3. Main TopicsMain Topics
3
The Tree of Business Life: Presentation
Three Essential Steps within the Presentation
FABs
The Sales Presentation Mix
Visual Aids Help Tell the Story
Dramatization Improves Your Chances
Demonstrations: Show How It Works
The Sales Presentation Goal Model
The Ideal Presentation
Be Prepared for Presentation Difficulties
4. The Tree of Business Life: Presentation
4
Guided by The Golden RuleThe Golden Rule:
Create elements of the presentation
which appeal to the buyer’s senses
and lead to improved understanding
Liven up your talk with drama and a
demonstration
Use technology to help make your
message clear
Be professional about competition
You will see that ethical service builds
true relationships
I
T C
Ethical
Service
Builds
True
Relationships
T
T T
T T T T
T T T T
5. The Presentation:
The Heart of the Sale
5
An effective approach
allows a smooth
transition into
discussing your
product’s features,
advantages, and
benefits
6. Three Essential Steps in the
Presentation
6
Fully discuss the features, advantages, and benefits
of your product
Present your marketing plan
How to resell (for reseller)
How to use (for consumer and industrial user)
Explain your business proposition
What’s in it for your customer?
8. Salespeople Use FABs in their
Presentations
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Best Buy Pancake Mix
Features Advantages Benefits
Product
1. Traditional “farmhouse”
recipe, with freshest
ingredients; fortified with
vitamins A, B, C, and D;
no preservatives
2. User needs only to add
water, stir, and cook
1. Great tasting, fluffy and
light; highly nutritious
2. Quick and easy to
prepare
1. Provides an
appealing item;
expands breakfast
menu; increases
breakfast business
2. Requires minimal
kitchen time and
labor
9. Salespeople Use FABs in their
Presentations cont…
9
Features Advantages Benefits
Marketing Plan
3. Just in time delivery;
weekly as needed
4. Local distribution center
5. An experienced sales
representative to serve
account
3. No need to store large
quantities
4. Additional orders can be
filled quickly
5. Knowledge and
background in
food-service industry
3. Requires minimal
inventory space;
keeps inventory
costs low
4. Prevents out-of-
stock situations
5. Provides assistance
for meeting changing
needs and solving
business problems
10. Salespeople Use FABs in their
Presentations cont…
10
Features Advantages Benefits
Business Proposition
6. Quantity discounts
7. Extended payment plans
6. Reduces costs
7. Reduces interest costs
6. Increases your profits
7. Increases your profits
12. Persuasive Communication
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Sell Sequence = FAB + trial close
To be a persuasive communicator:
Use logical reasoning
Persuade through suggestion
Have a sense of fun
Personalize relationships
Build trust
Be aware of your body language – always smile!
Questions can re-channel an off-course presentation
Use diplomacy – choose your battles
Speak in an informal conversational style)
Use storytelling to illustrate points
13. Persuasive Communication cont…
13
Seven factors for good communication
1. Use questions
2. Be empathetic
3. Keep the message simple
4. Create mutual trust
5. Listen
6. Have a positive attitude and enthusiasm
7. Be believable
17. Proof
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Past sales help predict the future
The guarantee
Testimonials
Company proof results
Independent research results
Restatement of the benefit before proving it
Proof source and relevant facts or figures about
the product
Expansion of the benefit
20. Visual Aids
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Increase retention
Reinforce the message
Reduce misunderstanding
Create a unique and lasting
impression
Show the buyer that you are a
professional
21. Visual Aids cont…
21
Some common visual aids are:
The product
Charts and graphs illustrating features and advantages
Photographs and mock-ups
Equipment
Sales manuals and catalogs
Order forms
Letters of testimony
A copy of the guarantee
Flip-boards and posters
Sample advertisements
23. Dramatization
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Dramatics refers to talking or presenting the
product in a striking, showy, or extravagant manner
Dramatics should be incorporated only when you
are 100 percent sure they will work effectively
One of the best methods of developing ideas for
dramatizations is to watch television
commercials
Dramatic presentations set you apart from the
many salespeople that buyers see each day
25. Demonstration
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A successful demonstration
Lets the prospect do something simple
Lets the prospect work an important feature
Lets the prospect do something routine or frequently
repeated
Has the prospect answer questions throughout the
demonstration (feedback)
27. Putting It All Together
27
Reasons for Using Visual Aids, Dramatization, and
Demonstration, and Participation:
Capture attention and interest
Create two-way communication
Involve the prospect through participation
Afford a more complete, clear explanation of products
Increase a salesperson’s persuasive powers by obtaining positive
commitments on a product’s single feature, advantage, or benefit
People receive 87 percent of their information on the outside
world through their eyes and only 13 percent through the other
four senses
The addition of participation is much more persuasive than
dramatization alone
29. The Ideal Presentation
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Your approach technique quickly captures your
prospect’s interest and immediately finds signals
that the prospect has a need for your product and
is ready to listen
The ideal prospect
Is friendly, polite, relaxed, listens
Says “yes” and enthusiastically thanks you
Several weeks later you receive a copy of
customer’s letter sent to your company’s
president glowing with praise for you
30. Be Prepared for Presentation Difficulties
30
How to handle interruptions
Is the interruption personal or confidential?
Offer to leave the room
Regroup your thoughts
31. Be Prepared for
Presentation Difficulties cont...
31
Should you discuss the competition?
Do not refer to a competitor unless absolutely
necessary
Acknowledge your competitor only briefly
Make a detailed comparison of your product and the
competition’s product when necessary