Strengthening The Presentation
Chapter 9
Characteristics Of A Strong
Presentation
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Communication tools such as visual aids, samples,
testimonials, demonstrations and the use of humor are
important ingredients in most sales calls
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These tools help focus the buyer’s attention, improve the
buyer’s understanding, helps remember what the
salesperson said, offers concrete proof of the salesperson’s
statements, and creates a sense of value
Keep The Buyer’s Attention
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Stay interactive with buyer to avoid boredom or lack of
attention
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Get the buyer actively involved in the communication
process
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The buyer’s personality can also affect his or her attention
span
Improve The Buyer’s Understanding
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Salespeople need to utilize all available communication
tools to help individuals, who have problems forming clear
images, better understand the solution to the problem or the
opportunity being presented
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Notice – more senses involved – better retention of
message
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Multiple-sense appeals-appeal to more than one sense

Sellers of some products use appeals to all of the senses;
others involve 2 to 3
Ben and Jerry’s example in text – what is critical?

Helps The Buyer Remember What
Was Said
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People immediately forget 50 percent of what they hear;
75 percent of the message is forgotten after 48 hours

Securing an order often requires multiple visits

Profitability occurs when the selling situation was
memorable

Lasting impressions can be created in many ways

Present skillfully in a well-timed demonstration
Offers Proof Of Salesperson’s
Assertions
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Most people won’t believe everything a salesperson tells
them
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Creating trust is very important
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Salespeople require tools to back up their claims – 3rd party
sources
Creates A Sense Of Value
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The manner in which a product is handled suggests value

Careful handling- positive
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Careless handling- negative

The use of communication tools can also make a statement
about the importance of the buyer
How To Strengthen The Presentation

Use of communication tools
(word pictures, stories, humor, charts, models, samples,
gifts, catalogs, brochures, pictures, ads, maps, illustrations)

The seller should strategically select methods and media
that will helpfully address the needs of the buyer
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Adapt to the buyer
Verbal Tools
Word Pictures and Stories

Use stories from your own life
 Make sure you have a reason for telling the story
 Use the “hook” of the story to directly tie back in presentation
 Be accurate and vivid with the words you choose
 Pace the story
 Choose stories that fit your own style
 Stories can be quite short
Verbal Tools
Humor
Don’t oversell
 Don’t apologize before telling a joke
 Identify any facts that are absolutely necessary for the punch
line of the story to make sense
 Enjoy yourself while you’re relating the humor by smiling
and animating your voice and nonverbals
 Practice telling the joke different ways to see which exact
wording works best
 Make sure your punch line is clear
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Visual Tools
Charts
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Know the single point the visual should make and ensure that it
accomplishes that point
 Use current and accurate information
 Don’t place too much information on a visual
 Use bullets to emphasize key points
 Don’t overload the buyer with the numbers
 Clearly label each visual with a title
 Recognize the emotional impact of colors and choose appropriately
 If possible, use graphics instead of tables
 Use consistent art styles, layouts, and scales for your collection of
charts and figures
 Check your visuals for errors
Models, Samples & Gifts
Models, Samples, and Gifts
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Miniature models serve as substitutes for products too large or
bulky to transport
 Cross-sectional models illustrate how a product is constructed
 Carry a sample for demonstration purposes
 Samples, if they perform effectively, can make excellent sales aids
 Samples and gifts help to maintain the prospect’s interest after the
call and serve as a reminder
Continued
Catalogs and Brochures
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Aids communication of information
Brochures often summarize key points and contain answers
to the usual questions buyers pose
Large amounts of money are usually spent on developing
visually attractive brochures
Pictures, Ads, Maps, and Illustrations
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Easy to prepare, relatively inexpensive, and permit a
realistic portrayal of product and its benefits
Photographs of people and copies of recent or upcoming
ads may contribute visual appeal
Testimonials & Test Results
Testimonials-statements, usually letters, written by satisfied
users of a product or service
 The effectiveness depends on the skill in which it is used and a
careful matching of satisfied user and product
 Before using a testimonial check with the person who wrote it
and frequently reaffirm he or she is a happy (satisfied customer)
 Should only be used if they help address the buyer’s needs or
concerns
 Use test results to strengthen the presentation
Appropriate Media
Media Used To Display Visual Tools

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Choose media appropriate for the situation
Recent survey: 96 percent agree technology enhances
presentations
Sales Portfolios
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Portfolio- paper-based collection of visual aids, often
placed in a binder or container, used to enhance
communications during a sales call
Should contain a broad spectrum of visual aids the
salesperson can find quickly if needed
Digital Collateral Management
Systems

Archives, catalogs & retrieves digital media
& text
 Collateral = collection of documents
 SAVO = can call up videos, photos, audio
files, PP templates, Web pages, legal
documents, etc.
 www. Savogroup.com
Continued
Document cameras (visual presenters)-like
overheads, but are capable of displaying any
three-dimensional object
Electronic whiteboards (digital easels)- used
when working with customers who prefer to
brainstorm an issue or problem
Product Demonstrations

One of the most effective methods of appealing to the
buyer’s senses

Hands-on product demonstrations illustrate quality,
effectiveness, and provide an interactive component

Executive briefing centers – specific highly specialized
rooms designed to showcase company’s capabilities
Handouts
Read text – P. 245-246
 For your in-class presentations:
 Handouts are a critical tool – short, specific
and passed out when you are about to
discuss them
 Wait until everyone has the handout before
talking

Handouts
Handouts-written documents provided to buyers to help them
remember what was said

A well prepared set of handouts can be one of the best ways to
increase buyer retention of information (long-term)
 Careful preparation is required
 Important for foreign buyers
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Helpful Tips
Don’t forget the goal of your meeting
Make sure the handout look professional
Don’t cram too much information on a page
Don’t drown your prospect in information
Written Proposals
The RFP Process
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Definition: A document issued by a prospective buyer
asking for a proposal
(request for quote (RFQ), request for bid (RFB))
Should contain the customer’s specifications for the
desired product, including delivery schedules
The customer has a firm idea of the product needed
The salesperson can assist the customer in identifying
needs and specifying product characteristics
Buyers want the bottom line
Written Proposal

Written Proposals

Keep the customers’ needs in mind

Three parts of a proposal:
1) Executive summary- a brief description of the problem
to be solved and a brief description of the proposed solution
2) A description of the current situation in relation to the
proposed solution
3)Budget
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Many salespeople compare the current situation with the
proposed solution on the same sheet
Some proposals are too complicated for such a simple
approach
Customer Value Analysis

How is your product/service unique?

Quantifying the solution:
Read in text – P. 238-241

Examples of quantifying: cost/benefit analysis;
ROI; Payback period; net present value; &
opportunity cost.

EXTREMELY IMPORTANT!
Quantifying The Solution
Quantifying the solution- strengthening the presentation
by showing the prospect that the cost of the proposal is
offset by added value

More important in some situations than others

Products or services that pose little risk involves very little
quantifying of the solution

Products or services that pose moderate to high risk;
quantifying the solution becomes increasingly important

Quantifying the solution is imperative in super-high-risk
situations
Continued
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Simple Cost-Benefit Analysis
one of the simplest methods of quantifying the solution, lists the
costs to the buyer and the savings the buyer can expect from the
investment
Buyers must supply information for it to be realistic and meaningful
Comparative Cost-Benefit Analysis
Comparisons of the present situation’s costs with the value of the
proposed solution ( or with that of a competitor)
Involve prospect while creating figures
Continued
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•
Return on Investment
ROI = Net Profits (or savings) / Investment
Salespeople need to find the firm’s minimum ROI or ROI
expectations
Payback Period
Definition: The length of time it takes for the investment cash
outflow to be returned
Payback Period = Investment / Savings (or profits) per year
For the buyer, it indicates how quickly the investment money
will come back and a good measure of risk
Continued
Net Present Value (NPV)
Definition: The net value today of future cash inflows
minus the investment
NPV = Future cash inflows discounted _ Investment
into today’s dollars
Opportunity Cost
Definition: The return a buyer would have earned from a
different use of the same investment capital

Other Methods of Quantifying the Solution
Turnover, contribution margin, accounting rate of return,
and after-tax cash flows
Selling Value to Resellers

Resellers primarily concerned about three
two key factors: 1. Will their customers
buy the product/service, and 2. How much
will they make on the sale (profit margin)?
 Profit Margin
 Inventory Turnover
 Return on Space
Dealing With The Jitters
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Know your audience well
Know what you’re talking about
Prepare professional, helpful visuals
Be yourself
Get a good night’s sleep
Feed off energy and enthusiasm of audience
Recognize effects of fear and accommodate yourself
Visualize your audience as your friends
Psych yourself up for the presentation
Realize that everyone gets nervous before presentations
PRACTICE, PRACTICE, PRACTICE !
Dealing with the jitters
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Read P. 245
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