elements of a great sales presentation chapter 10 mcgraw-hill/irwin copyright © 2007 by the...
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Elements of a Great Sales Elements of a Great Sales PresentationPresentation
Elements of a Great Sales Elements of a Great Sales PresentationPresentation
Chapter
Chapter
10
McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.
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Chapter
Chapter
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Main TopicsMain TopicsMain TopicsMain Topics
The Tree of Business Life: Presentation The Purpose of the Presentation Three Essential Steps within the Presentation The Sales Presentation Mix Visual Aids Help Tell the Story Dramatization Improves Your Chances Demonstrations Prove It
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Main TopicsMain TopicsMain TopicsMain Topics
Technology Can Help! The Sales Presentation Goal Model The Ideal Presentation Be Prepared for Presentation Difficulties
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The Tree of Business Life: Presentation
Guided by The Golden The Golden RuleRule: Create elements of the
presentation that appeal to the buyer’s senses and lead to improved understanding.
Liven up your talk with drama and a demonstration.
Use technology to help make your message clear.
Be professional about competition. You will see that ethical service
builds true relationships.
IT C
Ethi
cal Service
Builds
T r
u e
Relationships
TT T
T T T TT T T T
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Exhibit 10-1: The Presentation is the Heart of the Sale
An effective approach allows a smooth transition into discussing your product’s features, advantages, and benefits.
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The Purpose of the Presentation
Your main goal is to sell your product to your customer – to help.
Purpose of the presentation:KnowledgeBeliefsDesire/NeedAttitudeConviction
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Exhibit 10-2: The Five Purposes of the Presentation
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Three Essential Steps Within the Presentation
1.Fully discuss the features, advantages, and benefits of your product.
2.Present your marketing plan:How to resell (for reseller)How to use (for consumer and industrial user)
3.Explain your business proposition.What’s in it for your customer?
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Exhibit 10-3: Three Essential Steps Within the Presentation
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Exhibit 10-4a: Salespeople Use These FABs in Their Presentations
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features Advantages Benefits
Product1. Traditional “farmhouse”
recipe, with freshest ingredients; fortified with vitamins A, B, C, and D; no preservatives
2. User needs only to add water, stir, and cook
1. Great tasting, fluffy and light; highly nutritious
2. Quick and easy to prepare
1. Provides an appealing item; expands breakfast menu; increases breakfast business
2. Requires minimal kitchen time and labor
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Exhibit 10-4b: Salespeople Use These FABs in Their Presentations
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features Advantages Benefits
Marketing Plan3. Just in time delivery;
weekly as needed
4. Local distribution center
5. An experienced sales representative to serve account
3. No need to store large quantities
4. Additional orders can be filled quickly
5. Knowledge and background in food-service industry
3. Requires minimal inventory space; keeps inventory costs low
4. Prevents out-of-stock situations
5. Provides assistance for meeting changing needs and solving business problems
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Exhibit 10-4c: Salespeople Use These FABs in Their Presentations
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features Advantages Benefits
Business Proposition6. Quantity discounts
7. Extended payment plans
6. Reduces costs
7. Reduces interest costs
6. Increases your profits
7. Increases your profits
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Exhibit 10-5: The Sales Presentation Mix
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Persuasive Communication Sell Sequence = FAB + trial close To be a persuasive communicator:
Use logical reasoning Persuade through suggestion Have a sense of fun Personalize relationships Build trust Be aware of your body language – always smile! Control the presentation – questions rechannel an off-course
presentation Use diplomacy – choose your battles Consider the Paul Harvey dialogue (conversation style) Use words as selling tools (simile, metaphor, analogy)
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Persuasive Communication, cont…
Seven factors of good communication:1.Use questions
2.Be empathetic
3.Keep the message simple
4.Create mutual trust
5.Listen
6.Have a positive attitude and enthusiasm
7.Be believable
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Exhibit 10-5: The Sales Presentation Mix, cont…
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Questions Product use: appeals to senses Visuals (to be discussed) Demonstrations (to be discussed)
Participation is Essential to Success
Skip video
To pause the video, click on the video screen. To resume play, click on the video screen again. Click outside the video screen twice to advance to the next slide.
Exhibit 10-5: The Sales Presentation Mix, cont…
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Proof Statements Build Believability Past sales help predict the future The guarantee Testimonials Company proof results Independent research results:
Restatement of the benefit before proving itProof source and relevant facts or figures about
the productExpansion of the benefit
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I’m sure that you want a radio that’s going to sell and be profitable for you ( ). Figures in Consumer Guide and Consumer Sales magazines indicate that the Sony XL-100 radios, although the newest on the market, are the third largest in sales ( ). Therefore, when you handle the Sony XL line, you’ll find that radio sales and profits will increase, and more customers will come into your store ( ).
Consider the following proof statement referring to independent research results (identify: source and facts, benefit restatement, benefit expansion):
source and facts
benefit expansion
benefit restatement
Example
Skip video
To pause the video, click on the video screen. To resume play, click on the video screen again. Click outside the video screen twice to advance to the next slide.
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Exhibit 10-6: Proof Statements Help Prove What You Say
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Exhibit 10-5: The Sales Presentation Mix, cont…
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The Visual Presentation–Show and Tell
Increase retention Reinforce the message Reduce misunderstanding Create a unique and lasting impression Show the buyer that you are a professional
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Visual Aids Help Tell the Story Some common visual aids are:
The product Charts and graphs illustrating features and advantages Photographs and mock-ups Equipment Sales manuals and catalogs Order forms Letters of testimony A copy of the guarantee Flip-boards and posters Sample advertisements
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Appeal to the prospect’s vision with the intent of producing mental images of the product’s: Features Advantages Benefits
Visual Aids Help Tell the Story, cont…
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Exhibit 10-5: The Sales Presentation Mix, cont…
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Dramatization Improves Your Chances Dramatics refers to talking or presenting the product
in a striking, showy, or extravagant manner:Dramatics should be incorporated only when you
are 100 percent sure they will work effectively.One of the best methods of developing ideas for
dramatizations is to watch television commercials.Dramatic presentations set you apart from the
many salespeople that buyers see each day.
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Dramatization Improves Your Chances, cont…
Dramatization improves your chances of success.
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Exhibit 10-5: The Sales Presentation Mix, cont…
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Demonstrations Prove It A successful demonstration:
Lets the prospect do something simpleLets the prospect work an important featureLets the prospect do something routine or
frequently repeatedHas the prospect answer questions throughout the
demonstration (feedback)
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Exhibit 10-8: Seven Points to Remember about Demonstrations
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Reasons for Using Visual Aids, Dramatics, and Demonstrations
Capture attention and interest Create two-way communication Involve the prospect through participation Afford a more complete, clear explanation of products Increase a salesperson’s persuasive powers by obtaining
positive commitments on a product’s single feature, advantage, or benefit
People receive 87 percent of their information on the outside world through their eyes and only 13 percent through the other four senses.
The addition of participation is much more persuasive than dramatization alone.
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Technology Can Help!
Can provide excellent presentation methods Multimedia computers can:
Present video clipsPlay sound bitesShow beautifully illustrated graphicsBe connected to projection equipment
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Exhibit 10-10: The Sales Presentation Goal Model
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The Ideal Presentation
Your approach technique quickly captures your prospect’s interest and immediately finds signals that the prospect has a need for your product and is ready to listen.
The ideal prospect: Is friendly, polite, relaxed, listensSays “yes” and enthusiastically thanks you
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The Ideal Presentation, cont…
Several weeks later you receive a copy of customer’s letter sent to your company’s president glowing with praise for you
Sometimes it happens but many times there are difficulties
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Be Prepared for Presentation Difficulties
How to handle interruptions: Is the interruption personal or confidential?Offer to leave the roomRegroup your thoughts
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Be Prepared for Presentation Difficulties, cont...
Should you discuss the competition?Do not refer to a competitor unless absolutely
necessary.Acknowledge your competitor only briefly.Make a detailed comparison of your product and
the competition’s product when necessary.
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Be professional always Where the presentation takes place:
Could be anywhere
Be Prepared for Presentation Difficulties, cont...
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The Golden Rule
You want to do to others what you would have them do to you.
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Summary of Major Selling Issues The sales presentation is a persuasive vocal and
visual explanation of a proposition. Four common methods of presentation are
memorized, formula, need-satisfaction, and problem-solution.
Consider the elements of the presentation mix that will be used for each prospect.
Use persuasive communication techniques to develop prospect participation, proof statements, visual aids, dramatization, and demonstrations.
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Summary of Major Selling Issues, cont…
Persuasive communication techniques help to uncover needs, to communicate effectively, and to pull the prospect into the conversation.
Visuals must be properly designed to illustrate the features, advantages, and benefits of your products through graphics, dramatization, and demonstration.
Careful attention to development and rehearsal of the presentation is needed to ensure that it occurs smoothly and naturally.
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Summary of Major Selling Issues, cont…
The presentation is the heart of the sale. Acquire or create materials that convey your
message and convince others to believe it. Exhibits, facts, statistics, examples, analogies,
testimonials, and samples should be part of your repertoire.
End of Chapter 10End of Chapter 10End of Chapter 10End of Chapter 10
Chapter
Chapter
10
McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc. All rights reserved.