Presentation Objectives

Presentation Objectives • Organize a customer’s needs, values, style & product features into a sales presentation. What must you know going in? (Q # 1, Ch8) • Define features, advantages & benefits. (Ch8,Q#2) • Apply the total value bundle concept. (Ch8 Q#4) • Illustrate the 5 steps of the presentation process. • Translate product and service features to specific customer benefits. • How can salespeople utilize visual aids and technology most effectively? • Explain 4 types of supporting evidence and tell where they each would work best. (Ch8,Q#5) • Plan, develop and practice a sales presentation. • How can salespeople use verbal tools to strengthen the presentation? • What methods are available to strengthen the presentation? • Is there a way to quantify the salesperson’s solution to the buyer’s problem? • How can salespeople reduce presentation jitters?

There are Three Types of Value • _______________ • Prices, discounts or programs • _______________ • Availability, reliability, control • _______________ • Status, peace of mind, security, risk

Value How much a customer values something depends on their ______________________________ • Preparation means understanding these for your customer • And then identifying & SELECTING the selling points that will most appeal to that specific customer

Value • Preparation means understanding a customer’s • _____________________________ and • __________________

Managing Value ______ = ________ _______ __________ _________ ________ …If a customer doesn’t see it, it might as well not have even happened!

Verbal Tools • Word pictures and stories • Use stories from ________________________________________________________________________ • Have a ______________for telling the story. • Use the story to ___________________your presentation. • Be _________________________. • _____________the story, • Watch the audience for ______ • Keep them ________. 10-6 McGraw-Hill/Irwin

Needs • Specific production or profitability ________________ • Opportunities they _______________________________. • ______________________ of their needs • Which of your solutions will ______________________________________________.

Discover Needs Using Questions • You are selling yard maintenance services. Develop questions to discover the prospect’s needs. What would you ask? • __________________________________________________________________________________________________________________ • _________________________________________________________ • _________________________________________________________ • ___________________________________________________________________________________________________________________________________________________________________________ • _________________________________________________________ • __________________________________________________________________________________________________________________ • __________________________________________________________________________________________________________________

Selling Points • Often, relationships between buyers and sellers are selling points • Dissatisfaction with current relationships can ____________________ • ____________________________________________________________________________________ • There is a great deal of information that buyers have to sort through • Product capabilities often add complexity to processes

Q # 2 -Translating Features into Benefits • _______________________ • -- also known as “F-A-B” statements (Q#2) • are designed to demonstrate how your product generates meaningful results for your prospect ______________________ ____________________________ __________________________________

Features • Measurable facts about products • ___________________ • ___________________ • ___________________ • ___________________ • Don’t assume that your customer sees the value of a list of product features! _______________________________________

Advantages • Advantages explain how a specific feature will “fit” ________________________________ • Often relative to ___________________________________________ • “Because this drug is injected subcutaneously, your patient will not have as much pain as other options that are injected intramuscularly.”

Benefits • A benefit is the _______________that comes from the feature ____________________ • The need that is met • The problem that is solved • The goal that is accomplished • The good that will come to the prospect • The joy or financial gain that comes from having the product or service • Benefits explain why _________________________

Benefits • The benefit is often stated as a _______________________: • “Fewer trips across the field will save you time and money.” • “You’ll be able to use those savings to hire that new employee you said was important.” • “Accessing records faster will leave you more time to spend with your family.”

FAB Statements • Because of… (Feature) • You will be able to… (Advantage) • Which means that… (Benefit) • Remember: • Customers don’t buy ________________________ • Customers don’t naturally _____________________________________ on their own

Translating Features into Benefits Fact - Feature __________________________________ Advantage - How it fits __________________________________ _________________________________________ Benefit to you - Results _______________________________________ _______________________________________

Features/Advantages for customers ________________________ ________________________ ________________________ Features/Advantages to the store ________________________ ________________________________________________ ________________________________________________ Benefits for Customer __________________________ __________________________ __________________________ Benefits __________________________ __________________________ ______________________________________________________________________________ You’re selling a new soft drink to a grocery store ($0.50 off / case before 10/31, 4 calories, 5% fruit juice, nutrient value, tie-in with new movie, bottle biodegrades, $100 mil ad campaign). Make a list of features, advantages and benefits for the grocery store, as well as a list of features and benefits for the store’s customers (the shoppers who come in and buy soft drinks).

Translating Features into Benefits Jeff- Dow Agrosciences First Rate Herbicide #2 -__________________________________________ -___________________________________________ -___________________________________________ Squeeze Cool-Whip # 1 -________________________________________ -________________________________________ -____________________________________(End) Melissa-Kraft Foods

FAB Statements • The same feature can have • __________________________________________ • based on what’s important to them. • “More horsepower means you’ll be able to cover more ground, which saves you time.” • “More horsepower means you’ll be able to cover more ground, which will allow you to grow your business.” FAB can connect Beliefs, Goals, and Needs directly

Through discovery, the salesperson hears the customer say: So, the salesperson responds with: Beliefs And that will allow you to _________________________________________________________ “Family is Important” Benefits Goals That is one less thing to do each day, which saves you time “I’d like to be able to spend less time at the office” Advantages Because our automated sweep transfers funds for you, you won’t have to ____________________________________ Needs “I need to automate some of my responsibilities” Features

Putting it All Together • The presentation is a story • __________________ • __________________ • __________________ • There is conflict and there is resolution • There is a ____________________in which the hero (the salesperson) helps the customer see the light or comes riding in on a white horse

PRESENTATION • During the sales call, the salesperson will want to: • 1) _____________________________________________________ • 2) ______________________________________________________ • 3) ______________________________________________________ • 4) ______________________________________________________

PRESENTATION • 1) Review the problem ______________________________________________ for which you have a solution by, in part, ___________________________________ • 2) Outline Solutions: Relate the features by translating their benefits _________________________________________________ as you understand it.

PRESENTATION • 3) Detail a Plan: Present a scenario for their consideration which is ____________________________________________ • 4) Support your selling point: Present further evidence that should strengthen ___________________________________________________

PRESENTATION • 1) The presentation is ________________________________ • 2) It offers the features of the ________________________________ • 3) By translating features into ________________________________ • 4) It presents compelling ________________________________

PRESENTATION • Some things that sales person will want to think about during the presentation will include: • 1) Aspects to Problem Solving: selling is primarily problem solving The purpose of presentation is to show prospect how your product can: • ___________________________________________ • ___________________________________________ • ___________________________________________ • ___________________________________________ • ____________________________________________

PRESENTATION • Some things that the sales person will want to think about during the presentation will include: • 2) Features of the product/service: • ____________________________________________________ • ________________________________________________________________________________________________________ • 3) Benefits of the product/service: • ________________________________________ • ______________________________________

Five basic parts to the “story”1. ___________________________ • It is very important to begin with this step • Time may have passed and needs____________ • You don’t want to sell a solution for the wrong ________________ • _________________________________ what the problem is that you’re solving

2. ____________________________ • Asking • Let’s the customer know you’re not just interested in the solution, but interested in _____________ • Sometimes allows you to discover critical information that ________________________________________

3.______________________ • Providing a _______________ • Keeps the salesperson from appearing to ___________________________________ • Allows the customer to spend more on deluxe model – (framing!) • Helps the customer understand ______________-_ • Plants the seed for future purchases

3._____________________________ • Providing a choice • Risks _______________________ the customer • _______________________the benefits they’ll receive from one model with benefits of others • _________________________of a “high D”

4. ____________________ • This is where you help your customer see how your solution benefits them • Probably the _________________________ aspect of the presentation

5. _____________________________ If the customer doesn’t understand the solution, Or agree that it’s the right one Then you might as well not have ________________________________

_________________________________ • Secure agreement that you’ve chosen the right solutions with a “benefit tag” question • The benefit tag doesn’t ask if they will agree to buy, but confirms that the benefit you presented is important to them • And seeks their agreement that the features _____________________________________

______________________________ • “And you said spending time with your family was important to you, right?” • “So do my figures add up to the savings you were hoping to achieve?” Does that make sense to you?

Presentation Process in class Example (Q#4)- Group Role Play? • Lynn a progressive Western Kentucky farmer would like to add an additional 250 acres to his 1200 acre farm. He’d like to farm it now and maybe eventually create a livestock facility. He has been banking with a small bank for his operating money and is looking beyond his current bank for this big loan. He owns the land that was passed on to him debt free from his father. You see he fits best into the “economic buyer class. • You are the loan officer selling the financing to Lynn, what would you say to meet the following presentation steps?

Presentation Process Example

The Presentation It is important and serious, but remember not to be too serious … or you might seem _____________ so inject some humor when appropriate if it ________________________________________ It can be self deprecating or …. Seasonal …

The Humor Trap • Humor – _____________________ • Don’t _______________________for your joke. • Use humor from _______________________ • Enjoy yourself by smiling and animating your voice and nonverbals. • ___________________telling the joke in different ways. • Make sure your ___________________ • And you know what it means • OR _________________________ 10-39 McGraw-Hill/Irwin

_________________________________ • This allows you to: • Be sure she/he is engaged in the problem solving process • _________________their problem is being solved • Uncover customer concerns ________________________________ • rather than collecting them until the end

PRESENTATION • 4) Presenting compelling evidence of benefits for your customer • When providing benefits, • _____________________________ • Keep claims • _____________________________ • Make claims • _____________________________ • Never make claims you • _____________________________ • Don’t overwhelm the prospect with • _____________________________

Common Types of Evidence (Q#5) • _____________________ • _____________________ • _____________________ • _____________________ • _____________________ • _____________________ • _____________________ • _____________________ • _____________________

Selecting Evidence • Choose evidence to reflect the way the buyer • _____________________________ • that shows off the benefits in which they have • _____________________________ • e.g. price comparisons for an • _____________________________ • testimonials for a • _____________________________ • cost/benefit spreadsheets for a • _____________________________

Testimonials • The testimonial used should carefully ________________________________________________________________________ • The person who writes the testimonial should be _____________________ • Frequently affirm this person is still a satisfied customer Testimonials are statements written by satisfied users of a product or service. 10-44 McGraw-Hill/Irwin

Testimonials For a relationship buyer or I, S buyer. • _________________________ • _________________________ • _________________________

Cost/Benefit Works best for a business buyer or the D & C buyer. • Prepare! Yours should not be the ______________________________ You can use … • ___________________________ • ___________________________ • ___________________________

Trials • Controlled – ______________________________________ • Demonstration- ____________________ • On-farm or in-business – ______________________________________

Photographs • Photographs . . . and computer-based sales presentations, allow the customer to see and judge a product’s performance. • There is a role for photographs for many products …a _______________________________________

Photographs Photographs and computer-based presentations are particularly useful in situations . . . • Setting product performance expectations • ________________________________________ • ________________________________________

Photographs • ________________________________ • ________________________________ • ________________________________________________________________________________________________ __________________________________________________________

Presentation Objectives