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Ch. 11 Elements of a Great Sales Presentation Chapter 11 Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
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11-2 Exhibit 11-1: The Presentation is the Heart of the Sale An effective approach allows a smooth transition into discussing your product’s features, advantages, and benefits
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11-3 Three Essential Steps Within the Presentation Fully discuss the FAB Present your marketing plan How to resell How to use Explain your business proposition value to cost
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11-4 Exhibit 11-5: The Sales Presentation Mix
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11-5 Persuasive Communication Sell Sequence = show, explain, lead, let To be a persuasive communicator: Use logic Persuade through suggestions Have fun Personalize your relationship Build trust Be aware of your body language – send green Control the presentation – Use diplomacy – never tell them they are wrong Use words as selling tools
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11-6 Six Types of Suggestions 1. Suggestive proposition: act now before 2. Prestige suggestions: be like the bests 3. Autosuggestion: imagine 4. Direct suggestion: I suggest 5. Indirect suggestion: 10 or 20 for a promo 6. Counter-suggestion
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11-7 Questions Product use: Visuals Demonstrations Participation Elements Skip videoVideo Help
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11-8 Exhibit 11-5: The Sales Presentation Mix, cont…
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11-9 Proof Past sales the guaranty testimonials Company proof results Independent research results Skip videoVideo Help
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11-10 Exhibit 11-6: Proof Statements Help Prove What You Say
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11-11 Exhibit 11-5: The Sales Presentation Mix, cont…
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11-12 Visual Aids Increase retention Reinforce the message Reduce misunderstanding Create a unique and lasting impression Show the buyer the you are a pro.
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11-13 Visual Aids, cont… Some common visual aids are: The product Charts and graphs Photographs and mock-ups Equipment (video, slides… Sales manuals and catalogs Order forms Letters of testimony A copy of the guarantee Flip-boards and posters Sample advertisements
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11-14 Exhibit 11-5: The Sales Presentation Mix, cont…
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11-15 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
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11-16 Exhibit 11-5: The Sales Presentation Mix, cont…
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11-17 Demonstration A successful demonstration Lets the prospect do sth simple Lets the prospect work a feature Lets the prospect do sth routine Have the prospect answer questions
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11-18 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
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11-19 Be Prepared for Presentation Difficulties How to handle interruptions Is the interruption personal or confidential? Offer to leave the room Regroup
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11-20 Be Prepared for Presentation Difficulties, cont... 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
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11-21 Be professional always Where the presentation takes place: Could be anywhere Be Prepared for Presentation Difficulties, cont...
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