1. Creating and Communicating Value
Chapter 7
Creating and Communicating Value

2. General Guidelines for Effective Sales Presentations
In sales presentations and demonstrations, salespeople can facilitate prospect involvement and the learning process by using 4 learning principles.
Prospects remember new information better if they can connect it to their personal knowledge, past experiences, or frames of reference
Prospects who participate in the sales presentation and demonstration retain more information and develop more favorable attitudes
Insight
Transfer
Association
Participation
Learning
Principles
Insight
Transfer
Association
Participation
Learning
Principles
Product demonstrations should weave facts and figures from the sales presentation into the prospect’s own experience
Prospects who see the product being used in situations similar to their own can better visualize its benefits

3. Solution Selling
Solution selling is the stage at which the salesperson:
Assumes a knowledgeable role
Begins to earn the right to be an advisor to the prospect
Customizes her presentation of product features and benefits to the prospect’s specific needs and wants

4. Buying Motives (these were mentioned in chapter 6)
Should first identify:
Major Buying Motives
These are the prospect’s most important concerns and the salesperson should give them top priority.
Minor Buying Motives
These are peripheral concerns and the salesperson should discuss these only after addressing the major buying motives.

5. Importance of Communication
Selling is a listen before you speak business
Each communication must bring knowledge to the prospect
Communications that focus on benefits and value are viewed as quality communications (remember the SPT)
Salespeople are responsible for making information available to the members of the buying center

6. Asking the Right Questions
Developing a list of questions will allow salespeople to target their benefits to customers’ needs
Astute salespeople anticipate prospects’ concerns and prepare answers before meeting with prospects

7. Prospect Involvement
When seeking to partner with prospects, effective salespeople attempt to involve the prospects.
Listen carefully to align your suggestions with the prospect’s needs and wants
Read all non-verbal communication
It is important that Salespeople show a willingness to collaborate

8. Check-Backs and Response-Checks – very important!
Closed-ended questions designed to clarify, check for understanding, confirm interest, or confirm resolution of a concern.
Examples:
Is that what you had in mind?
Does this make sense to you so far?
How does that sound to you?
Does that answer your concern?

9. Video Analysis Look for the following: Prospect Involvement
Impact of communication
Verbal communication
Non-verbal communication
Implication questions (power of them)
Check-back questions
FAB technique
Objection Handling

10. What Your Prospect Wants to Know
What are you offering me?
Exactly how does it work (product, service, process)?
How will it help me?
Is it as good as you say it is? Who else says so?
What evidence can you offer that it is as good as you say?
Is it worth the price? Why?
Will it help me accomplish what I really want to accomplish?
Sell the prospect results ( benefits, not features). Why?

11. Preparing and Presenting the Sales Proposal – Features v. Benefits
FAB leads to SELLS F S
—Features are the obvious characteristics of the product/service.
—Advantages are the performance traits of the product that show how it can be used to help the customer better solve a problem than present products can.
—Benefits are what the customer wants from the product.
—Show the product’s features.
—Explain its advantages.
—Lead into the benefits for the prospect.
—Let the prospect talk.
—Start a trial close. E A L L B S

12. Reasons for Using Presentation Tools and Sales Aides
Capture prospective buyer’s attention
Generate interest in the recommended solution
Make presentations more persuasive
Increase the buyer’s participation and involvement
Provide the opportunity for collaboration and two-way communication

13. Reasons for Using Presentation Tools and Sales Aides
Add clarity and enhance the prospect’s understanding
Provide supportive evidence and proof to enhance believability
Augment the prospect’s retention of information
Enhance the professional image of the salesperson and the selling organization

14. Sales Aids: Verbal Support
Voice Characteristics
Examples and Anecdotes
Comparisons & Analogies

15. Sales Aids: Sales Call Setting
Location
Positioning & Seating Arrangements – Proxemics are an important consideration
Disruptions

16. Sales Aids: Proof Providers
“In January, Fortune magazine recognized CDW as the top rated technology vendor on the basis of services provided to the buying customer.”
Statistics
Testimonials
Case Histories

17. Sales Aids: Visual Aids
Product Demonstration & Models
Printed Materials
Photographs & Illustrations
Graphs & Charts

18. Sales Aids: Electronic Media
Computer-Based Presentations
Video
Slides
Overhead Transparencies

19. Group Sales Presentations
“When selling to groups, salespeople can expect tough questions and should prepare accordingly”
“When selling to a group, salespeople should take every opportunity to pre-sell individual group members prior to the group presentation”

20. Sales Tactics for Selling to Groups
Arrival – Arriving early may provide the opportunity to connect with each group member prior to meeting as a large group.
Eye Contact – Make periodic eye contact with each member of the buying group
Communication – Solicit opinions and feedback from each member of the buying group and avoid taking sides

21. The Pinnacle of a Sales Presentation
Once a salesperson has:
Pointed out the problem
Prescribed how a product/service will solve that problem
Presented the terms of the sale
It is time to ascertain if the relationship will proceed with or without a transaction