Sales Presentation DeliverySales Presentation DeliverySales Presentation DeliverySales Presentation Delivery

Module SevenModule Seven

Learning ObjectivesLearning Objectives

1.1. Describe the difference between features, Describe the difference between features, potential benefits, and confirmed benefits and potential benefits, and confirmed benefits and the role they play in benefits selling.the role they play in benefits selling.

2.2. Construct complete selling points using feature Construct complete selling points using feature in benefits statements. in benefits statements.

3.3. Discuss the advantages of using response-Discuss the advantages of using response-checks in the selling presentation. checks in the selling presentation.

Learning ObjectivesLearning Objectives

4.4. List and explain the different forms of List and explain the different forms of presentation tools and sales aids that can presentation tools and sales aids that can increase the impact of a presentation.increase the impact of a presentation.

5.5. Delineate the four steps of the SPES process Delineate the four steps of the SPES process for effectively utilizing sales aids in for effectively utilizing sales aids in presentations.presentations.

6.6. Explain some of the special considerations in Explain some of the special considerations in making sales presentations to groups. making sales presentations to groups.

• People People don’tdon’t buy when they have a problem or buy when they have a problem or dissatisfaction; they dissatisfaction; they dodo buy when they have a buy when they have a problem or dissatisfaction problem or dissatisfaction they want to resolvethey want to resolve..

• Good salespeople are able to help buyer’s Good salespeople are able to help buyer’s understand the importance of resolving a understand the importance of resolving a problem or dissatisfaction.problem or dissatisfaction.

• People don’t buy features; they buy thePeople don’t buy features; they buy theutility (value) the features provide.utility (value) the features provide.

• Do not under estimate the value of Do not under estimate the value of understanding and effectively utilizingunderstanding and effectively utilizingsales tools and aids.sales tools and aids.

Key ThoughtsKey Thoughts

Linking Solutions to NeedsLinking Solutions to Needs

• How the buyer’s needs will be met orHow the buyer’s needs will be met orhow an opportunity can be realizedhow an opportunity can be realizedas a result of a purchase.as a result of a purchase.

• How the product featuresHow the product featurestranslate, in a functional sense,translate, in a functional sense,into benefits for the buyer.into benefits for the buyer.

• Why the buyer should purchaseWhy the buyer should purchasefrom the salesperson as opposedfrom the salesperson as opposedto a competitive salesperson.to a competitive salesperson.

Salespeople should strive to communicate to the buyer . . .Salespeople should strive to communicate to the buyer . . .

Features and BenefitsFeatures and Benefits

FeatureFeatureA quality or characteristic of A quality or characteristic of a product.a product.

Potential BenefitPotential BenefitThe value a feature provides.The value a feature provides.

Confirmed BenefitConfirmed BenefitThe value a feature provides that the The value a feature provides that the customer acknowledges as important.customer acknowledges as important.

This printer has two This printer has two separate paper trays.separate paper trays.This printer has two This printer has two

separate paper trays.separate paper trays.

Two separate paper trays Two separate paper trays allows the user to print allows the user to print

letters and envelopes at letters and envelopes at the same time.the same time.

Two separate paper trays Two separate paper trays allows the user to print allows the user to print

letters and envelopes at letters and envelopes at the same time.the same time.

Buyer: Buyer: “I want to be able to print “I want to be able to print letters and envelopes at letters and envelopes at

the same time.”the same time.”

Buyer: Buyer: “I want to be able to print “I want to be able to print letters and envelopes at letters and envelopes at

the same time.”the same time.”

The Importance of a “Selling Point”The Importance of a “Selling Point”

A selling point is the combination of a feature A selling point is the combination of a feature and meaningful benefit statement.and meaningful benefit statement.

When used strategically, selling points are When used strategically, selling points are powerfully persuasive because they represent powerfully persuasive because they represent solutions addressing the buyer’s most pressing solutions addressing the buyer’s most pressing needs.needs.

Check-Backs and Response-ChecksCheck-Backs and Response-Checks

Closed-ended questions designed to clarify, check Closed-ended questions designed to clarify, check for understanding, confirm interest, or confirm for understanding, confirm interest, or confirm resolution of a concern. resolution of a concern.

Examples:Examples:• Is that what you had in mind?Is that what you had in mind?• Does this make sense to you so far?Does this make sense to you so far?• How does that sound to you?How does that sound to you?• Does that answer your concern?Does that answer your concern?

Reasons for UsingReasons for UsingPresentation Tools and Sales AidesPresentation Tools and Sales Aides

• Capture prospective buyer’s attentionCapture prospective buyer’s attention

• Generate interest in the recommended solutionGenerate interest in the recommended solution

• Make presentations more persuasiveMake presentations more persuasive

• Increase the buyer’s participation Increase the buyer’s participation and involvementand involvement

• Provide the opportunity for collaborationProvide the opportunity for collaborationand two-way communicationand two-way communication

Reasons for UsingReasons for UsingPresentation Tools and Sales AidesPresentation Tools and Sales Aides

• Add clarity and enhance the prospect’s Add clarity and enhance the prospect’s understandingunderstanding

• Provide supportive evidence and proof to enhance Provide supportive evidence and proof to enhance believabilitybelievability

• Augment the prospect’s retention ofAugment the prospect’s retention ofinformationinformation

• Enhance the professional image ofEnhance the professional image ofthe salesperson and the sellingthe salesperson and the sellingorganizationorganization

Sales Presentation ToolboxSales Presentation ToolboxVisual AidsVisual Aids• Product DemonstrationsProduct Demonstrations

• Printed MaterialsPrinted Materials

• Photographs and Photographs and IllustrationsIllustrations

• Graphs and ChartsGraphs and Charts

Sales Call SettingSales Call Setting• LocationLocation

• Positioning and Seating Positioning and Seating ArrangementsArrangements

• DisruptionsDisruptions

Verbal SupportVerbal Support• Voice CharacteristicsVoice Characteristics

• Examples and AnecdotesExamples and Anecdotes

• Comparisons and Comparisons and AnalogiesAnalogies

Electronic MediaElectronic Media• Computer-Based PresentationsComputer-Based Presentations

• VideoVideo

• SlidesSlides

• Overhead TransparenciesOverhead Transparencies

Proof ProvidersProof Providers• StatisticsStatistics

• TestimonialsTestimonials

• Case HistoriesCase Histories

Presentation ToolsPresentation ToolsAnd Sales AidsAnd Sales Aids

Sales Aids: Verbal SupportSales Aids: Verbal Support

• Voice CharacteristicsVoice Characteristics• Examples and AnecdotesExamples and Anecdotes• Comparisons & AnalogiesComparisons & Analogies

Sales Aids: Sales Call SettingSales Aids: Sales Call Setting

• LocationLocation• Positioning & Seating Positioning & Seating

ArrangementsArrangements• DisruptionsDisruptions

Sales Aids: Proof ProvidersSales Aids: Proof Providers

• StatisticsStatistics

• TestimonialsTestimonials

• Case HistoriesCase Histories

““In January, In January, FortuneFortune magazine recognized magazine recognized CDW as the top rated CDW as the top rated technology vendor technology vendor on the basis of on the basis of services provided to services provided to the buying the buying customer.”customer.”

Sales Aids: Visual AidsSales Aids: Visual Aids

• Product Demonstration & ModelsProduct Demonstration & Models

• Printed MaterialsPrinted Materials

• Photographs & Photographs & IllustrationsIllustrations

• Graphs & ChartsGraphs & Charts

Sales Aids: Electronic MediaSales Aids: Electronic Media

• Computer-Based PresentationsComputer-Based Presentations

• VideoVideo

• SlidesSlides

• Overhead TransparenciesOverhead Transparencies

Sales Aids:Sales Aids:

tate selling point & introduce the sales aidtate selling point & introduce the sales aid

resent the sales aidresent the sales aid

xplain the sales aidxplain the sales aid

ummarizeummarize

Group Sales PresentationsGroup Sales Presentations

““When selling to groups, salespeople can When selling to groups, salespeople can expect tough questions and should prepare expect tough questions and should prepare accordinglyaccordingly””

““When selling to a group, salespeople should When selling to a group, salespeople should take every opportunity to pre-sell individual take every opportunity to pre-sell individual group members prior to the group presentationgroup members prior to the group presentation””

Buying Team

Sales Tactics for Selling to GroupsSales Tactics for Selling to Groups

• Arrival – Arrive and setup before Arrival – Arrive and setup before the buying groupthe buying group

• Eye Contact – Make periodic eye contact Eye Contact – Make periodic eye contact with each member of the buying groupwith each member of the buying group

• Communication – Solicit opinions and Communication – Solicit opinions and feedback from each member of the buying feedback from each member of the buying group and avoid taking sides group and avoid taking sides

Buying Team

Handling QuestionsHandling Questionsin Group Presentationin Group Presentation

• Listen carefully and maintain eye contact Listen carefully and maintain eye contact with the person asking the questionwith the person asking the question

• Repeat or restate the question as necessary Repeat or restate the question as necessary to ensure understandingto ensure understanding

• Answer each question succinctly and Answer each question succinctly and convincingly convincingly

Buying Team