Elements of a Great Sales Presentation McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc All Chapter 10 10-2 Chapter 10 Main Topics        10-3 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 Chapter 10 Main Topics     10-4 Technology Can Help! The Sales Presentation Goal Model The Ideal Presentation Be Prepared for Presentation Difficulties Chapter 10 The Presentation  Create elements of the presentation that 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 competition  You will see that ethical service builds true relationships Exhibit 10-1: The Presentation is the Heart of the Sale  An effective approach allows a smooth transition into discussing your product’s features, advantages, and benefits The Purpose of the Presentation  Your main goal is to sell your product to your customer – to help him The Purpose of the Presentation, cont  Purpose of the presentation: Provide knowledge via features, advantages, and benefits of your product, marketing plan, and business proposition Allow buyer to develop personal attitudes toward your product Attitudes result in desire (or need) Convert a need into a want and then into the belief that your product can fulfill a certain need The Purpose of the Presentation, cont Convince the buyer that not only is your product the best but also that you are the best source to buy from When this occurs, she is in the conviction stage Exhibit 10-2: The Five Purposes of the Presentation Reasons for Using Visual Aids, Dramatics, and Demonstrations 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 Guidelines for Using Visual Aids, Dramatics, and Demonstrations Rehearse them! Customize them to fit individual customer Make them simple, clear, and straightforward Control the demonstration Make demonstration true to life Encourage prospect participation Incorporate trial closes after showing or demonstrating a major feature, advantage, or benefit to determine if believed or important to prospect 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 Exhibit 10-10: The Sales Presentation Goal Model 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  The ideal prospect:  Is friendly, polite, relaxed, listens  Says “yes” and enthusiastically thanks you The Ideal Presentation, cont…  Several weeks later you receive a copy of customer’s letter sent to your company’s president glowing with praise for you  Sometimes it happens but many times there are difficulties Be Prepared for Presentation Difficulties  How to handle interruptions:  Is the interruption personal or confidential?  Offer to leave the room  Regroup your thoughts Be Prepared for Presentation Difficulties  Once discussion is over:  Wait quietly and patiently until prospect’s attention is completely gained  Briefly restate selling points that were of interest  Do something to increase prospect’s participation  Once interest is gained move deeper into presentation 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 – then drop it  Make a detailed comparison of your product and the competition’s product when necessary Be Prepared for Presentation Difficulties, cont  Be professional always  Know where the presentation takes place:  Could be anywhere  Diagnose prospect to determine sales presentation The Golden Rule  You want to to others what you would have them to you 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 problemsolution Consider the elements of the presentation mix that will be used for each prospect Use persuasive communication techniques to develop prospect participation, proof statements, visual aids, dramatization, and demonstrations 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 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 End of Chapter 10 McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill Companies, Inc All Chapter 10 ... Demonstrations Prove It Chapter 10 Main Topics     10- 4 Technology Can Help! The Sales Presentation Goal Model The Ideal Presentation Be Prepared for Presentation Difficulties Chapter 10 The Presentation.. .10- 2 Chapter 10 Main Topics        10- 3 The Tree of Business Life: Presentation The Purpose of the Presentation... message clear  Be professional about competition  You will see that ethical service builds true relationships Exhibit 10- 1: The Presentation is the Heart of the Sale  An effective approach allows