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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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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.
  • Explain the four steps of the SELL Sequence
learning objectives3
Learning Objectives
  • Discuss the advantages of using response-checks in the selling presentation.
  • 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.
setting the stage
Setting the Stage

Kraft Presentations Use Technology That Focuses on the Customer

  • What does Kraft’s 3-Step Category Insight Builder do?
  • On what does the success of Kraft’s sales technology depend?
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”
buying motives

Major Buying Motives

These are the prospect’s most important concerns and the salesperson should give them top priority.

Minor Buying Motives

These are peripheral concerns and the salesperson should discuss these only after addressing the major buying motives.

Buying Motives
the sell sequence model

Select & describe a feature

Explain what the feature does

Lead into the benefit

Let the customer talk

The SELL Sequence Model

S

E

L

L

check backs and response checks
Check-Backs and Response-Checks

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 UsingPresentation 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 aides12
Reasons for UsingPresentation 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 aids verbal support
Sales Aids: Verbal Support
  • Voice Characteristics
  • Examples and Anecdotes
  • Comparisons & Analogies
sales presentation toolbox

Sales Call Setting

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 sales call setting

Location

  • Positioning & Seating Arrangements
  • Disruptions
Sales Aids: Sales Call Setting
sales aids proof providers

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

Sales Aids: Proof Providers
  • Statistics
  • Testimonials
  • Case Histories
sales aids visual aids
Sales Aids: Visual Aids
  • Product Demonstration & Models
  • Printed Materials
  • Photographs & Illustrations
  • Graphs & Charts
sales aids electronic media
Sales Aids: Electronic Media
  • Computer-Based Presentations
  • Video
  • Slides
  • Overhead Transparencies
sales aids

S

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

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

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

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