2. STRENGTHENING THE PRESENTATION
chapter 10
STRENGTHENING THE PRESENTATION
SOME QUESTIONS ANSWERED IN THIS CHAPTER ARE:
How can salespeople use verbal tools to strengthen the presentation?
Why do salespeople need to augment their oral communication through tools such as visual aids, samples, testimonials, and demonstrations?
What methods are available to strengthen the presentation?
How can salespeople utilize visual aids and technology most effectively?
What are the ingredients of a good demonstration?
Is there a way to quantify the salesperson’s solution to the buyer’s problem?
How can salespeople reduce presentation jitters?
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3. “When giving my presentation, I try to create an environment that will use as many of the buyer’s sense as possible.”
~Seon Anderson
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4. Characteristics of a Strong Presentation
Keeps the buyer’s attention
Improves the buyer’s understanding
Helps the buyer remember what was said
Offers proof of the salesperson’s assertions
Creates a sense of value
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5. How We Learn and Remember
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6. How to Strengthen the Presentation
Salespeople should ask themselves:
How can I use my imagination and creativity to make a vivid impression on my prospect or customer?
How can I make my presentation a little different and a little stronger?
A seller should strategically select methods and media that will helpfully address the needs of the buyer.
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7. How to Strengthen the Presentation (continued)
Respond to the buyer’s unique style
Expressives = colorful, visual, positive
Analyticals = clean, simple, detailed
Amiables = people-filled, slow-paced
Drivers = crisp, professional, to-the-point
Consider elements such as:
How many people will attend
Which stage of the buying process they are in
What information they need
What type of situation this is
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8. Word Pictures and Stories
Use stories from your own life
Have a reason for telling the story
Use the “hook” of the story to tie back directly to your presentation
Be accurate and vivid with the words you choose
Pace the story
Choose stories that fit your own style
Remember, stories can be quite short
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9. Humor Don’t oversell the joke Don’t apologize before telling a joke
Identify facts necessary for the punch line of the story to make sense
Use humor from your own life
Enjoy yourself by smiling and animating your voice and nonverbals
Practice telling the joke in different ways
Make sure your punch line is clear
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10. Graphics and Charts Know the single point the visual should make
Customize the presentation
Use current, accurate information
Don’t place too much information on a visual
Use bullets
Don’t overload the buyer with numbers
Clearly label each visual with a title
Recognize the emotional impact of colors and choose wisely
If possible, use graphics instead of tables
Use high-quality photos and drawings, not clip art
Use consistent art styles, layouts, and scales
Check your visuals closely for errors
Know and obey copyright laws
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Judge this slide based on guidelines found in your book on page 256.
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11. Additional Visual Tools
Models, samples and gifts
Keeps buyer interest
Cross-sectional models
Catalogs and brochures
Help to effectively communicate information
Photos, illustrations, ads, and maps
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12. Testimonials and Results
The testimonial used should carefully match satisfied user and prospect
The person who writes the testimonial should be above reproach
Frequently affirm this person is still a satisfied customer
Test results from third-party organizations have more clout
Testimonials are statements written by satisfied users of a product or service.
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13. Using Media to Display Visuals
Appropriate to the situation
Portfolio
Video
Computers
Digital collateral management systems
Document cameras (visual presenters)
Whiteboards
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14. Product Demonstrations
Be prepared
Secure a proper place for the demonstration
Check the equipment before beginning
Get the prospect involved in a meaningful way
Always relate product features to the buyer’s unique need
Make the demonstration an integral part of the overall presentation
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15. Product Demonstrations (continued)
Keep the demonstration simple, concise, and clear
Plan what you will do during any dead time
Find out whether the prospect has already seen a competitor’s product demonstration
Find out whether anyone present has used your product before
Probe during and after the demonstration
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16. Don’t forget the goal of your meeting
Handouts
Don’t forget the goal of your meeting
Make sure the handouts look professional
Don’t cram too much information on a page
Don’t drown your prospect in information
Important for foreign buyers
Handouts are written documents provided to help buyers remember what was said.
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17. Written Proposals The RFP process Writing proposals
Include customer’s specifications for the desired product, including delivery schedules
Writing proposals
Executive summary (1-2 pages)
Body of the proposal
The total cost minus the total savings
A brief description of the problem
A brief description of the proposed solution
Budget
Presenting the proposal
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18. Value Analysis: Quantifying the Solution
Cost-benefit analysis
Simple cost-benefit analysis
Comparative cost-benefit analysis
Return on investment (ROI) ROI = net profits (or savings)  investments
Payback period Payback period = investment  savings (or profits) per year
Value analysis Showing the prospect that the cost of the proposal is offset by the added value.
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19. Value Analysis: Quantifying the Solution (continued)
Net present value
Assesses the validity of an opportunity
NPV – The net value today of future cash inflows minus the investment
Opportunity cost
The return a buyer would have earned from a different use of the same capital
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20. Selling Value to Resellers
Profit margin
The net profit the reseller makes, expressed as a percentage of sales
Inventory turnover
Annual sales  average retail price of inventory on hand
Inventory management systems
Return on space
Sales per square foot or sales per shelf foot
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21. Dealing With the Jitters
Know your audience well
Know what you’re talking about
Prepare professional, helpful visuals
Be yourself
Get a good night’s sleep
For presentations to groups, feed off the energy and enthusiasm of several friendly, happy-looking people in your audience
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22. Dealing With the Jitters (continued)
Recognize the effect of fear on your body and reduce the accompanying stress manifestations
Visualize your audience as your friends
Psych yourself up for the presentation
Realize that everyone gets nervous before a presentation at times
Practice, practice, practice
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23. Summary Strengthening communication with the buyer is important.
Many methods of strengthening communication are available.
A backbone of many sales presentations is the product demonstration.
It is often important to quantify the solution so the buyer can evaluate the costs in relation to the benefits he or she can derive from the proposal.
All communication tools require skill and practice to be used effectively.
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