Making the Presentation. Learning Objectives: Understand how to make a presentation. Learn how units of conviction help prospects reach a buying decision. Discover effective tactics for making a sales presentation. Study different methods for involving the prospect.
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Making the Presentation Learning Objectives: • Understand how to make a presentation. • Learn how units of conviction help prospects reach a buying decision. • Discover effective tactics for making a sales presentation. • Study different methods for involving the prospect. • Understand the significance of using a demonstration. • Examine the different types of sales aids available for use in presentations. • Recognize the value of using technology in making presentations. • Chapter 11
The Purpose of The Presentation • Provide knowledge using the features, advantages, and benefits of your product, marketing plan, and business proposal • Allow buyer to develop positive personal attitudes toward your product • Convert need into want and into the belief that your product can fulfill those wants • Convince the buyer that not only is your product the best, but also that you are the best source to buy from
The Sales Presentation Mix • Persuasive Communication • Factors that help make you a better communicator: • Having a positive attitude and enthusiasm • Creating mutual trust (must believe you) • Using questions and listening • Keeping the message simple • Being empathetic
Sales Call Planner • 10 Key Questions a Sales Call Plan must answer: • Company or person’s name • Individuals to see or contact • Background and profile of buyers • Major competitors to be aware of • Objective(s) for this particular call • Best time to call • Expressed needs or problems identified • Strategies and tactics useful in this situation • Sales tools to take along • Results of the sales call
Style of the Presentation • The Memorized Presentation • Quick Productivity • Beneficial during initial learning periods • Reliable Information • Ensures the right information gets to the prospect • Proven Effectiveness • These presentations have been field tested and refined • Confidence Building • Feel more secure knowing that the presentation works for other salespeople. It should be internalized to the point that it is a normal, personal message.
Style of the Presentation • The Outline Presentation • Salesperson prepares an outline of the presentation in written form • Must have developed several “units of conviction” • It reveals existing need for any additional information • Makes it possible to check needs and goals against suggested solutions • The Extemporaneous Presentation • Only recommended for the most experienced professional salespeople
The Salesperson’s Curse “You know your product better than you know how your client’s business can use it.”
Product-Analysis Worksheet • You must determine what kind of buying decision to recommend to the prospect • Convince the prospect that the solution you offer is the best possible one • You do this by presenting complete units of conviction
Units of Conviction • Units of Conviction: Concise, carefully prepared “mini-presentations” that are used as building blocks in constructing the information the salesperson presents. • Prepare units of conviction ahead of time • Practice them until they are comfortable • They become a permanent part of your selling arsenal • Learn how to personalize units of conviction
Units of Conviction Each Unit of Conviction Contains: • Feature (A fact about the product or service) • Transitional phrase or bridge • Benefit (What’s in it for me?) • Evidence or proof statements • Tie-down (trial close or nail down)
Features and Benefits Translating features into benefits is one of your most important skills Features… • Are the tangible and intangible qualities (or facts) of a product or service • They are the same no matter who uses them Benefits… • Are the value to the customer
Transitional Phrases • Phrases that connect features to benefits: • What this means to you ... • This is beneficial to you because… • This lets you… • This heads off all the problems of… The prospect is asking, “What’s in it for me?” These phrases help answer this question.
Evidence to Support Claims • Demonstrations • Show the product being used • Testimonials • Bring letters from satisfied customers • Have a referral call the prospect ahead of time • Facts and Statistics • They help back up what you say • Samples • Appeal to one or all of the senses • Examples or Case Histories • It must be authentic, so use many details to show you are familiar • Relate it directly to the prospect’s circumstance
The Tie-Down (Trial Close or Nail Down) Question • A yes/no question that confirms that the prospect agrees that the benefit is applicable and important to them • “I think you see the enormous advantage you will have with one-tenth of a minute billing, right Mr. Osinski?” • If the prospect says no, then go back over the feature/benefit • This gives you feedback and builds commitment
Effective Tactics for Presentations • Participation • Demonstration • Sales Demonstration Checklist
Participation • You must get the prospect involved • Ask questions and listen to their answers • Encourage the prospects to ask questions
Demonstration • A well planned demonstration will: • Catch and peak the buyer’s interest • Fortify your points and get buyer involved • Help the prospect understand the benefits • Keep you interested and stimulated • Cut down on the number of objections • Help you close the sale
Sales Demonstration Checklist • Is the demonstration needed and appropriate? • Have I developed a specific demonstration objective? • Have I properly planned and organized the demonstration? • Have I rehearsed to the point that the demonstration flows smoothly and naturally? • Does my demonstration present my product in an ethical and professional manner?
Demonstration Principles • Five principles to use when planning a presentation • Concentrate the Prospect’s Attention on You • Juggling 3 tennis balls? • Follow the “Tell ‘em Three Times” Rule • Tell them what you’re going to do, do it, and then tell them what you did • Get your Prospect into the Act • The crossword puzzle—use whatever works • Keep your Prospect Glued to the Screen • Webinars or virtual meetings • Use videoconferencing • This type of presentation must be riveting • Paint a Picture Using Metaphors
Presentation Sales Tools and Visual Aids The Organizer - a series of visuals that go step-by-step through the sales process. • Company prepared organizers • Built around user benefits • Fosters two-way communication • Leads more naturally to the close • Gets the whole story out in less time • Keeps the presentation on track • Supplements added by salesperson • Personal letters of reference • Business cards of clients • Pictures of clients using the product • Pictures of finished installations
Audiovisual Presentations • Audiovisual Aids • Now you can prepare your presentation from anywhere using a smartphone or tablet. Make use of these audiovisual aids when preparing presentations: • Presentation software • Web-based presentations • PowerPoint presentations
Situational Selling • Fit yourself to the situation the buyer is facing • Be sure each meeting focuses on your ultimate goal • Prior planning should allow you to adapt to any situation
Handling Special Situations • The Setting for the Sales Interview: • Client’s office • Great option if interruptions can be controlled • Your office • May not be the best place • Restaurant • Interruptions are less likely • The “power lunch” • Prospect feels obligated to listen • A less stressful environment
Handling Special Situations • Interruptions: • If there is a phone call, offer to leave the room • Wait until the prospect’s attention is completely back on you and your presentation • Restate the selling points that were of specific importance to the prospect • Invite the prospect’s participation • Make sure interest has been regained, then proceed