SAlES representation

ANDREW ZIELINSKI, MBA SAlES representation www.accrongroup.com/fengyeschool/

Where we are: Objectives– 10 Steps to Professional Sales in 7 Weeks • Professional Sales Call Preparation – Pre-Approach • Professional Client Relations – The Approach • Needs Analysis • Product/Service Presentation - 1:1 and to Groups • Handling Objections • Negotiation • Closing • Follow-Up • Merchandising and Promotion • After-Sales Service Starting Section 5 of Module early due to exam and extra time to complete Assignments 5.1 – 5.3 Module 5: sales representation

Back to Previous Section…. Product/Service Presentation Covered in this Section Product and Service Categories Features and Benefits Words that Work Building Sales Pitches Effective Presentations Module 5: sales representation

The purpose of presentations

Presentations are a powerful way to communicate your message to a group. They are an opportunity to gather your audience together to engage in a two-way dialogue. Module 5: sales representation

Persuade the audience to take a particular course of action Convey something you want the audience to know Tailor information to meet the needs of a particular audience Managers use presentations to:

Provide a forum for discussion of controversial or challenging ideas Find out how people are reacting to a situation or an idea Gain commitment and alignment Engage people in generating solutions to problems Module 5: sales representation

There are many different types of presentations that meet specific needs. These are some examples: Sales: Outlines the benefits, features, and reasons to buy a product or service Persuasion: Provides the reasons or support to pursue a particular idea or path Different types of presentations

Status report: Details the progress of a project, a task force, or product sales Product demonstration: Shows how something works Business plan or strategy: Sketches out what an organization plans to do next, or articulates the company's goals Module 5: sales representation

Sharing detailed information is not a good use of a presentation. • Audiences will not remember detail. Thus, your purpose drives the type of presentation you choose. Module 5: sales representation

USE PRESENTATION: You can use a presentation to inform an audience about a major change or initiative. • USE WRITTEN FORM: Use written forms of communication for the details. Module 5: sales representation

your purpose drives the type of presentation you choose. Module 5: sales representation

Your objective drives how you develop your presentation. Define your objective

Maximize the impact of your presentation by learning more about your audience. Know your Audience

Many of us have experienced the paralysis of knowing what we want to accomplish, but having trouble putting down the actual words and ideas. Usually, the easiest way to proceed is to divide the work into stages. Stages of preparation

Stage 1:Define your key message. What do you want people to remember and what action you want them to take? This message flows directly from your objective. You can have a number of supporting arguments, ideas, and facts, but only one key message. Stages of preparation

Stage 2: Identify the arguments that support your message. Avoid excessive detail but be sure to talk about more than just the facts. It is important to identify and address the emotional underpinnings of your message. Why should the audience care about it? Stages of preparation

Stage 3: Finally, identify when it is important to get audience participation, reactions, agreement, or buy-in. Stages of preparation

After you have generated your initial set of ideas on content, you are ready to review and refine them. Review and refine your ideas

Is the key message you have selected really the most critical? Does it support the objectives of the presentation? Are the arguments you have made understandable to all levels of your audience? Consider the following:

Will your content convince the audience to agree with you? Are logical connections explicit? What arguments need to be developed? What contrary arguments do you need to neutralize? Module 5: sales representation

Then, ask yourself what else you can do or say that may help to persuade your audience. Remember: Include only those details that will persuade. If you are not sure about the impact of a point, leave it out. Module 5: sales representation

Simplicity in communication is key—especially in large organizations. Be aware that people can interpret the same words differently, so keep communication concise to avoid the potential for misunderstanding. Keep it Simple

Effective Presentations 10 Tips for More Effective Powerpoint Presentations Watch slideshow on class web site Module 5: sales representation

Activity Short Presentation Use Powerpoint to create a compelling short presentation Pick a product, solution, or service from one of your targeted companies Do some research on company’s web site, at competition, and on user or consumer web sites to find features, benefits, common uses, likes and dislikes Follow the structure explained in the previous slides Presentation should be no more than 2 minutes in duration Now, you do it!

Closing – add-ons, quotes, value proposition Adding on products or services to a sale is the next step after product presentation This includes any special deals that, based on customer’s needs, may make a nice addition to their main purchase Module 5: sales representation

Add-Ons and Additional Products • Timing for Proposing Add-ons • As soon as customer need has been identified • When to Propose More Products/Services? • When you have the confidence of your customer • How to Know if Customer is Interested? • Verbal and non-verbal queues • Show interest in what you are proposing • Seems to take your lead • Asks pertinent questions Module 5: sales representation

Presenting (Quoting) the Price Module 5: sales representation A ballpark “heads-up” idea of the price that customer can expect to pay – sets customer’s expectation Estimate total cost of purchase Highlight the positive aspects of the expenditure including rebates, promotions. Include taxes and any other additional charges Consider all the elements that are part of the purchase and bear influence on the price When all other objections have been successfully managed, check with customer to ensure all their questions have been answered, then find the right closing technique Find the right moment A ballpark “heads-up” idea of the price that customer can expect to pay – sets customer’s expectation Use the correct technique to justify the price

Some Closing Techniques Sandwich – Quote is sandwiched between presentation of features and articulation of benefits. Ties pricing to benefits The Balance – On one side all the features and benefits, on the other side the price. Show that features and benefits outweigh the price Comparative Close – Best price in town for this product, is one option. Another option is: “Look at other similar solutions. You will see that ours is the best value option.” Module 5: sales representation

Some Closing Techniques Break-it-down – Takes the total cost and breaks it down to smaller, more manageable amounts. “Only three payments of $xx!” Or: “Economical, at only $86 bi-monthly.” Opportunity Cost – You know what else customer could do with that money. Tell them that benefits of this purchase outweigh benefits of the other purchase. Example: “For three meals at le Biftheque, you can get this amazing kitchen set and enjoy home cooked meals.: The Ben Franklin – Put all the advantages in one column and all the disadvantages in another column. Show that the advantages of the purchase are greater than the disadvantages. More closing techniques Module 5: sales representation

Activity 5.8.1 Quoting and Closing Go web site, Class 28, and open Activity 5.8.1 Read the cases and answer all questions Print a copy, with you name on every page, and staple Bring to next class and hand in Now, you do it!

SAlES representation