Effective Sales Presentations: Techniques and Tools, Slides of Business Management and Analysis

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Elements of a Great Sales Presentation Chapter 11 docsity.com Main Topics • The Tree of Business Life: Presentation • 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 docsity.com The Purpose of the Presentation • Your main goal is to sell your product to your customer – to help • Purpose of the presentation – Knowledge – Beliefs – Desire/Need – Attitude – Conviction docsity.com Exhibit 11-2: The Five Purposes of the Presentation docsity.com 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? docsity.com 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 docsity.com 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 docsity.com Exhibit 11-5: The Sales Presentation Mix Participation Demonstration | Salesperson Visual aids Dramatization docsity.com cont... Persuasive communication Demonstration | Salesperson Visual aids Dramatization Exhibit 11-5: The Sales Presentation Mix, docsity.com Exhibit 11-5: The Sales Presentation Mix, cont… docsity.com Persuasive communication Participation Demonstration | Salesperson Dramatization Exhibit 11-5: The Sales Presentation Mix, cont... docsity.com  Persuasive communication Participation Demonstration | Salesperson Visual aids Exhibit 11-5: The Sales Presentation Mix, cont... docsity.com Dramatization  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 docsity.com Dramatization, cont… • Dramatization improves your chances of success docsity.com Putting It All Together  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 docsity.com 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 docsity.com Exhibit 11-11: The Sales Presentation Goal Model What is your objective? How will : you stage your presentation? audience? Presentation goal H How will you ow will you design and display structure your visual aids? presentation? How will you create impact? docsity.com Be Prepared for Presentation Difficulties • How to handle interruptions – Is the interruption personal or confidential? – Offer to leave the room – Regroup your thoughts docsity.com 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 docsity.com Be Prepared for Presentation Difficulties, cont... • Be professional always • Where the presentation takes place: – Could be anywhere docsity.com 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 the 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 that it occurs smoothly and naturally docsity.com 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 docsity.com