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Making the Presentation

Learning Objectives: Understand how to make a presentation. Learn how units of conviction help prospects reach a

buying decision. Discover effective tactics for making a sales presentation. Study different methods for involving the prospect. Understand the significance of using a demonstration. Examine the different types of sales aids available for use

in presentations. Recognize the value of using technology in making

presentations.

Chapter 11

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• Provide knowledge using the features, advantages, and benefits of your product, marketing plan, and business proposal

• Allow buyer to develop positive personal attitudes toward your product

• Convert need into want and into the belief that your product can fulfill those wants

• Convince the buyer that not only is your product the best, but also that you are the best source to buy from

The Purpose of The Presentation

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• Persuasive Communication– Factors that help make you a better

communicator:• Having a positive attitude and enthusiasm • Creating mutual trust (must believe you)• Using questions and listening• Keeping the message simple• Being empathetic

The Sales Presentation Mix

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• 10 Key Questions a Sales Call Plan must answer:1. Company or person’s name2. Individuals to see or contact3. Background and profile of buyers4. Major competitors to be aware of5. Objective(s) for this particular call6. Best time to call7. Expressed needs or problems identified8. Strategies and tactics useful in this situation9. Sales tools to take along10. Results of the sales call

Sales Call Planner

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1. The Memorized Presentation– Quick Productivity • Beneficial during initial learning periods

– Reliable Information • Ensures the right information gets to the prospect

– Proven Effectiveness• These presentations have been field tested and refined

– Confidence Building• Feel more secure knowing that the presentation works

for other salespeople.

Style of the Presentation

It should be internalized to the point that it is a normal,

personal message.

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2. The Outline Presentation– Salesperson prepares an outline of the

presentation in written form– Must have developed several “units of conviction”– It reveals existing need for any additional

information– Makes it possible to check needs and goals against

suggested solutions

3. The Extemporaneous Presentation– Only recommended for the most experienced

professional salespeople

Style of the Presentation

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“You know your product better than you know

how your client’s business can use

it.”

The Salesperson’s Curse

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• You must determine what kind of buying decision to recommend to the prospect

• Convince the prospect that the solution you offer is the best possible one

• You do this by presenting complete units of conviction

Product-Analysis Worksheet

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• Units of Conviction: Concise, carefully prepared “mini-presentations” that are used as building blocks in constructing the information the salesperson presents. – Prepare units of conviction ahead of time – Practice them until they are comfortable– They become a permanent part of your selling

arsenal– Learn how to personalize units of conviction

Units of Conviction

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Each Unit of Conviction Contains: • Feature (A fact about the product or service)

• Transitional phrase or bridge

• Benefit (What’s in it for me?)

• Evidence or proof statements

• Tie-down (trial close or nail down)

Units of Conviction

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Translating features into benefits is one of your most important skills

Features and Benefits

Are the tangible and intangible qualities (or facts) of a product or

service They are the same no matter who

uses them

Features…

Benefits… Are the value to the customer

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• Phrases that connect features to benefits:– What this means to you ... – This is beneficial to you because… – This lets you…– This heads off all the problems of…

Transitional Phrases

The prospect is asking,“What’s in it for me?”

These phrases help answer this question.

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• Demonstrations– Show the product being used

• Testimonials– Bring letters from satisfied customers– Have a referral call the prospect ahead of time

• Facts and Statistics– They help back up what you say

• Samples– Appeal to one or all of the senses

• Examples or Case Histories– It must be authentic, so use many details to show you are familiar– Relate it directly to the prospect’s circumstance

Evidence to Support Claims

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• A yes/no question that confirms that the prospect agrees that the benefit is applicable and important to them– “I think you see the enormous advantage you will

have with one-tenth of a minute billing, right Mr. Osinski?”

• If the prospect says no, then go back over the feature/benefit

• This gives you feedback and builds commitment

The Tie-Down (Trial Close or Nail Down) Question

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Participation

Demonstration

Sales Demonstration Checklist

Effective Tactics for Presentations

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You must get the prospect involved

Ask questions and listen to their answers

Encourage the prospects to ask questions

Participation

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A well planned demonstration will: Catch and peak the buyer’s interest

Fortify your points and get buyer involved

Help the prospect understand the benefits

Keep you interested and stimulated

Cut down on the number of objections

Help you close the sale

Demonstration

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• Is the demonstration needed and appropriate?

• Have I developed a specific demonstration objective?

• Have I properly planned and organized the demonstration?

• Have I rehearsed to the point that the demonstration flows smoothly and naturally?

• Does my demonstration present my product in an ethical and professional manner?

Sales Demonstration Checklist

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Five principles to use when planning a presentation1. Concentrate the Prospect’s Attention on You

Juggling 3 tennis balls?

2. Follow the “Tell ‘em Three Times” Rule Tell them what you’re going to do, do it, and then tell

them what you did

3. Get your Prospect into the Act The crossword puzzle—use whatever works

4. Keep your Prospect Glued to the Screen Webinars or virtual meetings Use videoconferencing This type of presentation must be riveting

5. Paint a Picture Using Metaphors

Demonstration Principles

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• Company prepared organizers– Built around user benefits– Fosters two-way communication– Leads more naturally to the close– Gets the whole story out in less time– Keeps the presentation on track

• Supplements added by salesperson– Personal letters of reference– Business cards of clients– Pictures of clients using the product– Pictures of finished installations

Presentation Sales Tools and Visual Aids

The Organizer - a series of visuals that go step-by-step through the sales process.

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• Audiovisual Aids

– Now you can prepare your presentation from anywhere using a smartphone or tablet. Make use of these audiovisual aids when preparing presentations:

• Presentation software

• Web-based presentations

• PowerPoint presentations

Audiovisual Presentations

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• Fit yourself to the situation the buyer is facing

• Be sure each meeting focuses on your ultimate goal

• Prior planning should allow you to adapt to any situation

Situational Selling

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• The Setting for the Sales Interview:– Client’s office• Great option if interruptions can be controlled

– Your office• May not be the best place

– Restaurant• Interruptions are less likely• The “power lunch”• Prospect feels obligated to listen• A less stressful environment

Handling Special Situations

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• Interruptions: – If there is a phone call, offer to leave the room– Wait until the prospect’s attention is completely

back on you and your presentation– Restate the selling points that were of specific

importance to the prospect– Invite the prospect’s participation– Make sure interest has been regained, then proceed

Handling Special Situations