11-1

Exhibit 11-1: The Presentation is the Heart of the Sale

An effective approachallows a smooth transition into discussing yourproduct’s features, advantages,and benefits

1. Prospecting

2. Preapproach

3. Approach

5. Trial Close

6. Determine objections

7. Meet objections

9. Close

10. Follow up

8. Trial Close

4. Presentation

Participation Proof Visual aids Persuasive communication Demonstration Dramatization

11-2

Three Essential Steps Within the Presentation

Fully discuss the features, advantages, and benefits of your product

Present your marketing planHow to resell (for reseller)How to use (for consumer and industrial user)

Explain your business propositionWhat’s in it for your customer?

11-3

Exhibit 11-3: Three Essential Steps Within the Presentation

11-4

Exhibit 11-5: The Salesperson’s Presentation Mix

11-5

Persuasive communication

Persuasive communication– The SELL sequence and trial close

– Logical reasoning

– Major premise

– Minor premise

– Conclusion

– Persuasion through suggestion

– Make the presentation fun

11-6

Participation

Participation is essential to successQuestionsProduct useVisualsDemonstrations

11-7

Proof

Proof statements build believabilityPast sales help predict the futureThe guaranteeTestimonialsCompany proof resultsIndependent research results

11-8

Exhibit 11-6: Proof Statements Help Prove What You Say

11-9

visual presentation

The visual presentation - show and tellVisuals

– Increase retention– Reinforce the message– Reduce misunderstanding– Create a unique and lasting impression– Show the buyer that you are a professional

11-10

Dramatization Improves Your Chances

11-11

Demonstrations Prove it

If a picture is worth a thousand words, then a demonstration is worth a thousand picturesDemonstration 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?

11-12

Exhibit 11-9: Seven Points to Remember About Demonstrations

11-13

Demonstrations Prove it

Use participation in your demonstrationLet the prospect do something simpleLet the prospect work an important featureLet the prospect do something routine or

frequently repeatedHave the prospect answer questions throughout

the demonstration

11-14

Demonstrations Prove it cont…

Reasons for using visual aids, dramatics, and demonstrationsCapture attention and interestCreate two-way communicationInvolve the prospect through participationAfford a more complete, clear explanation of

productsIncrease a salesperson’s persuasive powers by

obtaining positive commitments on a product’s single feature, advantage, or benefit

11-15

Technology Can Help!

Can provide excellent presentation methodsMultimedia computers can

Present video clipsPlay sound bitesShow beautifully illustrated graphicsBe connected to projection equipment

11-16

Be Prepared for Presentation Difficulties

How to handle interruptionsIs discussion personal or confidential?Offer to leave the roomRegroup your thoughts

11-17

Be Prepared for Presentation Difficulties cont...

Should you discuss the competition?Do not refer to a competitor unless absolutely

necessaryAcknowledge your competitor only brieflyMake a detailed comparison of your product and

the competition’s product when necessary

11-18

Be Prepared for Presentation Difficulties cont…

Be professional alwaysWhere the presentation takes place:

Could be anywhere