Ch. 11 Elements of a Great Sales Presentation Chapter 11 Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

11-2 Exhibit 11-1: The Presentation is the Heart of the Sale An effective approach allows a smooth transition into discussing your product’s features, advantages, and benefits

11-3 Three Essential Steps Within the Presentation  Fully discuss the FAB  Present your marketing plan  How to resell  How to use  Explain your business proposition  value to cost

11-4 Exhibit 11-5: The Sales Presentation Mix

11-5 Persuasive Communication  Sell Sequence = show, explain, lead, let  To be a persuasive communicator:  Use logic  Persuade through suggestions  Have fun  Personalize your relationship  Build trust  Be aware of your body language – send green  Control the presentation –  Use diplomacy – never tell them they are wrong  Use words as selling tools

11-6 Six Types of Suggestions  1. Suggestive proposition: act now before  2. Prestige suggestions: be like the bests  3. Autosuggestion: imagine  4. Direct suggestion: I suggest  5. Indirect suggestion: 10 or 20 for a promo  6. Counter-suggestion

11-7  Questions  Product use:  Visuals  Demonstrations Participation Elements Skip videoVideo Help

11-8 Exhibit 11-5: The Sales Presentation Mix, cont…

11-9 Proof  Past sales  the guaranty  testimonials  Company proof results  Independent research results Skip videoVideo Help

11-10 Exhibit 11-6: Proof Statements Help Prove What You Say

11-11 Exhibit 11-5: The Sales Presentation Mix, cont…

11-12 Visual Aids  Increase retention  Reinforce the message  Reduce misunderstanding  Create a unique and lasting impression  Show the buyer the you are a pro.

11-13 Visual Aids, cont…  Some common visual aids are:  The product  Charts and graphs  Photographs and mock-ups  Equipment (video, slides…  Sales manuals and catalogs  Order forms  Letters of testimony  A copy of the guarantee  Flip-boards and posters  Sample advertisements

11-14 Exhibit 11-5: The Sales Presentation Mix, cont…

11-15 Dramatization  Dramatics refers to talking or presenting the product in a striking, showy, or extravagant manner  Dramatics should be incorporated only when you are 100 percent sure they will work effectively  One of the best methods of developing ideas for dramatizations is to watch television commercials  Dramatic presentations set you apart from the many salespeople that buyers see each day

11-16 Exhibit 11-5: The Sales Presentation Mix, cont…

11-17 Demonstration  A successful demonstration  Lets the prospect do sth simple  Lets the prospect work a feature  Lets the prospect do sth routine  Have the prospect answer questions

11-18 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

11-19 Be Prepared for Presentation Difficulties  How to handle interruptions  Is the interruption personal or confidential?  Offer to leave the room  Regroup

11-20 Be Prepared for Presentation Difficulties, cont...  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 when necessary

11-21  Be professional always  Where the presentation takes place:  Could be anywhere Be Prepared for Presentation Difficulties, cont...