11-1 Exhibit 11-1: The Presentation is the Heart of the Sale An effective approach allows a smooth transition into discussing your product’s features, advantages, and benefits 1.Prospecting 2.Preapproach 3.Approach 5.Trial C lose 6.D eterm ine objections 7.M eetobjections 9.C lose 10.Follow up 8.Trial C lose 4.Presentation Participation Proof Visual aids Persuasive com m unication D em onstration D ram atization
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11-1 Exhibit 11-1: The Presentation is the Heart of the Sale An effective approach allows a smooth transition into discussing your product’s features,
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11-1
Exhibit 11-1: The Presentation is the Heart of the Sale
An effective approachallows a smooth transition into discussing yourproduct’s features, advantages,and benefits
1. Prospecting
2. Preapproach
3. Approach
5. Trial Close
6. Determine objections
7. Meet objections
9. Close
10. Follow up
8. Trial Close
4. Presentation
Participation Proof Visual aids Persuasive communication Demonstration Dramatization
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Three Essential Steps Within the Presentation
Fully discuss the features, advantages, and benefits of your product
Present your marketing planHow to resell (for reseller)How to use (for consumer and industrial user)
Explain your business propositionWhat’s in it for your customer?
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Exhibit 11-3: Three Essential Steps Within the Presentation
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Exhibit 11-5: The Salesperson’s Presentation Mix
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Persuasive communication
Persuasive communication– The SELL sequence and trial close
– Logical reasoning
– Major premise
– Minor premise
– Conclusion
– Persuasion through suggestion
– Make the presentation fun
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Participation
Participation is essential to successQuestionsProduct useVisualsDemonstrations
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Proof
Proof statements build believabilityPast sales help predict the futureThe guaranteeTestimonialsCompany proof resultsIndependent research results
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Exhibit 11-6: Proof Statements Help Prove What You Say
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visual presentation
The visual presentation - show and tellVisuals
– Increase retention– Reinforce the message– Reduce misunderstanding– Create a unique and lasting impression– Show the buyer that you are a professional
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Dramatization Improves Your Chances
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Demonstrations Prove it
If a picture is worth a thousand words, then a demonstration is worth a thousand picturesDemonstration checklist
– Needed and appropriate?
– Objective?
– Planned and organized?
– Flows smoothly and naturally?
– Will it go as planned?
– Will it backfire?
– Is it ethical and professional?
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Exhibit 11-9: Seven Points to Remember About Demonstrations
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Demonstrations Prove it
Use participation in your demonstrationLet the prospect do something simpleLet the prospect work an important featureLet the prospect do something routine or
frequently repeatedHave the prospect answer questions throughout
the demonstration
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Demonstrations Prove it cont…
Reasons for using visual aids, dramatics, and demonstrationsCapture attention and interestCreate two-way communicationInvolve the prospect through participationAfford a more complete, clear explanation of
productsIncrease a salesperson’s persuasive powers by
obtaining positive commitments on a product’s single feature, advantage, or benefit
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Technology Can Help!
Can provide excellent presentation methodsMultimedia computers can
Present video clipsPlay sound bitesShow beautifully illustrated graphicsBe connected to projection equipment
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Be Prepared for Presentation Difficulties
How to handle interruptionsIs discussion personal or confidential?Offer to leave the roomRegroup your thoughts
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Be Prepared for Presentation Difficulties cont...
Should you discuss the competition?Do not refer to a competitor unless absolutely
necessaryAcknowledge your competitor only brieflyMake a detailed comparison of your product and
the competition’s product when necessary
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Be Prepared for Presentation Difficulties cont…
Be professional alwaysWhere the presentation takes place: