Custom Fitting the Sales Demonstration

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Presentation transcript:

Custom Fitting the Sales Demonstration C H A P T E R 12 Custom Fitting the Sales Demonstration

Copyright2004 Pearson Education Canada Inc. Learning Objectives Discuss the important advantages of sales demonstration Explain the guidelines to be followed when planning a sales demonstration Complete a demonstration worksheet Copyright2004 Pearson Education Canada Inc.

Learning Objectives (Continued) Develop selling tools that can strengthen your sales presentation Discuss how to use audiovisual presentations effectively Copyright2004 Pearson Education Canada Inc.

The Six-Step Presentation Plan Step One: Approach Review Strategic/Consultative Selling Model Initiate customer contact Copyright2004 Pearson Education Canada Inc.

The Six-Step Presentation Plan Step One: Approach Review Strategic/Consultative Selling Model Initiate customer contact Step Two: Presentation Determine prospect needs Select product or service Initiate sales presentation Copyright2004 Pearson Education Canada Inc.

The Six-Step Presentation Plan Step One: Approach Review Strategic/Consultative Selling Model Initiate customer contact Step Two: Presentation Determine prospect needs Select product or service Initiate sales presentation Step Three: Demonstration Decide what to demonstrate Select selling tools Copyright2004 Pearson Education Canada Inc.

Sales Demonstrations Are Important For Improving Communication and Retention Proving buyer benefits Giving a feeling of ownership Copyright2004 Pearson Education Canada Inc.

Using Sales Demonstrations Strategic planning for the demonstration Actions during the demonstration Copyright2004 Pearson Education Canada Inc.

Using Sales Demonstrations Strategic planning for the demonstration Determine what features to demonstrate. Determine what sales tools to use. Check sales tools. Determine when and where to demonstrate. Determine how to involve prospect. Prepare a demonstration worksheet. Rehearse the demonstration. Actions during the demonstration Copyright2004 Pearson Education Canada Inc.

Using Sales Demonstrations Strategic planning for the demonstration Determine what features to demonstrate. Determine what sales tools to use. Check sales tools. Determine when and where to demonstrate. Determine how to involve prospect. Prepare a demonstration worksheet. Rehearse the demonstration. Actions during the demonstration Custom fit demonstration to prospect’s individual needs. Balance telling and showing. Cover one idea at a time. Use showmanship if appropriate. Involve prospect. Use confirmation questions to check understanding. Copyright2004 Pearson Education Canada Inc.

Planning Effective Demonstrations Custom fit the demonstration to the client Choose the right setting Check your sales tools – Have a backup plan Cover one idea at a time Copyright2004 Pearson Education Canada Inc.

Planning Effective Demonstrations (Continued) Appeal to all the senses Tell them, show them, and involve them Be creative Rehearse the demonstration Copyright2004 Pearson Education Canada Inc.

Demonstration Worksheet Feature to Be Demonstrated What I Will Say (Include Benefit) What I or the Customer Will Do Special computer circuit board to accelerate drawing graphics on a colour monitor screen. “This monitor is large enough to display multiple windows. You can easily compare several graphics.” Have the customer bring up several windows using the computer keyboard. Copyright2004 Pearson Education Canada Inc.

Demonstration Worksheet Feature to Be Demonstrated What I Will Say (Include Benefit) What I or the Customer Will Do Special computer circuit board to accelerate drawing graphics on a colour monitor screen. “This monitor is large enough to display multiple windows. You can easily compare several graphics.” Have the customer bring up several windows using the computer keyboard. Meeting room setup at a hotel and conference centre. “This setup will provide a metre of elbow space for each participant. For long meetings, the added space provides more comfort.” Give the customer a tour of the room and invite her to sit in a chair at one of the conference tables. Copyright2004 Pearson Education Canada Inc.

Demonstration Sales Tools The product – Appearance and operation Prototypes or scale models Photographs or Illustrations Copyright2004 Pearson Education Canada Inc.

Demonstration Sales Tools Portfolios of sales supporting materials Journal reprints offered as proof or testimony Tests and Surveys Copyright2004 Pearson Education Canada Inc.

Demonstration Sales Tools Graphs & Charts Laptops/Software (e.g. PowerPoint) Spreadsheets Audiovisual Internet Copyright2004 Pearson Education Canada Inc.

Copyright2004 Pearson Education Canada Inc. Using Audiovisuals Make sure the prospect knows the purpose of the presentation Be prepared to stop the presentation to clarify a point Review key points at the conclusion of the presentation Copyright2004 Pearson Education Canada Inc.

Copyright2004 Pearson Education Canada Inc. Presentation Tips Tell them, tell them, tell them Creativity counts Do not read to them Copyright2004 Pearson Education Canada Inc.

Presentation Tips (Continued) Invite questions Prepare as a group Decide who is leading the presentation Beware of body language Copyright2004 Pearson Education Canada Inc.