11-1

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 11-2

Chapter

11
Elements of a Great Sales
Presentation

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 11-3

Chapter

11 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 Ideal Presentation
Be Prepared for Presentation Difficulties
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 11-4

The Purpose of the Presentation

Main goal is to sell your product to your customer
Purpose of presentation
Knowledge
Beliefs
Desire/Need
Attitude
Conviction

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Three Essential Steps Within the
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Presentation
 Fully discuss the features, advantages, and
benefits of your product
 Present your marketing plan
How to resell (for reseller)
How to use (for consumer and industrial user)
 Explain your business proposition
What’s in it for your customer?

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 11-6

The Sales Presentation Mix

Sales presentation mix
Persuasive communication
The SELL sequence and trial close
Logical reasoning
 major premise
 minor premise
 conclusion
Persuasion through suggestion
Make the presentation fun

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 11-7

The Sales Presentation Mix cont…

Personalize your relationship
Build trust
Use body language
Control the presentation
Be a diplomat
Use the Paul Harvey dialogue
Simile, metaphor, and analogy
Participation is essential to success
Questions Visuals
Product use Demonstrations

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 11-8

The Sales Presentation Mix cont…

Proof statements build believability
Past sales help predict the future
The guarantee
Testimonials
Company proof results
Independent research results

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 11-9

The Sales Presentation Mix cont…

The visual presentation—show and tell
Visuals
increase retention
reinforce the message
reduce misunderstanding
create a unique and lasting impression
show the buyer that you are a professional

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 11-10

Visual Aids Help Tell the Story

 Appeal to the prospect’s vision with the intent of
producing mental images of the product’s
features
advantages
benefits

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Dramatization Improves Your
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Chances
Dramatics
Dramatization

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 11-12

Demonstrations Prove it
 If a picture is worth a thousand words, then a
demonstration is worth a thousand pictures
Demonstration checklist
Needed and appropriate?
Objective?
Planned and organized?
Flows smoothly and naturally?
Will it go as planned?
Will it backfire?
Is it ethical and professional?

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 11-13

Demonstrations Prove it
Use participation in your demonstration
Let the prospect do something simple
Let the prospect work an important feature
 Let the prospect do something routine or
frequently repeated
 Have the prospect answer questions throughout
the demonstration

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 11-14

Demonstrations Prove it cont…

Reasons for using visual aids, dramatics, and
demonstrations
Capture attention and interest
Create two-way communication
Involve the prospect through participation
 Afford a more complete, clear explanation of
products
 Increase a salesperson’s persuasive powers by
obtaining positive commitments on a product’s
single feature, advantage, or benefit
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 11-15

Technology Can Help!

Can provide excellent presentation methods
Multimedia computers can
present video clips
play sound bites
show beautifully illustrated graphics
be connected to projection equipment

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 11-16

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
 The ideal prospect
Is friendly, polite, relaxed, listens
Says “yes” and enthusiastically thanks you

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 11-17

The Ideal Presentation cont…

Several weeks later you receive a copy of
customer’s letter sent to your company’s
president glowing with praise for you
Sometimes It happens
But many times there are difficulties

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Be Prepared for Presentation
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Difficulties
How to handle interruptions
Is discussion personal or confidential?
Offer to leave the room
Regroup your thoughts
Should you discuss the competition?
 Do not refer to a competitor unless absolutely
necessary
Acknowledge your competitor only briefly
 Make a detailed comparison of your product and the
competition’s product
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Be Prepared for Presentation
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Difficulties cont…
Be professional always
Where the presentation takes place
Could be anywhere

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 11-20

Summary of Major Selling Issues

 The sales presentation is a persuasive vocal and
visual explanation of a proposition
 Four common methods of presentation are the
memorized, formula, need-satisfaction, and
problem-solution selling
 Consider the elements of the presentation mix that
will be used for each prospect
 Use persuasive communication techniques,
methods to develop prospect participation, proof
statements, visual aids, dramatization, and
demonstrations
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Summary of Major Selling Issues 11-21

cont…
 Persuasive communication techniques help to
uncover needs, to communicate effectively, and
to pull the prospect into the conversation
 Visuals must be properly designed to illustrate
features, advantages, and benefits of your
products through graphics, dramatization, and
demonstration
 Careful attention to development and rehearsal of
the presentation is needed to ensure it occurs
smoothly and naturally

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Summary of Major Selling Issues 11-22

cont…
 The presentation is the heart of the sale
 Acquire or create materials that convey your
message and convince others to believe it
 Exhibits, facts, statistics, examples, analogies,
testimonials, and samples should be part of your
repertoire

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