Elements of a Great Sales
Presentation
Chapter
10
Chapter
10
Main Topics
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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
Chapter
10
Main Topics
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Technology Can Help!
The Sales Presentation Goal Model
The Ideal Presentation
Be Prepared for Presentation Difficulties
Chapter
10
The Tree of Business Life: Presentation
T
T T
T T TT
T T T T
Builds
Guided by The Golden
Rule:
 Create elements of the
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Relationships
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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
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
The Purpose of the Presentation
 Your main goal is to sell your product to your
customer – to help
 Purpose of the presentation
 Knowledge
 Beliefs
 Desire/Need
 Attitude
 Conviction
Exhibit 10-2: The Five Purposes of the
Presentation
Three Essential Steps Within the
Presentation
1. Fully discuss the features, advantages, and
benefits of your product
2. Present your marketing plan
 How to resell (for reseller)
 How to use (for consumer and industrial user)
3. Explain your business proposition
 What’s in it for your customer?
Exhibit 10-3: Three Essential Steps Within
the Presentation
Exhibit 10-4a: Salespeople Use These
FABs in Their Presentations
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features
Advantages
Benefits
Product
1. Great tasting, fluffy and
1. Traditional “farmhouse”
light; highly nutritious
recipe, with freshest
ingredients; fortified with
vitamins A, B, C, and D;
no preservatives
2. User needs only to add
2. Quick and easy to
water, stir, and cook
prepare
1. Provides an appealing
item; expands breakfast
menu; increases
breakfast business
2. Requires minimal
kitchen time and
labor
Exhibit 10-4b: Salespeople Use These
FABs in Their Presentations
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
4. Local distribution center
4. Additional orders can be 4. Prevents out-offilled quickly
stock situations
5. An experienced sales
representative to serve
account
5. Knowledge and
background in
food-service industry
3. Requires minimal
inventory space; keeps
inventory costs low
5. Provides assistance for
meeting changing needs
and solving business
problems
Exhibit 10-4c: Salespeople Use These
FABs in Their Presentations
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
Exhibit 10-5: The Sales Presentation Mix
Persuasive Communication
 Sell Sequence = FAB + trial close
 To be a persuasive communicator:
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Use logical reasoning
Persuade through suggestion
Have a sense of fun
Personalize relationships
Build trust
Be aware of your body language – always smile!
Control the presentation – questions rechannel an off-course
presentation
Use diplomacy – choose your battles
Consider the Paul Harvey dialogue (conversation style)
Use words as selling tools (simile, metaphor, analogy)
Persuasive Communication, cont…
 Seven factors of good communication
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
Exhibit 10-5: The Sales Presentation Mix,
cont…
Participation is Essential to Success
 Questions
 Product use: appeals to senses
 Visuals (to be discussed)
 Demonstrations (to be discussed)
Skip video
Video Help
Exhibit 10-5: The Sales Presentation Mix,
cont…
Proof Statements Build Believability
 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
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).
Skip video
Video Help
Exhibit 10-6: Proof Statements Help Prove
What You Say
Exhibit 10-5: The Sales Presentation Mix,
cont…
The Visual Presentation–Show and Tell
 Increase retention
 Reinforce the message
 Reduce misunderstanding
 Create a unique and lasting impression
 Show the buyer that you are a professional
Visual Aids Help Tell the Story
 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
Visual Aids Help Tell the Story, cont…
 Appeal to the prospect’s vision with the intent
of producing mental images of the product’s:
 Features
 Advantages
 Benefits
Exhibit 10-5: The Sales Presentation Mix,
cont…
Dramatization Improves Your Chances
 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
Dramatization Improves Your Chances,
cont…
 Dramatization
improves your
chances of
success
Exhibit 10-5: The Sales Presentation Mix,
cont…
Demonstrations Prove It
 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
 Has the prospect answer questions throughout the
demonstration (feedback)
Exhibit 10-8: Seven Points to Remember
about Demonstrations
Reasons for Using Visual Aids, Dramatics, and
Demonstrations
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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
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
Exhibit 10-10: The Sales Presentation
Goal Model
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
The Ideal Presentation, cont…
 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
Be Prepared for Presentation Difficulties
 How to handle interruptions
 Is the interruption personal or confidential?
 Offer to leave the room
 Regroup your thoughts
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
 Make a detailed comparison of your product and
the competition’s product when necessary
Be Prepared for Presentation Difficulties,
cont...
 Be professional always
 Where the presentation takes place:
 Could be anywhere
The Golden Rule
 You want to do to others what you would have
them do to you
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 problemsolution
 Consider the elements of the presentation mix that
will be used for each prospect
 Use persuasive communication techniques to
develop prospect participation, proof statements,
visual aids, dramatization, and demonstrations
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
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
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