Ch. 11 Elements of a Great Sales
Presentation
McGraw-Hill/Irwin
Chapter
11
Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved.
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
11-2
Three Essential Steps Within the
Presentation
 Fully discuss the FAB
 Present your marketing plan
 How to resell
 How to use
 Explain your business proposition
 value to cost
11-3
Exhibit 11-5: The Sales Presentation Mix
11-4
Persuasive Communication
 Sell Sequence = show, explain, lead, let
 To be a persuasive communicator:







Use logic
Persuade through suggestions
Have fun
Personalize your relationship
Build trust
Be aware of your body language – send green
Control the presentation –
 Use diplomacy – never tell them they are wrong
 Use words as selling tools
11-5
Six Types of Suggestions
 1. Suggestive proposition: act now before
 2. Prestige suggestions: be like the bests
 3. Autosuggestion: imagine
 4. Direct suggestion: I suggest
 5. Indirect suggestion: 10 or 20 for a promo
 6. Counter-suggestion
11-6
Participation Elements
 Questions
 Product use:
 Visuals
 Demonstrations
Skip video
Video Help
11-7
Exhibit 11-5: The Sales Presentation Mix,
cont…
11-8
Proof
 Past sales
 the guaranty
 testimonials
 Company proof results
 Independent research results
Skip video
Video Help
11-9
Exhibit 11-6: Proof Statements Help Prove
What You Say
11-10
Exhibit 11-5: The Sales Presentation Mix,
cont…
11-11
Visual Aids
 Increase retention
 Reinforce the message
 Reduce misunderstanding
 Create a unique and lasting impression
 Show the buyer the you are a pro.
11-12
Visual Aids, cont…
 Some common visual aids are:
 The product
 Charts and graphs
 Photographs and mock-ups
 Equipment (video, slides…
 Sales manuals and catalogs
 Order forms
 Letters of testimony
 A copy of the guarantee
 Flip-boards and posters
 Sample advertisements
11-13
Exhibit 11-5: The Sales Presentation Mix,
cont…
11-14
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
11-15
Exhibit 11-5: The Sales Presentation Mix,
cont…
11-16
Demonstration
 A successful demonstration
 Lets the prospect do sth simple
 Lets the prospect work a feature
 Lets the prospect do sth routine
 Have the prospect answer questions
11-17
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
11-18
Be Prepared for Presentation Difficulties
 How to handle interruptions
 Is the interruption personal or confidential?
 Offer to leave the room
 Regroup
11-19
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
11-20
Be Prepared for Presentation Difficulties,
cont...
 Be professional always
 Where the presentation takes place:
 Could be anywhere
11-21