9 TH EDITION CHAPTER 11 CREATING VALUE WITH THE SALES DEMONSTRATION Manning and Reece

11-2 LEARNING OBJECTIVES Discuss how demonstrations add value Explain guidelines to follow when planning a demonstration Complete a demonstration worksheet Develop selling tools that can add value to your sales presentation Discuss how to use audio-visual presentations effectively

See details Figure SIX-STEP PRESENTATION PLAN 1. APPROACH 2. PRESENTATION 4. NEGOTIATION 3. DEMONSTRATION 6. SERVICE 5. CLOSE

11-4 IMPORTANCE OF DEMONSTRATIONS IMPROVED COMMUNICATION/RETENTION PROOF OF BUYER BENEFITS QUANTIFYING THE SOLUTION QUANTIFYING THE SOLUTION FEELING OF OWNERSHIP VALUE PROPOSITION REVISITED

11-5 EFFECTIVE DEMONSTRATION Adds sensory appeal Adds sensory appeal Attracts customer attention Attracts customer attention Stimulates interest Stimulates interest Creates desire for product Creates desire for product

11-6 SIMGRAPHICS

11-7 BENEFITS OF DEMONSTRATION Improved retention and communication Improved retention and communication Proof of buyer benefits Proof of buyer benefits Feeling of ownership Feeling of ownership Quantifying the solution Quantifying the solution Value proposition is revisited Value proposition is revisited

See Figure 11.2 next slide11-8 STRATEGIC PLANNING LEADS TO ACTIONS STRATEGIC DEMONSTRATION PLANNING ACTIONS DURING DEMONSTRATION

Figure STRATEGIC PLANNING

See Figure STRATEGIC PLANNING POINTS Determine features to demonstrate Determine features to demonstrate Determine sales tools to use Determine sales tools to use Check sales tools Check sales tools Determine when and where Determine when and where Involve prospect Involve prospect Prepare demonstration worksheet Prepare demonstration worksheet Rehearse demonstration Rehearse demonstration

11-11 CREATIVE DEMONSTRATIONS Make features and benefits appealing Make features and benefits appealing --Must gain attention and increase desire for product --Create different ways of looking at problem and solution

11-12 CUSTOMIZE DEMONSTRATION Use custom-fitted demonstrations Use custom-fitted demonstrations --Relate to customer needs --Don’t over-structure --Personalize the process

11-13 CHOOSE RIGHT SETTING Demonstration location makes difference Demonstration location makes difference --Sometimes neutral ground, like conference center --Controlled environments are good --Prospect office has pros and cons

11-14 CHECK SALES TOOLS Audio/video, computer tools in working order Audio/video, computer tools in working order --Make sure all hardware and software work, carry spares if necessary --If real estate, make sure you have seen property

11-15 COVER ONE IDEA AT A TIME Demonstrate one idea or feature 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

11-16 APPEAL TO ALL SENSES Try to involve all five senses Try to involve all five senses -- Multi-sensory appeals help involve prospect and build desire for product

11-17 BALANCE SHOWING, TELLING, AND INVOLVEMENT Develop demonstration worksheet Develop demonstration worksheet --Demonstrations should be balanced and have variety --Use demonstration worksheet to prepare --Try to give prospect “hands-on” experience

See Figure DEMONSTRATION WORKSHEET WHAT WHAT FEATURE PROOF TO SAY TO DO Quick data Screen 7 “Fastest data Customer entry screen entry ever.” tries entry form #22 Automatic Hot key 4 “Simply press Customer file saving hot key 4.” uses key 4 WHAT WHAT FEATURE PROOF TO SAY TO DO Quick data Screen 7 “Fastest data Customer entry screen entry ever.” tries entry form #22 Automatic Hot key 4 “Simply press Customer file saving hot key 4.” uses key 4

11-19 REHEARSE, REHEARSE, REHEARSE If you don’t rehearse, you court disaster If you don’t rehearse, you court disaster --Rehearse several times --Videotape or role play for manager

See Figure 11.4, Selling Dynamics Matrix PLAN FOR DYNAMIC SITUATION Presentations are dynamic; be able to react effectively Presentations are dynamic; be able to react effectively --Base selling skills and tools on customer responses

11-21 ACTIONS AND SALES TOOLS Product itself often best selling aid Product itself often best selling aid Models used when product large Models used when product large Photos/illustrations Photos/illustrations Portfolio of support materials Portfolio of support materials Reprints of articles on product Reprints of articles on product Graphs, charts, test results Graphs, charts, test results Computers and software, laptop is powerful tool Computers and software, laptop is powerful tool

11-22 COMPUTER-BASED TOOLS POWERPOINT PowerPoint presentations help organize PowerPoint presentations help organize Can incorporate charts, graphs, audio, video Can incorporate charts, graphs, audio, video Often so common, you must generate unique look for impact, but don’t overdo it Often so common, you must generate unique look for impact, but don’t overdo it Can leave presentation behind with client for further review on disk Can leave presentation behind with client for further review on disk

11-23 COMPUTER-BASED TOOLS SPREADSHEETS Spreadsheets excellent for organizing numbers…quotes, costs, schedules Spreadsheets excellent for organizing numbers…quotes, costs, schedules Whenever possible, convert numbers to graphs or charts Whenever possible, convert numbers to graphs or charts Limit complexity and amount of data Limit complexity and amount of data Also good for “what-if” scenarios Also good for “what-if” scenarios

11-24 COMPUTER-BASED TOOLS AUDIO/VISUAL Computer-based presentations now the norm Computer-based presentations now the norm Video, audio, and graphics also help Video, audio, and graphics also help Guidelines Guidelines --Preview material, describe highlights --Be prepared to pause to answer client questions --At conclusion, review key points

11-25 COMPUTER-BASED TOOLS BOUND PAPER Bound presentations still widely used Bound presentations still widely used Good method for providing details Good method for providing details Also effective for guarantees, product testimonials, complex data tables Also effective for guarantees, product testimonials, complex data tables Tip: Don’t give prospect copy until you leave…they may read and not pay attention to your presentation

Last slide Chapter REALITY CHECK: COMPUTER SKILLS NOT A NICE-TO-HAVE WHEN JOB HUNTING…A NEED-TO-HAVE --Many large firms scan resumes for PC and software skills…no skills, you’re out --Presentation, specialized software tops Expected: Word processing, spreadsheets Desired: PowerPoint, databases, CRM Bonus: Java, HTML, etc.