Making
the
Presentation
Learning
Objectives:
   Understand
how
to
make
a
presentation.
   Learn
how
units
of
conviction
help
prospects
reach
a
buying
 decision.
   Discover
effective
tactics
for
making
a
sales
presentation.
   Study
different
methods
for
involving
the
prospect.
   Understand
the
significance
of
using
a
demonstration.
   Examine
the
different
types
of
sales
aids
available
for
use
in
 presentations.
   Recognize
the
value
of
using
technology
in
making
 presentations.
1

   Provide
knowledge
using
the
features,
advantages,
 and
benefits
of
your
product,
marketing
plan,
and
 business
proposal
   Allow
buyer
to
develop
positive
personal
attitudes
 toward
your
product
   Convert
need
into
want
and
into
the
belief
that
your
 product
can
fulfill
those
wants
   Convince
the
buyer
that
not
only
is
your
product
the
 best,
but
also
that
you
are
the
best
source
to
buy
 from
2

   Persuasive
Communication
   Factors
that
help
make
you
a
better
communicator:
   Having
a
positive
attitude
and
enthusiasm
   Creating
mutual
trust
(must
believe
you)
   Using
questions
and
listening
   Keeping
the
message
simple
   Being
empathetic
3

   10
Key
Questions
a
Sales
Call
Plan
must
answer:
1.
Company
or
person’s
name
2.
Individuals
to
see
or
contact
3.
Background
and
profile
of
buyers
4.
Major
competitors
to
be
aware
of
5.
Objective(s)
for
this
particular
call
6.
Best
time
to
call
7.
Expressed
needs
or
problems
identified
8.
Strategies
and
tactics
useful
in
this
situation
9.
Sales
tools
to
take
along
10.
Results
of
the
sales
call
4

1.
The
Memorized
Presentation
   Quick
Productivity
   Beneficial
during
initial
learning
periods
   Reliable
Information
   Ensures
the
right
information
gets
to
the

 prospect
   Proven
Effectiveness
   These
presentations
have
been
field
tested
and
refined
   Confidence
Building
   Feel
more
secure
knowing
that
the
presentation
works
for
other
 salespeople.
It
should
be
internalized
to
the
point
 that
it
is
a

normal,
personal
message.
5

2.
The
Outline
Presentation
   Salesperson
prepares
an
outline
of
the
presentation
in
 written
form
   Must
have
developed
several
“ units
of
conviction ”
   It
reveals
existing
need
for
any
additional
information
   Makes
it
possible
to
check
needs
and
goals
against
 suggested
solutions
3.
The
Extemporaneous
Presentation
   Only
recommended
for
the
most
experienced
professional
 salespeople
6

7

   You
must
determine
what
kind
of
buying
 decision
to
recommend
to
the
prospect
   Convince
the
prospect
that
the
solution
you
 offer
is
the
best
possible
one
   You
do
this
by
presenting
complete
units
of
 conviction
8

   Units
of
Conviction :
Concise,
carefully
prepared
“mini‐presentations”
that
are
used
as
building
blocks
 in
constructing
the
information
the
salesperson
 presents.
   Prepare
units
of
conviction
ahead
of
time
   Practice
them
until
they
are
comfortable
   They
become
a
permanent
part
of
your
selling
arsenal
   Learn
how
to
personalize
units
of
conviction
9

Each
Unit
of
Conviction
Contains:
   Feature 
(A
fact
about
the
product
or
service)
   Transitional
phrase 
or
bridge
   Benefit 
(What’s
in
it
for
me?)
   Evidence 
or
proof
statements
   Tie‐down
 (trial
close
or
nail
down)
10

Features…
   Are
the
tangible
and
intangible
qualities
(or
 facts)
of
a
product
or
service
   They
are
the
same
no
matter
who
uses
them
Benefits…
   Are
the
value
to
the
customer
Translating
features
into
benefits
is
one
of
your
most
 important
skills
11

   Phrases
that
connect
features
to
benefits:
   What
this
means
to
you
 ...
   This
is
beneficial
to
you
because…
   This
lets
you …
   This
heads
off
all
the
problems
of…
The
prospect
is
asking,
“What’s
in
it
for
me?”
These
phrases
help
answer
this
question.
12

   Demonstrations
   Show
the
product
being
used
   Testimonials
   Bring
letters
from
satisfied
customers
   Have
a
referral
call
the
prospect
ahead
of
time
   Facts
and
Statistics
   They
help
back
up
what
you
say
   Samples
   Appeal
to
one
or
all
of
the
senses
   Examples
or
Case
Histories
   It
must
be
authentic,
so
use
many
details
to
show
you
are
familiar
   Relate
it
directly
to
the
prospect’s
circumstance
13

The
Tie‐Down
(Trial
Close
or
Nail
Down)
Question
   A
yes/no
question
that
confirms
that
the
prospect
 agrees
that
the
benefit
is
applicable
and
important
to
 them
   “I
think
you
see
the
enormous
advantage
you
will
have
with
 one‐tenth
of
a
minute
billing,
right
Mr.
Osinski?”
   If
the
prospect
says
no,
then
go
back
over
the
 feature/benefit
   This
gives
you
feedback
and
builds
commitment
14

   Participation
   Demonstration
   Sales
Demonstration
Checklist
15

   You
must
get
the
 prospect
involved
   Ask
questions
and
listen
 to
their
answers
   Encourage
the
 prospects
to
ask
 questions
16

   A
well
planned
demonstration
will:
   Catch
and
 peak
 the
buyer’s
interest
   Fortify
your
points
and
get
buyer
 involved
   Help
the
prospect
 understand
 the
benefits
   Keep
you
interested
and
 stimulated
   Cut
down
 on
the
number
of
objections
   Help
you
 close
 the
sale
17

   Is
the
demonstration
needed
and
appropriate?
   Have
I
developed
a
specific
demonstration
objective?
   Have
I
properly
planned
and
organized
the
 demonstration?
   Have
I
rehearsed
to
the
point
that
the
demonstration
 flows
smoothly
and
naturally?
   Does
my
demonstration
present
my
product
in
an
 ethical
and
professional
manner?
18

   Five
principles
to
use
when
planning
a
presentation
1.
Concentrate
the
Prospect’s
Attention
on
You
   Juggling
3
tennis
balls?
2.
Follow
the
“Tell
‘em
Three
Times”
Rule
   Tell
them
what
you’re
going
to
do,
do
it,
and
then
tell
them
 what
you
did
3.
Get
your
Prospect
into
the
Act
   The
crossword
puzzle—use
whatever
works
4.
Keep
your
Prospect
Glued
to
the
Screen
   Webinars
or
virtual
meetings
   Use
videoconferencing
   This
type
of
presentation
must
be
riveting
5.
Paint
a
Picture
Using
Metaphors
19

The
Organizer
‐
a
series
of
visuals
that
go
step‐by‐step
 through
the
sales
process .
   Company
prepared
organizers
   Built
around
user
benefits
   Fosters
two‐way
communication
   Leads
more
naturally
to
the
close
   Gets
the
whole
story
out
in
less
time
   Keeps
the
presentation
on
track
   Supplements
added
by
salesperson
   Personal
letters
of
reference
   Business
cards
of
clients
   Pictures
of
clients
using
the
product
   Pictures
of
finished
installations
20

   Audiovisual
Aids
   Now
you
can
prepare
your
presentation
from
anywhere
 using
a
smartphone
or
tablet.
Make
use
of
these
audiovisual
 aids
when
preparing
presentations:
   Presentation
software
   Web‐based
presentations
   PowerPoint
presentations
21

   Fit
yourself
to
the
situation
the
buyer
is
facing
   Be
sure
each
meeting
focuses
on
your
ultimate
 goal
   Prior
planning
should
allow
you
to
adapt
to
 any
situation
22

   The
Setting
for
the
Sales
Interview:
   Client’s
office
   Great
option
if
interruptions
can
be
controlled
   Your
office
   May
not
be
the
best
place
   Restaurant
   Interruptions
are
less
likely
   The
“power
lunch”
   Prospect
feels
obligated
to
listen
   A
less
stressful
environment
23

   Interruptions:
   If
there
is
a
phone
call,
offer
to
leave
the
room
   Wait
until
the
prospect’s
attention
is
completely
back
on
 you
and
your
presentation
   Restate
the
selling
points
that
were
of
specific
importance
 to
the
prospect
   Invite
the
prospect’s
participation
   Make
sure
interest
has
been
regained,

 then
proceed
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