1. Custom Fitting the Sales Demonstration
C H A P T E R 12
Custom Fitting the Sales Demonstration

2. Copyright2004 Pearson Education Canada Inc.
Learning Objectives
Discuss the important advantages of sales demonstration
Explain the guidelines to be followed when planning a sales demonstration
Complete a demonstration worksheet
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3. Learning Objectives (Continued)
Develop selling tools that can strengthen your sales presentation
Discuss how to use audiovisual presentations effectively
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4. The Six-Step Presentation Plan
Step One:
Approach
Review Strategic/Consultative Selling Model
Initiate customer contact
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5. The Six-Step Presentation Plan
Step One:
Approach
Review Strategic/Consultative Selling Model
Initiate customer contact
Step Two:
Presentation
Determine prospect needs
Select product or service
Initiate sales presentation
Copyright2004 Pearson Education Canada Inc.

6. The Six-Step Presentation Plan
Step One:
Approach
Review Strategic/Consultative Selling Model
Initiate customer contact
Step Two:
Presentation
Determine prospect needs
Select product or service
Initiate sales presentation
Step Three:
Demonstration
Decide what to demonstrate
Select selling tools
Copyright2004 Pearson Education Canada Inc.

7. Sales Demonstrations Are Important For
Improving Communication and Retention
Proving buyer benefits
Giving a feeling of ownership
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8. Using Sales Demonstrations
Strategic planning for the demonstration
Actions during the demonstration
Copyright2004 Pearson Education Canada Inc.

9. Using Sales Demonstrations
Strategic planning for the demonstration
Determine what features to demonstrate.
Determine what sales tools to use.
Check sales tools.
Determine when and where to demonstrate.
Determine how to involve prospect.
Prepare a demonstration worksheet.
Rehearse the demonstration.
Actions during the demonstration
Copyright2004 Pearson Education Canada Inc.

10. Using Sales Demonstrations
Strategic planning for the demonstration
Determine what features to demonstrate.
Determine what sales tools to use.
Check sales tools.
Determine when and where to demonstrate.
Determine how to involve prospect.
Prepare a demonstration worksheet.
Rehearse the demonstration.
Actions during the demonstration
Custom fit demonstration to prospect’s individual needs.
Balance telling and showing.
Cover one idea at a time.
Use showmanship if appropriate.
Involve prospect.
Use confirmation questions to check understanding.
Copyright2004 Pearson Education Canada Inc.

11. Planning Effective Demonstrations
Custom fit the demonstration to the client
Choose the right setting
Check your sales tools – Have a backup plan
Cover one idea at a time
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12. Planning Effective Demonstrations (Continued)
Appeal to all the senses
Tell them, show them, and involve them
Be creative
Rehearse the demonstration
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13. Demonstration Worksheet
Feature to Be Demonstrated
What I Will Say (Include Benefit)
What I or the Customer Will Do
Special computer circuit board to accelerate drawing graphics on a colour monitor screen.
“This monitor is large enough to display multiple windows. You can easily compare several graphics.”
Have the customer bring up several windows using the computer keyboard.
Copyright2004 Pearson Education Canada Inc.

14. Demonstration Worksheet
Feature to Be Demonstrated
What I Will Say (Include Benefit)
What I or the Customer Will Do
Special computer circuit board to accelerate drawing graphics on a colour monitor screen.
“This monitor is large enough to display multiple windows. You can easily compare several graphics.”
Have the customer bring up several windows using the computer keyboard.
Meeting room setup at a hotel and conference centre.
“This setup will provide a metre of elbow space for each participant. For long meetings, the added space provides more comfort.”
Give the customer a tour of the room and invite her to sit in a chair at one of the conference tables.
Copyright2004 Pearson Education Canada Inc.

15. Demonstration Sales Tools
The product – Appearance and operation
Prototypes or scale models
Photographs or Illustrations
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16. Demonstration Sales Tools
Portfolios of sales supporting materials
Journal reprints offered as proof or testimony
Tests and Surveys
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17. Demonstration Sales Tools
Graphs & Charts
Laptops/Software (e.g. PowerPoint)
Spreadsheets
Audiovisual
Internet
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18. Copyright2004 Pearson Education Canada Inc.
Using Audiovisuals
Make sure the prospect knows the purpose of the presentation
Be prepared to stop the presentation to clarify a point
Review key points at the conclusion of the presentation
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19. Copyright2004 Pearson Education Canada Inc.
Presentation Tips
Tell them, tell them, tell them
Creativity counts
Do not read to them
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20. Presentation Tips (Continued)
Invite questions
Prepare as a group
Decide who is leading the presentation
Beware of body language
Copyright2004 Pearson Education Canada Inc.