Chapter 9

1. Chapter 9 Strengthening The Presentation

2. Characteristics Of A Strong Presentation • Communication tools such as visual aids, samples, testimonials, demonstrations and the use of humor are important ingredients in most sales calls • These tools help focus the buyer’s attention, improve the buyer’s understanding, helps remember what the salesperson said, offers concrete proof of the salesperson’s statements, and creates a sense of value

3. Keep The Buyer’s Attention • Stay interactive with buyer to avoid boredom or lack of attention • Get the buyer actively involved in the communication process • The buyer’s personality can also affect his or her attention span

4. Improve The Buyer’s Understanding • Salespeople need to utilize all available communication tools to help individuals, who have problems forming clear images, better understand the solution to the problem or the opportunity being presented • Notice – more senses involved – better retention of message • Multiple-sense appeals-appeal to more than one sense • Sellers of some products use appeals to all of the senses; others involve 2 to 3 • Ben and Jerry’s example in text – what is critical?

5. Helps The Buyer Remember What Was Said • People immediately forget 50 percent of what they hear; 75 percent of the message is forgotten after 48 hours • Securing an order often requires multiple visits • Profitability occurs when the selling situation was memorable • Lasting impressions can be created in many ways • Present skillfully in a well-timed demonstration

6. Offers Proof Of Salesperson’s Assertions • Most people won’t believe everything a salesperson tells them • Creating trust is very important • Salespeople require tools to back up their claims – 3rd party sources

7. Creates A Sense Of Value • The manner in which a product is handled suggests value • Careful handling- positive • Careless handling- negative • The use of communication tools can also make a statement about the importance of the buyer

8. How To Strengthen The Presentation • Use of communication tools (word pictures, stories, humor, charts, models, samples, gifts, catalogs, brochures, pictures, ads, maps, illustrations) • The seller should strategically select methods and media that will helpfully address the needs of the buyer • Adapt to the buyer

9. Verbal Tools Word Pictures and Stories • Use stories from your own life • Make sure you have a reason for telling the story • Use the “hook” of the story to directly tie back in presentation • Be accurate and vivid with the words you choose • Pace the story • Choose stories that fit your own style • Stories can be quite short

10. Verbal Tools Humor • Don’t oversell • Don’t apologize before telling a joke • Identify any facts that are absolutely necessary for the punch line of the story to make sense • Enjoy yourself while you’re relating the humor by smiling and animating your voice and nonverbals • Practice telling the joke different ways to see which exact wording works best • Make sure your punch line is clear

11. Visual Tools Charts • Know the single point the visual should make and ensure that it accomplishes that point • Use current and accurate information • Don’t place too much information on a visual • Use bullets to emphasize key points • Don’t overload the buyer with the numbers • Clearly label each visual with a title • Recognize the emotional impact of colors and choose appropriately • If possible, use graphics instead of tables • Use consistent art styles, layouts, and scales for your collection of charts and figures • Check your visuals for errors

12. Models, Samples & Gifts Models, Samples, and Gifts • Miniature models serve as substitutes for products too large or bulky to transport • Cross-sectional models illustrate how a product is constructed • Carry a sample for demonstration purposes • Samples, if they perform effectively, can make excellent sales aids • Samples and gifts help to maintain the prospect’s interest after the call and serve as a reminder

13. Continued Catalogs and Brochures • Aids communication of information • Brochures often summarize key points and contain answers to the usual questions buyers pose • Large amounts of money are usually spent on developing visually attractive brochures Pictures, Ads, Maps, and Illustrations • Easy to prepare, relatively inexpensive, and permit a realistic portrayal of product and its benefits • Photographs of people and copies of recent or upcoming ads may contribute visual appeal

14. Testimonials & Test Results Testimonials-statements, usually letters, written by satisfied users of a product or service • The effectiveness depends on the skill in which it is used and a careful matching of satisfied user and product • Before using a testimonial check with the person who wrote it and frequently reaffirm he or she is a happy (satisfied customer) • Should only be used if they help address the buyer’s needs or concerns • Use test results to strengthen the presentation

15. Appropriate Media Media Used To Display Visual Tools • Choose media appropriate for the situation • Recent survey: 96 percent agree technology enhances presentations Sales Portfolios Portfolio- paper-based collection of visual aids, often placed in a binder or container, used to enhance communications during a sales call • Should contain a broad spectrum of visual aids the salesperson can find quickly if needed

16. Digital Collateral Management Systems • Archives, catalogs & retrieves digital media & text • Collateral = collection of documents • SAVO = can call up videos, photos, audio files, PP templates, Web pages, legal documents, etc. • www. Savogroup.com

17. Continued Document cameras (visual presenters)-like overheads, but are capable of displaying any three-dimensional object Electronic whiteboards (digital easels)- used when working with customers who prefer to brainstorm an issue or problem

18. Product Demonstrations • One of the most effective methods of appealing to the buyer’s senses • Hands-on product demonstrations illustrate quality, effectiveness, and provide an interactive component • Executive briefing centers – specific highly specialized rooms designed to showcase company’s capabilities

19. Handouts • Read text – P. 245-246 • For your in-class presentations: • Handouts are a critical tool – short, specific and passed out when you are about to discuss them • Wait until everyone has the handout before talking

20. Handouts Handouts-written documents provided to buyers to help them remember what was said • A well prepared set of handouts can be one of the best ways to increase buyer retention of information (long-term) • Careful preparation is required • Important for foreign buyers Helpful Tips • Don’t forget the goal of your meeting • Make sure the handout look professional • Don’t cram too much information on a page • Don’t drown your prospect in information

21. Written Proposals The RFP Process Definition: A document issued by a prospective buyer asking for a proposal (request for quote (RFQ), request for bid (RFB)) • Should contain the customer’s specifications for the desired product, including delivery schedules • The customer has a firm idea of the product needed • The salesperson can assist the customer in identifying needs and specifying product characteristics • Buyers want the bottom line

22. Written Proposal • Written Proposals • Keep the customers’ needs in mind • Three parts of a proposal: • 1) Executive summary- a brief description of the problem to be solved and a brief description of the proposed solution • 2) A description of the current situation in relation to the proposed solution • 3)Budget • Many salespeople compare the current situation with the proposed solution on the same sheet • Some proposals are too complicated for such a simple approach

23. Customer Value Analysis • How is your product/service unique? • Quantifying the solution: Read in text – P. 238-241 • Examples of quantifying: cost/benefit analysis; ROI; Payback period; net present value; & opportunity cost. • EXTREMELY IMPORTANT!

24. Quantifying The Solution Quantifying the solution- strengthening the presentation by showing the prospect that the cost of the proposal is offset by added value • More important in some situations than others • Products or services that pose little risk involves very little quantifying of the solution • Products or services that pose moderate to high risk; quantifying the solution becomes increasingly important • Quantifying the solution is imperative in super-high-risk situations

25. Continued Simple Cost-Benefit Analysis • one of the simplest methods of quantifying the solution, lists the costs to the buyer and the savings the buyer can expect from the investment • Buyers must supply information for it to be realistic and meaningful Comparative Cost-Benefit Analysis • Comparisons of the present situation’s costs with the value of the proposed solution ( or with that of a competitor) • Involve prospect while creating figures

26. Continued Return on Investment ROI = Net Profits (or savings) / Investment • Salespeople need to find the firm’s minimum ROI or ROI expectations Payback Period Definition: The length of time it takes for the investment cash outflow to be returned Payback Period = Investment / Savings (or profits) per year • For the buyer, it indicates how quickly the investment money will come back and a good measure of risk

27. Continued Net Present Value (NPV) Definition: The net value today of future cash inflows minus the investment NPV = Future cash inflows discounted _ Investment into today’s dollars Opportunity Cost Definition: The return a buyer would have earned from a different use of the same investment capital Other Methods of Quantifying the Solution • Turnover, contribution margin, accounting rate of return, and after-tax cash flows

28. Selling Value to Resellers • Resellers primarily concerned about three two key factors: 1. Will their customers buy the product/service, and 2. How much will they make on the sale (profit margin)? • Profit Margin • Inventory Turnover • Return on Space

29. Dealing With The Jitters • Know your audience well • Know what you’re talking about • Prepare professional, helpful visuals • Be yourself • Get a good night’s sleep • Feed off energy and enthusiasm of audience • Recognize effects of fear and accommodate yourself • Visualize your audience as your friends • Psych yourself up for the presentation • Realize that everyone gets nervous before presentations • PRACTICE, PRACTICE, PRACTICE !

30. Dealing with the jitters • Read P. 245 • I will always cover for you! • No embarrassment – promise! • This is your training ground! • You can feel safe here! • Remember, we are the national champion!

31. Questions?