12-1

Creating Value with the Sales Demonstration

Selling TodaySelling Today10th Edition

CH

AP

TE

R Manning and Reece

12

12-2

Six-Step Presentation PlanSix-Step Presentation Plan

1. Approach (Chapter 10)

2. Presentation (Chapter 11)

3. Demonstration

4. Negotiation

5. Close

6. Servicing the Sale

12-3

Effective DemonstrationEffective Demonstration

• Adds sensory appeal

• Attracts customerattention

• Stimulates interest

• Creates desire for product

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Benefits of DemonstrationBenefits of Demonstration

• Improved communication and retention

• Proof of buyer benefits

• Proof devices

• Feeling of ownership

• Quantifying the solution

• Value propositionrevisited

12-5

Strategic PlanningStrategic PlanningFIGURE 12.2

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Strategic Planning PointsStrategic Planning Points• Determine what features to demonstrate

• Determine what sales tools to use

• Check sales tools

• Determine when and where to demonstrate

• Determine how to involve the prospect

• Prepare a demonstration worksheet

• Rehearse the demonstration

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Creative DemonstrationsCreative Demonstrations

• Make features and benefits appealing

• Must gain attention and increase desire for product

• Create different ways of looking at problem and solution

12-8

Customize DemonstrationCustomize Demonstration

• Use custom-fitted demonstrations

• Relate to specific customer needs

• Do not overstructure

• Personalize the process

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Choose Right SettingChoose 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

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Check Sales ToolsCheck Sales Tools

• Ensure audio/video, computer tools/files are in working order

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Cover One Idea at a TimeCover 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

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Balance Telling, Showing,and Involvement

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.”

12-13

Rehearse, Rehearse, RehearseRehearse, Rehearse, Rehearse

• If you don’t rehearse, you court disaster

• Rehearse several times

• Videotape or role play for manager

12-14

Proof DevicesProof Devices• Product itself is often best selling aid

• Plant tours are excellent source of product info

• Models are used when product large

• Photos, illustrations, and brochures

• Portfolio of support materials

• Reprints of articles on product

• Catalogs show product line and specifications

• Graphs, charts, and test results

• Laptop computers and demonstration software

12-15

Computer-based Tools: PowerPoint

Computer-based Tools: PowerPoint

• Can incorporate charts, graphs, images, audio, and video

• Often so common, familiarity level can be boring

You must generate unique look!

12-16

Computer-based Tools: Spreadsheets

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

12-17

Computer-based Tools:Web-based Demonstrations

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

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Bound Paper PresentationsBound Paper Presentations

• Bound presentations still widely used

• Effective for attractive graphs and charts, guarantees, product testimonials, etc.

• Favored because of availability for future reference

12-19

Using AudiovisualsUsing Audiovisuals

• Videos and computer-based presentations are common, but sometimes used ineffectively

• Guidelines

• Audiovisuals support, not replace, an interactive sales demonstrations

• Preview material, describe highlights

• Be prepared to pause for questions

• At conclusion, review key points

12-20

Reality Check: Computer Skills Reality Check: Computer Skills

• No longer a nice-to-have when job hunting—a need-to-have!

• Many large firms scan resumes for PC and software skills; no skills, you’re out

• Presentation, specialized software is tops

• Expected: word processing, spreadsheets

• Desired: PowerPoint, databases, CRM

• Bonus: Java, HTML, etc.