Marketing chapter 10a elements of a great sales presentation

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 Tel

Elements of a Great Sales

Presentation

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

The Presentation

 Create elements of the

presentation that appeal to the

buyer’s senses and lead to

 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

The Purpose of the Presentation

 Your main goal is to sell your product to your customer – to help him.

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

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

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

Exhibit 10-4: Salespeople Use These

FABs in Their PresentationsFeatures, Advantages, and Benefits of Bix Buckwheat Pancake Mix

Product

1 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

10-12

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

Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix

3 Requires minimal inventory space; keeps inventory costs low

4 Prevents stock situations

out-of-5 Provides assistance for meeting changing needs and solving business problems

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

Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix

Business Proposition

6 Quantity discounts

7 Extended payment plans

6 Reduces costs

7 Reduces interest costs

6 Increases your profits

7 Increases your profits

10-14

Exhibit 10-5: The Sales

Presentation Mix

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

10-16

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

Persuasive Communication, cont…

 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

Persuasive Communication, cont…

 Persuasion through suggestion

1. 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

Persuasive Communication, cont…

 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

Persuasive Communication, cont…

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 Sales

Presentation Mix, cont…

 Questions

 Product use: appeals to senses

 Visuals (to be discussed)

 Demonstrations (to be discussed)

Participation

10-24

Exhibit 10-5: The Sales

Presentation Mix, cont…

 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

10-26

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 it

2 Proof source and relevant facts or figures

about the product

3 Expansion of the benefit

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

Exhibit 10-5: The Sales

Presentation Mix, cont…

10-30

Visual Aids

 Increase retention

 Reinforce the message

 Reduce misunderstanding

 Create a unique and lasting impression

 Show the buyer that you are a professional

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

10-32

 Appeal to the prospect’s vision with

the intent of producing mental images

Exhibit 10-5: The Sales

Presentation Mix, cont…

10-34

 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

Exhibit 10-5: The Sales

Presentation Mix, cont…

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?

 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

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

Guidelines for Using Visual Aids,

Dramatics, and Demonstrations

1. Rehearse them!

2. Customize them to fit individual customer

3. Make them simple, clear, and straightforward

4. Control the demonstration

5. Make demonstration true to life

6. Encourage prospect participation

7. 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

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

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.

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

The Golden Rule

 You want to do to others what you would have

them do 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

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