11-1. elements of a great sales presentation chapter 11 copyright © 2006 by the mcgraw-hill...

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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

11

Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

Chapter

Chapter

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Main TopicsMain TopicsMain TopicsMain Topics

The Tree of Business Life: PresentationThe Purpose of the Presentation

Three Essential Steps within the PresentationThe Sales Presentation Mix

Visual Aids Help Tell the StoryDramatization Improves Your Chances

Demonstrations Prove It

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Chapter

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Main TopicsMain TopicsMain TopicsMain Topics

Technology Can Help!The Sales Presentation Goal Model

The Ideal PresentationBe 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 which 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 11-1: 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 presentationKnowledgeBeliefsDesire/NeedAttitudeConviction

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Exhibit 11-2: The Five Purposes of the Presentation

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Three Essential Steps Within the Presentation

Fully discuss the features, advantages, and benefits of your product

Present your marketing planHow to resell (for reseller)How to use (for consumer and industrial user)

Explain your business propositionWhat’s in it for your customer?

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Exhibit 11-3: Three Essential Steps Within the Presentation

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Exhibit 11-4: 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 11-4: Salespeople Use These FABs in Their Presentations, cont…

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 11-4: Salespeople Use These FABs in Their Presentations, cont…

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 11-5: 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)

Major premise Minor premise Conclusion

Suggestive propositions Prestige suggestions Autosuggestion (Visualization) Direct suggestion (Only suggests, does not “tell”) Indirect suggestion Counter suggestion

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Persuasive Communication, cont…

Seven factors of good communication1.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 11-5: The Sales Presentation Mix, cont…

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

Participation

Skip video Video Help

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Exhibit 11-5: 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 itProof source and relevant facts or figures about

the productExpansion of the benefit

Skip video Video Help

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Exhibit 11-6: Proof Statements Help Prove What You Say

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Exhibit 11-5: The Sales Presentation Mix, cont…

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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: Features Advantages Benefits

Visual Aids, cont…

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Exhibit 11-5: The Sales Presentation Mix, cont…

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Dramatization

Dramatics refers to talking or presenting the product in a striking, showy, or extravagant mannerDramatics should be incorporated only when you

are 100 percent sure they will work effectivelyOne of the best methods of developing ideas for

dramatizations is to watch television commercialsDramatic 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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Exhibit 11-5: The Sales Presentation Mix, cont…

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Demonstration

A successful demonstrationLets 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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Seven-Point Checklist for 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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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 11-11: 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

necessaryAcknowledge your competitor only brieflyMake 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, 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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Video Help:

Video One

The video should start automatically. If it does not, you must move the mouse to the

middle of the screen. When a hand icon appears the video is ready.

Click once anywhere on the screen to start video. Click once during playback to pause/unpause video. Press the space bar twice to stop video and

continue presentation. When video is over, click to continue presentation.

Video Two