9 TH EDITION CHAPTER 11 CREATING VALUE WITH THE SALES DEMONSTRATION Manning and Reece.

99THTH EDITION EDITION

CHAPTER 11CHAPTER 11CREATING VALUE CREATING VALUE WITH THE SALES WITH THE SALES DEMONSTRATIONDEMONSTRATION

Manning and Reece

11-2

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

See details Figure 9.3. 11-3

SIX-STEP PRESENTATION PLAN

1. APPROACH

2. PRESENTATION

4. NEGOTIATION

3. DEMONSTRATION

6. SERVICE

5. CLOSE

11-4

IMPORTANCE OF DEMONSTRATIONS

IMPROVED COMMUNICATION/RETENTIONIMPROVED COMMUNICATION/RETENTION

PROOF OF BUYER BENEFITSPROOF OF BUYER BENEFITS

QUANTIFYING THE SOLUTION QUANTIFYING THE SOLUTION

FEELING OF OWNERSHIPFEELING OF OWNERSHIP

VALUE PROPOSITION REVISITEDVALUE PROPOSITION REVISITED

11-5

EFFECTIVE DEMONSTRATION

Adds sensory appealAdds sensory appeal

Attracts customer attentionAttracts customer attention

Stimulates interest Stimulates interest

Creates desire for product Creates desire for product

11-6

SIMGRAPHICS

11-7

BENEFITS OF DEMONSTRATION

Improved retention and Improved retention and communication communication

Proof of buyer benefitsProof of buyer benefits Feeling of ownership Feeling of ownership Quantifying the solutionQuantifying the solution Value proposition is Value proposition is revisitedrevisited

See Figure 11.2 next slide 11-8

STRATEGIC PLANNING LEADS TO ACTIONS

STRATEGIC STRATEGIC DEMONSTRATION DEMONSTRATION

PLANNINGPLANNING

ACTIONS DURING ACTIONS DURING DEMONSTRATION DEMONSTRATION

Figure 11.2 11-9

STRATEGIC PLANNING

See Figure 11.2. 11-10

STRATEGIC PLANNING POINTS

Determine features to Determine features to demonstratedemonstrate

Determine sales tools to useDetermine sales tools to use

Check sales toolsCheck sales tools

Determine when and whereDetermine when and where

Involve prospectInvolve prospect

Prepare demonstration worksheetPrepare demonstration worksheet

Rehearse demonstrationRehearse demonstration

11-11

CREATIVE DEMONSTRATIONS

Make features and Make features and benefits appealingbenefits appealing --Must gain attention and --Must gain attention and

increase desire for increase desire for product product

--Create different ways of --Create different ways of looking at problem and looking at problem and solutionsolution

11-12

CUSTOMIZE DEMONSTRATION

Use custom-fitted Use custom-fitted demonstrations demonstrations --Relate to customer needs--Relate to customer needs

--Don’t over-structure--Don’t over-structure

--Personalize the process--Personalize the process

11-13

CHOOSE RIGHT SETTING

Demonstration locationDemonstration locationmakes difference makes difference

--Sometimes neutral ground, --Sometimes neutral ground, like conference center like conference center

--Controlled environments --Controlled environments are goodare good

--Prospect office has pros --Prospect office has pros and consand cons

11-14

CHECK SALES TOOLS

Audio/video, computer Audio/video, computer tools in working tools in working

orderorder--Make sure all hardware and --Make sure all hardware and

software work, carry software work, carry spares if necessary spares if necessary

--If real estate, make sure --If real estate, make sure you have seen property you have seen property

11-15

COVER ONE IDEA AT A TIME

Demonstrate one idea Demonstrate one idea or or feature at a time feature at a time --Make sure customer --Make sure customer

understands each before understands each before moving on…pace evenly moving on…pace evenly

--Make customer part of --Make customer part of every step every step

11-16

APPEAL TO ALL SENSES

Try to involve all five Try to involve all five sensessenses ----Multi-sensory appealsMulti-sensory appeals

help involve prospect and help involve prospect and build desire for product build desire for product

11-17

BALANCE SHOWING, TELLING, AND INVOLVEMENT

Develop demonstrationDevelop demonstrationworksheet worksheet --Demonstrations should be --Demonstrations should be

balanced and have variety balanced and have variety --Use demonstration worksheet --Use demonstration worksheet

to prepareto prepare--Try to give prospect “hands---Try to give prospect “hands-

on” experienceon” experience

See Figure 11.3 11-18

DEMONSTRATION DEMONSTRATION WORKSHEETWORKSHEET

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

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

11-19

REHEARSE, REHEARSE, REHEARSE

If you don’t rehearse, If you don’t rehearse, you court disaster you court disaster --Rehearse several times--Rehearse several times

--Videotape or role play for --Videotape or role play for managermanager

See Figure 11.4, Selling Dynamics Matrix

11-20

PLAN FOR DYNAMIC SITUATION

Presentations are Presentations are dynamic; be able to dynamic; be able to react effectivelyreact effectively --Base selling skills and --Base selling skills and

tools on customer tools on customer responsesresponses

11-21

ACTIONS AND SALES TOOLS

ProductProduct itself often best selling aid itself often best selling aid ModelsModels used when product large used when product large Photos/illustrationsPhotos/illustrations PortfolioPortfolio of support materials of support materials ReprintsReprints of articles on product of articles on product Graphs, charts, test resultsGraphs, charts, test results Computers and softwareComputers and software, laptop is , laptop is

powerful toolpowerful tool

11-22

COMPUTER-BASED TOOLSPOWERPOINT

PowerPoint presentations help organize PowerPoint presentations help organize

Can incorporate charts, graphs, audio, Can incorporate charts, graphs, audio, videovideo

Often so common, you must generate Often so common, you must generate unique look for impact, but don’t overdo itunique look for impact, but don’t overdo it

Can leave presentation behind with client Can leave presentation behind with client for for further review on diskfurther review on disk

11-23

COMPUTER-BASED TOOLSSPREADSHEETS

Spreadsheets excellent for organizing Spreadsheets excellent for organizing numbers…quotes, costs, schedulesnumbers…quotes, costs, schedules

Whenever possible, convert numbers toWhenever possible, convert numbers tographs or chartsgraphs or charts

Limit complexity and amount of dataLimit complexity and amount of data

Also good for “what-if” scenariosAlso good for “what-if” scenarios

11-24

COMPUTER-BASED TOOLSAUDIO/VISUAL

Computer-based presentations now the Computer-based presentations now the norm norm

Video, audio, and graphics also helpVideo, audio, and graphics also help GuidelinesGuidelines--Preview material, describe highlights--Preview material, describe highlights--Be prepared to pause to answer client --Be prepared to pause to answer client

questionsquestions--At conclusion, review key points--At conclusion, review key points

11-25

COMPUTER-BASED TOOLSBOUND PAPER

Bound presentations still widely used Bound presentations still widely used

Good method for providing detailsGood method for providing details

Also effective for guarantees, product Also effective for guarantees, product testimonials, complex data tables testimonials, complex data tables

Tip: Don’t give prospect copy until you Tip: Don’t give prospect copy until you leave…they may read and not pay leave…they may read and not pay attention to your presentation attention to your presentation

Last slide Chapter 11. 11-26

REALITY CHECK: COMPUTER SKILLS

NOT A NICE-TO-HAVE WHEN JOB NOT A NICE-TO-HAVE WHEN JOB HUNTING…HUNTING…A NEED-TO-HAVEA NEED-TO-HAVE--Many large firms scan resumes for PC and --Many large firms scan resumes for PC and

software skills…no skills, you’re outsoftware skills…no skills, you’re out--Presentation, specialized software tops--Presentation, specialized software tops

Expected: Word processing, spreadsheets

Desired: PowerPoint, databases, CRM

Bonus: Java, HTML, etc.