STRENGTHENING THE PRESENTATION chapter 10 STRENGTHENING THE PRESENTATION SOME QUESTIONS ANSWERED IN THIS CHAPTER ARE: How can salespeople use verbal tools to strengthen the presentation? Why do salespeople need to augment their oral communication through tools such as visual aids, samples, testimonials, and demonstrations? What methods are available to strengthen the presentation? How can salespeople utilize visual aids and technology most effectively? What are the ingredients of a good demonstration? Is there a way to quantify the salesperson’s solution to the buyer’s problem? How can salespeople reduce presentation jitters? Page 250 10-2 McGraw-Hill/Irwin

“When giving my presentation, I try to create an environment that will use as many of the buyer’s sense as possible.” ~Seon Anderson Page 251 10-3 McGraw-Hill/Irwin

Characteristics of a Strong Presentation Keeps the buyer’s attention Improves the buyer’s understanding Helps the buyer remember what was said Offers proof of the salesperson’s assertions Creates a sense of value Pages 252-254 10-4 McGraw-Hill/Irwin

How We Learn and Remember Page 252 10-5 McGraw-Hill/Irwin

How to Strengthen the Presentation Salespeople should ask themselves: How can I use my imagination and creativity to make a vivid impression on my prospect or customer? How can I make my presentation a little different and a little stronger? A seller should strategically select methods and media that will helpfully address the needs of the buyer. Page 254 10-6 McGraw-Hill/Irwin

How to Strengthen the Presentation (continued) Respond to the buyer’s unique style Expressives = colorful, visual, positive Analyticals = clean, simple, detailed Amiables = people-filled, slow-paced Drivers = crisp, professional, to-the-point Consider elements such as: How many people will attend Which stage of the buying process they are in What information they need What type of situation this is Page 254 10-7 McGraw-Hill/Irwin

Word Pictures and Stories Use stories from your own life Have a reason for telling the story Use the “hook” of the story to tie back directly to your presentation Be accurate and vivid with the words you choose Pace the story Choose stories that fit your own style Remember, stories can be quite short Pages 254-255 10-8 McGraw-Hill/Irwin

Humor Don’t oversell the joke Don’t apologize before telling a joke Identify facts necessary for the punch line of the story to make sense Use humor from your own life Enjoy yourself by smiling and animating your voice and nonverbals Practice telling the joke in different ways Make sure your punch line is clear Page 255 10-9 McGraw-Hill/Irwin

Graphics and Charts Know the single point the visual should make Customize the presentation Use current, accurate information Don’t place too much information on a visual Use bullets Don’t overload the buyer with numbers Clearly label each visual with a title Recognize the emotional impact of colors and choose wisely If possible, use graphics instead of tables Use high-quality photos and drawings, not clip art Use consistent art styles, layouts, and scales Check your visuals closely for errors Know and obey copyright laws Pages 255-256 Judge this slide based on guidelines found in your book on page 256. 10-10 McGraw-Hill/Irwin

Additional Visual Tools Models, samples and gifts Keeps buyer interest Cross-sectional models Catalogs and brochures Help to effectively communicate information Photos, illustrations, ads, and maps Pages 245-258 10-11 McGraw-Hill/Irwin

Testimonials and Results The testimonial used should carefully match satisfied user and prospect The person who writes the testimonial should be above reproach Frequently affirm this person is still a satisfied customer Test results from third-party organizations have more clout Testimonials are statements written by satisfied users of a product or service. Page 258 10-12 McGraw-Hill/Irwin

Using Media to Display Visuals Appropriate to the situation Portfolio Video Computers Digital collateral management systems Document cameras (visual presenters) Whiteboards Pages 258-260 10-13 McGraw-Hill/Irwin

Product Demonstrations Be prepared Secure a proper place for the demonstration Check the equipment before beginning Get the prospect involved in a meaningful way Always relate product features to the buyer’s unique need Make the demonstration an integral part of the overall presentation Pages 260-262 10-14 McGraw-Hill/Irwin

Product Demonstrations (continued) Keep the demonstration simple, concise, and clear Plan what you will do during any dead time Find out whether the prospect has already seen a competitor’s product demonstration Find out whether anyone present has used your product before Probe during and after the demonstration Pages 260-262 10-15 McGraw-Hill/Irwin

Don’t forget the goal of your meeting Handouts Don’t forget the goal of your meeting Make sure the handouts look professional Don’t cram too much information on a page Don’t drown your prospect in information Important for foreign buyers Handouts are written documents provided to help buyers remember what was said. Pages 262-263 10-16 McGraw-Hill/Irwin

Written Proposals The RFP process Writing proposals Include customer’s specifications for the desired product, including delivery schedules Writing proposals Executive summary (1-2 pages) Body of the proposal The total cost minus the total savings A brief description of the problem A brief description of the proposed solution Budget Presenting the proposal Pages 263-264 10-17 McGraw-Hill/Irwin

Value Analysis: Quantifying the Solution Cost-benefit analysis Simple cost-benefit analysis Comparative cost-benefit analysis Return on investment (ROI) ROI = net profits (or savings)  investments Payback period Payback period = investment  savings (or profits) per year Value analysis Showing the prospect that the cost of the proposal is offset by the added value. Pages 264-267 10-18 McGraw-Hill/Irwin

Value Analysis: Quantifying the Solution (continued) Net present value Assesses the validity of an opportunity NPV – The net value today of future cash inflows minus the investment Opportunity cost The return a buyer would have earned from a different use of the same capital Pages 267-268 10-19 McGraw-Hill/Irwin

Selling Value to Resellers Profit margin The net profit the reseller makes, expressed as a percentage of sales Inventory turnover Annual sales  average retail price of inventory on hand Inventory management systems Return on space Sales per square foot or sales per shelf foot Pages 268-269 10-20 McGraw-Hill/Irwin

Dealing With the Jitters Know your audience well Know what you’re talking about Prepare professional, helpful visuals Be yourself Get a good night’s sleep For presentations to groups, feed off the energy and enthusiasm of several friendly, happy-looking people in your audience Pages 269-270 10-21 McGraw-Hill/Irwin

Dealing With the Jitters (continued) Recognize the effect of fear on your body and reduce the accompanying stress manifestations Visualize your audience as your friends Psych yourself up for the presentation Realize that everyone gets nervous before a presentation at times Practice, practice, practice Page 270 10-22 McGraw-Hill/Irwin

Summary Strengthening communication with the buyer is important. Many methods of strengthening communication are available. A backbone of many sales presentations is the product demonstration. It is often important to quantify the solution so the buyer can evaluate the costs in relation to the benefits he or she can derive from the proposal. All communication tools require skill and practice to be used effectively. Page 270 10-23 McGraw-Hill/Irwin