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9 TH EDITION

9 TH EDITION. Selling Today. Manning and Reece. CHAPTER 11. CREATING VALUE WITH THE SALES DEMONSTRATION. LEARNING OBJECTIVES. Discuss how demonstrations add value Explain guidelines to follow when planning a demonstration Complete a demonstration worksheet

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9 TH EDITION

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  1. 9TH EDITION Selling Today Manning and Reece CHAPTER 11 CREATING VALUE WITH THE SALES DEMONSTRATION

  2. LEARNING OBJECTIVES • Discuss how demonstrations add value • Explain guidelines to follow when planning a demonstration • Complete a demonstration worksheet • Develop selling tools that can add value to your sales presentation • Discuss how to use audio-visual presentations effectively

  3. SIX-STEP PRESENTATION PLAN 1. APPROACH 2. PRESENTATION 3. DEMONSTRATION 4. NEGOTIATION 5. CLOSE 6. SERVICE See details Figure 9.3.

  4. IMPORTANCE OF DEMONSTRATIONS IMPROVED COMMUNICATION/RETENTION PROOF OF BUYER BENEFITS FEELING OF OWNERSHIP QUANTIFYING THE SOLUTION VALUE PROPOSITION REVISITED

  5. EFFECTIVE DEMONSTRATION • Adds sensory appeal • Attracts customer attention • Stimulates interest • Creates desire for product

  6. SIMGRAPHICS

  7. BENEFITS OF DEMONSTRATION • Improved retention and communication • Proof of buyer benefits • Feeling of ownership • Quantifying the solution • Value proposition is revisited

  8. STRATEGIC PLANNING LEADS TO ACTIONS STRATEGIC DEMONSTRATION PLANNING ACTIONS DURING DEMONSTRATION See Figure 11.2 next slide

  9. STRATEGIC PLANNING Figure 11.2

  10. STRATEGIC PLANNING POINTS • Determine features to demonstrate • Determine sales tools to use • Check sales tools • Determine when and where • Involve prospect • Prepare demonstration worksheet • Rehearse demonstration See Figure 11.2.

  11. CREATIVE DEMONSTRATIONS • Make features and benefits appealing --Must gain attention and increase desire for product --Create different ways of looking at problem and solution

  12. CUSTOMIZE DEMONSTRATION • Use custom-fitted demonstrations --Relate to customer needs --Don’t over-structure --Personalize the process

  13. CHOOSE RIGHT SETTING • Demonstration location makes difference --Sometimes neutral ground, like conference center --Controlled environments are good --Prospect office has pros and cons

  14. CHECK SALES TOOLS • Audio/video, computer tools in working order --Make sure all hardware and software work, carry spares if necessary --If real estate, make sure you have seen property

  15. COVER ONE IDEA AT A TIME • Demonstrate one idea or feature at a time --Make sure customer understands each before moving on…pace evenly --Make customer part of every step

  16. APPEAL TO ALL SENSES • Try to involve all five senses --Multi-sensory appealshelp involve prospect and build desire for product

  17. BALANCE SHOWING, TELLING, AND INVOLVEMENT • Develop demonstration worksheet --Demonstrations should be balanced and have variety --Use demonstration worksheet to prepare --Try to give prospect “hands-on” experience

  18. DEMONSTRATION WORKSHEET WHAT WHAT FEATURE PROOF TO SAY TO DO Quick data Screen 7 “Fastest data Customer entry screen entry ever.” tries entry form #22 Automatic Hot key 4 “Simply press Customer file saving hot key 4.” uses key 4 See Figure 11.3

  19. REHEARSE, REHEARSE, REHEARSE • If you don’t rehearse, you court disaster --Rehearse several times --Videotape or role play for manager

  20. PLAN FOR DYNAMIC SITUATION • Presentations are dynamic; be able to react effectively --Base selling skills and tools on customer responses See Figure 11.4, Selling Dynamics Matrix

  21. ACTIONS AND SALES TOOLS • Product itself often best selling aid • Models used when product large • Photos/illustrations • Portfolio of support materials • Reprints of articles on product • Graphs, charts, test results • Computers and software, laptop is powerful tool

  22. COMPUTER-BASED TOOLSPOWERPOINT • PowerPoint presentations help organize • Can incorporate charts, graphs, audio, video • Often so common, you must generate unique look for impact, but don’t overdo it • Can leave presentation behind with client for further review on disk

  23. COMPUTER-BASED TOOLSSPREADSHEETS • Spreadsheets excellent for organizing numbers…quotes, costs, schedules • Whenever possible, convert numbers to graphs or charts • Limit complexity and amount of data • Also good for “what-if” scenarios

  24. COMPUTER-BASED TOOLSAUDIO/VISUAL • Computer-based presentations now the norm • Video, audio, and graphics also help • Guidelines --Preview material, describe highlights --Be prepared to pause to answer client questions --At conclusion, review key points

  25. COMPUTER-BASED TOOLSBOUND PAPER • Bound presentations still widely used • Good method for providing details • Also effective for guarantees, product testimonials, complex data tables • Tip: Don’t give prospect copy until you leave…they may read and not pay attention to your presentation

  26. REALITY CHECK: COMPUTER SKILLS NOT A NICE-TO-HAVE WHEN JOB HUNTING…A NEED-TO-HAVE --Many large firms scan resumes for PC and software skills…no skills, you’re out --Presentation, specialized software tops Expected: Word processing, spreadsheets Desired: PowerPoint, databases, CRM Bonus: Java, HTML, etc. Last slide Chapter 11.

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