1. Sales Presentation Delivery
Module Seven
Sales Presentation Delivery

2. Learning Objectives
Describe the difference between features, potential benefits, and confirmed benefits and the role they play in benefits selling.
Construct complete selling points using feature in benefits statements.
Explain the four steps of the SELL Sequence

3. Learning Objectives
Discuss the advantages of using response-checks in the selling presentation.
List and explain the different forms of presentation tools and sales aids that can increase the impact of a presentation.
Delineate the four steps of the SPES process for effectively utilizing sales aids in presentations.
Explain some of the special considerations in making sales presentations to groups.

4. Kraft Presentations Use Technology That Focuses on the Customer
Setting the Stage
Kraft Presentations Use Technology That Focuses on the Customer
What does Kraft’s 3-Step Category Insight Builder do?
On what does the success of Kraft’s sales technology depend?
Answers
Kraft’s 3-step category insight builder identifies consumer buying behavior within A product category, isolates the opportunity to build business within the category, and provides the insights to build an action-oriented business plan.
The success of Kraft’s sales technology depends on how well it delivers value to retailers and to the Kraft sales force.

5. Linking Solutions to Needs
Salespeople should strive to communicate to the buyer . . .
How the buyer’s needs will be met or how an opportunity can be realized as a result of a purchase.
How the product features translate, in a functional sense, into benefits for the buyer.
Why the buyer should purchase from the salesperson as opposed to a competitive salesperson.

6. This printer has two separate paper trays.
Features and Benefits
This printer has two separate paper trays.
Two separate paper trays allows the user to print letters and envelopes at the same time.
Buyer: “I want to be able to print letters and envelopes at the same time.”
Feature
A quality or characteristic of a product.
Potential Benefit
The value a feature provides.
Confirmed Benefit
The value a feature provides that the customer acknowledges as important.

7. The Importance of a “Selling Point”
A selling point is the combination of a feature and meaningful benefit statement.
When used strategically, selling points are powerfully persuasive because they represent solutions addressing the buyer’s most pressing needs.

8. Buying Motives Major Buying Motives Minor 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.

9. The SELL Sequence Model
Select & describe a feature
Explain what the feature does
Lead into the benefit
Let the customer talk

10. Check-Backs and Response-Checks
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?

11. 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

12. 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

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

14. Sales Presentation Toolbox
Visual Aids
Product Demonstrations
Printed Materials
Photographs and Illustrations
Graphs and Charts
Sales Call Setting
Location
Positioning and Seating Arrangements
Disruptions
Verbal Support
Voice Characteristics
Examples and Anecdotes
Comparisons and Analogies
Proof Providers
Statistics
Testimonials
Case Histories
Presentation Tools
And Sales Aids
Electronic Media
Computer-Based Presentations
Video
Slides
Overhead Transparencies

15. Sales Aids: Sales Call Setting
Location
Positioning & Seating Arrangements
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. Sales Aids: S P E tate selling point & introduce the sales aid
resent the sales aid
xplain the sales aid
ummarize

20. 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”
Buying Team

21. Sales Tactics for Selling to Groups
Arrival – Arrive and setup before the buying 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
Buying Team

22. Handling Questions in Group Presentation
Listen carefully and maintain eye contact with the person asking the question
Repeat or restate the question as necessary to ensure understanding
Answer each question succinctly and convincingly
Buying Team