BUSN050-WEEK 5 SALES PRESENTATION TECHNIQUES.ppt

Chapter Six
Sales Presentation
and
Demonstration:
The Pivotal
Exchange
PowerPoint presentation prepared by
Dr. Rajiv Mehta

Copyright © Houghton Mifflin Company. All rights reserved. Chapter 6 | Slide 2
Learning Objectives
After reading this chapter, you should understand
• Alternative sales presentation strategies.
• Guidelines for effective sales presentations
and demonstrations to organizational
prospects.
• Preparation of written sales presentations.
• Sales presentation strategies for different
prospect categories.
• Use of adaptive and canned sales
presentations.
• Sales presentations to prospect groups.
• How to make a sales presentation memorable.
Royalty-Free, Digital Vision/Getty Images

Success Factors for Professional
Salespeople
• The top ten success factors in selling:
• Listening skills
• Follow-up skills
• Ability to adapt sales style from situation to situation
• Tenacity – sticking to the task
• Organizational skills
• Verbal communication skills
• Proficiency in interacting with people at all levels within an organization
• Demonstrated ability to overcome objections
• Closing skills
• Personal planning and time management skills

The First Sales Call and the
Sales Presentation
• Successful salespeople think of the sales presentation and
demonstration as the pivotal exchange between seller and
buyer in the sequence of exchanges that make up the
selling process
• The approach emphasized in this text is the consultative
problem-solving strategy

The Strategic/Consultative
Selling Model
Evolved in response to:
•Increased competition
•More complex products
•More emphasis on
customer needs
•Long-term relationships
© 2015 by Pearson Education

2. Identifying the
Prospect’s Problems and Needs
• Using a consultative,
problem-solving approach,
the professional salesperson
tries to uncover the
prospect’s perceived
problems and needs through
skillful questioning and
careful listening.

Planning the Sales Presentation
Gathering information
1.
Identifying the prospect’s problems and needs
2.
Preparing and presenting the sales proposal
3.
Confirming the sale and/or the relationship
4.
Ensuring customer satisfaction
5.
• To prepare for the first sales presentation, salespeople can think of 5
planning stages:
Chapter Review Question:
What are the basic steps in planning the
sales presentation?

1. Gathering Information
Information gathering must start before customer visit. Customer specific
info should be collected before the sales presentation.
- Google the Company/ examine the web site
- Google the Prospect
- LinkedIn: Experience at their current job –Experience at their former jobs,
Shared connections, Groups, Recent activity
- Buyer’s Twitter Account
- Company’s Twitter Account
- Company’s Press and Media Releases Page
- Competitors’ Press and Media Releases Pages
- Financial Statements
- Blogs
- Facebook

2. Identifying the Prospect’s Needs
• Too much talk can be detrimental to the sales
process. A chronic complaint is that salespeople
talk too much, fail to ask the right questions, and
do not really listen to the buyer.
• Top-performing salespeople understand the need
to gather all the relevant information they can about
prospects and their perceived problems.

2. Identifying the Prospect’s Needs
• First, make sure you’re talking to decision-
makers (those with authority to buy) or key
influencers, so neither party’s time is wasted.
• Next, ask probing questions to encourage
prospects to provide information on perceived
problems, objectives, financial issues, needs,
and personal feelings

3. Preparing and Presenting the
Sales Proposal
• Before making a sales presentation,
take the time and effort to prepare
yourself to give a superb
performance.
• Thus, remember the following:
A. Professional approach to sales
presentations
B. FAB
C. Value-added selling (VAS)

Sales Proposal
A. Professional approach to sales presentations
• Salespeople should custom-tailor the sales
presentation and demonstration to the prospect’s
specific business situation, needs, and individual
communication style.
• The sales presentation strategy can vary depending
on different types of prospects

Sales Proposal
B. FAB leads to SELLS
—Features are the obvious
characteristics of the
product.
—Advantages are the
performance traits of the
product that show how it
can be used to help the
customer better solve a
problem than present
products can.
—Benefits are what the
customer wants from the
product.
—Show the product’s features.
—Explain its advantages.
—Lead into the benefits for the
prospect.
—Let the prospect talk.
—Start a trial close.
F
A
B
S
E
L
L
S

Sales Proposal
C. Value-added selling (VAS)
• A comprehensive strategy, VAS focuses on providing customers with
extra, or value-added benefits over those offered by competitors
• VAS shows customers that the extra overall perceived value is greater
than that the competitors are offering
• VAS presentations go beyond the FAB approach to convincingly present
and demonstrate the overall added value (benefits) that the customer
will receive from purchasing from their company across four categories:
1. Value-added product benefits
2. Value-added relationship benefits
3. Value-added company benefits
4. Value-added salesperson benefits
Chapter Review Question:
What is the value-added
selling approach to sales
presentations? Identify and
discuss the four value
dimensions.

Table 6.3 Value-Added Benefit
Comparison Chart

4. Confirming the Sale and/or the
Relationship
Professional salespersons:
• See their prospects and customers as business partners cultivating a
relationship based on trust, mutual interests, and cooperation, instead
of aggressively on “closing the sale.”
• Spend considerable time trying to undercover and fully understand the
needs and concerns of their partners through attentive listening and by
serving as trusted advisers, consultants, and even friends.
• Do not want to sell products or services with which the customer will not
be satisfied.
• Realize that only by providing continuous customer satisfaction will they
obtain the repeat business that leads to long-term customer loyalty
and higher commissions for themselves and greater profits for their
companies.

5. Building Relationships and
Achieving Customer Satisfaction
• Some underperforming salespeople neglect post-purchase customer
service. Immediately after the sale, their interest, contact, and
relationship with the customer fall off rapidly.
• Such shortsightedness or indifference is a “relationship killer,” and these
salespeople may later have to work doubly hard to reestablish rapport
and rebuild the relationship with that customer.
• High performing salespeople are committed to providing prospects and
customers with totally satisfying service throughout the long-run
relationship—before, during, and after the sale.
• They understand that fully satisfying current customers generates
repeat sales, referrals to other prospects, and increased sales as
customer needs grow.

General Guidelines for
Effective Sales Presentations cont’d
• Prospects want to understand a product with all their senses, so where
appropriate in the demonstration help prospects see, hear, feel, smell, and
taste a product.
• Eight planning steps to prepare for the demonstration are:
1. Demonstrate benefits that are
custom-tailored to the prospect's
needs
2. Decide what to say about the
benefits from the prospect's
perspective
3. Select sales aids that involve the
most human senses and will make
the most positive impact

4. Pre-check all sales aids to make sure
everything is working smoothly
5. Decide when and where to make the
demonstration (usually a controlled
environment is best)
6. Involve the prospect in the
demonstration. Remember the motto:
"If they try it, they'll buy it”
7. Prepare a written demonstration outlining three columns:
• Benefit to demonstrate
• What to say
• What to do
8. Rehearse the demonstration many times until you have the right timing
of actions and words
Royalty-Free, Digital Vision/Getty
Images

Dressing for Success
An important part of any
sales presentation is the
salesperson's personal
appearance

Table 6.4 Dressing for Sales
Presentation Success

How to dress
Dress like your customer
keep your dress in tune with the customer and part of the
country you're in
Stay neat
- do a quick mirror check in the restroom before a meeting to
make sure you look presentable
- shoes have to be polished
- If you are a woman, do not wear very low-cut clothes
Beware of offensive odors
Don't smoke

Effective Behavior and
Listening Principles
• Look like a successful /well organized salesperson
• Develop rapport early
• Adjust to the customer's communication style
• Present the strongest customer benefits and selling points
first
• Establish credibility
• Make the presentation fun
• Arouse as many of the customer's five senses as possible
• Combine factual and emotional appeals

Effective Behavior and
Listening Principles
• Look for and use responsive behaviors
• Help prospects draw the right conclusions
• Avoid making puns/jokes
• Never tell ethnic or offensive jokes
• Never disparage another company or individual
• Help prospects draw the right conclusions
• Use humor with discretion and only when appropriate
• Readily admit minor product weaknesses

General Guidelines for Effective Sales
Presentations: Listening Principles
• The old maxim “The reason you have two ears and one mouth is
that you should listen twice as much as you talk” is especially true
for a salesperson
• Salespeople must act
professionally and listen
reactively to their
prospects
© Royalty-Free/CORBIS

Table 6.6 Keys to Good Listening

Table 6.6 Keys to Good
Listening cont’d

Selling the Long-term Relationship
• As many industries seek to improve quality and reduce
costs, the trend toward closer supplier relationships, longer-
term contracts, and fewer suppliers is increasing
• Salespeople must go beyond mere “selling” to “serving” their
customers much like consultants or business partners
• What these trends tell selling organizations is that selling the
long-term relationship is not just another strategy, it is fast
becoming the only viable strategy

Chapter Review Questions
1. Why are the sales presentation and demonstration so
important in the Personal Selling Process?
2. Why are clothing and accessories important considerations
in making an effective sales presentation?

Topics for Thought and
Class Discussion
1. Why do you think the consultative problem-solving sales
presentation is the most successful strategy for
professional salespeople? What are the benefits of this
strategy to the prospect or customer?
2. Name at least five special prospect categories, and
describe an appropriate strategy for a sales presentation to
each.
3. Which do you think is more effective for most business-to-
business selling, an oral or a written sales presentation?
Why?
4. Do you think sales presentations and demonstrations are
more important for tangible products or for intangible
services? Why?

Internet Exercises
1. Using an Internet search engine, find three firms that
specialize in sales presentation training, and visit their
websites to determine whether they use other types of
sales presentation strategies in addition to those identified
and described in this chapter.
2. Use Google or any other search engine to locate two
examples of sales presentation strategies being
demonstrated using Flash or streaming video.

Projects for Personal Growth
1. Contact two business-to-business salespeople and ask them about
their methods of preparing sales presentations, dress style during the
presentation, and demonstration techniques.
2. Research the following two industries and report on the methods and
approaches that each uses to sell its products: (a) airplane
manufacturers, and (b) manufacturers of household products.
3. Contact three salespeople (one who sells to manufacturers, one who
sells to resellers, and one who sells to the national government) and
ask them how they prepare for their sales presentations and
demonstrations. Are there major differences? What similarities
emerged?

Projects for Personal Growth cont’d
4. With a classmate, take turns playing the role of a publishing company
sales rep trying to sell a new textbook to a college professor who might
be nicknamed “Skeptical Sid.” Then prepare a written sales
presentation to sell a textbook to the instructor of your personal selling
class. Depending on how creative or cooperative your instructor is, you
may want to ask him or her to play one of the prospect stereotypes
described in Table 6.2.
5. Assume that you are a sales representative for a manufacturer of
automatic fire sprinkler systems for commercial buildings. Outline sales
presentations using each of the seven basic strategies. For each
strategy, create and then describe the individual prospect or group of
prospects to whom you’re presenting.

BUSN050-WEEK 5 SALES PRESENTATION TECHNIQUES.ppt

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