The document discusses elements of an effective sales presentation, including: 1) Using features, advantages, and benefits (FABs) to discuss the product and how it meets customer needs and increases profits. 2) Explaining the marketing plan and business proposition to show customers value. 3) Employing techniques like proof statements, visual aids, dramatization, demonstrations, and participation to capture attention and involve customers.

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

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

12. Exhibit 11.5: The Sales Presentation Mix, cont…

14. Exhibit 11.5: The Sales Presentation Mix, cont…

16. Exhibit 11.6: Proof Statements Help Prove What You Say

17. Exhibit 11.5: The Sales Presentation Mix, cont…

20. Exhibit 11.5: The Sales Presentation Mix, cont…

22. Exhibit 11.5: The Sales Presentation Mix, cont…

24. Seven-Point Checklist for Demonstrations

26. Exhibit 11.10: The Presentation Goal Model