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This chapter explores the significance of sales demonstrations, providing guidelines for planning and executing impactful demonstrations. It also emphasizes the importance of involving the prospect, customizing the presentation, and using appropriate sales tools. The chapter highlights the benefits of creative demonstrations, emphasizing the need to engage all the senses and balance between showing, telling, and involvement. Additionally, it discusses the utilization of computer-based tools such as PowerPoint, spreadsheets, audio/visual aids, and bound paper presentations to enhance the sales process. Readers will learn how to create dynamic demonstrations that resonate with customers and lead to successful sales outcomes.
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9TH EDITION Selling Today Manning and Reece CHAPTER 11 CREATING VALUE WITH THE SALES DEMONSTRATION
LEARNING OBJECTIVES • Discuss how demonstrations add value • Explain guidelines to follow when planning a demonstration • Complete a demonstration worksheet • Develop selling tools that can add value to your sales presentation • Discuss how to use audio-visual presentations effectively
SIX-STEP PRESENTATION PLAN 1. APPROACH 2. PRESENTATION 3. DEMONSTRATION 4. NEGOTIATION 5. CLOSE 6. SERVICE See details Figure 9.3.
IMPORTANCE OF DEMONSTRATIONS IMPROVED COMMUNICATION/RETENTION PROOF OF BUYER BENEFITS FEELING OF OWNERSHIP QUANTIFYING THE SOLUTION VALUE PROPOSITION REVISITED
EFFECTIVE DEMONSTRATION • Adds sensory appeal • Attracts customer attention • Stimulates interest • Creates desire for product
BENEFITS OF DEMONSTRATION • Improved retention and communication • Proof of buyer benefits • Feeling of ownership • Quantifying the solution • Value proposition is revisited
STRATEGIC PLANNING LEADS TO ACTIONS STRATEGIC DEMONSTRATION PLANNING ACTIONS DURING DEMONSTRATION See Figure 11.2 next slide
STRATEGIC PLANNING Figure 11.2
STRATEGIC PLANNING POINTS • Determine features to demonstrate • Determine sales tools to use • Check sales tools • Determine when and where • Involve prospect • Prepare demonstration worksheet • Rehearse demonstration See Figure 11.2.
CREATIVE DEMONSTRATIONS • Make features and benefits appealing --Must gain attention and increase desire for product --Create different ways of looking at problem and solution
CUSTOMIZE DEMONSTRATION • Use custom-fitted demonstrations --Relate to customer needs --Don’t over-structure --Personalize the process
CHOOSE RIGHT SETTING • Demonstration location makes difference --Sometimes neutral ground, like conference center --Controlled environments are good --Prospect office has pros and cons
CHECK SALES TOOLS • Audio/video, computer tools in working order --Make sure all hardware and software work, carry spares if necessary --If real estate, make sure you have seen property
COVER ONE IDEA AT A TIME • Demonstrate one idea or feature at a time --Make sure customer understands each before moving on…pace evenly --Make customer part of every step
APPEAL TO ALL SENSES • Try to involve all five senses --Multi-sensory appealshelp involve prospect and build desire for product
BALANCE SHOWING, TELLING, AND INVOLVEMENT • Develop demonstration worksheet --Demonstrations should be balanced and have variety --Use demonstration worksheet to prepare --Try to give prospect “hands-on” experience
DEMONSTRATION WORKSHEET WHAT WHAT FEATURE PROOF TO SAY TO DO Quick data Screen 7 “Fastest data Customer entry screen entry ever.” tries entry form #22 Automatic Hot key 4 “Simply press Customer file saving hot key 4.” uses key 4 See Figure 11.3
REHEARSE, REHEARSE, REHEARSE • If you don’t rehearse, you court disaster --Rehearse several times --Videotape or role play for manager
PLAN FOR DYNAMIC SITUATION • Presentations are dynamic; be able to react effectively --Base selling skills and tools on customer responses See Figure 11.4, Selling Dynamics Matrix
ACTIONS AND SALES TOOLS • Product itself often best selling aid • Models used when product large • Photos/illustrations • Portfolio of support materials • Reprints of articles on product • Graphs, charts, test results • Computers and software, laptop is powerful tool
COMPUTER-BASED TOOLSPOWERPOINT • PowerPoint presentations help organize • Can incorporate charts, graphs, audio, video • Often so common, you must generate unique look for impact, but don’t overdo it • Can leave presentation behind with client for further review on disk
COMPUTER-BASED TOOLSSPREADSHEETS • Spreadsheets excellent for organizing numbers…quotes, costs, schedules • Whenever possible, convert numbers to graphs or charts • Limit complexity and amount of data • Also good for “what-if” scenarios
COMPUTER-BASED TOOLSAUDIO/VISUAL • Computer-based presentations now the norm • Video, audio, and graphics also help • Guidelines --Preview material, describe highlights --Be prepared to pause to answer client questions --At conclusion, review key points
COMPUTER-BASED TOOLSBOUND PAPER • Bound presentations still widely used • Good method for providing details • Also effective for guarantees, product testimonials, complex data tables • Tip: Don’t give prospect copy until you leave…they may read and not pay attention to your presentation
REALITY CHECK: COMPUTER SKILLS NOT A NICE-TO-HAVE WHEN JOB HUNTING…A NEED-TO-HAVE --Many large firms scan resumes for PC and software skills…no skills, you’re out --Presentation, specialized software tops Expected: Word processing, spreadsheets Desired: PowerPoint, databases, CRM Bonus: Java, HTML, etc. Last slide Chapter 11.