Development of a Sales Presentation

Main TopicsMain Topics

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The Tree of Business Life: PresentationThree Essential Steps within the PresentationFABsThe Sales Presentation MixVisual Aids Help Tell the StoryDramatization Improves Your ChancesDemonstrations: Show How It WorksThe Sales Presentation Goal Model The Ideal PresentationBe Prepared for Presentation Difficulties

The Tree of Business Life: Presentation

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Guided by The Golden RuleThe Golden Rule:Create elements of the 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 competitionYou will see that ethical service builds

true relationships

IT C

Ethi

cal Service

Builds

T r

u e

Relationships

TT T

T T T TT T T T

The Presentation: The Heart of the Sale

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An effective approach allows a smooth transition into discussing your product’s features, advantages, and benefits

Three Essential Steps in the Presentation

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Fully discuss the features, advantages, and benefits of your product

Present your marketing planHow to resell (for reseller)How to use (for consumer and industrial user)

Explain your business propositionWhat’s in it for your customer?

Three Essential Steps in the Presentation

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Salespeople Use FABs in their Presentations

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Best Buy Pancake Mix

Features Advantages Benefits

Product1. Traditional “farmhouse”

recipe, with freshest ingredients; fortified with vitamins A, B, C, and D; no preservatives

2. User needs only to add water, stir, and cook

1. Great tasting, fluffy and light; highly nutritious

2. Quick and easy to prepare

1. Provides an appealing item; expands breakfast menu; increases breakfast business

2. Requires minimal kitchen time and labor

Salespeople Use FABs in their Presentations cont…

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Features Advantages Benefits

Marketing Plan3. Just in time delivery;

weekly as needed

4. Local distribution center

5. An experienced sales representative to serve account

3. No need to store large quantities

4. Additional orders can be filled quickly

5. Knowledge and background in food-service industry

3. Requires minimal inventory space; keeps inventory costs low

4. Prevents out-of-stock situations

5. Provides assistance for meeting changing needs and solving business problems

Salespeople Use FABs in their Presentations cont…

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Features Advantages Benefits

Business Proposition6. Quantity discounts

7. Extended payment plans

6. Reduces costs

7. Reduces interest costs

6. Increases your profits

7. Increases your profits

The Sales Presentation Mix

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Persuasive Communication

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Sell Sequence = FAB + trial close

To be a persuasive communicator: Use logical reasoning

Persuade through suggestion

Have a sense of fun

Personalize relationships

Build trust

Be aware of your body language – always smile!

Questions can re-channel an off-course presentation

Use diplomacy – choose your battles

Speak in an informal conversational style)

Use storytelling to illustrate points

Persuasive Communication cont…

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Seven factors for good communication1. Use questions2. Be empathetic3. Keep the message simple4. Create mutual trust5. Listen6. Have a positive attitude and enthusiasm7. Be believable

The Sales Presentation Mix cont…

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Participation

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Questions

Product use: appeals to senses

Visuals (to be discussed)

Demonstrations (to be discussed)

The Sales Presentation Mix cont…

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Proof

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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

Proof Statements Support What You Say

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The Sales Presentation Mix cont…

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Visual Aids

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Increase retention Reinforce the message Reduce misunderstanding Create a unique and lasting

impression Show the buyer that you are a

professional

Visual Aids cont…

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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

The Sales Presentation Mix cont…

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Dramatization

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Dramatics refers to talking or presenting the product in a striking, showy, or extravagant mannerDramatics should be incorporated only when you

are 100 percent sure they will work effectivelyOne 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

The Sales Presentation Mix cont…

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Demonstration

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A successful demonstrationLets the prospect do something simpleLets the prospect work an important featureLets the prospect do something routine or frequently

repeatedHas the prospect answer questions throughout the

demonstration (feedback)

Seven-Point Checklist for Demonstrations

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Putting It All Together

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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

The Sales Presentation Goal Model

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The Ideal Presentation

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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 prospectIs friendly, polite, relaxed, listensSays “yes” and enthusiastically thanks you

Several weeks later you receive a copy of customer’s letter sent to your company’s president glowing with praise for you

Be Prepared for Presentation Difficulties

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How to handle interruptionsIs the interruption personal or confidential?Offer to leave the roomRegroup your thoughts

Be Prepared for Presentation Difficulties cont...

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Should you discuss the competition?Do not refer to a competitor unless absolutely

necessaryAcknowledge your competitor only brieflyMake a detailed comparison of your product and the

competition’s product when necessary

The Golden Rule

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You want to do to others what you would have them do to you