1. Strengthening The
Presentation
Chapter 10

2. Important Questions Answered
► How can salespeople use verbal tools to strengthen the
presentations?
► Why do salespeople need to augment their oral
communication through tools such as visual aids,
samples, testimonials and demonstrations?
► What materials are available to strengthen the
presentation?
Contd.
2

3. Important Questions Answered
► How can salespeople utilise visual aids and technology
most effectively?
► What are the ingredients of a good demonstration?
► Is there a way to quantify the salesperson’s solution to
the buyer’s problem?
► How can salespeople reduce presentation jitters?
3

4. Purpose of the presentation
► Knowledge
► Beliefs
► Desire/Need
► Attitude
► Conviction
4

5. Three Essential Steps Within the
Presentation
5

6. The Purpose of the Presentation
Main Goal
•To sell your product to your customer.
Provide •Features •Product
knowledge via •Advantages •Marketing plan
•Benefits of your •Business proposal.
Allow buyer to develop positive personal attitudes toward your
product.
Other Goals •Attitudes result in desire (or need).
•Convert need into want and into the belief that your product can
fulfill a certain need.
your product is best
Convince the buyer that
•you are the best source from which to buy.
Fully Discuss Your Product
•Features
Three Essential Steps Within The •Advantages
Presentation •Benefits
2.Present Your Marketing Plan.
3.Explain Your Business Proposition (value/cost comparison).
Don't worry about making the perfect presentation.
•It's more important that you truly believe in your product.
Sellers typically presents 6-8 features or benefits in a presentation
•Prospect remembers only one
Facts About Presentations
•39% of the prospects remember that one thing incorrectly
6
•49% percent remember something that was not even mentioned

7. THE SALES PRESENTATION TOOLBOX
Persuasive Communication
Construct logical reasoning
Seven factors that help you to be a based on:
better communicator: •Major premise.
I.Using questions. •Minor premise.
II.Being empathetic. •Conclusion.
III.Keeping the message simple. Make the presentation fun.
IV.Creating mutual trust. •Personalize your relationship.
V.Listening. •Build trust.
VI.Having a positive attitude and •Use body language.
enthusiasm. •Control the presentation.
VII.Being believable. •Use the Paul Harvey dialogue.
7

8. 8

9. 9

10. 10

11. The Sales Presentation Goal Model
11

12. The Sales Presentation Mix
12

13. The Ideal Presentation
► Your approach technique quickly captures your
prospect’s interest and immediately finds signals that
the prospect has a need for your product and is ready
to listen
► The ideal prospect
 Is friendly, polite, relaxed, listens
 Says “yes” and enthusiastically thanks you
► Several weeks later you receive a copy of customer’s
letter sent to your company’s president glowing with
praise for you
► Sometimes it happens but many times there are
difficulties
13

14. Characteristics Of A Strong
Presentation
Characteristics of a presentation are:
 Keeps the buyer’s attention
 Improves the buyer’s understanding
 Help the buyer remember what was said
 Offers proof of salesperson’s assertions
 Creates a sense of value
Contd.
14

15. Keeps the buyer’s attention
A good salesperson knows that only talking is not
enough. To keep the attention and interest of the
prospects it is important to make use of humour and
audio-visual devices. Unless the buyer actively
involved in the communication process their
attention will probably divert. The buyer's
personality can also affect his or her attention span.
For example, one would expect an amiable to listen
more attentively to a long presentation than, say, a
driver would.
15

16. Improves the buyer’s understanding
It is difficult to imagine a product or service by
reading out a paper or listening about it. On the
other hand, multiple-sense appeals .improves the
understanding dramatically
To help the prospect better understand, five basic
channels may be used: the senses of hearing, sight,
touch, taste, and smell.
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17. Help the buyer remember what was
said
A presentation is said to be successful if what is said
is remembered afterwards. Studies show that we
learn
 1% from taste
 2% from touch
 4% from smell
 11% from hearing (only 20% of this we retain)
 82% from seeing
we retain only 50% of what we hear and see
17

18. 18

19. Offers proof of salesperson’s
assertions
Presentation gives the salesperson an opportunity to
prove what he/she claims to be true. Simple talk
could be taken as mere claims without any proof.
Most people just won't believe everything a
salesperson tells them. Creating trust is very
important. Communication tools provide solid
proof to back up the salesperson's claims.
19

20. Proof Statements Build Believability
► Past sales help predict the future
► The guarantee
► Testimonials
► Company proof results
► Independent research results
 Restatement of the benefit before proving it
 Proof source and relevant facts or figures about
the product
 Expansion of the benefit
20

21. Proof Statements Help Prove What
You Say
21

22. Creates a sense of value
The way a particular product is handled suggests
its value without even using the words. Careful
handling gives the impression of value even if no
words are spoken. Careless handling implies that
the product has little value.
22

23. How To Strengthen The Presentation
A seller should not just grab a method because it sounds
trendy or because it worked in a previous sales call.
Rather, a seller should strategically select methods and
media that will helpfully address the needs of the
buyer. This process includes responding to the buyer's
unique style.
The Basic tools to Strengthen the presentation are
► Verbal Tools
► Visual tools
23

24. Verbal Tools
► Word pictures and stories
► Humour
24

25. Word pictures and stories
The power of the spoken word can be phenomenal. Stories o
all types can be effective.
► If at all possible, use stories from your own life
► Make sure you have a reason for telling the story.
► Use the "hook" of the story to tie back directly into your
presentation.
► Be accurate and vivid with the words you choose.
► Pace the story.
► Choose stories that fit your own style.
Stories can be quite short-even a few sentences.
25

26. Humour
The wonderful effects of Humor will put everyone
more at ease, including the salesperson.
► Don't oversell
► Don't apologize before telling a joke
► Identify any facts that are absolutely necessary for
the punch line of the story to make sense
► Enjoy yourself while you're relating the humor by
smiling and animating your voice and non-verbal.
► Practice telling the joke different ways to see which
exact wording works best.
► Make sure your punch line is clear.
26

27. Visual tools
► Charts
► Models, samples and gifts
► Catalogues and brochures
► Pictures ads, maps and illustrations
► Testimonials and Test Results
27

28. Charts
► Know the single point the visual should make
► Use current and accurate information.
► Don't place too much information on a visual on a
textual visual.
► Don't use complete sentences.
► Use bullets
► Don't overload the buyer with numbers.
► Recognize the emotional impact of colors and
choose appropriate ones.
► If possible, use graphics
► Use consistent art styles, layouts, and scales
► Check your visuals closely for misspelled words, and
other errors.
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29. Models, samples and gifts
Visual selling aids such as models, samples, and gifts
may be a good answer to the problem of getting and
keeping buyer interest. Miniature models go to the
interview as substitutes for products too large or
bulky to transport easily. Depending on the service
or product, samples can make excellent sales aids.
Samples and gifts frequently help to maintain the
prospect's interest after the call and serve as a
reminder for prospects or customers who either buy
or do not buy during the presentation
29

30. Catalogues and brochures
Catalogs and brochures can help salespeople
communicate information to the buyer effectively.
The salesperson can use them during
presentations and then leave them with the buyer
as a reminder of the issues covered. Brochures
often summarize key points and contain answers to
the usual questions buyers pose. Creatively
designed brochures usually unfold in a way that
enables the salesperson to create and maintain
great interest while showing them.
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31. Pictures ads, maps and illustrations
Pictures are easy to prepare, are relatively inexpensive,
and permit a realistic por­trayal of the product and
its benefits. Photographs of people may be
particularly effective. For example, leisure made
possible through savings can be communicated via
photographs of retired people at a ranch, a mountain
resort, or the seashore. Illustrations drawn, painted,
or prepared in other ways also help to dramatize
needs or benefits. Copies of recent or upcoming ads
may contribute visual appeal. With new technology,
even detailed maps can be easily developed.
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32. Testimonials and Test Results
Testimonials are statements, usually letters, written by
satisfied users of a prod­uct or service. These letters
commend the product or service and attest that the
writer believes it to be a good buy. The effectiveness
of a testimonial hinges on the skill with which it is
used and a careful matching of satisfied user and
prospect. Salespeople can also use test results to
strengthen the presentation. Tests on the product or
service may have been conducted by the seller's firm
or some third-party organization
32

33. The Visual Presentation–Show and
Tell
► Increase retention
► Reinforce the message
► Reduce misunderstanding
► Create a unique and lasting impression
► Show the buyer that you are a professional
33

34. Use of Sales Aids
The Organizer
A series of visuals that go step by step through the sales process.
(eg A flip chart)
Built around benefits
•Fosters 2 way communication
Company prepared organizers •Leads to the close
•Gets the whole story out in less time
•Keeps the presentation on track
•Personal letters of reference
Supplements that you should add •Business cards of clients
•Pictures of clients using the product
•Pictures of finished installations
Other Audiovisual Aids
Computers
The most popular •Videos
Audiovisual Aids •Slides
•Presentation software use is growing
Rehearse them!
•Customize them to fit each individual customer.
•Make them simple, clear, and straight forward.
•Control the demonstration.
Guidelines for Using Visual Aids, Dramatics,
•Make the demonstration true to life.
Demonstrations.
•Encourage prospect participation.
•Incorporate trial closes (nail downs) after showing or demonstrating
a major feature, advantage, or benefit in order to determine if it is
34
believed or important to the prospect.

35. Make Your Statements Visual
Simile a comparison statement using the words "like" or "as"
implied comparison that uses a contrasting word or phrase to evoke a vivid
Metaphor
image.
Analogy compares two different situations which have something in common.
Past sales help predict the future.
•The guarantee.
•Testimonials.
•Company proof results.
•Facts and Statistics
Proof
•Demonstrations - show the product in use
Statements
•Testimonials
1.Have your referral call the prospect
2.Bring letters
•Samples - appeal to the senses if possible
•Case Histories
Independent Restate the benefit before proving it.
research •State the source and relevant facts or figures about the product.
results •Expand of the benefit.
Ask Questions.
•Product use.
•Visuals.
Induce Participation
•Demonstrations.
•Listen
•Encourage the prospect to ask questions
Increase retention.
•Reinforce message.
The Visual
•Reduce misunderstanding.
Presentation
•Create a unique and lasting impression.
Show and Tell
•Show your buyer you35 a professional.
are
•VISUAL AIDS HELP TELL THE STORY

36. Media Used to Display Visual Tools
► Sales Portfolios
► 35 MM Slides
► VCRs
► Computer H/W and S/W
► Visual Projectors
36

37. Sales Portfolios
Portfolio, which is simply a paper-based collection of
visual aids, often placed in some sort of binder or
container, that can be used to enhance
communication during a sales call. the portfolio
should contain a broad spectrum of visual aids the
salesperson can find quickly should the need arise.
Portfolios can also be carried in a binder. The
contents may be labeled by tabs and punched to fit
rings in a binder. Binders make the material easy to
find and are convenient to carry and use.
37

38. 38

39. 35 MM Slides
Slides have been effective selling aids for years. An
advantage of slides has always been the relatively low
cost of producing them. Also, salespeople can easily
tailor the show to any buyer simply by remov­ing
and/or reordering the slides. The most effective slide
shows utilize multiple projectors and multiple
screens along with a stereo sound track
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40. VCRs
VCRs improve on slides in that the former portray
action. Salespeople use VCRs to help the buyer see
how quality is manufactured into the product, how
others use the product or service and promotional
support offered with the product. VCRs are used not
only by salespeople in one-on-one and group
presentations but also at trade shows and for training
the buyer's employees after the sale.
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41. Computer H/W and S/W
More and more salespeople have adopted laptop
computers, notebook computers, and palm PCs for
use in sales calls. The beauty of these devices is their
capability to store large amounts of easily retrievable
information, including text, audio, video, and still
images. Inputting all of this data is made much
easier with the increasing sophistication of scanners,
digital cameras, and software A phrase has been
coined, digital sales assistant (DSA), to indicate any
software tool that is designed to help salespeople get
their message across.
Computers not only offer excellent visuals and
graphics but also allow the salesperson to perform
what-if analyses
41

42. Tips for the use of Computer H/W
and S/W
 Don't develop so many slides that you are going to
drown your prospect.
 Don't get carried away by using every tool in the
DSA.
 Don't cram too much information on a slide.
 Keep the text big. And use colors strategically.
 If you're going to showcase Web pages as a part of
your presentation, it may be wise to download the
pages into your presentation software instead of
using a live Internet connection
42

43. Visual Projectors
Traditional overhead projectors can be an effective
visual medium. The image projected on a wall can
be up to 25 times larger than that on a written
page, drawing more attention and creating greater
impact. Such projectors are noiseless and simple to
operate. Overhead transparencies can be made
quickly and inexpensively on a copier or computer
printer.
43

44. Tips For Visual Projectors
 Face your audience, not the screen. And don't
block anyone's view with your body or the
projector itself.
 Change your transparencies smoothly and never
leave an empty screen.
 Tape the power cord to the floor to keep yourself
from tripping over it!.
 Have a spare bulb. If you have no light you have
no presentation.
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45. Product Demonstrations
One of the most effective methods of appealing to the
buyer's senses is through product demonstrations, or
performance tests. Customers and prospects have a
natural desire to prove the product's claims for
themselves. Obviously, the proof is much more
satisfying and convincing to anyone who is a party to it.
Some products can be sold most successfully by getting
the prospect into the showroom for a hands-on product
demonstration. Showrooms can be quite elaborate and
effective.
45

46. Demonstrations Prove It
A successful demonstration
► Lets the prospect do something simple
► Lets the prospect work an important feature
► Lets the prospect do something routine or frequently
repeated
► Has the prospect answer questions throughout the
demonstration (feedback)
46

47. Seven Points to Remember about
Demonstrations
47

48. Demonstration
Catch the buyer's interest
•Fortify your points
•Help the prospect understand
A well planned
•Keep you interested and enthusiastic
demonstration will
•Cut down on the number of objections
•Help you close
•Get the prospect "involved"
Concentrate the Prospect’s Attention on You
Planning a •Demonstrate Your Interest in the Prospect - start off by handing them
Demonstration something
•Demonstrate Benefits not features
Getting Let the prospect do something simple.
Participation •Let the prospect work an important feature.
in a •Let the prospect do what he would frequently do.
demonstration •Ask the prospect questions throughout the demonstration.
Is the demonstration needed and appropriate?
•Have I developed a specific demonstration objective?
•Have I properly planned and organized the demonstration?
Sales •Have I rehearsed to the point that the demonstration flows smoothly and
Demonstration appears to be natural?
Checklist. •What is the probability the demonstration will go as planned?
•What is the probability the demonstration will backfire?
•Does my demonstration present my product in an ethical and professional
manner?
"You know your product better than you know how your client's business
The salesperson's can use it."
curse •You must determine what kind of buying decision to recommend to the
48
prospect

49. Reasons for Using Visual Aids and
Demonstrations
► Capture attention and interest
► Create two-way communication
► Involve the prospect through participation
► Afford a more complete, clear explanation of products
► Increase a salesperson’s persuasive powers by obtaining
positive commitments on a product’s single feature,
advantage, or benefit
► People receive 87 percent of their information on the
outside world through their eyes and only 13 percent
through the other four senses
► The addition of participation is much more persuasive
than dramatization alone
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50. Handouts
Handouts are written documents provided to buyers to
help them remember what was said. A well-prepared
set of handouts can be one of the best ways to increase
buyer retention of information, especially over longer
time periods. A common practice is to make a printed
copy of the overheads and give that to the buyers at the
conclusion of the presentation.
50

51. Tips for Hand outs
► Don't forget the goal of your meeting.
► Make sure the handouts look professional.
► Don't cram too much information on a page.
► Don't drown your prospect in information.
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52. Written Proposals
 The RFP process
 Writing proposals
 Presenting the proposal
52

53. The RFP process
A document issued by a prospective buyer asking
for a proposal may be called a request for proposal
(RFP), request for quote (RFQ), or request for bid
(RFB). The RFP should contain the customer's
specifications for the desired product, including
delivery schedules. RFP are used when the
customer has a firm idea of the product needed.
when the resulting product truly meets the needs
of the customer, that outcome is only fair.
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54. Writing proposals
Proposals do the selling job when the salesperson
cannot be present. A key issue is keeping the
customer's needs in mind. Always write down what
the customer needs during the initial meeting. If not,
two days later the salesperson will have forgotten
some details she or he wanted to cover in the
proposal. Proposals, then, have three parts
► An executive summary
► A description of the current situation in relation to
the proposed solution
► A budget
54

55. 55

56. Presenting the proposal
Prospects use proposals in many different ways.
Proposals can be used to con­vince the home office
that the local office needs the product, or proposals
may be used to compare the product and terms of
sale with those of competitors. When the proposal is
going to be sent to the home office, it is wise to
secure the support of the local deeision maker.
Although that person is not the ultimate decision
maker, the decision may rest on how much effort that
person puts into getting the proposal accepted.
56

57. Each unit or mini presentation consists of five
elements
Buying Motives To Associate With A
Benefit
I.Feature
II.Benefit
III.Buying motive
associated with
this benefit
IV.Evidence or •Quality
proof statements •Convenience
V.Nail down or trial •Cost saving
close •Status
•Security
57

58. Features Benefits
•Benefits are the value to the
customer
•Translating features into
benefits is one of your most
•The components of your product or
important skills
service
•Transitional phrases
•They are the same no matter who
connect features to benefits
uses the product or service.
•Because ..
•This lets you …
•That means …
•What this gives you
58

59. Units of Conviction
Concise, carefully prepared "mini presentations"
•Building blocks in constructing the information you present.
•Prepared ahead of time
•Practiced until you are comfortable
•Add them to your store of available options for later use.
•Become a permanent part of your selling arsenal.
•Learn how to personalize units of conviction
•Recall them in the best order for helping the prospect see them clearly
59

60. Feature benefit worksheet
•You need to develop a general sheet
•A specific sheet for each customer
The Nail Down or Trial Close
Nail Down or Trial close should
always
be made
•A yes/no question that confirms that the prospect agrees that the benefit is
applicable
•If the prospect says no then go back over this benefit •After making a feature - benefit sequence
•This gives you feedback and builds commitment •After the presentation.
•After answering an objection.
•Immediately before you move to close the sale
Forms of Nail Downs (Trial Closes)
Hasn't he? Haven't they?
Aren't They? Don't you agree?
Hasn't she? Wasn't it?
Aren't you? Don't we?
Isn't it? Won't they?
Can't you? Shouldn't it?
Isn't that right? Won't you?
Couldn't it? Wouldn't it?
Didn't it?
Doesn't it?
Standard Nail Down Put the nail down at the end
Example: "After seeing this feature you can really see the benefit. Can't you?"
Inverted Nail Down Put the nail down at the beginning.
Example: "Can't you see the benefit of this feature?"
Internal Nail Down Embed in the middle of the sentence.
Example: "After seeing this feature, can't you see the benefit?"
When the customer says something positive, reinforce with a nail
Tag on Nail Down
down.
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Customer: "I can see the benefit of that feature."
Example:
Seller: "Can't you?"

61. Quantifying The Solution
Salespeople can strengthen the presentation by showing
the prospect that the cost of the proposal is offset by
added value; this process is often called quantify­ing
the solution.
► Simple cost-benefit analysis
► Comparative cost-benefit analysis
► Return on investment
► Payback period
► Net present value
► Opportunity cost
► Other methods of quantifying the solution
61

62. Simple cost-benefit analysis
Perhaps the simplest method of quantifying the
solution is to list the costs to the buyer and the
savings the buyer can expect from the investment,
often called the simple cost-benefit analysis. For
this analysis to be realistic and meaningful,
information needed to calculate savings must be
supplied by the buyer.
62

63. Comparative cost-benefit analysis
In many situations the salesperson also provides a
comparison of the present sit­uation's costs with
the value of the proposed solution. Or the
salesperson com­pares his or her product with a
competitor's product.
63

64. Return on investment
The return on investment (ROI) is simply the net
profits (or savings) expected from a given
investment, expressed as a percentage of the
investment
ROI = Net profits (or savings) + Investment
64

65. Payback period
The payback period is the length of time it takes for
the investment cash outflow to be returned in the
form of cash inflows or savings. To calculate the
payback period, you simply add up estimated
future cash inflows and divide into the investment
cost. If expressed in years, the formula is
Payback period = Investment / Savings (or profits)
per year
65

66. Net present value
A tool to assess the validity of an opportunity is to
calculate the net present value (NPV), which is
simply the net value today of future cash inflows
(i.e., dis­counted back to their present value today
at the firm's cost of capital) minus the investment.
The actual method of calculating NPV is beyond
the scope of this book, but many computer
programs and calculators can calculate NPV
quickly and easily.
NPV=Future cash inflows discounted into today
dollars - Investment
66

67. Opportunity cost
The opportunity cost is the return a buyer would have
earned from a different use of the same investment
capital. Thus a buyer could spend $100 million to buy
any of the following: a new computer system, a new
production machine, or controlling interest in
another firm. Successful salespeople identify other
realistic investment opportunities and then help the
prospect compare the returns of the various options.
67

68. Other methods of quantifying the
solution
Among the many ways to quantify the solution are
turnover, contribution mar­gin, accounting rate of
return, and after-tax cash flows. Salespeople should
use methods that are understandable to the
prospect and reflect the prospect's unique needs
and concerns
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69. Dealing With The Jitters
► Know your audience well
► Know what you're talking about.
► Prepare professional, helpful visuals.
► Be yourself. Don't try to present like someone else.
► Get a good night's sleep.
► Recognize the effect of fear on your body
► Visualize your audience as your friends-people
► Psych yourself up for the presentation.
► Think of the successes you have had in your life
► Realize that everyone gets nervous before a
presentation at times.
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70. Handling special situations
•Their office
•Your office
The Setting for
•Restaurant
the
a.Less interruptions
Sales Interview
b.Your prospect is obligated to listen
c.Non threatening atmosphere
d.Less stressful
Wait until the prospect's attention is completely back to
you.
•Restate the selling points that were of interest to the
Interruptions
prospect.
•Invite participation.
•Make sure interest has been regained, then proceed.
Offer to leave the room if the prospecy must take a call
Phone Calls
•Turn off or silence your cell phone or pager.
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71. End of Chapter 10

72. Thank you