Chapter
10
Elements of a Great Sales
Presentation
McGraw-Hill/Irwin
ABC’s of Selling, 10/e
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Main Topics

The Tree of Business Life: Presentation
The Purpose of the Presentation
Three Essential Steps within the Presentation
The Sales Presentation Mix
Visual Aids Help Tell the Story
Dramatization Improves Your Chances
Demonstrations Prove It
Technology Can Help!

The Sales Presentation Goal Model





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
10-2
Main Topics, cont...


The Ideal Presentation
Be Prepared for Presentation Difficulties
10-3
The Presentation
Create elements of the
presentation that appeal to the
buyer’s senses and lead to
improved understanding.
 Liven up your talk with drama and
a demonstration.
 Use technology to help make your
message clear.
 Be professional about competition.
 You will see that ethical service
builds true relationships.

10-4
Exhibit 10-1: The Presentation is the
Heart of the Sale
An effective approach allows
a smooth transition into
discussing your product’s
features, advantages, and
benefits
10-5
The Purpose of the Presentation

Your main goal is to sell your product to your
customer – to help him.
10-6
The Purpose of the Presentation, cont.

Purpose of the presentation:
1.
2.
3.
4.
Provide knowledge via features, advantages, and
benefits of your product, marketing plan, and
business proposition
Allow buyer to develop personal attitudes toward
your product
Attitudes result in desire (or need)
Convert a need into a want and then into the belief
that your product can fulfill a certain need
10-7
The Purpose of the Presentation, cont.
5.
6.
Convince the buyer that not only is your product the
best but also that you are the best source to buy
from
When this occurs, she is in the conviction stage
10-8
Exhibit 10-2: The Five Purposes of
the Presentation
10-9
Three Essential Steps Within the
Presentation
1. Fully discuss the features, advantages, and benefits
of your product.
2. Present your marketing plan – tell whole story:
How to resell (for reseller)
How to use (for consumer and industrial user)
Promotion plans, delivery, etc.
3. Explain your business proposition.

What’s in it for your customer?


Value/Cost comparison
Should be last (why?)
10-10
Exhibit 10-3: Three Essential Steps
Within the Presentation
10-11
Exhibit 10-4: Salespeople Use These
FABs in Their Presentations
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features
Advantages
Benefits
Product
1. Traditional “farmhouse” 1. Great tasting, fluffy and 1. Provides an appealing
item; expands breakfast
recipe, with freshest
light; highly nutritious
menu; increases
ingredients; fortified with
vitamins A, B, C, and D;
breakfast business
no preservatives
2. User needs only to add 2. Quick and easy to
2. Requires minimal
kitchen time and
water, stir, and cook
prepare
labor
10-12
Exhibit 10-4: Salespeople Use These
FABs in Their Presentations, cont…
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features
Advantages
Benefits
Marketing Plan
3. Just in time delivery;
weekly as needed
3. No need to store large
quantities
3. Requires minimal
inventory space; keeps
inventory costs low
4. Local distribution center
4. Additional orders can be 4. Prevents out-offilled quickly
5. An experienced sales
representative to serve
account
5. Knowledge and
background in
food-service industry
stock situations
5. Provides assistance for
meeting changing needs
and solving business
problems
10-13
Exhibit 10-4: Salespeople Use These
FABs in Their Presentations, cont…
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features
Advantages
Benefits
Business Proposition
6. Quantity discounts
6. Reduces costs
7. Extended payment plans 7. Reduces interest costs
6. Increases your profits
7. Increases your profits
10-14
Exhibit 10-5: The Sales
Presentation Mix
10-15
Persuasive Communication, cont…

Seven factors of good communication (Chapter 4)
1. Use questions
2. Be empathetic
3. Keep the message simple
4. Create mutual trust
5. Listen
6. Have a positive attitude and enthusiasm
7. Be believable
10-16
Persuasive Communication
 Sell Sequence = FAB + trial close
 To be a persuasive communicator:







Use logical reasoning
Persuade through suggestion
Have a sense of fun
Personalize relationships
Build trust – being honest; doing what you say you will do
Be aware of your body language – always smile!
Control the presentation – questions rechannel an off-course
presentation
 Use diplomacy – choose your battles
 Use words as selling tools (simile, metaphor, analogy)
10-17
The Sales Presentation Mix

Sales Presentation Mix

Persuasive communication
 The SELL sequence + Trial Close

Show – Explain
– Lead
–
(features) (advantages) (benefits)
Let
(customer talk)
+
 Trial Close: after strong selling point, after answering
objection, immediately before move to close
Persuasive Communication, cont…


Logical Reasoning – presentation conducted
around three parts
Ex.:
1.
2.
3.
Major premise: All manufacturers wish to reduce
costs and increase efficiency.
Minor premise: My equipment will reduce your costs
and increase efficiency.
Conclusion: Therefore, you should buy my
equipment.
10-19
Persuasive Communication, cont…

Persuasion through suggestion
1.
2.
3.
4.
Suggestive propositions – suggest the prospect
should act now
Prestige suggestions – name the famous or
respected people or companies that use your
product.
Autosuggestions – attempt to have buyer sell herself
by imagining herself using the product
Direct suggestions – suggest that prospect buy your
product
10-20
Persuasive Communication, cont…

Persuasion through suggestion, cont.
5.
Indirect suggestions – make it seem as if the
purchase of your product is the buyer’s idea
“Should you buy 50 or 75 dozen…?”
 “Have you talked to anyone who has used their
product?”

6.
Counter-suggestions – get the buyer to express why
he needs the product and will also compel him to
defend his decision
10-21
Persuasive Communication, cont…
1.
Simile – a comparison statement using the words
“like” or “as”

2.
Metaphor – implied comparison that uses a
contrasting word or phrase to evoke a vivid image

3.
A poorly manicured lawn is like a bad haircut
Our power mowers sculpt your lawn
Analogy – compares two different situations which
have something in common

Our sun screen for your home will stop the sun’s heat
before it gets to your window. It’s like having a shade
tree in front of your window without blocking the view
10-22
Exhibit 10-5: The Sales
Presentation Mix, cont…
10-23
Participation




Questions
Product use: appeals to senses
Visuals (to be discussed)
Demonstrations (to be discussed)
10-24
Exhibit 10-5: The Sales
Presentation Mix, cont…
10-25
Proof





Past sales help predict the future
The guarantee
Testimonials
Company proof results
Independent research results



Restatement of the benefit before proving it
Proof source and relevant facts or figures about the
product
Expansion of the benefit
10-26
Proof Statements Build Believability
 For a proof statement referring to
independent research results to be most
effective, it should contain a:
1. Restatement of the benefit before proving it
2. Proof source and relevant facts or figures
3.
about the product
Expansion of the benefit
10-27
Example
 Consider the following proof statement referring to
independent research results (identify: source and
facts, benefit restatement, benefit expansion):
I’m sure that you want a radio that’s going to sell and
be profitable for you (benefit restatement ). Figures in
Consumer Guide and Consumer Sales magazines
indicate that the Sony XL-100 radios, although the
newest on the market, are the third largest in sales
(source and facts ). Therefore, when you handle the
Sony XL line, you’ll find that radio sales and profits will
increase, and more customers will come into your
store (benefit expansion ).
10-28
Exhibit 10-6: Proof Statements Help
Prove What You Say
10-29
Exhibit 10-5: The Sales
Presentation Mix, cont…
10-30
Visual Aids





Increase retention
Reinforce the message
Reduce misunderstanding
Create a unique and lasting impression
Show the buyer that you are a professional
10-31
Visual Aids, cont…

Some common visual aids are:










The product
Charts and graphs illustrating features and advantages
Photographs and mock-ups
Equipment
Sales manuals and catalogs
Order forms
Letters of testimony
A copy of the guarantee
Flip-boards and posters
Sample advertisements
10-32
Visual Aids, cont…

Appeal to the prospect’s vision with the
intent of producing mental images of the
product’s:
Features
 Advantages
 Benefits

10-33
Exhibit 10-5: The Sales
Presentation Mix, cont…
10-34
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
10-35
Dramatization, cont…

Dramatization improves
your chances of
success
10-36
Exhibit 10-5: The Sales
Presentation Mix, cont…
10-37
Demonstrations Prove it

If a picture is worth a thousand words, then a
demonstration is worth a thousand pictures
Demonstration checklist
Needed and appropriate?
Objective?
Planned and organized?
Flows smoothly and naturally?
Will it go as planned?
Will it backfire?
Is it ethical and professional?
Demonstration

A successful demonstration
Lets the prospect do something simple
 Lets the prospect work an important feature
 Lets the prospect do something routine or frequently
repeated
 Have the prospect answer questions throughout the
demonstration (feedback)

= Participation
10-39
Exhibit 10-8: Seven Points to
Remember About Demonstrations
10-40
Putting It All Together

Reasons for Using Visual Aids, Dramatization, and
Demonstration, and Participation:







Capture attention and interest
Create two-way communication
Involve the prospect through participation
Afford a more complete, clear explanation of products
Increase a salesperson’s persuasive powers by obtaining
positive commitments on a product’s single feature, advantage,
or benefit
People receive 87 percent of their information on the outside
world through their eyes and only 13 percent through the other
four senses
The addition of participation is much more persuasive than
dramatization alone
10-41
Guidelines for Using Visual Aids,
Dramatics, and Demonstrations
1.
2.
3.
4.
5.
6.
7.
Rehearse them!
Customize them to fit individual customer.
Make them simple, clear, and straightforward
Control the demonstration
Make demonstration true to life
Encourage prospect participation
Incorporate trial closes after showing or demonstrating a
major feature, advantage, or benefit to determine if
believed or important to prospect
10-42
Technology Can Help!


Can provide excellent presentation methods
Multimedia computers can:
Present video clips
 Play sound bites
 Show beautifully illustrated graphics
 Be connected to projection equipment

10-43
Exhibit 10-10: The Sales Presentation
Goal Model
10-44
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
The ideal prospect
Is friendly, polite, relaxed, listens
 Says “yes” and enthusiastically thanks you



Several weeks later you receive a copy of customer’s
letter sent to your company’s president glowing with
praise for you
Sometimes it happens but many times there are
difficulties
10-45
Be Prepared for Presentation
Difficulties

How to handle interruptions
Is the interruption personal or confidential?
 Offer to leave the room
 Regroup your thoughts

10-46
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
– then drop it.
 Make a detailed comparison of your
product and the competition’s product
when necessary.

10-47
Be Prepared for Presentation
Difficulties

Once discussion is over:
Wait quietly and patiently until prospect’s attention is
completely gained
 Briefly restate selling points that were of interest
 Do something to increase prospect’s participation
 Once interest is gained move deeper into presentation

10-48
Be Prepared for Presentation
Difficulties, cont...

Be professional always

Know where the presentation takes place:


Could be anywhere
Diagnose prospect to determine sales
presentation
10-49
The Golden Rule

You want to do to others what you would have
them do to you
10-50
Summary of Major Selling Issues




The sales presentation is a persuasive vocal and
visual explanation of a proposition
Four common methods of presentation are
memorized, formula, need-satisfaction, and
problem-solution
Consider the elements of the presentation mix that
will be used for each prospect
Use persuasive communication techniques,
methods to develop prospect participation, proof
statements, visual aids, dramatization, and
demonstrations
10-51
Summary of Major Selling Issues,
cont…



Persuasive communication techniques help to
uncover needs, to communicate effectively, and to
pull the prospect into the conversation
Visuals must be properly designed to illustrate the
features, advantages, and benefits of your
products through graphics, dramatization, and
demonstration
Careful attention to development and rehearsal of
the presentation is needed to ensure that it occurs
smoothly and naturally
10-52
Summary of Major Selling Issues,
cont…



The presentation is the heart of the sale
Acquire or create materials that convey your
message and convince others to believe it
Exhibits, facts, statistics, examples, analogies,
testimonials, and samples should be part of your
repertoire
10-53