Elements of a Great Sales Presentation Chapter 10 McGraw-Hill/Irwin ABCs of Selling, 10/e Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights

Elements of a Great Sales

Presentation

Chapter 10

McGraw-Hill/IrwinABC’s of Selling, 10/e

Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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

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Main Topics, cont...

The Ideal Presentation Be Prepared for Presentation Difficulties

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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.

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 him.

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The Purpose of the Presentation, cont.

Purpose of the presentation:1. Provide knowledge via features, advantages, and

benefits of your product, marketing plan, and business proposition

2. Allow buyer to develop personal attitudes toward your product

3. Attitudes result in desire (or need)

4. Convert a need into a want and then into the belief that your product can fulfill a certain need

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The Purpose of the Presentation, cont.

5. Convince the buyer that not only is your product the best but also that you are the best source to buy from

6. When this occurs, she is in the conviction stage

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 – tell whole story:How to resell (for reseller)How to use (for consumer and industrial user)Promotion plans, delivery, etc.

3. Explain your business proposition. What’s in it for your customer?

Value/Cost comparison Should be last (why?)

Exhibit 10-3: Three Essential Steps Within the Presentation

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Exhibit 10-4: 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 10-4: Salespeople Use These FABs in Their Presentations, cont…



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 10-4: Salespeople Use These FABs in Their Presentations, cont…



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, cont…

Seven factors of good communication (Chapter 4)

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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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 – being honest; doing what you say you will do Be aware of your body language – always smile! Control the presentation – questions rechannel an off-course

presentation Use diplomacy – choose your battles Use words as selling tools (simile, metaphor, analogy)

The Sales Presentation Mix

Sales Presentation Mix Persuasive communication

The SELL sequence + Trial Close

Show – Explain – Lead – Let (features) (advantages) (benefits) (customer

talk)

+ Trial Close: after strong selling point, after

answering objection, immediately before move to close

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Logical Reasoning – presentation conducted around three parts

Ex.:1. Major premise: All manufacturers wish to reduce

costs and increase efficiency.

2. Minor premise: My equipment will reduce your costs and increase efficiency.

3. Conclusion: Therefore, you should buy my equipment.

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Persuasion through suggestion1. Suggestive propositions – suggest the prospect

should act now

2. Prestige suggestions – name the famous or respected people or companies that use your product.

3. Autosuggestions – attempt to have buyer sell herself by imagining herself using the product

4. Direct suggestions – suggest that prospect buy your product

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Persuasion through suggestion, cont.5. Indirect suggestions – make it seem as if the

purchase of your product is the buyer’s idea “Should you buy 50 or 75 dozen…?” “Have you talked to anyone who has used their

product?”

6. Counter-suggestions – get the buyer to express why he needs the product and will also compel him to defend his decision

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1. Simile – a comparison statement using the words “like” or “as” A poorly manicured lawn is like a bad haircut

2. Metaphor – implied comparison that uses a contrasting word or phrase to evoke a vivid image Our power mowers sculpt your lawn

3. Analogy – compares two different situations which have something in common Our sun screen for your home will stop the sun’s heat

before it gets to your window. It’s like having a shade tree in front of your window without blocking the view

Exhibit 10-5: The SalesPresentation Mix, cont…

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Questions Product use: appeals to senses Visuals (to be discussed) Demonstrations (to be discussed)

Participation

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Exhibit 10-5: The Sales Presentation Mix, cont…

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Proof

Past sales help predict the future The guarantee Testimonials Company proof results Independent research results

Restatement of the benefit before proving it Proof source and relevant facts or figures about the

product Expansion of the benefit

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Proof Statements Build Believability

For a proof statement referring to independent research results to be most effective, it should contain a:1. Restatement of the benefit before proving it2. Proof source and relevant facts or figures

about the product3. Expansion 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

Exhibit 10-6: Proof Statements Help Prove What You Say

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Visual Aids

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, cont…

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:


Visual Aids, cont…

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Dramatization

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, cont…

Dramatization improves your chances of success

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Demonstrations Prove it

If a picture is worth a thousand words, then a demonstration is worth a thousand pictures

Demonstration checklist

Needed and appropriate?

Objective?

Planned and organized?

Flows smoothly and naturally?

Will it go as planned?

Will it backfire?

Is it ethical and professional?

Demonstration

A successful demonstration Lets the prospect do something simple Lets the prospect work an important feature Lets the prospect do something routine or frequently

repeated Have the prospect answer questions throughout the

demonstration (feedback)

= Participation

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Exhibit 10-8: Seven Points to Remember About Demonstrations

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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

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Guidelines for Using Visual Aids, Dramatics, and Demonstrations

1. Rehearse them!2. Customize them to fit individual customer.3. Make them simple, clear, and straightforward4. Control the demonstration5. Make demonstration true to life6. Encourage prospect participation7. Incorporate trial closes after showing or demonstrating a

major feature, advantage, or benefit to determine if believed or important to prospect

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

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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, 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

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Be Prepared for Presentation Difficulties

How to handle interruptions Is the interruption personal or confidential? Offer to leave the room Regroup 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

– then drop it.Make a detailed comparison of your

product and the competition’s product when necessary.

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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

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Be professional always

Know where the presentation takes place: Could be anywhere

Diagnose prospect to determine sales presentation

Be Prepared for Presentation Difficulties, cont...

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, methods 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

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Documents

Elements of a Great Sales Presentation Chapter 10 McGraw-Hill/Irwin ABCs of Selling, 10/e Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights