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CHAPTER 12 10th Edition Selling Today Manning and Reece Creating Value with the Sales Demonstration 12-1 Effective Demonstration • Adds sensory appeal • Attracts customer __________ • Stimulates interest • Creates desire for product 12-2 SimGraphics Visit SimGraphics.com 12-3 Benefits of Demonstration • Improved _________ and retention • Proof of buyer benefits • Proof devices • Feeling of _________ • Quantifying the solution • Value proposition revisited 12-4 Strategic Planning Points • Determine what _______ to demonstrate • Determine what sales _______ to use • Check sales tools • Determine when and where to demonstrate • Determine how to _______ the prospect • Prepare a demonstration worksheet • Rehearse the demonstration 12-5 Creative Demonstrations • Make features and benefits appealing • Must gain attention and increase desire for product • Create different ways of looking at problem and solution 12-6 Customize Demonstration • Use custom-fitted demonstrations • Relate to specific customer needs • Do not overstructure • Personalize the process 12-7 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 12-8 Check Sales Tools • Ensure audio/video, computer tools/files are in working order 12-9 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 _________ • Need-satisfaction questions help move forward 12-10 Appeal to All Senses • Try to involve all five senses • Multisensory appeals help involve prospect and build desire for the product • Dunbar salespeople include a tasting kit along with their demonstration 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 Demonstration Worksheet FIGURE 12.3 12-13 Rehearse, Rehearse, Rehearse • If you don’t rehearse, you court disaster • Rehearse several times • Videotape or role play for manager 12-14 Plan for Dynamic Situation • Presentations are ______; be able to react effectively • Base selling skills and tools on customer responses • See the Selling Dynamics Matrix (Figure 12.4) 12-15 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! 12-16 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 12-17 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 ______________ 12-18 Computerbased Tools: Virtual Tours • Visit these sites to see examples of virtual tours: • Visualtour.com • Campustours.com • Realtourvision.com 12-19 Bound Paper Presentations • Bound presentations still widely used • Effective for attractive _____ and ______, guarantees, product testimonials, etc. • Favored because of availability for future reference 12-20 Using Audiovisuals • Videos and computer-based presentations are common, but sometimes used ineffectively • Guidelines • Audiovisuals support, not replace, an interactive _________________ • Preview material, describe highlights • Be prepared to pause for questions • At conclusion, review key points 12-21 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. 12-22