This document outlines key aspects of developing an effective sales presentation. It discusses including features, advantages, and benefits; using visual aids, demonstrations, and dramatization to engage prospects; addressing objections; and following ethical practices. The overall goal is to clearly explain your offering and its benefits for the customer in a way that appeals to their senses and leads to understanding.

1. Development of a
Sales Presentation

3. Main TopicsMain Topics
3
The Tree of Business Life: Presentation
Three Essential Steps within the Presentation
FABs
The Sales Presentation Mix
Visual Aids Help Tell the Story
Dramatization Improves Your Chances
Demonstrations: Show How It Works
The Sales Presentation Goal Model
The Ideal Presentation
Be Prepared for Presentation Difficulties

4. The Tree of Business Life: Presentation
4
Guided by The Golden RuleThe Golden Rule:
Create elements of the presentation
which appeal to the buyer’s senses
and lead to improved understanding
Liven up your talk with drama and a
demonstration
Use technology to help make your
message clear
Be professional about competition
You will see that ethical service builds
true relationships
I
T C
Ethical
Service
Builds
True
Relationships
T
T T
T T T T
T T T T

5. The Presentation:
The Heart of the Sale
5
An effective approach
allows a smooth
transition into
discussing your
product’s features,
advantages, and
benefits

6. Three Essential Steps in the
Presentation
6
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?

7. Three Essential Steps in the
Presentation
7

8. Salespeople Use FABs in their
Presentations
8
Best Buy 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

9. Salespeople Use FABs in their
Presentations cont…
9
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

10. Salespeople Use FABs in their
Presentations cont…
10
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

11. The Sales Presentation Mix
11

12. Persuasive Communication
12
 Sell Sequence = FAB + trial close
 To be a persuasive communicator:
 Use logical reasoning
 Persuade through suggestion
 Have a sense of fun
 Personalize relationships
 Build trust
 Be aware of your body language – always smile!
 Questions can re-channel an off-course presentation
 Use diplomacy – choose your battles
 Speak in an informal conversational style)
 Use storytelling to illustrate points

13. Persuasive Communication cont…
13
Seven factors for good communication
1. Use questions
2. Be empathetic
3. Keep the message simple
4. Create mutual trust
5. Listen
6. Have a positive attitude and enthusiasm
7. Be believable

14. The Sales Presentation Mix cont…
14

15. Participation
15
 Questions
 Product use: appeals to senses
 Visuals (to be discussed)
 Demonstrations (to be discussed)

16. The Sales Presentation Mix cont…
16

17. Proof
17
 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

18. Proof Statements Support What
You Say
18

19. The Sales Presentation Mix cont…
19

20. Visual Aids
20
 Increase retention
 Reinforce the message
 Reduce misunderstanding
 Create a unique and lasting
impression
 Show the buyer that you are a
professional

21. Visual Aids cont…
21
 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

22. The Sales Presentation Mix cont…
22

23. Dramatization
23
 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

24. The Sales Presentation Mix cont…
24

25. Demonstration
25
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)

26. Seven-Point Checklist for
Demonstrations
26

27. Putting It All Together
27
 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

28. The Sales Presentation Goal
Model
28

29. The Ideal Presentation
29
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
Several weeks later you receive a copy of
customer’s letter sent to your company’s
president glowing with praise for you

30. Be Prepared for Presentation Difficulties
30
How to handle interruptions
Is the interruption personal or confidential?
Offer to leave the room
Regroup your thoughts

31. Be Prepared for
Presentation Difficulties cont...
31
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

32. The Golden Rule
32
You want to do to others what you would have them
do to you