11-1
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
11-2
Chapter
11
Elements of a Great Sales
Presentation
McGraw-Hill/Irwin
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
11-3
Chapter
11
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 Ideal Presentation
Be Prepared for Presentation Difficulties
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
11-4
The Purpose of the Presentation
Main goal is to sell your product to your customer
Purpose of presentation
Knowledge
Beliefs
Desire/Need
Attitude
Conviction
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Three Essential Steps Within the
Presentation
11-5
Fully discuss the features, advantages, and
benefits of your product
Present your marketing plan
How to resell (for reseller)
How to use (for consumer and industrial user)
Explain your business proposition
What’s in it for your customer?
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
11-6
The Sales Presentation Mix
Sales presentation mix
Persuasive communication
The SELL sequence and trial close
Logical reasoning
 major premise
 minor premise
 conclusion
Persuasion through suggestion
Make the presentation fun
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11-7
The Sales Presentation Mix cont…
Personalize your relationship
Build trust
Use body language
Control the presentation
Be a diplomat
Use the Paul Harvey dialogue
Simile, metaphor, and analogy
Participation is essential to success
Questions
Visuals
Product use
Demonstrations
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11-8
The Sales Presentation Mix cont…
Proof statements build believability
Past sales help predict the future
The guarantee
Testimonials
Company proof results
Independent research results
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11-9
The Sales Presentation Mix cont…
The visual presentation—show and tell
Visuals
increase retention
reinforce the message
reduce misunderstanding
create a unique and lasting impression
show the buyer that you are a professional
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
11-10
Visual Aids Help Tell the Story
Appeal to the prospect’s vision with the intent of
producing mental images of the product’s
features
advantages
benefits
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Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Dramatization Improves Your
Chances
11-11
Dramatics
Dramatization
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11-12
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?
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11-13
Demonstrations Prove it
Use participation in your demonstration
Let the prospect do something simple
Let the prospect work an important feature
 Let the prospect do something routine or
frequently repeated
 Have the prospect answer questions throughout
the demonstration
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11-14
Demonstrations Prove it cont…
Reasons for using visual aids, dramatics, and
demonstrations
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
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11-15
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
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11-16
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
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11-17
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
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Be Prepared for Presentation
Difficulties
11-18
How to handle interruptions
Is discussion personal or confidential?
Offer to leave the room
Regroup your thoughts
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
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Be Prepared for Presentation
Difficulties cont…
11-19
Be professional always
Where the presentation takes place
Could be anywhere
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11-20
Summary of Major Selling Issues
The sales presentation is a persuasive vocal and
visual explanation of a proposition
Four common methods of presentation are the
memorized, formula, need-satisfaction, and
problem-solution selling
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
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Summary of Major Selling Issues
cont…
11-21
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
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 it occurs
smoothly and naturally
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Summary of Major Selling Issues
cont…
11-22
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
McGraw-Hill/Irwin
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.