Transcript Fundamentals of Selling

The Presentation is the Heart of the Sale
1 . P ro s p e c tin g
An effective approach
allows a smooth
transition into
discussing your
product’s features,
advantages,
and benefits
2 . P re a p p ro a c h
3 . A p p ro a c h
4 . P re s e n ta tio n
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P a rtic ip a tio n
P ro o f
V is u a l a id s
P e rs u a s iv e c o m m u n ic a tio n
D e m o n s tra tio n
D ra m a tiz a tio n
5 . T ria l C lo s e
6 . D e te rm in e o b je c tio n s
7 . M e e t o b je c tio n s
8 . T ria l C lo s e
9 . C lo s e
1 0 . F o llo w u p
Three Essential Steps Within the
Presentation
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?
The Salesperson’s Presentation Mix
Persuasive communication
Persuasive communication
– Persuasion through suggestion
– Make the presentation fun - YOU have fun!
– Personalize the Presentation
– Build Trust
– Always Use Effective Non-verbal Communication
– Use imagery: Help Your Customer Imagine the
benefits.
Participation
Participation is essential to success
Questions
Product use
Visuals
Demonstrations
Proof
Proof statements build believability
Past sales help predict the future
The guarantee
Testimonials
Company proof results
Independent research results
Proof Statements Help Prove What You Say
visual presentation
The visual presentation - show and tell
Visuals
– Increase retention
– Reinforce the message
– Reduce misunderstanding
– Create a unique and lasting impression
– Show the buyer that you are a professional
Dramatization Improves Your Chances
Demonstrations Prove it
If a picture is worth a thousand words, then a
demonstration is worth a thousand pictures
Demonstration checklist
– Needed and appropriate?
– Planned and organized?
– Flows smoothly and naturally?
– Will it go as planned?
– Will it backfire?
– Is it ethical and professional?
Demonstrations Prove it
Use participation in your demonstration
Let the prospect do something simple
Let the prospect work an important feature
Let the prospect do something routine or
frequently repeated
Have the prospect answer questions throughout
the demonstration
Demonstrations Prove it cont…
Reasons for using visual aids, dramatics, and
demonstrations
Capture attention and interest
Create two-way communication
Involve the prospect through participation
Afford a more complete, clear explanation of
products
Technology Can Help!
Can provide excellent presentation methods
Multimedia computers can
Present video clips
Play sound bites
Show beautifully illustrated graphics
Be connected to projection equipment
Be Prepared for Presentation
Difficulties
How to handle interruptions
Is discussion personal or confidential?
Offer to leave the room
Regroup your thoughts
Be Prepared for Presentation
Difficulties cont...
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
Be Prepared for Presentation
Difficulties cont…
Be professional always
Where the presentation takes place:
Could be anywhere
Be Prepared for the Presentation
The Most Important Part of the Presentation =
The Practice You Do Beforehand!