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Chp 11 Great Sales Presos ppt

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  • 1. 11- McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
  • 2. Elements of a Great Sales Presentation Chapter 11
  • 3. Exhibit 11.1: The Presentation is the Heart of the Sale An effective approach allows a smooth transition into discussing your product’s features, advantages, and benefits
  • 4. The Purpose of the Presentation
    • Your main goal is to sell your product to your customer – to help
    • Purpose of the presentation
      • Knowledge
      • Beliefs
      • Desire/Need
      • Attitude
      • Conviction
  • 5. Three Essential Steps Within the 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?
  • 6. Exhibit 11.4: Salespeople Use These FABs in Their Presentations Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix Features Advantages Benefits Product 1. Traditional “farmhouse” recipe, with freshest ingredients; fortified with vitamins A, B, C, and D; no preservatives 2. User needs only to add water, stir, and cook 1. Great tasting, fluffy and light; highly nutritious 2. Quick and easy to prepare 1. Provides an appealing item; expands breakfast menu; increases breakfast business 2. Requires minimal kitchen time and labor
  • 7. Exhibit 11.4: 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 4. Local distribution center 5. An experienced sales representative to serve account 3. No need to store large quantities 4. Additional orders can be filled quickly 5. Knowledge and background in food-service industry 3. Requires minimal inventory space; keeps inventory costs low 4. Prevents out-of-stock situations 5. Provides assistance for meeting changing needs and solving business problems
  • 8. Exhibit 11.4: 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 7. Extended payment plans 6. Reduces costs 7. Reduces interest costs 6. Increases your profits 7. Increases your profits
  • 9. Exhibit 11.5: The Sales Presentation Mix
  • 10. Persuasion
    • Using Questions
    • Empathetic
    • KISS—Simple Message
    • Mutual Trust
    • Listening
    • Positive Attitude
    • Being Believable
  • 11. Persuasion via Suggestion
    • Suggestive Proposition—act now
    • Prestige—visualize using the product that famous people/companies have used
    • Autosuggestion—have prospects ‘visualize’ using the product
    • Direct Suggestion—does not tell, only suggests buying
    • Indirect Suggestion—Doubt about a competitor’s product/desire for your product
  • 12. Exhibit 11.5: The Sales Presentation Mix, cont…
  • 13. Participation
    • Questions
    • Product use: appeals to senses
    • Visuals (to be discussed)
    • Demonstrations (to be discussed)
  • 14. Exhibit 11.5: The Sales Presentation Mix, cont…
  • 15. Proof
    • Past sales help predict the future
    • The guarantee
    • Testimonials
    • Company proof results
    • Independent research results
      • Restatement of the benefit before proving it
      • Proof source and relevant facts or figures about the product
      • Expansion of the benefit
  • 16. Exhibit 11.6: Proof Statements Help Prove What You Say
  • 17. Exhibit 11.5: The Sales Presentation Mix, cont…
  • 18. Visual Aids
    • Increase retention
    • Reinforce the message
    • Reduce misunderstanding
    • Create a unique and lasting impression
    • Show the buyer that you are a professional
  • 19. Visual Aids, cont…
    • Some common visual aids are:
      • The product
      • Charts and graphs illustrating features and advantages
      • Photographs and mock-ups
      • Equipment
      • Sales manuals and catalogs
      • Order forms
      • Letters of testimony
      • A copy of the guarantee
      • Flip-boards and posters
      • Sample advertisements
  • 20. Exhibit 11.5: The Sales Presentation Mix, cont…
  • 21. 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
      • One of the best methods of developing ideas for dramatizations is to watch television commercials
      • Dramatic presentations set you apart from the many salespeople that buyers see each day
  • 22. Exhibit 11.5: The Sales Presentation Mix, cont…
  • 23. 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)
  • 24. Seven-Point Checklist for Demonstrations
  • 25. 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
  • 26. Exhibit 11.10: The Presentation Goal Model
  • 27. 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
  • 28. 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
  • 29. Be Prepared for Presentation Difficulties
    • How to handle interruptions
      • Is the interruption personal or confidential?
      • Offer to leave the room
      • Regroup your thoughts
  • 30. Be Prepared for Presentation Difficulties, cont...
    • 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
  • 31. Video Help: Video One
    • The video should start automatically.
    • If it does not, you must move the mouse to the middle of the screen. When a hand icon appears the video is ready.
    • Click once anywhere on the screen to start video.
    • Click once during playback to pause / unpause video.
    • Press the space bar twice to stop video and continue presentation.
    • When video is over, click the next arrow to continue presentation.
    Video Help: Video One
    • The video should start automatically.
    • If it does not, you must move the mouse to the middle of the screen. When a hand icon appears the video is ready.
    • Click once anywhere on the screen to start video.
    • Click once during playback to pause / unpause video.
    • Press the space bar twice to stop video and continue presentation.
    • When video is over, click the next arrow to continue presentation.
    Video Two