1. Elements of a Great Sales
Presentation 10
Chapter

2. 10
Chapter

3. Main Topics The Tree of Business Life: Presentation
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 Sales Presentation Goal Model

4. Main Topics, cont... The Ideal Presentation
Be Prepared for Presentation Difficulties

5. The Tree of Business Life: Presentation
Guided by The Golden Rule:
Create elements of the presentation which appeal to the buyer’s senses and lead to improved understanding
Liven up your talk with drama and a demonstration
Use technology to help make your message clear
Be professional about competition
You will see that ethical service builds true relationships T T T
Ethical
Service T T T T T T T T
Builds
T r u e
Relationships T C I

6. Exhibit 10-1: The Presentation is the Heart of the Sale
An effective approach allows a smooth transition into discussing your product’s features, advantages, and benefits

7. The Purpose of the Presentation
Your main goal is to sell your product to your customer – to help
Purpose of the presentation
Knowledge
Beliefs
Desire/Need
Attitude
Conviction

8. Exhibit 10-2: The Five Purposes of the Presentation

9. 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?

10. Exhibit 10-3: Three Essential Steps Within the Presentation

11. Exhibit 10-4: Salespeople Use These FABs in Their Presentations
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features
Advantages
Benefits
Product
1. Traditional “farmhouse” recipe, with freshest ingredients; fortified with vitamins A, B, C, and D; no preservatives
2. User needs only to add water, stir, and cook
1. Great tasting, fluffy and light; highly nutritious
2. Quick and easy to prepare
1. Provides an appealing item; expands breakfast menu; increases breakfast business
2. Requires minimal kitchen time and labor

12. Exhibit 10-4: Salespeople Use These FABs in Their Presentations, cont…
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features
Advantages
Benefits
Marketing Plan
3. Just in time delivery; weekly as needed
4. Local distribution center
5. An experienced sales representative to serve account
3. No need to store large quantities
4. Additional orders can be filled quickly
5. Knowledge and background in food-service industry
3. Requires minimal inventory space; keeps inventory costs low
4. Prevents out-of-stock situations
5. Provides assistance for meeting changing needs and solving business problems

13. Exhibit 10-4: Salespeople Use These FABs in Their Presentations, cont…
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features
Advantages
Benefits
Business Proposition
6. Quantity discounts
7. Extended payment plans
6. Reduces costs
7. Reduces interest costs
6. Increases your profits
7. Increases your profits

14. Exhibit 10-5: The Sales Presentation Mix

15. Persuasive Communication
Sell Sequence = FAB + trial close
To be a persuasive communicator:
Use logical reasoning
Persuade through suggestion
Have a sense of fun
Personalize relationships
Build trust
Be aware of your body language – always smile!
Control the presentation – questions rechannel an off-course presentation
Use diplomacy – choose your battles
Consider the Paul Harvey dialogue (conversation style)
Use words as selling tools (simile, metaphor, analogy)
Use parables and storytelling to illustrate a point
Major premise
Minor premise
Conclusion
Suggestive propositions
Prestige suggestions
Autosuggestion (Visualization)
Direct suggestion (Only suggests, does not “tell”)
Indirect suggestion
Counter suggestion

16. Persuasive Communication, cont…
Seven factors of good communication
Use questions
Be empathetic
Keep the message simple
Create mutual trust
Listen
Have a positive attitude and enthusiasm
Be believable

17. Exhibit 10-5: The Sales Presentation Mix, cont…

18. Participation Questions Product use: appeals to senses
Visuals (to be discussed)
Demonstrations (to be discussed)
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Video Help

20. Exhibit 10-5: The Sales Presentation Mix, cont…

21. Proof Past sales help predict the future The guarantee Testimonials
Company proof results
Independent research results
Restatement of the benefit before proving it
Proof source and relevant facts or figures about the product
Expansion of the benefit
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Video Help

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

24. Exhibit 10-5: The Sales Presentation Mix, cont…

25. Visual Aids Increase retention Reinforce the message
Reduce misunderstanding
Create a unique and lasting impression
Show the buyer that you are a professional

26. Visual Aids, cont… Some common visual aids are: The product
Charts and graphs illustrating features and advantages
Photographs and mock-ups
Equipment
Sales manuals and catalogs
Order forms
Letters of testimony
A copy of the guarantee
Flip-boards and posters
Sample advertisements

27. Visual Aids, cont…
Appeal to the prospect’s vision with the intent of producing mental images of the product’s:
Features
Advantages
Benefits

28. Exhibit 10-5: The Sales Presentation Mix, cont…

29. 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

30. Dramatization, cont…
Dramatization improves your chances of success

31. Exhibit 10-5: The Sales Presentation Mix, cont…

32. Demonstration A successful demonstration
Lets the prospect do something simple
Lets the prospect work an important feature
Lets the prospect do something routine or frequently repeated
Has the prospect answer questions throughout the demonstration (feedback)

33. Exhibit 10-8: Seven Points to Remember About Demonstrations

34. Putting It All Together
Reasons for Using Visual Aids, Dramatization, and Demonstration, and Participation:
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
People receive 87 percent of their information on the outside world through their eyes and only 13 percent through the other four senses
The addition of participation is much more persuasive than dramatization alone

35. Technology Can Help! Can provide excellent presentation methods
Multimedia computers can:
Present video clips
Play sound bites
Show beautifully illustrated graphics
Be connected to projection equipment

36. Exhibit 10-10: The Sales Presentation Goal Model

37. 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
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

38. Be Prepared for Presentation Difficulties
How to handle interruptions
Is the interruption 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 when necessary

39. Be Prepared for Presentation Difficulties, cont...
Be professional always
Where the presentation takes place:
Could be anywhere

40. The Golden Rule
You want to do to others what you would have them do to you

41. Summary of Major Selling Issues
The sales presentation is a persuasive vocal and visual explanation of a proposition
Four common methods of presentation are memorized, formula, need-satisfaction, and problem-solution
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

42. 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 the 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 that it occurs smoothly and naturally

43. 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

44. Video Help The video should start automatically.
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Click once anywhere on the screen to start video.
Click once during playback to pause/unpause video.
Press the space bar twice to stop video and continue presentation.
When video is over, click the next arrow to continue presentation.
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