Selling Today 10th Edition ... be able to react effectively

1
12
Creating Value with the Sales Demonstration
2
Effective Demonstration

• Adds sensory appeal
• Attracts customer__________
• Stimulates interest
• Creates desire for product

3
SimGraphics
Visit SimGraphics.com
4
Benefits of Demonstration

• Improved _________ and retention
• Proof of buyer benefits
• Proof devices
• Feeling of _________
• Quantifying the solution
• Value propositionrevisited

5
Strategic Planning Points

• Determine what _______ to demonstrate
• Determine what sales _______ to use
• Check sales tools
• Determine when and where to demonstrate
• Determine how to _______ the prospect
• Prepare a demonstration worksheet
• Rehearse the demonstration

6
Creative Demonstrations

• Make features and benefits appealing
• Must gain attention and increase desire for
  product
• Create different ways of looking at problem and
  solution

7
Customize Demonstration

• Use custom-fitted demonstrations
• Relate to specific customer needs
• Do not overstructure
• Personalize the process

8
Choose Right Setting

• Demonstration location makes difference
• Sometimes neutral ground, like hotel or
  conference center
• Other times in firms conference room
• Controlled environments free from distraction

9
Check Sales Tools

• Ensure audio/video, computer tools/files are in
  working order

10
Cover One Idea at a Time

• Demonstrate one idea or feature at a time
• Make sure customer understands each before moving
  on, pace evenly
• Make customer part of _________
• Need-satisfaction questions help move forward

11
Appeal to All Senses

• Try to involve allfive senses
• Multisensory appealshelp involve prospectand
  build desire forthe product
• Dunbar salespeople include a tasting kit along
  with their demonstration

12
Balance Telling, Showing,and Involvement

• Develop demonstration worksheet
• Demonstrations should be balanced and have
  varietyuse worksheet to prepare
• Try to give prospect hands-on experience
• A Chinese proverb says, Tell me, Ill forget
  show me, I may remember but involve me and Ill
  understand.

13
Demonstration Worksheet
12.3
FIGURE
14
Rehearse, Rehearse, Rehearse

• If you dont rehearse, you court disaster
• Rehearse several times
• Videotape or role play for manager

15
Plan for Dynamic Situation

• Presentations are ______ be able to react
  effectively
• Base selling skills and tools on customer
  responses
• See the Selling Dynamics Matrix (Figure 12.4)

16
Computer-based Tools PowerPoint

• Can incorporate charts, graphs, images, audio,
  and video
• Often so common, familiarity level can be
  boringYou must generate unique look!

17
Computer-based Tools Spreadsheets

• Spreadsheets excellent for organizing numbers to
  prepare quotes
• Also good for what-if scenarios
• Can be printed for proposal purposes
• Can convert numbers to graphs or charts

18
Computer-based ToolsWeb-based Demonstrations

• Showcase information using Web browser
• Can integrate data, voice, and video
• Can conduct question and answer sessions in real
  time
• Prospects can also view at their ______________

19
Computer-based ToolsVirtual Tours

• Visit these sites to see examples of virtual
  tours
• Visualtour.com
• Campustours.com
• Realtourvision.com

20
Bound Paper Presentations

• Bound presentations still widely used
• Effective for attractive _____ and ______,
  guarantees, product testimonials, etc.
• Favored because of availability for future
  reference

21
Using Audiovisuals

• Videos and computer-based presentations are
  common, but sometimes used ineffectively
• Guidelines
• Audiovisuals support, not replace, an interactive
  _________________
• Preview material, describe highlights
• Be prepared to pause for questions
• At conclusion, review key points

22
Reality Check Computer Skills

• No longer a nice-to-have when job huntinga
  need-to-have!
• Many large firms scan resumes for PC and software
  skills no skills, youre out
• Presentation, specialized software is tops
• Expected word processing, spreadsheets
• Desired PowerPoint, databases, CRM
• Bonus Java, HTML, etc.