CHAPTER 12 Creating Value with the Sales Demonstration 1

Learning Objectives Discuss how sales demonstrations add value Explain the guidelines to be followed when planning a sales demonstration Describe elements of an effective group presentation Develop selling tools that add value to your sales presentation Discuss the dynamic nature of adaptive selling

Six-Step Presentation Plan Approach (Chapter 10) Presentation (Chapter 11) Demonstration Negotiation Close Servicing the Sale 

Six-Step Presentation Plan FIGURE 12.1

How the Sales Demonstration Adds Value Adds sensory appeal Attracts customer attention Stimulates interest Creates desire for product

Strategic Planning Sets the Stage FIGURE 12.2

Benefits of Demonstration Improved communication and retention Proof of buyer benefits Proof devices Feeling of ownership Quantifying the solution Value proposition revisited

Guidelines for Demonstrations That Add Value Develop creative demonstrations Use custom-fitted demonstrations Choose the right setting Check sales tools Cover one idea at a time and confirm agreement Appeal to all senses Balance telling, showing, and involvement Rehearse the demonstration

The Value Proposition The value proposition includes a mix of key benefits to meet the needs of the customer. This ad illustrates the three parts of Durkee’s value proposition: support, flavor, and performance. See the Website

Creative Demonstrations Make features and benefits appealing Must gain attention and increase desire for product Create different ways of looking at problem and solution

Customize the Demonstration Use custom-fitted demonstrations Relate to specific customer needs Do not over-structure Personalize the process

Customize the Demonstration Bell Helicopter sales representatives have access to a sales configuration system that supports customizing the demonstration. See the Website

Choose Right Setting Demonstration location makes difference Sometimes neutral ground, like hotel or conference center Other times in firm’s conference room Controlled environments free from distraction Keys to closing a large complex sale might include conducting a plant tour.

Check Sales Tools Ensure audio/video, computer tools/files are in working order

Cover One Idea at a Time Demonstrate one idea or feature at a time Make sure customer understands each before moving on, pace evenly Make customer part of every step Need-satisfaction questions help move forward

Appeal to All Senses Try to involve all five senses Multi-sensory appeals help involve prospect and build desire for the product Eberle Winery understands the importance of reaching the prospect through as many senses as possible

Appeal to All Senses See the Website

Balance Telling, Showing, and Involvement Develop demonstration worksheet Demonstrations should be balanced and have variety—use worksheet to prepare Try to give prospect “hands-on” experience A Chinese proverb says, “Tell me, I’ll forget; show me, I may remember; but involve me and I’ll understand.”

Questions Involve the Customer Asking the right questions can pique customer interest, build credibility, uncover greater needs, and solicit more accurate information. See www.qbsresearch.com for more information See the Website

Demonstration Worksheet FIGURE 12.3

Rehearse, Rehearse, Rehearse If you don’t rehearse, you court disaster Rehearse several times Videotape or role play for manager

Selling Tools for Effective Demonstrations Quantify the solution (ROI) Product and plant tours Models Photos, illustrations, and brochures Portfolio of support materials Reprints of articles on product Catalogs show product line and specifications Graphs, charts, and test results Bound paper presentations Laptop computers and demonstration software

Computer-based Tools: PowerPoint Can incorporate charts, graphs, images, audio, and video Often so common, familiarity level can be boring

Computer-based Tools: Spreadsheets Spreadsheets excellent for organizing numbers to prepare quotes Also good for “what-if” scenarios Can be printed for proposal purposes Can convert numbers to graphs or charts

Computer-based Tools: Web-based Demonstrations Showcase information using Web browser Can integrate data, voice, and video Can conduct question and answer sessions in real time Prospects can also view at their convenience

Computer-based Tools: Web-based Demonstrations See the Website See how WebEx makes demonstrations over the Internet possible.

Elements of an Effective Group Sales Presentation Rule One: Identify the titles and roles of those who will attend Rule Two: Check out the meeting room in advance Rule Three: Be sure your presentation is characterized by clarity and simplicity Rule Four: Anticipate questions and be prepared with answers

Audiovisual Presentation Fundamentals Do not rely too heavily on “bells and whistles” Be sure the prospect knows the purpose of the presentation Be prepared to stop the presentation to clarify a point or allow questions At conclusion, review key points and allow prospect to ask questions

Plan for the Dynamic Nature of Selling FIGURE 12.4

Key Concept Discussion Questions Describe how sales demonstrations add value Explain the guidelines to be followed when planning a sales demonstration Describe elements of an effective group presentation

Key Concept Discussion Questions Develop selling tools that add value to your sales presentation Discuss the dynamic nature of adaptive selling

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