospect says no, then go back over the feature/benefit
This gives you feedback and builds commitment

15. Effective Tactics for Presentations
Participation
Demonstration
Sales Demonstration Checklist

16. Participation You must get the prospect involved
Ask questions and listen to their answers
Encourage the prospects to ask questions

17. Demonstration A well planned demonstration will:
Catch and peak the buyer’s interest
Fortify your points and get buyer involved
Help the prospect understand the benefits
Keep you interested and stimulated
Cut down on the number of objections
Help you close the sale

18. Sales Demonstration Checklist
Is the demonstration needed and appropriate?
Have I developed a specific demonstration objective?
Have I properly planned and organized the demonstration?
Have I rehearsed to the point that the demonstration flows smoothly and naturally?
Does my demonstration present my product in an ethical and professional manner?

19. Demonstration Principles
Five principles to use when planning a presentation
Concentrate the Prospect’s Attention on You
Juggling 3 tennis balls?
Follow the “Tell ‘em Three Times” Rule
Tell them what you’re going to do, do it, and then tell them what you did
Get your Prospect into the Act
The crossword puzzle—use whatever works
Keep your Prospect Glued to the Screen
Webinars or virtual meetings
Use videoconferencing
This type of presentation must be riveting
Paint a Picture Using Metaphors

20. Presentation Sales Tools and Visual Aids
The Organizer - a series of visuals that go step-by-step through the sales process.
Company prepared organizers
Built around user benefits
Fosters two-way communication
Leads more naturally to the close
Gets the whole story out in less time
Keeps the presentation on track
Supplements added by salesperson
Personal letters of reference
Business cards of clients
Pictures of clients using the product
Pictures of finished installations

21. Audiovisual Presentations
Audiovisual Aids
Now you can prepare your presentation from anywhere using a smartphone or tablet. Make use of these audiovisual aids when preparing presentations:
Presentation software
Web-based presentations
PowerPoint presentations

22. Situational Selling Fit yourself to the situation the buyer is facing
Be sure each meeting focuses on your ultimate goal
Prior planning should allow you to adapt to any situation

23. Handling Special Situations
The Setting for the Sales Interview:
Client’s office
Great option if interruptions can be controlled
Your office
May not be the best place
Restaurant
Interruptions are less likely
The “power lunch”
Prospect feels obligated to listen
A less stressful environment

24. Handling Special Situations
Interruptions:
If there is a phone call, offer to leave the room
Wait until the prospect’s attention is completely back on you and your presentation
Restate the selling points that were of specific importance to the prospect
Invite the prospect’s participation
Make sure interest has been regained,
then proceed