Module Seven Sales Presentation Delivery

Learning Objectives

1. Describe the difference between features, potential benefits, and confirmed benefits and the role they play in benefits selling.

2. Construct complete selling points using feature in benefits statements. 3. Explain the four steps of the SELL Sequence

Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Learning Objectives

4. Discuss the advantages of using response checks in the selling presentation. 5. List and explain the different forms of presentation tools and sales aids that can increase the impact of a presentation. 6. Delineate the four steps of the SPES process for effectively utilizing sales aids in presentations.

7. Explain some of the special considerations in making sales presentations to groups.

Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Setting the Stage

Kraft Presentations Use Technology That Focuses on the Customer 1.

What does Kraft’s 3-Step Category Insight Builder do?

2.

On what does the success of Kraft’s sales technology depend?

Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Linking Solutions to Needs

Salespeople should strive to communicate to the buyer . . .

• • •

How the buyer’s needs will be met or how an opportunity can be realized as a result of a purchase.

How the product features translate, in a functional sense, into benefits for the buyer.

Why the buyer should purchase from the salesperson as opposed to a competitive salesperson.

Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Features and Benefits

Feature A quality or characteristic of a product.

Two separate paper trays This printer has two letters and envelopes at the same time.

Potential Benefit The value a feature provides.

Confirmed Benefit The value a feature provides that the customer acknowledges as important.

Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

The Importance of a “Selling Point”

A selling point is the combination of a feature and meaningful benefit statement.

When used strategically, selling points are powerfully persuasive because they represent solutions addressing the buyer’s most pressing needs.

Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Buying Motives

Major Buying Motives These are the prospect’s most important concerns and the salesperson should give them top priority. Minor Buying Motives These are peripheral concerns and the salesperson should discuss these only after addressing the major buying motives.

Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

The SELL Sequence Model

Select & describe a feature Explain what the feature does Lead into the benefit Let the customer talk

Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Check-Backs and Response-Checks

Closed-ended questions designed to clarify, check for understanding, confirm interest, or confirm resolution of a concern.

Examples:

•

Is that what you had in mind?

•

Does this make sense to you so far?

• •

How does that sound to you?

Does that answer your concern?

Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Reasons for Using Presentation Tools and Sales Aides

• • • • •

Capture prospective buyer’s attention Generate interest in the recommended solution Make presentations more persuasive Increase the buyer’s participation and involvement Provide the opportunity for collaboration and two-way communication

Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Reasons for Using Presentation Tools and Sales Aides

• • • •

Add clarity and enhance the prospect’s understanding Provide supportive evidence and proof to enhance believability Augment the prospect’s retention of information Enhance the professional image of the salesperson and the selling organization

Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Sales Aids: Verbal Support • • •

Voice Characteristics Examples and Anecdotes Comparisons & Analogies

Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Sales Presentation Toolbox

• • •

Visual Aids

•

Product Demonstrations

• •

Printed Materials Photographs and Illustrations

•

Graphs and Charts Proof Providers Statistics Testimonials Case Histories Sales Call Setting

• • •

Location Positioning and Seating Arrangements Disruptions

Presentation Tools And Sales Aids

Verbal Support

•

Voice Characteristics

•

Examples and Anecdotes

•

Comparisons and Analogies Electronic Media

•

Computer-Based Presentations

•

Video

• •

Slides Overhead Transparencies

Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Sales Aids: Sales Call Setting

Professional Selling: A Trust-Based Approach • • •

Location Positioning & Seating Arrangements Disruptions

Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Sales Aids: Proof Providers

•

Statistics

•

Testimonials

•

Case Histories “In January, Fortune magazine recognized CDW as the top rated technology vendor on the basis of services provided to the buying customer.”

Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Sales Aids: Visual Aids

• • • •

Product Demonstration & Models Printed Materials Photographs & Illustrations Graphs & Charts

Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Sales Aids: Electronic Media

Professional Selling: A Trust-Based Approach •

Computer-Based Presentations

•

Video

•

Slides

•

Overhead Transparencies

Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Sales Aids:

Professional Selling: A Trust-Based Approach

tate selling point & introduce the sales aid resent the sales aid xplain the sales aid ummarize

Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Group Sales Presentations

“When selling to groups, salespeople can

expect tough questions and should prepare accordingly

” “When selling to a group, salespeople

should take every opportunity to pre-sell individual group members prior to the group presentation

”

Buying Team Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Sales Tactics for Selling to Groups

• • •

Arrival – Arrive and setup before the buying group Eye Contact – Make periodic eye contact with each member of the buying group Communication – Solicit opinions and feedback from each member of the buying group and avoid taking sides

Buying Team Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams

Handling Questions in Group Presentation

• • •

Listen carefully and maintain eye contact with the person asking the question Repeat or restate the question as necessary to ensure understanding Answer each question succinctly and convincingly

Buying Team Professional Selling: A Trust-Based Approach Module 7: Sales Presentation Delivery Ingram LaForge Schwepker Jr.

Avila Williams