12-1 Creating Value with the Sales Demonstration Selling Today 10 th Edition CHAPTER Manning and Reece 12

12-2 Six-Step Presentation Plan 1.Approach (Chapter 10) 2.Presentation (Chapter 11) 3.Demonstration 4.Negotiation 5.Close 6.Servicing the Sale

12-3 Effective Demonstration Adds sensory appeal Attracts customer attention Stimulates interest Creates desire for product

12-4 Benefits of Demonstration Improved communication and retention Proof of buyer benefits Proof devices Feeling of ownership Quantifying the solution Value proposition revisited

12-5 Strategic Planning FIGURE 12.2

12-6 Strategic Planning Points Determine what features to demonstrate Determine what sales tools to use Check sales tools Determine when and where to demonstrate Determine how to involve the prospect Prepare a demonstration worksheet Rehearse the demonstration

12-7 Creative Demonstrations Make features and benefits appealing Must gain attention and increase desire for product Create different ways of looking at problem and solution

12-8 Customize Demonstration Use custom-fitted demonstrations Relate to specific customer needs Do not overstructure Personalize the process

12-9 Choose Right Setting Demonstration locationmakes difference Sometimes neutral ground, like hotel or conference center Other times in firm’s conference room Controlled environments free from distraction

12-10 Check Sales Tools Ensure audio/video, computer tools/files are in working order

12-11 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

12-12 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.”

12-13 Rehearse, Rehearse, Rehearse If you don’t rehearse, you court disaster Rehearse several times Videotape or role play for manager

12-14 Proof Devices Product itself is often best selling aid Plant tours are excellent source of product info Models are used when product large Photos, illustrations, and brochures Portfolio of support materials Reprints of articles on product Catalogs show product line and specifications Graphs, charts, and test results Laptop computers and demonstration software

12-15 Computer-based Tools: PowerPoint Can incorporate charts, graphs, images, audio, and video Often so common, familiarity level can be boring You must generate unique look!

12-16 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

12-17 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

12-18 Bound Paper Presentations Bound presentations still widely used Effective for attractive graphs and charts, guarantees, product testimonials, etc. Favored because of availability for future reference

12-19 Using Audiovisuals Videos and computer-based presentations are common, but sometimes used ineffectively Guidelines Audiovisuals support, not replace, an interactive sales demonstrations Preview material, describe highlights Be prepared to pause for questions At conclusion, review key points

12-20 Reality Check: Computer Skills No longer 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 is tops Expected: word processing, spreadsheets Desired: PowerPoint, databases, CRM Bonus: Java, HTML, etc.