Chapter 10 Elements of a Great Sales Presentation McGraw-Hill/Irwin ABC’s of Selling, 10/e Copyright © 2009 by The McGraw-Hill Companies, Inc All rights reser Main 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 Technology Can Help! The Sales Presentation Goal Model 10-2 Main Topics, cont The Ideal Presentation Be Prepared for Presentation Difficulties 10-3 The Presentation 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 10-4 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 10-5 The Purpose of the Presentation Your main goal is to sell your product to your customer – to help him 10-6 The Purpose of the Presentation, cont Purpose of the presentation: Provide knowledge via features, advantages, and benefits of your product, marketing plan, and business proposition Allow buyer to develop personal attitudes toward your product Attitudes result in desire (or need) Convert a need into a want and then into the belief that your product can fulfill a certain need 10-7 The Purpose of the Presentation, cont Convince the buyer that not only is your product the best but also that you are the best source to buy from When this occurs, she is in the conviction stage 10-8 Exhibit 10-2: The Five Purposes of the Presentation 10-9 Three Essential Steps Within the Presentation Fully discuss the features, advantages, and benefits of your product Present your marketing plan – tell whole story: How to resell (for reseller) How to use (for consumer and industrial user) Promotion plans, delivery, etc Explain your business proposition What’s in it for your customer? Value/Cost comparison Should be last (why?) 10-10 Demonstration A successful demonstration Lets the prospect something simple Lets the prospect work an important feature Lets the prospect something routine or frequently repeated Have the prospect answer questions throughout the demonstration (feedback) = Participation 10-39 Exhibit 10-8: Seven Points to Remember About Demonstrations 10-40 Putting It All Together Reasons for Using Visual Aids, Dramatization, and Demonstration, and Participation: 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 10-41 Guidelines for Using Visual Aids, Dramatics, and Demonstrations Rehearse them! Customize them to fit individual customer Make them simple, clear, and straightforward Control the demonstration Make demonstration true to life Encourage prospect participation Incorporate trial closes after showing or demonstrating a major feature, advantage, or benefit to determine if believed or important to prospect 10-42 Technology Can Help! Can provide excellent presentation methods Multimedia computers can: Present video clips Play sound bites Show beautifully illustrated graphics Be connected to projection equipment 10-43 Exhibit 10-10: The Sales Presentation Goal Model 10-44 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, listens Says “yes” and enthusiastically thanks you 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 10-45 Be Prepared for Presentation Difficulties How to handle interruptions Is the interruption personal or confidential? Offer to leave the room Regroup your thoughts 10-46 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 – then drop it Make a detailed comparison of your product and the competition’s product when necessary 10-47 Be Prepared for Presentation Difficulties Once discussion is over: Wait quietly and patiently until prospect’s attention is completely gained Briefly restate selling points that were of interest Do something to increase prospect’s participation Once interest is gained move deeper into presentation 10-48 Be Prepared for Presentation Difficulties, cont Be professional always Know where the presentation takes place: Could be anywhere Diagnose prospect to determine sales presentation 10-49 The Golden Rule You want to to others what you would have them to you 10-50 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, methods to develop prospect participation, proof statements, visual aids, dramatization, and demonstrations 10-51 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 10-52 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 10-53 ... Essential Steps Within the Presentation 10-11 Exhibit 10-4: Salespeople Use These FABs in Their Presentations Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix Features Advantages... for Presentation Difficulties 10-3 The Presentation 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. .. Use These FABs in Their Presentations, cont… Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix Features Advantages Benefits Marketing Plan Just in time delivery; weekly as needed