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Sales Presentation Delivery. Module Seven. Learning Objectives. Describe the difference between features, potential benefits, and confirmed benefits and the role they play in benefits selling. Construct complete selling points using feature in benefits statements.

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Sales Presentation Delivery

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Learning objectives
Learning Objectives

  • Describe the difference between features, potential benefits, and confirmed benefits and the role they play in benefits selling.

  • Construct complete selling points using feature in benefits statements.

  • Discuss the advantages of using response-checks in the selling presentation.


Learning objectives1
Learning Objectives

  • List and explain the different forms of presentation tools and sales aids that can increase the impact of a presentation.

  • Delineate the four steps of the SPES process for effectively utilizing sales aids in presentations.

  • Explain some of the special considerations in making sales presentations to groups.


Key thoughts
Key Thoughts

  • People don’t buy when they have a problem or dissatisfaction; they do buy when they have a problem or dissatisfaction they want to resolve.

  • Good salespeople are able to help buyer’s understand the importance of resolving a problem or dissatisfaction.

  • People don’t buy features; they buy theutility (value) the features provide.

  • Do not under estimate the value of understanding and effectively utilizingsales tools and aids.


Linking solutions to needs
Linking Solutions to Needs

Salespeople should strive to communicate to the buyer . . .

  • How the buyer’s needs will be met orhow an opportunity can be realizedas a result of a purchase.

  • How the product featurestranslate, in a functional sense,into benefits for the buyer.

  • Why the buyer should purchasefrom the salesperson as opposedto a competitive salesperson.


Features and benefits
Features and Benefits

This printer has two separate paper trays.

Two separate paper trays allows the user to print letters and envelopes at the same time.

Buyer: “I want to be able to print letters and envelopes at the same time.”

Feature

A quality or characteristic of a product.

Potential Benefit

The value a feature provides.

Confirmed Benefit

The value a feature provides that the customer acknowledges as important.


The importance of a selling point

A selling point is the combination of a feature and meaningful benefit statement.

When used strategically, selling points are powerfully persuasive because they represent solutions addressing the buyer’s most pressing needs.

The Importance of a “Selling Point”


Check backs and response checks
Check-Backs and Response-Checks meaningful benefit statement.

Closed-ended questions designed to clarify, check for understanding, confirm interest, or confirm resolution of a concern.

  • Examples:

    • Is that what you had in mind?

    • Does this make sense to you so far?

    • How does that sound to you?

    • Does that answer your concern?


Reasons for using presentation tools and sales aides
Reasons for Using meaningful benefit statement.Presentation Tools and Sales Aides

  • Capture prospective buyer’s attention

  • Generate interest in the recommended solution

  • Make presentations more persuasive

  • Increase the buyer’s participation and involvement

  • Provide the opportunity for collaborationand two-way communication


Reasons for using presentation tools and sales aides1
Reasons for Using meaningful benefit statement.Presentation Tools and Sales Aides

  • Add clarity and enhance the prospect’s understanding

  • Provide supportive evidence and proof to enhance believability

  • Augment the prospect’s retention ofinformation

  • Enhance the professional image ofthe salesperson and the sellingorganization


Sales presentation toolbox

Sales Call Setting meaningful benefit statement.

Visual Aids

  • Location

  • Positioning and Seating Arrangements

  • Disruptions

  • Product Demonstrations

  • Printed Materials

  • Photographs and Illustrations

  • Graphs and Charts

Verbal Support

  • Voice Characteristics

  • Examples and Anecdotes

  • Comparisons and Analogies

Proof Providers

  • Statistics

  • Testimonials

  • Case Histories

Electronic Media

  • Computer-Based Presentations

  • Video

  • Slides

  • Overhead Transparencies

Sales Presentation Toolbox

Presentation Tools

And Sales Aids


Sales aids verbal support
Sales Aids: Verbal Support meaningful benefit statement.

  • Voice Characteristics

  • Examples and Anecdotes

  • Comparisons & Analogies


Sales aids sales call setting

  • Location meaningful benefit statement.

  • Positioning & Seating Arrangements

  • Disruptions

Sales Aids: Sales Call Setting


Sales aids proof providers
Sales Aids: Proof Providers meaningful benefit statement.

  • Statistics

  • Testimonials

  • Case Histories

“In January, Fortune magazine recognized CDW as the top rated technology vendor on the basis of services provided to the buying customer.”


Sales aids visual aids
Sales Aids: Visual Aids meaningful benefit statement.

  • Product Demonstration & Models

  • Printed Materials

  • Photographs & Illustrations

  • Graphs & Charts


Sales aids electronic media
Sales Aids: Electronic Media meaningful benefit statement.

  • Computer-Based Presentations

  • Video

  • Slides

  • Overhead Transparencies


Sales aids

S meaningful benefit statement.

P

E

S

Sales Aids:

tate selling point & introduce the sales aid

resent the sales aid

xplain the sales aid

ummarize


Group sales presentations

Buying Team meaningful benefit statement.

Group Sales Presentations

“When selling to groups, salespeople can expect tough questions and should prepare accordingly”

“When selling to a group, salespeople should take every opportunity to pre-sell individual group members prior to the group presentation”


Sales tactics for selling to groups

Buying Team meaningful benefit statement.

Sales Tactics for Selling to Groups

  • Arrival – Arrive and setup before the buying group

  • Eye Contact – Make periodic eye contact with each member of the buying group

  • Communication – Solicit opinions and feedback from each member of the buying group and avoid taking sides


Handling questions in group presentation

Buying Team meaningful benefit statement.

Handling Questionsin Group Presentation

  • Listen carefully and maintain eye contact with the person asking the question

  • Repeat or restate the question as necessary to ensure understanding

  • Answer each question succinctly and convincingly


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