Transcript Ch. 12
CHAPTER 12 10th Edition Selling Today Manning and Reece Creating Value with the Sales Demonstration 12-1 Six-Step Presentation Plan 1. Approach (Chapter 10) 2. Presentation (Chapter 11) 3. Demonstration 4. Negotiation 5. Close 6. Servicing the Sale 12-2 Effective Demonstration • Adds sensory appeal • Attracts customer attention • Stimulates interest • Creates desire for product 12-3 Benefits of Demonstration • Improved communication and retention • Proof of buyer benefits • Proof devices • Feeling of ownership • Quantifying the solution • Value proposition revisited 12-4 FIGURE 12.2 Strategic Planning 12-5 Strategic Planning Points • Determine what features to demonstrate • Determine what sales tools to use • Check sales tools • Determine when and where to demonstrate • Determine how to involve the prospect • Prepare a demonstration worksheet • Rehearse the demonstration 12-6 Creative Demonstrations • Make features and benefits appealing • Must gain attention and increase desire for product • Create different ways of looking at problem and solution 12-7 Customize Demonstration • Use custom-fitted demonstrations • Relate to specific customer needs • Do not overstructure • Personalize the process 12-8 Choose Right Setting • Demonstration location makes difference • Sometimes neutral ground, like hotel or conference center • Other times in firm’s conference room • Controlled environments free from distraction 12-9 Check Sales Tools • Ensure audio/video, computer tools/files are in working order 12-10 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 • Need-satisfaction questions help move forward 12-11 Balance Telling, Showing, and Involvement • Develop demonstration worksheet • Demonstrations should be balanced and have variety—use worksheet to prepare • Try to give prospect “hands-on” experience • A Chinese proverb says, “Tell me, I’ll forget; show me, I may remember; but involve me and I’ll understand.” 12-12 Rehearse, Rehearse, Rehearse • If you don’t rehearse, you court disaster • Rehearse several times • Videotape or role play for manager 12-13 Proof Devices • Product itself is often best selling aid • Plant tours are excellent source of product info • Models are used when product large • Photos, illustrations, and brochures • Portfolio of support materials • Reprints of articles on product • Catalogs show product line and specifications • Graphs, charts, and test results • Laptop computers and demonstration software 12-14 Computer-based Tools: PowerPoint • Can incorporate charts, graphs, images, audio, and video • Often so common, familiarity level can be boring You must generate unique look! 12-15 Computer-based Tools: Spreadsheets • Spreadsheets excellent for organizing numbers to prepare quotes • Also good for “what-if” scenarios • Can be printed for proposal purposes • Can convert numbers to graphs or charts 12-16 Computer-based Tools: Web-based Demonstrations • Showcase information using Web browser • Can integrate data, voice, and video • Can conduct question and answer sessions in real time • Prospects can also view at their convenience 12-17 Bound Paper Presentations • Bound presentations still widely used • Effective for attractive graphs and charts, guarantees, product testimonials, etc. • Favored because of availability for future reference 12-18 Using Audiovisuals • Videos and computer-based presentations are common, but sometimes used ineffectively • Guidelines • Audiovisuals support, not replace, an interactive sales demonstrations • Preview material, describe highlights • Be prepared to pause for questions • At conclusion, review key points 12-19 Reality Check: Computer Skills • No longer 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 is tops • Expected: word processing, spreadsheets • Desired: PowerPoint, databases, CRM • Bonus: Java, HTML, etc. 12-20