Transcript Sales Presentation Delivery

Module Seven
Sales Presentation Delivery
Use of Visuals to
Improve Presentation Effectiveness
An Expert’s Viewpoint:
“. . . US Filter’s salespeople were having difficulty
explaining to prospects how a new water purification
process worked and it was depressing sales . . . they
developed a short animation that graphically demonstrated
how the water filtration worked and why the US Filter
product was superior to the competition. . . .”
Action
Use of Visuals to
Improve Presentation Effectiveness
An Expert’s Viewpoint:
Result
“. . . . It’s a very persuasive and memorable way to
communicate information . . . we’ve had clients tell us
their reps are still getting feedback from doctors who
remembered that information.”
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.
Features and Benefits
Feature
A quality or characteristic of a
product.
This printer has two
separate paper trays.
Features and Benefits
Feature
A quality or characteristic of a
product.
Potential Benefit
The value a feature provides.
Two separate paper trays
allows the user to print
letters and envelopes at
the same time.
Features and Benefits
Feature
A quality or characteristic of a
product.
Buyer:
“I want to be able to print
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.
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.
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.
The SELL Sequence Model
Select &
describe a
feature
Explain
what the
feature does
Lead into the
benefit
Let the
customer talk
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?
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
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
Sales Aids: Verbal Support
• Voice Characteristics
• Examples and Anecdotes
• Comparisons & Analogies
Sales Aids: Sales Call Setting
• Location
• Positioning & Seating Arrangements
• Disruptions
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.”
Sales Aids: Visual Aids
• Product Demonstration & Models
• Printed Materials
• Photographs &
Illustrations
• Graphs & Charts
Sales Aids: Electronic Media
• Computer-Based
Presentations
• Video
• Slides
• Overhead Transparencies
Sales Aids:
tate selling point & introduce the sales aid
resent the sales aid
xplain the sales aid
ummarize
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”
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
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