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Marketing chapter 10a elements of a great sales presentation

Chapter

10

Elements of a Great Sales
Presentation

McGraw-Hill/Irwin
ABC’s of Selling, 10/e

Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reser


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









10-2


Main Topics, cont...



The Ideal Presentation
Be Prepared for Presentation Difficulties

10-3


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.


10-4


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

10-5


The Purpose of the Presentation


Your main goal is to sell your product to your
customer – to help him.

10-6


The Purpose of the Presentation, cont.


Purpose of the presentation:
1.

2.

3.
4.

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

10-7


The Purpose of the Presentation, cont.
5.

6.

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

10-8


Exhibit 10-2: The Five Purposes of
the Presentation

10-9


Three Essential Steps Within the
Presentation
1. Fully discuss the features, advantages, and benefits
of your product.
2. Present your marketing plan – tell whole story:
How to resell (for reseller)
How to use (for consumer and industrial user)
Promotion plans, delivery, etc.

3. Explain your business proposition.


What’s in it for your customer?




Value/Cost comparison

Should be last (why?)

10-10


Exhibit 10-3: Three Essential Steps
Within the Presentation

10-11


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” 1. Great tasting, fluffy and 1. Provides an appealing
light; highly nutritious
item; expands breakfast
recipe, with freshest
menu; increases
ingredients; fortified with
breakfast business
vitamins A, B, C, and D;
no preservatives
2. User needs only to add 2. Quick and easy to
2. Requires minimal
water, stir, and cook
prepare
kitchen time and
labor

10-12


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

3. No need to store large
quantities

4. Local distribution center

4. Additional orders can be 4. Prevents out-offilled quickly
stock situations

5. An experienced sales
representative to serve
account

5. Knowledge and
background in
food-service industry

3. Requires minimal
inventory space; keeps
inventory costs low

5. Provides assistance for
meeting changing needs
and solving business
problems
10-13


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

6. Reduces costs

7. Extended payment plans 7. Reduces interest costs

6. Increases your profits
7. Increases your profits

10-14


Exhibit 10-5: The Sales
Presentation Mix

10-15


Persuasive Communication, cont…


Seven factors of good communication (Chapter 4)
1. Use questions
2. Be empathetic
3. Keep the message simple
4. Create mutual trust
5. Listen
6. Have a positive attitude and enthusiasm
7. Be believable

10-16


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 – being honest; doing what you say you will do
Be aware of your body language – always smile!
Control the presentation – questions rechannel an off-course
presentation
Use diplomacy – choose your battles
Use words as selling tools (simile, metaphor, analogy)

10-17


The Sales Presentation Mix


Sales Presentation Mix


Persuasive communication
 The SELL sequence + Trial Close


Show – Explain – Lead –
Let
(features) (advantages) (benefits) (customer
talk)

+
 Trial Close: after strong selling point, after
answering objection, immediately before move to
close


Persuasive Communication, cont…




Logical Reasoning – presentation conducted
around three parts
Ex.:
1.

2.

3.

Major premise: All manufacturers wish to reduce
costs and increase efficiency.
Minor premise: My equipment will reduce your costs
and increase efficiency.
Conclusion: Therefore, you should buy my
equipment.

10-19


Persuasive Communication, cont…


Persuasion through suggestion
1.

2.

3.

4.

Suggestive propositions – suggest the prospect
should act now
Prestige suggestions – name the famous or
respected people or companies that use your
product.
Autosuggestions – attempt to have buyer sell herself
by imagining herself using the product
Direct suggestions – suggest that prospect buy your
product

10-20


Persuasive Communication, cont…


Persuasion through suggestion, cont.
5.

Indirect suggestions – make it seem as if the
purchase of your product is the buyer’s idea



6.

“Should you buy 50 or 75 dozen…?”
“Have you talked to anyone who has used their
product?”

Counter-suggestions – get the buyer to express why
he needs the product and will also compel him to
defend his decision

10-21


Persuasive Communication, cont…
1.

Simile – a comparison statement using the words
“like” or “as”


2.

Metaphor – implied comparison that uses a
contrasting word or phrase to evoke a vivid image


3.

A poorly manicured lawn is like a bad haircut

Our power mowers sculpt your lawn

Analogy – compares two different situations which
have something in common


Our sun screen for your home will stop the sun’s heat
before it gets to your window. It’s like having a shade
tree in front of your window without blocking the view

10-22


Exhibit 10-5: The Sales
Presentation Mix, cont…

10-23


Participation





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

10-24


Exhibit 10-5: The Sales
Presentation Mix, cont…

10-25


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