11-1
Elements of a Great Sales
Presentation
McGraw-Hill/Irwin
Chapter
11
Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter
11
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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
Chapter
11
11-4
Main Topics
Technology Can Help!
The Sales Presentation Goal Model
The Ideal Presentation
Be Prepared for Presentation Difficulties
Chapter
11
11-5
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




Relationships
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presentation which 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 11-1: The Presentation is the Heart
of the Sale
An effective approach allows
a smooth transition into
discussing your product’s
features, advantages, and
benefits
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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
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Exhibit 11-2: The Five Purposes of the
Presentation
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Three Essential Steps Within the
Presentation
 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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Exhibit 11-3: Three Essential Steps Within
the Presentation
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Exhibit 11-4: 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
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1. Provides an appealing
item; expands breakfast
menu; increases
breakfast business
2. Requires minimal
kitchen time and
labor
Exhibit 11-4: 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
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
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3. Requires minimal
inventory space; keeps
inventory costs low
5. Provides assistance for
meeting changing needs
and solving business
problems
Exhibit 11-4: 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
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6. Increases your profits
7. Increases your profits
Exhibit 11-5: The Sales Presentation Mix
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Persuasive Communication
 Sell Sequence = FAB + trial close
 To be a persuasive communicator:










Use logical reasoning
 Major premise
Persuade
through suggestion
 Minor
premise
Have
a sense
ofpropositions
fun
Suggestive
 Conclusion
Personalize
Prestige relationships
suggestions
Build
trust
 Autosuggestion
(Visualization)
Beaware
your body(Only
language
– always
Direct of
suggestion
suggests,
doessmile!
not “tell”)
Control
the presentation
 Indirect
suggestion – questions rechannel an off-course
presentation
 Counter suggestion
Use diplomacy – choose your battles
Consider the Paul Harvey dialogue (conversation style)
Use words as selling tools (simile, metaphor, analogy)
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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
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Exhibit 11-5: The Sales Presentation Mix,
cont…
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Participation
 Questions
 Product use: appeals to senses
 Visuals (to be discussed)
 Demonstrations (to be discussed)
Skip video
Video Help
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Exhibit 11-5: The Sales Presentation Mix,
cont…
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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
Skip video
Video Help
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Exhibit 11-6: Proof Statements Help Prove
What You Say
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Exhibit 11-5: The Sales Presentation Mix,
cont…
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Visual Aids
 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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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
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Visual Aids, cont…
 Appeal to the prospect’s vision with the intent
of producing mental images of the product’s:
 Features
 Advantages
 Benefits
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Exhibit 11-5: The Sales Presentation Mix,
cont…
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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
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Dramatization, cont…
 Dramatization
improves your
chances of
success
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Exhibit 11-5: The Sales Presentation Mix,
cont…
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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
 Has the prospect answer questions throughout
the demonstration (feedback)
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Seven-Point Checklist for Demonstrations
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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
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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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Exhibit 11-11: The Sales Presentation Goal
Model
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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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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
 How to handle interruptions
 Is the interruption personal or confidential?
 Offer to leave the room
 Regroup your thoughts
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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
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Be Prepared for Presentation Difficulties,
cont...
 Be professional always
 Where the presentation takes place:
 Could be anywhere
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The Golden Rule
 You want to do to others what you would
have them do to you
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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, methods
to develop prospect participation, proof statements,
visual aids, dramatization, and demonstrations
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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
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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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