Chapter 10

Elements of a Great Sales

Presentation
 Learning Objectives

10-1: Discuss the purpose and essential steps of the sales

presentation. 
10-2: Give examples of the six sales presentation mix
elements. 
10-3:  Describe difficulties that may arise during the sales
presentation and explain how to handle them. 
10-4: State how to handle a discussion regarding the
competition. 
10-5:  Explain the need to properly diagnose the prospect’s
personality to determine the design of the sales
presentation.
10-2
 The Core Principles: Presentations

Presentation stage of selling process

• Persuasive vocal and visual value proposition
• Focus on elements, information, and knowledge
that will aid your buyer in making a buying decision

10-3
 The Presentation:
The Heart of the Sale
An effective approach
allows a smooth
transition into discussing
your product’s features,
advantages, and
benefits.
Use sales presentation
mix items to tell your
story.
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 The Purposes of the Presentation 1

Your main goal is to sell your product to your

customer
• Provide assistance with a problem or aid with a
solution
• Provide a solution to their need(s)

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 The Purposes of the Presentation 2

Purposes of the presentation

• Knowledge: Provide useful information tied to buyer’s needs
• Beliefs: The knowledge you communicate (benefits) should
align with your customer; allowing customer to develop
positive beliefs toward your product
• Desire/Need: Convert need into a want; customer wants
your product
• Attitude: Provide valuable information/knowledge to enable
an attitude that your product is the best product to fulfill
need
• Conviction: Position your product and the more optimal
solution available
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The Five Purposes of the Presentation

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10-7
Three Essential Steps Within the Presentation 1

Product
• 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?

10-8
Three Essential Steps Within the Presentation 2

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10-9
 FAB Sequences:
Communication Technique Focusing On Benefits
FABs link the characteristics to the product to a
benefit (solution) that aids buyer
A quick review of the key elements
• Feature: Any tangible or intangible characteristic of
the product
• Advantage: The enabler; describes how feature
generates the benefit
• Benefit: Favorable result buyer receives from
product/service
• Benefits should be directly linked to the buyer’s need
10-10
 FAB Sequences: Best Practices (1)

1. FAB Sequences should be logical:

• Feature logically enables benefit

2. FAB Sequences should use specific language:

• Professional vs. casual language; business terminology;
numbers vs. vagaries (2% increase in your profits vs. you will
make more money)

3. Structure and convey your FAB Sequences as you

would in a business conversation:
• Don’t be robotic, canned.
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 FAB Sequences: Best Practices (2)

4. Integrate a trial close after your FAB

Sequences:
• Ask for feedback and understanding

5. Generate credibility of your FAB Sequences by

incorporating proof statements:
• Provide credible evidence of benefit

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 FAB Example 1: Product Section

“This product uses all natural materials and is baked and not
fried. [Feature]
This will appeal to health conscious customers that you stated
are a critical target market for your prepared foods category
[Advantage].
By providing this product in your prepared health foods section,
you begin to draw more traffic into the aisle and move forward
in achieving your revenue goals of 3%. [Benefit].
Does the uniqueness of the product align with what you had
envisioned for your health food category? [Trial Close]

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 FAB Example 2: Marketing Plan

Now, I would like to share with you how our marketing plan
will support you and our new product. We will invest $3
million in a television campaign to support our new cleaning
product, CleanExtreme. [Feature]
This level of advertising will increase local and national
product awareness of our product because it will be shown
during 8 out of the next 12 months. [Advantage]
This increased awareness will help drive customers into your
store seeking to buy the CleanExtreme and ultimately increase
the revenues by 2% in your cleaning section. [Benefit]
In your experience, how does this level of marketing support
compare to other new products? [Trial Close]
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 Trial Close:
Asking For Feedback At the End of the Sell Sequence
Trial close
• Question integrated at end of SELL Sequence
Goal:
• Facilitate feedback; determine if buyer is interested
in FAB
• Understand customer and their perceptions
Effective trial close: Open-ended questions
• Value: Provide buyers with opportunity to explain
their understanding, risks and concerns

10-15
 Trial Close:

Asking For What are your thoughts thus far on the product/service?
How does this margin align your objectives?
Feedback At the
What concerns do you have with the project thus far?
End of the Sell What are other key items you need from our firm?
Sequence How does this align with your initial goals?
When a trial close How does this meet your timelines?
is integrated with Who else would find this information important?
features, Who else should be included in these steps?
What other areas are of concern to you?
advantages and
In what areas of your business can you see this affecting?
benefits, a SELL Where else do you think this might aid in your business?
Sequence if formed What other areas would you consider?
Common trial What other items were you envisioning?
closes are shown What are your initial impressions thus far?
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 The Sales Presentation Mix

Multiple elements integrated into sales presentation

• Goal: Elements and methods to provide meaningful
information to the customer

Salespeople must determine which method and how

much of each element is integrated into sales
determination
• Salespeople determine method based sales call objective,
customer profile, and customer benefit plan
• Six different elements are commonly used

10-17
 A Common Challenge
Developing A SELL Sequence for the Business Proposition
Examples of Solutions To Include
Buyer’s Need(s) in the Business Proposition
Help increase my Explain how the results of the
firm’s profits (i.e. suggested pricing strategy will align
margins) to the buyer’s business objectives.
Discuss the amount of margin and
compare it to the average gross
margin percent that the customer
receives for all products.
Example of Business Proposition
SELL SEQUENCE
Further, we would like to ensure that the
product is not only driving sales, but it is also
meeting your margin expectations.
As you can see (salesperson shows buyer the
list price sheet), the list price for our product
is $1.29 (feature).
We suggest a retail price on-shelf of $1.99,
which provides you with a 70 cent margin.
What this means to you is that this product
produces a 54.3% markup on cost (i.e. gross
margin), (advantage) which is 14 points
greater than the average product in your
category (benefit). How would a gross margin
at this level assist you in making your annual
profit objective? (trial close)
10-18
Elements of Sales Presentation Mix

Multiple elements
integrated into sales
presentation
Goal: Elements and
methods to provide
meaningful information
to the customer

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10-19
 Persuasive Communication 1

Use communication Logical Reasoning

• Three elements
elements that enable • Presents a logical formula/rationale
• Major premise: All manufacturers wish to reduce costs
clear communication and increase efficiency.
during your sales • Minor premise: My equipment will reduce your costs
and increase your efficiency.
conversation • Conclusion: Therefore, you should buy my equipment.
Persuasion through Suggestion
Multiple forms of • To indicate, provide an example, or a linkage
between ideas
persuasive • May create interest or desire of solution
communication: • Suggestive propositions: Suggests acting in the
immediate term
• Prestige suggestions ask the prospect to visualize using
• Logical reasoning products that famous people, companies, or persons
the prospect trusts
•
• Persuasion through Autosuggestion attempts to have prospects imagine
themselves using the product.
suggestion • Direct suggestion: Suggests buying, which does not
offend the buyer. Such a suggestion might state:
“Based on our survey
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 Persuasive Communication 2

Use communication Communicate Your Personal Value

elements that enable clear • Personalize your relationship with each
communication during of your customers
your sales conversation • Use short phrase “You have me.”
• “You are not only buying my products but
Multiple forms of me as well. You have me on call 24 hours
persuasive communication: a day to help you in any way I can.”
• Communicate your Build Trust
personal value • To build trust: Be honest and do what
• Build trust you say you will do
• Use positive body Use Body Language
language • Use positive nonverbal communication
(facial expressions and body
movements)
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 Persuasive Communication 3

Use communication Control the Presentation

elements that enable clear • Salesperson may face difficulties on how
communication during
your sales conversation
Multiple forms of
persuasive communication:
to maintain control of the conversation
• Control the visual aids and any materials
you use in the presentation
• Present in a sequence that maintains
interest and attention
Be a Diplomat
• Show respect for the other person’s
opinions
Make the Conversation Interesting
• Incorporate excellent speech and delivery
• Reduce opportunity for dull, memorized
presentation spoken in a monotone voice
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 Participation

Motivate prospect to participate in the

presentation
• Consider appealing to multiple senses
• Allows greater memory and learning
• Use questions
• Integrate use of product or service
• Utilize visual communication
• Utilize demonstrations.
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 Integrate Proof Statements

Proof statements provide credibility to the buyer

• Provides additional credence for the product, solution or
benefit
• Opportunity to increase prospect’s confidence and trust that product
claims are accurate
Types of proof statements:
• Past sales history
• Product or service guarantees
• Customer testimonials
• Company results
• Independent research results
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 Examples of Proof Statements

Feature Advantage Benefit Proof

New consumer Early results Drives revenues Test market results
product show it will in comparison to demonstrate sales success
be a big seller competitors. versus competitors
Mobile CRM Gets Increases closing Testimonials from firms
(customer- information of sales by 5% regarding the effects of
relationship to sales force and customer application on their sales
management) instantly retention by 8% force.
phone app

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 Visuals and Visual Aids

Appeal to prospect’s Visual Aids:

vision Increase retention
Goals: Produce mental Reinforce the message
images of product’s Reduce misunderstanding
features, advantages,
Create a unique and
and benefits
lasting impression
Show the buyer that you
are a professional

10-26
 Visuals & Visual Aids
Slides, such as those made from
Microsoft PowerPoint or Prezi
The product
Charts and graphics
Photographs and videos
Models or mock-ups of products
Equipment
Sales manuals and product catalogs
Order forms.
Letters of testimony
A copy of the guarantee
Flip boards and posters
Sample advertisements
Research whitepapers
10-27
©suedhang/Image Source/Getty Images
 Making A Visual (Slides)

Key goals of visuals:

• Garner attention
• Reinforce an objective
Example of an objective for a visual:
• To reinforce a benefit
• To provide interpretation of important data and
analysis
• To provide a key take-away (an important point that
should be reinforced to the audience)
10-28
 On The Next Slide
Notice The Following Elements
Headline: Professionalism:
• Action verbs are used in the • Visual layout is aesthetically
headline appealing (easy to read)
• Headline states a specific
benefit Chart:

Bullet Points: • Chart contains a specific title

• Bullet points explain benefit
touted in the headline
• Bullet points are arranged in a
logical sequence
• Language is specific and
professional
and the axes are labeled
• Bar chart contains specific data
(numbers) and explains their
importance
• Interpretation of data is placed
below the bar chart

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Increase XYZ Manufacturing’s Efficiency Via
Waste Reduction System
Manufacturing waste
significantly decreased
by new process
• 82% : Average waste
decrease in first year
• Waste decrease
experienced by 300 of
303 customers
Decreased expenses
led to bottom-line
profit improvement:
2.5% (average)
10-30
Data source: 303 customer case studies
 Best Practices for Developing Visuals

Remember The Use of Visuals:

• Your buyer may use them to sell an idea to supervisor
• Visuals should contain succinct, logical information that will aid
customer remember key benefits and the value of your
service.
Headlines
• Does it communicate the essence of the slide?
• Use active verbs and guide the conversation
Bullet Points
• Should be logical and provide information
• Reader should not need to guess about information on slide
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 Dramatization

Dramatics refers to talking or presenting the

product in a striking, showy, or extravagant
manner
• Dramatics should be incorporated only when you are
100 percent sure they will work effectively
• TV commercials and infomercials use dramatics
• Positions (dramatizes) one product against another

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 Demonstration

A successful demonstration
• Lets the prospect do something simple
• Lets the prospect work an important feature
• Lets the prospect do something routine or frequently
repeated
• Has the prospect answer questions throughout the
demonstration (feedback)

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 Seven-Point Checklist for Demonstrations

1. Is the demonstration needed and appropriate?

2. Have I developed a specific demonstration objective?
3. Is the demonstration tied to a benefit that is important to the
customer?
4. Have I properly planned and organized the demonstration?
5. Have I rehearsed to the point that the demonstration flows
smoothly and appears to be natural?
6. What is the probability that the demonstration will go as
planned?
7. What is the probability that the demonstration will backfire?
8. Does my demonstration present my product in an ethical and
professional manner?
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 Putting It All Together

Reasons for Using Visual Aids, Dramatization, and

Demonstration, and Participation:
• 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
• People receive 87 percent of their information on the outside world
through their eyes and only 13 percent through the other four
senses
• The addition of participation is much more persuasive than
dramatization alone
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 Technology Can Help!

Critical elements that

enhance rate of success
during any type of sales
presentation:
• Questioning
• Enables learning
• Allows customer to share
critical information with you
• Allows discovery of buyer
needs, organizational needs,
processes
• Demonstrates your interest in
customer
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©scanrail/123RF
 Video Conferencing

Video conferencing provide businesses and their

salespeople with opportunities to interact over
video, share screens, and provide more
interactive conversations across the world
• Hold meetings,
• Introduce new products
• Demonstrate key benefits and features
Use of video conferencing requires salespeople to
develop their communication skills specific to the
video arena
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 Considerations for Video Conferencing

Practice using the video Environment:

technology. Consider your background
Place yourself in the Sound:
viewer’s shoes. • Is the room you are using
• Watch practice round quiet?
ahead of time. Lighting:
Contingency Plan: • Where should you place
• Plan for technical glitches the lighting
Interaction Planning: Clothing:
• Understand how people • What types of patterns on
will interact with you. your clothing
10-38
 The Presentation Goal Model

What elements of the sales presentation mix do you use in a sales

presentation?
Answer these six questions

Jump to Long Image Description

10-39
 Be Prepared for Presentation Difficulties

How to handle interruptions

• Is the interruption 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 when necessary
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 The Core Principles of Professional Selling

You want to do to others what you would have them do

to you

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 Can You Answer? 1

1. What are the three essential steps in the

presentation section of the sales process?
2. What are five best practices when developing FAB
statements?
3. What is a trial close? What are two examples of trial
closes? What is the value of a trial close?
4. What is a proof statement? Why is a proof
statement valuable? What are examples of data
that could be incorporated into a proof statement?

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 Can You Answer? 2

5. What is a dramatization? When would a salesperson

use dramatization?
6. What are three best practices that would aid a
salesperson during the development of visuals, such
as slides?
7. How should a salesperson handle a discussion
about the competition?

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