Module Seven
Sales Presentation Delivery
Learning Objectives
1. Describe the difference between features,
potential benefits, and confirmed benefits
and the role they play in benefits selling.
2. Construct complete selling points using
feature in benefits statements.
3. Explain the four steps of the SELL
Sequence
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
Learning Objectives
4. Discuss the advantages of using responsechecks in the selling presentation.
5. List and explain the different forms of
presentation tools and sales aids that can
increase the impact of a presentation.
6. Delineate the four steps of the SPES
process for effectively utilizing sales aids
in presentations.
7. Explain some of the special considerations
in making sales presentations to groups.
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
Setting the Stage
Kraft Presentations Use Technology
That Focuses on the Customer
1. What does Kraft’s 3-Step Category
Insight Builder do?
2. On what does the success of Kraft’s
sales technology depend?
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
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.
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
Features and Benefits
Feature
A quality or characteristic of
a product.
Two separate
Buyer:
paper trays
“Iallows
want
This to
printer
the
beuser
able
has
tototwo
print
print
letters
separate
and paper
envelopes
trays.at
the
the same
same time.”
time.
Potential Benefit
The value a feature provides.
Confirmed Benefit
The value a feature provides that the
customer acknowledges as important.
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
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.
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
Buying Motives
Major 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.
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
The SELL Sequence Model
Select &
describe a
feature
Professional Selling:
A Trust-Based Approach
Explain
what the
feature does
Lead into the
benefit
Module 7:
Sales Presentation Delivery
Let the
customer talk
Ingram
LaForge Avila
Schwepker Jr. Williams
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?
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
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
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
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
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
Sales Aids: Verbal Support
• Voice Characteristics
• Examples and Anecdotes
• Comparisons & Analogies
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
Sales Presentation Toolbox
Visual Aids
Sales Call Setting
•
Product Demonstrations
•
Location
•
Printed Materials
•
Positioning and Seating Arrangements
•
Photographs and Illustrations
•
Disruptions
•
Graphs and Charts
Verbal Support
Proof Providers
•
Statistics
•
Testimonials
•
Case Histories
Presentation Tools
And Sales Aids
•
Voice Characteristics
•
Examples and Anecdotes
•
Comparisons and
Analogies
Electronic Media
Professional Selling:
A Trust-Based Approach
•
Computer-Based Presentations
•
Video
•
Slides
•
Overhead Transparencies
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
Sales Aids: Sales Call Setting
• Location
• Positioning & Seating
Arrangements
• Disruptions
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
Sales Aids: Proof Providers
• Statistics
• Testimonials
• Case Histories
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
“In January, Fortune
magazine recognized
CDW as the top rated
technology vendor
on the basis of
services provided to
the buying
customer.”
Ingram
LaForge Avila
Schwepker Jr. Williams
Sales Aids: Visual Aids
• Product Demonstration & Models
• Printed Materials
• Photographs &
Illustrations
• Graphs & Charts
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
Sales Aids: Electronic Media
• Computer-Based Presentations
• Video
• Slides
• Overhead Transparencies
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
Sales Aids:
tate selling point & introduce the sales aid
resent the sales aid
xplain the sales aid
ummarize
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
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
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
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
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams
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
Professional Selling:
A Trust-Based Approach
Module 7:
Sales Presentation Delivery
Ingram
LaForge Avila
Schwepker Jr. Williams