11-1
Chapter
11
Elements of a Great
Sales Presentation
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
11-2
Chapter
11
11-3
Chapter
11
Main Topics
 The Purpose of the Presentation
 Three Essential Steps Within the
Presentation
 The Sales Presentation Mix
 Visual Aids Help Tell the Story
 Dramatization Improves Your Chances
 Demonstrations Prove It
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
11-4
Chapter
11
Main Topics
 Technology Can Help!
 The Ideal Presentation
 Be Prepared for Presentation Difficulties
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
11-5
Exhibit 11-1: The Presentation is the Heart of
the Sale
1. Prospecting
An effective approach
allows a smooth
transition into
discussing your
product’s features,
advantages,
and benefits
2. Preapproach
3. Approach
4. Presentation






Participation
Proof
Visual aids
Persuasive communication
Demonstration
Dramatization
5. Trial Close
6. Determine objections
7. Meet objections
8. Trial Close
9. Close
10. Follow up
11-6
The Purpose of the Presentation
Main goal is to sell your product to your
customer - to help
Purpose of presentation
Knowledge
Beliefs
Desire/Need
Attitude
Conviction
11-7
Exhibit 11-2: The Five Purposes
of the Presentation
11-8
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?
11-9
Exhibit 11-3: Three Essential Steps Within
the Presentation
11-10
Exhibit 11-4: Salespeople Use These FABs in
Their Presentations
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features
Advantages
Benefits
Product
1. Great tasting, fluffy and
1. Traditional “farmhouse”
light; highly nutritious
recipe, with freshest
ingredients; fortified with
vitamins A, B, C, and D;
no preservatives
2. User needs only to add
2. Quick and easy to
water, stir, and cook
prepare
1. Provides an appealing
item; expands breakfast
menu; increases
breakfast business
2. Requires minimal
kitchen time and
labor
11-11
Exhibit 11-4: Salespeople Use These FABs in
Their Presentations
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features
Advantages
Benefits
Marketing Plan
3. Just in time delivery;
weekly as needed
3. No need to store large
quantities
4. Local distribution center
4. Additional orders can be 4. Prevents out-offilled quickly
stock situations
5. An experienced sales
representative to serve
account
5. Knowledge and
background in
food-service industry
3. Requires minimal
inventory space; keeps
inventory costs low
5. Provides assistance for
meeting changing needs
and solving business
problems
11-12
Exhibit 11-4: Salespeople Use These FABs in
Their Presentations
Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix
Features
Advantages
Benefits
Business Proposition
6. Quantity discounts
6. Reduces costs
7. Extended payment plans 7. Reduces interest costs
6. Increases your profits
7. Increases your profits
11-13
Exhibit 11-5: The Salesperson’s Presentation
Mix
11-14
The Sales Presentation Mix
Sales presentation mix
Persuasive communication
– The SELL sequence and trial close
– Logical reasoning
– Major premise
– Minor premise
– Conclusion
– Persuasion through suggestion
– Make the presentation fun
11-15
The Sales Presentation Mix cont…
Personalize your relationship
Build trust
Use body language
Control the presentation
Be a diplomat
Use the Paul Harvey dialogue
Simile, metaphor, and analogy
11-16
The Sales Presentation Mix cont…
Participation is essential to success
Questions
Product use
Visuals
Demonstrations
11-17
The Sales Presentation Mix cont…
Proof statements build believability
Past sales help predict the future
The guarantee
Testimonials
Company proof results
Independent research results
11-18
Exhibit 11-6: Proof Statements Help Prove
What You Say
11-19
The Sales Presentation Mix cont…
The visual presentation - show and tell
Visuals
– Increase retention
– Reinforce the message
– Reduce misunderstanding
– Create a unique and lasting impression
– Show the buyer that you are a professional
11-20
Appeal to the prospect’s vision with the intent
of producing mental images of the product’s
Features
Advantages
Benefits
11-21
Dramatization Improves Your Chances
Dramatics
Dramatization
11-22
Demonstrations Prove it
If a picture is worth a thousand words, then a
demonstration is worth a thousand pictures
Demonstration checklist
– Needed and appropriate?
– Objective?
– Planned and organized?
– Flows smoothly and naturally?
– Will it go as planned?
– Will it backfire?
– Is it ethical and professional?
11-23
Exhibit 11-9: Seven Points to Remember
About Demonstrations
11-24
Demonstrations Prove it
Use participation in your demonstration
Let the prospect do something simple
Let the prospect work an important feature
Let the prospect do something routine or
frequently repeated
Have the prospect answer questions throughout
the demonstration
11-25
Demonstrations Prove it cont…
Reasons for using visual aids, dramatics, and
demonstrations
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
11-26
Technology Can Help!
Can provide excellent presentation methods
Multimedia computers can
Present video clips
Play sound bites
Show beautifully illustrated graphics
Be connected to projection equipment
11-27
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
11-28
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
11-29
Be Prepared for Presentation
Difficulties
How to handle interruptions
Is discussion personal or confidential?
Offer to leave the room
Regroup your thoughts
11-30
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
11-31
Be Prepared for Presentation
Difficulties cont…
Be professional always
Where the presentation takes place:
Could be anywhere
11-32
Summary of Major Selling Issues
The sales presentation is a persuasive vocal and
visual explanation of a proposition
Four common methods of presentation are the
memorized, formula, need-satisfaction, and
problem-solution selling
Consider the elements of the presentation mix
that will be used for each prospect
Use persuasive communication techniques,
methods to develop prospect participation, proof
statements, visual aids, dramatization, and
11-33
demonstrations
Summary of Major Selling Issues
cont…
Persuasive communication techniques help to
uncover needs, to communicate effectively, and to
pull the prospect into the conversation
Visuals must be properly designed to illustrate
features, advantages, and benefits of your
products through graphics, dramatization, and
demonstration
Careful attention to development and rehearsal of
the presentation is needed to ensure it occurs
smoothly and naturally
11-34
Summary of Major Selling Issues
cont…
The presentation is the heart of the sale
Acquire or create materials that convey your
message and convince others to believe it
Exhibits, facts, statistics, examples, analogies,
testimonials, and samples should be part of your
repertoire
11-35