Marketing Essentials
n Chapter 14 Presenting the Product
Section 14.1 Product
Presentation Techniques
Chapter 14 n Presenting the Product
1
SECTION 14.1
Product Presentation Needs
What You'll Learn
 The goal of the product presentation
 How products are selected for the
presentation
 What to say during the product presentation
 Four techniques that will make a lively and
effective product presentation
Chapter 14 n Presenting the Product
2
SECTION 14.1
Product Presentation Needs
Why It's Important
In many ways, selling is like putting together
a jigsaw puzzle. When you do a puzzle, you
analyze the various parts by shape and size.
Then you select the straight-edged pieces to
use for the frame. When you sell, you
analyze your customer's needs and buying
motives. Then you use that information to
begin framing your product presentation.
Chapter 14 n Presenting the Product
3
SECTION 14.1
Product Presentation Needs
Key Terms
 layman's terms
Chapter 14 n Presenting the Product
4
SECTION 14.1
Product Presentation Needs
Product Presentation
During the product presentation phase of the
sale, you show the product and tell about it.
The goal of the product presentation is to
match the customer's needs with appropriate
product features and benefits.
Chapter 14 n Presenting the Product
5
SECTION 14.1
Product Presentation Needs
Show and Tell
This is the step of the sale where you have
the opportunity to share your expertise with
the customer. At this point you must make
the following decisions:
 Which products to show.
 What price range to offer.
 How many products to show.
 What to say.
Chapter 14 n Presenting the Product
6
SECTION 14.1
Product Presentation Needs
Make the Presentation Come Alive
Planning is necessary for an effective
product presentation. You must plan how
you will do the following:
 Display and handle the product.
 Demonstrate the product.
 Use sales aids.
 Involve the customer.
Chapter 14 n Presenting the Product
7
SECTION 14.1
Product Presentation Needs
Displaying and Handling the Product
Creatively displaying the product is the first
step in an eye-catching presentation.
The way you handle a product presents an
image of its quality. Handle it with respect and
point out its features.
Chapter 14 n Presenting the Product
8
SECTION 14.1
Product Presentation Needs
Demonstrating
Demonstrating the product in use helps to build
customer confidence.
 Example: To prove that a fabric is water
resistant, you can pour water on the garment.
Chapter 14 n Presenting the Product
9
SECTION 14.1
Product Presentation Needs
Using Sales Aids
When it is impractical to demonstrate the
actual product or when you want to emphasize
certain selling points, you can use sales aids
such as samples, audiovisual aids, models,
photographs, drawings, charts, specification
sheets, customer testimonials, and warranty
information.
Chapter 14 n Presenting the Product
10
SECTION 14.1
Product Presentation Needs
Involving the Customer
Get the customer physically involved with the
product as soon as possible in the sales
presentation.
 Example: Have a customer hold and
swing golf clubs.
Involve the customer verbally by confirming
selling points. When you involve a customer
in the sale, you help the person make
intelligent buying decisions.
Chapter 14 n Presenting the Product
11
14.1 ASSESSMENT
Reviewing Key Terms and Concepts
1. What is the goal of the product presentation?
2. Which products and how many of them
should be selected for the presentation?
3. Give some guidelines for what to say during
the product presentation.
4. Describe four techniques that will make the
product presentation lively and effective.
Chapter 14 n Presenting the Product
12
14.1 ASSESSMENT
Thinking Critically
What is wrong with these two selling
statements?
"You look great in that suit."
"This fabric is made of 420/420 denier nylon."
Chapter 14 n Presenting the Product
13
Marketing Essentials
End of Section 14.1
Chapter 14 n Presenting the Product
14