Custom Fitting the Sales Demonstration C H A P T E R 12.

Custom Fitting the Sales Demonstration

C H A P T E R 12

Copyright2004 Pearson Education Canada Inc.

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C H A P T E R 12

Learning Objectives

• Discuss the important advantages of sales demonstration

• Explain the guidelines to be followed when planning a sales demonstration

• Complete a demonstration worksheet


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Learning Objectives (Continued)

• Develop selling tools that can strengthen your sales presentation

• Discuss how to use audiovisual presentations effectively


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The Six-Step Presentation Plan

Step One:

Approach Review Strategic/Consultative Selling Model Initiate customer contact


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Step One:


Step Two:

Presentation Determine prospect needs Select product or service Initiate sales presentation


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Step One:


Step Two:

Presentation Determine prospect needs Select product or service Initiate sales presentation

Step Three:

Demonstrationo Decide what to demonstrateo Select selling toolso Initiate sales presentation


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Sales Demonstrations Are Important For

• Improving Communication and Retention

• Proving buyer benefits

• Giving a feeling of ownership


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C H A P T E R 12 Using Sales Demonstrations

Strategic planning for the demonstration

Actions during the

demonstration


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1. Determine what features to demonstrate.

2. Determine what sales tools to use.

3. Check sales tools.

4. Determine when and where to demonstrate.

5. Determine how to involve prospect.

6. Prepare a demonstration worksheet.

7. Rehearse the demonstration.

Actions during the

demonstration


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1. Determine what features to demonstrate.

2. Determine what sales tools to use.

3. Check sales tools.

4. Determine when and where to demonstrate.

5. Determine how to involve prospect.

6. Prepare a demonstration worksheet.

7. Rehearse the demonstration.

Actions during the

demonstration

1. Custom fit demonstration to prospect’s individual needs.

2. Balance telling and showing.

3. Cover one idea at a time.

4. Use showmanship if appropriate.

5. Involve prospect.

6. Use confirmation questions to check understanding.


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Planning Effective Demonstrations

• Custom fit the demonstration to the client

• Choose the right setting

• Check your sales tools – Have a backup plan

• Cover one idea at a time


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Planning Effective Demonstrations (Continued)

• Appeal to all the senses

• Tell them, show them, and involve them

• Be creative

• Rehearse the demonstration


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Demonstration Worksheet

Feature to Be Demonstrated

What I Will Say (Include Benefit)

What I or the Customer Will Do

Special computer circuit board to accelerate drawing graphics on a colour monitor screen.

“This monitor is large enough to display multiple windows. You can easily compare several graphics.”

Have the customer bring up several windows using the computer keyboard.


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Demonstration WorksheetFeature to Be Demonstrated

What I Will Say (Include Benefit)

What I or the Customer Will Do

Special computer circuit board to accelerate drawing graphics on a colour monitor screen.

“This monitor is large enough to display multiple windows. You can easily compare several graphics.”

Have the customer bring up several windows using the computer keyboard.

Meeting room setup at a hotel and conference centre.

“This setup will provide a metre of elbow space for each participant. For long meetings, the added space provides more comfort.”

Give the customer a tour of the room and invite her to sit in a chair at one of the conference tables.


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Demonstration Sales Tools

• The product – Appearance and operation

• Prototypes or scale models

• Photographs or Illustrations


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• Portfolios of sales supporting materials

• Journal reprints offered as proof or testimony

• Tests and Surveys


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• Graphs & Charts

• Laptops/Software (e.g. PowerPoint)

• Spreadsheets

• Audiovisual

• Internet


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Using Audiovisuals

Make sure the prospect knows the purpose of the presentation

Be prepared to stop the presentation to clarify a point

Review key points at the conclusion of the presentation


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Presentation Tips

Tell them, tell them, tell them

Creativity countsDo not read to them


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Presentation Tips (Continued)

Invite questionsPrepare as a groupDecide who is leading the

presentationBeware of body language

Custom Fitting the Sales Demonstration C H A P T E R 12.

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