Elements of a Great Sales

1
Elements of a Great Sales Presentation
10
Chapter
2
10
Chapter
3
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
• Technology Can Help!
• The Sales Presentation Goal Model

4
Main Topics, cont...

• The Ideal Presentation
• Be Prepared for Presentation Difficulties

5
The Tree of Business Life Presentation

• Guided by The Golden Rule
• Create elements of the presentation which appeal
  to the buyers 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

T
T
T
Service
Ethical
T
T
T
T
T
T
T
T
Builds
T r u e
Relationships
T
C
I
6
Exhibit 10-1 The Presentation is the Heart of
the Sale
An effective approach allows a smooth transition
into discussing your products features,
advantages, and benefits
7
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

8
Exhibit 10-2 The Five Purposes of the
Presentation
9
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
• Whats in it for your customer?

10
Exhibit 10-3 Three Essential Steps Within the
Presentation
11
Exhibit 10-4 Salespeople Use These FABs in Their
Presentations
Features, Advantages, and Benefits of Bix
Buckwheat Pancake Mix
Features
Advantages
Benefits
Product
1. 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
12
Exhibit 10-4 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 4.
Local distribution center 5. An experienced
sales representative to serve account
13
Exhibit 10-4 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 7. Extended payment plans
14
Exhibit 10-5 The Sales Presentation Mix
15
Persuasive Communication

• 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!
• Control the presentation questions rechannel an
  off-course presentation
• Use diplomacy choose your battles
• Consider the Paul Harvey dialogue (conversation
  style)
• Use words as selling tools (simile, metaphor,
  analogy)
• Use parables and storytelling to illustrate a
  point

• Major premise
• Minor premise
• Conclusion

• Suggestive propositions
• Prestige suggestions
• Autosuggestion (Visualization)
• Direct suggestion (Only suggests, does not
  tell)
• Indirect suggestion
• Counter suggestion

16
Persuasive Communication, cont

• Seven factors of good communication
• Use questions
• Be empathetic
• Keep the message simple
• Create mutual trust
• Listen
• Have a positive attitude and enthusiasm
• Be believable

17
Exhibit 10-5 The SalesPresentation Mix, cont
18
Participation

• Questions
• Product use appeals to senses
• Visuals (to be discussed)
• Demonstrations (to be discussed)

Skip video
Video Help
19
(No Transcript)
20
Exhibit 10-5 The Sales Presentation Mix, cont
21
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
22
(No Transcript)
23
Exhibit 10-6 Proof Statements Help Prove What
You Say
24
Exhibit 10-5 The Sales Presentation Mix, cont
25
Visual Aids

• Increase retention
• Reinforce the message
• Reduce misunderstanding
• Create a unique and lasting impression
• Show the buyer that you are a professional

26
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

27
Visual Aids, cont

• Appeal to the prospects vision with the intent
  of producing mental images of the products
• Features
• Advantages
• Benefits

28
Exhibit 10-5 The Sales Presentation Mix, cont
29
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

30
Dramatization, cont

• Dramatization improves your chances of success

31
Exhibit 10-5 The Sales Presentation Mix, cont
32
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)

33
Exhibit 10-8 Seven Points to Remember About
Demonstrations
34
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 salespersons persuasive powers by
  obtaining positive commitments on a products
  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

35
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

36
Exhibit 10-10 The Sales Presentation Goal Model
37
The Ideal Presentation

• Your approach technique quickly captures your
  prospects 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
• Several weeks later you receive a copy of
  customers letter sent to your companys
  president glowing with praise for you
• Sometimes it happens but many times there are
  difficulties

38
Be Prepared for Presentation Difficulties

• How to handle interruptions
• Is the interruption 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 competitions product when necessary

39
Be Prepared for Presentation Difficulties, cont...

• Be professional always
• Where the presentation takes place
• Could be anywhere

40
The Golden Rule

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

41
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
  problem-solution
• 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

42
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

43
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

44
Video Help

• The 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 the next arrow to
  continue presentation.

Video One
Video Two