Ch. 11 Elements of a Great Sales Ch. 11 Elements of a Great Sales PresentationPresentation

Chapter

11

Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

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Exhibit 11-1: The Presentation is the Heart of the Sale

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

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Three Essential Steps Within the Presentation

Fully discuss the FAB

Present your marketing planHow to resellHow to use

Explain your business proposition value to cost

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Exhibit 11-5: The Sales Presentation Mix

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Persuasive Communication Sell Sequence = show, explain, lead, let To be a persuasive communicator:

Use logic Persuade through suggestions Have fun Personalize your relationship Build trust Be aware of your body language – send green Control the presentation –

Use diplomacy – never tell them they are wrong Use words as selling tools

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Six Types of Suggestions

1. Suggestive proposition: act now before 2. Prestige suggestions: be like the bests 3. Autosuggestion: imagine 4. Direct suggestion: I suggest 5. Indirect suggestion: 10 or 20 for a promo 6. Counter-suggestion

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Questions Product use: Visuals Demonstrations

Participation Elements

Skip video Video Help

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Exhibit 11-5: The Sales Presentation Mix, cont…

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Proof

Past sales the guaranty testimonials Company proof results Independent research results

Skip video Video Help

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Exhibit 11-6: Proof Statements Help Prove What You Say

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Exhibit 11-5: The Sales Presentation Mix, cont…

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Visual Aids

Increase retention Reinforce the message Reduce misunderstanding Create a unique and lasting impression Show the buyer the you are a pro.

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Visual Aids, cont… Some common visual aids are:

The product Charts and graphs Photographs and mock-ups Equipment (video, slides… Sales manuals and catalogs Order forms Letters of testimony A copy of the guarantee Flip-boards and posters Sample advertisements

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Exhibit 11-5: The Sales Presentation Mix, cont…

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Dramatization

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 commercialsDramatic presentations set you apart from the

many salespeople that buyers see each day

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Exhibit 11-5: The Sales Presentation Mix, cont…

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Demonstration

A successful demonstrationLets the prospect do sth simpleLets the prospect work a featureLets the prospect do sth routine

Have the prospect answer questions

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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

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Be Prepared for Presentation Difficulties

How to handle interruptions Is the interruption personal or confidential?Offer to leave the roomRegroup

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Be 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 competition’s product when necessary

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Be professional always Where the presentation takes place:

Could be anywhere

Be Prepared for Presentation Difficulties, cont...