Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 11-1

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 11-2 Chapter 11 Elements of a Great Sales Presentation

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 11-3 Chapter 11 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 Ideal Presentation Be Prepared for Presentation Difficulties

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 11-4 The Purpose of the Presentation Main goal is to sell your product to your customer Purpose of presentation Knowledge Beliefs Desire/Need Attitude Conviction

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 11-5 Three Essential Steps Within the Presentation Fully discuss the features, advantages, and benefits of your product Present your marketing plan How to resell (for reseller) How to use (for consumer and industrial user) Explain your business proposition What’s in it for your customer?

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 11-6 The Sales Presentation Mix Sales presentation mix Persuasive communication The SELL sequence and trial close Logical reasoning major premise minor premise conclusion Persuasion through suggestion Make the presentation fun

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 11-7 The Sales Presentation Mix cont… Visuals Use body language Control the presentation Be a diplomat Use the Paul Harvey dialogue Simile, metaphor, and analogy Participation is essential to success Questions Product use Demonstrations Personalize your relationship Build trust

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 11-8 The Sales Presentation Mix cont… Proof statements build believability Past sales help predict the future The guarantee Testimonials Company proof results Independent research results

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 11-9 The Sales Presentation Mix cont… Visuals increase retention The visual presentation—show and tell reinforce the message reduce misunderstanding create a unique and lasting impression show the buyer that you are a professional

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Visual Aids Help Tell the Story Appeal to the prospect’s vision with the intent of producing mental images of the product’s features advantages benefits

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Dramatization Improves Your Chances Dramatics Dramatization

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 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?

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Demonstrations Prove it Use participation in your demonstration Let the prospect do something simple Let the prospect work an important feature Let the prospect do something routine or frequently repeated Have the prospect answer questions throughout the demonstration

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Demonstrations Prove it cont… Reasons for using visual aids, dramatics, and demonstrations 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

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Technology Can Help! Can provide excellent presentation methods present video clips play sound bites show beautifully illustrated graphics be connected to projection equipment Multimedia computers can

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 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

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin The Ideal Presentation cont… 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

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Be Prepared for Presentation Difficulties How to handle interruptions Is discussion personal or confidential? Offer to leave the room Regroup your thoughts Should you discuss the competition? Do not refer to a competitor unless absolutely necessary Acknowledge your competitor only briefly Make a detailed comparison of your product and the competition’s product

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Be Prepared for Presentation Difficulties cont… Be professional always Where the presentation takes place Could be anywhere

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Summary of Major Selling Issues The sales presentation is a persuasive vocal and visual explanation of a proposition Four common methods of presentation are the memorized, formula, need-satisfaction, and problem-solution selling 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

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 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 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 it occurs smoothly and naturally

Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin 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