chap11ElementsofaGreatSalesPresentation.ppt

Exhibit 11-1:The Presentation is the Heart of the SaleAn effective approach allows a smooth transition into discussing your products features,advantages,and benefitsThe Purpose of the PresentationYour main goal is to sell your product to your customer to helpPurpose of the presentationKnowledgeBeliefsDesire/NeedAttitudeConvictionExhibit 11-2:The Five Purposes of the PresentationThree Essential Steps Within the Presentation1.Fully discuss the features,advantages,and benefits of your product2.Present your marketing planHow to resell(for reseller)How to use(for consumer and industrial user)3.Explain your business propositionWhats in it for your customer?Exhibit 11-3:Three Essential Steps Within the PresentationExhibit 11-4:Salespeople Use These FABs in Their PresentationsFeatures,Advantages,and Benefits of Bix Buckwheat Pancake MixFeaturesAdvantagesBenefitsProduct1.Traditional“farmhouse”recipe,with freshest ingredients;fortified with vitamins A,B,C,and D;no preservatives2.User needs only to add water,stir,and cook1.Great tasting,fluffy and light;highly nutritious2.Quick and easy to prepare1.Provides an appealing item;expands breakfast menu;increases breakfast business2.Requires minimal kitchen time and laborExhibit 11-4:Salespeople Use These FABs in Their Presentations,contFeatures,Advantages,and Benefits of Bix Buckwheat Pancake MixFeaturesAdvantagesBenefitsMarketing Plan3.Just in time delivery;weekly as needed4.Local distribution center5.An experienced sales representative to serve account3.No need to store large quantities4.Additional orders can be filled quickly5.Knowledge and background in food-service industry3.Requires minimal inventory space;keeps inventory costs low4.Prevents out-of-stock situations5.Provides assistance for meeting changing needs and solving business problemsExhibit 11-4:Salespeople Use These FABs in Their Presentations,contFeatures,Advantages,and Benefits of Bix Buckwheat Pancake MixFeaturesAdvantagesBenefitsBusiness Proposition6.Quantity discounts7.Extended payment plans6.Reduces costs7.Reduces interest costs6.Increases your profits7.Increases your profitsExhibit 11-5:The Sales Presentation MixPersuasive CommunicationSell Sequence=FAB+trial closeTo be a persuasive communicator:Use logical reasoningPersuade through suggestionHave a sense of funPersonalize relationshipsBuild trustBe aware of your body language always smile!Control the presentation questions rechannel an off-course presentationUse diplomacy choose your battlesConsider the Paul Harvey dialogue(conversation style)Use words as selling tools(simile,metaphor,analogy)Major premiseMinor premiseConclusionSuggestive propositionsPrestige suggestionsAutosuggestion(Visualization)Direct suggestion(Only suggests,does not“tell”)Indirect suggestionCounter suggestionPersuasive Communication,contSeven factors of good communication1.Use questions2.Be empathetic3.Keep the message simple4.Create mutual trust5.Listen6.Have a positive attitude and enthusiasm7.Be believableExhibit 11-5:The Sales Presentation Mix,contQuestionsProduct use:appeals to sensesVisuals(to be discussed)Demonstrations(to be discussed)Participation is Essential to SuccessSkip videoVideo HelpExhibit 11-5:The Sales Presentation Mix,contProof Statements Build BelievabilityPast sales help predict the futureThe guaranteeTestimonialsCompany proof resultsIndependent research resultsRestatement of the benefit before proving itProof source and relevant facts or figures about the productExpansion of the benefitIm sure that you want a radio thats going to sell and be profitable for you().Figures in Consumer Guide and Consumer Sales magazines indicate that the Sony XL-100 radios,although the newest on the market,are the third largest in sales ().Therefore,when you handle the Sony XL line,youll find that radio sales and profits will increase,and more customers will come into your store().Consider the following proof statement referring to independent research results(identify:source and facts,benefit restatement,benefit expansion):source and factsbenefit expansionbenefit restatementExampleSkip videoVideo HelpExhibit 11-6:Proof Statements Help Prove What You SayExhibit 11-5:The Sales Presentation Mix,contThe Visual PresentationShow and TellIncrease retentionReinforce the messageReduce misunderstandingCreate a unique and lasting impressionShow the buyer that you are a professionalVisual Aids Help Tell the StorySome common visual aids are:The productCharts and graphs illustrating features and advantagesPhotographs and mock-upsEquipmentSales manuals and catalogsOrder formsLetters of testimonyA copy of the guaranteeFlip-boards and postersSample advertisementsAppeal to the prospects vision with the intent of producing mental images of the products:FeaturesAdvantagesBenefitsVisual Aids Help Tell the Story,contExhibit 11-5:The Sales Presentation Mix,contDramatization Improves Your ChancesDramatics 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 commercialsDramatic presentations set you apart from the many salespeople that buyers see each dayDramatization Improves Your Chances,contDramatization improves your chances of successExhibit 11-5:The Sales Presentation Mix,contA 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)Demonstrations Prove ItExhibit 11-9:Seven Points to Remember about DemonstrationsReasons for Using Visual Aids,Dramatics,and DemonstrationsCapture attention and interestCreate two-way communicationInvolve the prospect through participationAfford a more complete,clear explanation of productsIncrease a salespersons persuasive powers by obtaining positive commitments on a products single feature,advantage,or benefitPeople receive 87 percent of their information on the outside world through their eyes and only 13 percent through the other four sensesThe addition of participation is much more persuasive than dramatization alone Technology Can Help!Can provide excellent presentation methodsMultimedia computers can:Present video clipsPlay sound bitesShow beautifully illustrated graphicsBe connected to projection equipment Exhibit 11-11:The Sales Presentation Goal Model The Ideal PresentationYour approach technique quickly captures your prospects interest and immediately finds signals that the prospect has a need for your product and is ready to listenThe ideal prospectIs friendly,polite,relaxed,listensSays“yes”and enthusiastically thanks you The Ideal Presentation,contSeveral weeks later you receive a copy of customers letter sent to your companys president glowing with praise for youSometimes it happens but many times there are difficultiesBe Prepared for Presentation DifficultiesHow to handle interruptionsIs the interruption personal or confidential?Offer to leave the roomRegroup your thoughtsBe Prepared for Presentation Difficulties,cont.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 competitions product when necessaryBe professional alwaysWhere the presentation takes place:Could be anywhereBe Prepared for Presentation Difficulties,cont.The Golden RuleYou want to do to others what you would have them do to you Summary of Major Selling IssuesThe sales presentation is a persuasive vocal and visual explanation of a propositionFour common methods of presentation are memorized,formula,need-satisfaction,and problem-solutionConsider the elements of the presentation mix that will be used for each prospectUse persuasive communication techniques to develop prospect participation,proof statements,visual aids,dramatization,and demonstrationsSummary of Major Selling Issues,contPersuasive communication techniques help to uncover needs,to communicate effectively,and to pull the prospect into the conversationVisuals must be properly designed to illustrate the features,advantages,and benefits of your products through graphics,dramatization,and demonstrationCareful attention to development and rehearsal of the presentation is needed to ensure that it occurs smoothly and naturallySummary of Major Selling Issues,contThe presentation is the heart of the saleAcquire or create materials that convey your message and convince others to believe itExhibits,facts,statistics,examples,analogies,testimonials,and samples should be part of your repertoireVideo Help:Video OneThe video should start automatically.If it does not,you must move the mouse to the middle of the screen.When a hand icon appears the video is ready.Click once anywhere on the screen to start video.Click once during playback to pause/unpause video.Press the space bar twice to stop video and continue presentation.When video is over,click to continue presentation.Video Two