Chapter 11
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
The Purpose of The Presentation
 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
The Sales Presentation Mix
 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
Sales Call Planner
 10 Key Questions a Sales Call Plan must answer:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Company or person’s name
Individuals to see or contact
Background and profile of buyers
Major competitors to be aware of
Objective(s) for this particular call
Best time to call
Expressed needs or problems identified
Strategies and tactics useful in this situation
Sales tools to take along
Results of the sales call
4
Style of the Presentation
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
Style of the Presentation
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
The Salesperson’s Curse
7
Product-Analysis Worksheet
 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
 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
Units of Conviction
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 and Benefits
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
Transitional Phrases
 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
Evidence to Support Claims
 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
Effective Tactics for Presentations
 Participation
 Demonstration
 Sales Demonstration
Checklist
15
Participation
 You must get the
prospect involved
 Ask questions and listen
to their answers
 Encourage the
prospects to ask
questions
16
Demonstration
 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
Sales Demonstration Checklist
 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
Demonstration Principles
 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
Presentation Sales Tools and Visual Aids
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 Presentations
 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
Situational Selling
 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
Handling Special Situations
 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
Handling Special Situations
 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
24