FUNDAMENTALS OF SELLING Customers For Life Through Service 13 th Edition Charles M. Futrell

FUNDAMENTALS OF SELLING Customers For Life Through Service 13th Edition Charles M. Futrell

Elements of a Great Sales Presentation Chapter 11

11 Chapter 11-3

The Golden Rule: Presentation Guided by The Golden Rule: Create elements of the presentation which appeal to the buyer’s senses and lead to improved understanding Liven up your talk with drama and a demonstration Use technology to help make your message clear Be professional about competition You will see that ethical service builds true relationships T T T Service Ethical T T T T T T T T Builds T r u e Relationships T C I

Exhibit 11.1: The Presentation is the Heart of the Sale 1. Prospecting/Customer 2. Preapproach/Planning An effective approach allows a smooth transition into discussing your product’s features, advantages, and benefits 3. Approach Persuasive communication Participation 4. Presentation • Product SELLs • Marketing plan SELLs • Business proposition SELLs Proof Demonstration Visual aids Dramatization 5. Trial Close 6. Determine objection 7. Meet objection 8. Trial close 9. Close 10. Follow-up & Service

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

Exhibit 11.2: The Five Purposes of the Presentation

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?

Exhibit 11.3: Three Essential Steps Within the Presentation

Exhibit 11.4: Salespeople Use These FABs in Their Presentations 1. Great tasting, fluffy and light; highly nutritious 1. Provides an appealing item; expands breakfast menu; increases breakfast business 2. Quick and easy to prepare 2. Requires minimal kitchen time and labor Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix Features Advantages Benefits Product 1. Traditional “farmhouse” recipe, with freshest ingredients; fortified with vitamins A, B, C, and D; no preservatives 2. User needs only to add water, stir, and cook

Exhibit 11.4: Salespeople Use These FABs in Their Presentations, cont… 3. No need to store large quantities 3. Requires minimal inventory space; keeps inventory costs low 4. Additional orders can be filled quickly 4. Prevents out-of-stock situations 5. Provides assistance for meeting changing needs and solving business problems 5. Knowledge and background in food-service industry 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

Exhibit 11.4: Salespeople Use These FABs in Their Presentations, cont… 6. Reduces costs 6. Increases your profits 7. Reduces interest costs 7. Increases your profits Features, Advantages, and Benefits of Bix Buckwheat Pancake Mix Features Advantages Benefits Business Proposition 6. Quantity discounts 7. Extended payment plans

Exhibit 11.5: The Sales Presentation Mix

Exhibit 11.5: The Sales Presentation Mix, cont…

Participation • Questions • Product use: appeals to senses • Visuals (to be discussed) • Demonstrations (to be discussed) Skip video Video Help

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Proof • Past sales help predict the future • The guarantee • Testimonials • Company proof results • Independent research results • Restatement of the benefit before proving it • Proof source and relevant facts or figures about the product • Expansion of the benefit Skip video Video Help

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Exhibit 11.6: Proof Statements Help Prove What You Say

Visual Aids • Increase retention • Reinforce the message • Reduce misunderstanding • Create a unique and lasting impression • Show the buyer that you are a professional

Visual Aids, cont… • Some common visual aids are: • The product • Charts and graphs illustrating features and advantages • Photographs and mock-ups • Equipment • Sales manuals and catalogs • Order forms • Letters of testimony • A copy of the guarantee • Flip-boards and posters • Sample advertisements

Visual Aids, cont… • Appeal to the prospect’s vision with the intent of producing mental images of the product’s: • Features • Advantages • Benefits

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

Dramatization, cont… Dramatization improves your chances of success

Demonstration A successful demonstration Lets the prospect do something simple Lets the prospect work an important feature Lets the prospect do something routine or frequently repeated Has the prospect answer questions throughout the demonstration (feedback)

Seven-Point Checklist for Demonstrations

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

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

Exhibit 11.10: The Presentation Goal Model

The Ideal Presentation Your approach technique quickly captures your prospect’s interest and immediately finds signals that the prospect has a need for your product and is ready to listen The ideal prospect Is friendly, polite, relaxed, listens Says “yes” and enthusiastically thanks you

The Ideal Presentation, cont… Several weeks later you receive a copy of customer’s letter sent to your company’s president glowing with praise for you Sometimes it happens but many times there are difficulties

Be Prepared for Presentation Difficulties How to handle interruptions Is the interruption personal or confidential? Offer to leave the room Regroup your thoughts

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

Be professional always Where the presentation takes place: Could be anywhere Be Prepared for Presentation Difficulties, cont...

The Golden Rule You want to do to others what you would have them do to you

Video Help: Video Help: • The video should start automatically. • If it does not, you must move the mouse to the middle of the screen. When a hand icon appears the video is ready. • Click once anywhere on the screen to start video. • Click once during playback to pause/unpause video. • Press the space bar twice to stop video and continue presentation. • When video is over, click the next arrow to continue presentation. • The video should start automatically. • If it does not, you must move the mouse to the middle of the screen. When a hand icon appears the video is ready. • Click once anywhere on the screen to start video. • Click once during playback to pause/unpause video. • Press the space bar twice to stop video and continue presentation. • When video is over, click the next arrow to continue presentation. Video One Video One Video Two

FUNDAMENTALS OF SELLING Customers For Life Through Service 13 th Edition Charles M. Futrell