Slides to accompany a bite-size training session on making recommendations to customers in a sales situation. Full training materials including Session Leaders Notes, Delegate Workbook and any Activity handouts can be purchased licence-free from http://www.power-hour.co.uk/trainingmaterialsshop. Prices start from £30 + VAT

1. Make Sales
Recommendations
Http://www.power-hour.co.uk – Bite Size Training Materials
Make Recommendations

2. Make Sales
Recommendations
Http://www.power-hour.co.uk – Bite Size Training Materials 2012
By the end of the Power Hour you will be able to:
• Explain why we should recommend and demonstrate
as part of the sales process
• Use features and benefits to help a customer to
understand what a product or service will do for
them
• Structure your presentation to
communicate key points effectively

3. Make Sales
Recommendations
Http://www.power-hour.co.uk – Bite Size Training Materials 2012
FABs
Customers don't buy features, they don't even buy the
advantages - what they buy is what the product's features and
advantages will do for them, which in sales language is called the
benefit.
• A feature is a characteristic of a product or service
• A benefit is what the feature will do for you
The simplest way to explain the features and benefits of your
product or service is to say “This product/service has …which
means that…”

4. Make Sales
Recommendations
Http://www.power-hour.co.uk – Bite Size Training Materials 2012
Structuring your Recommendation
• What the
current
situation is
Position
• What
problems/
opportunities
this provides
Options • What you
recommend
should be done
Proposal

5. Make Sales
Recommendations
Http://www.power-hour.co.uk – Bite Size Training Materials 2012
Structuring your Recommendation
• What the
current
situation is
Situation
• What problems
this causes
now, or may in
the future
Problem
• What may
happen if no
action is taken
Implications
• What you
recommend
should be done
Proposal

6. Make Sales
Recommendations
Http://www.power-hour.co.uk – Bite Size Training Materials 2012
Logic and Emotion
• People tend to buy on emotion, rather
than logic. Although (as a rule), men will
follow a more logical path towards the
purchase than women, the final decision
for both sexes will nearly always be an
emotional one.
• You must tap into this emotion early and rather than just
concentrating upon the features that might suit the customer,
find out how they feel about certain things.

7. Make Sales
Recommendations
Http://www.power-hour.co.uk – Bite Size Training MaterialsTrain the Trainer Oct 2011
Logic and Emotion
Appealing to LOGIC
• Highlight exactly which needs
specific features meet, or the
problems they solve.
• Refer back to specific
requirements that the customer
has highlighted, and show how
your product/service meets
them.
• Ask them what they think about
the product/service
• Check that you have answered all
of their questions
Appealing to EMOTION
• Paint a word picture to help the
customer to visualise themselves
using the product or service
• Reflect back some of the benefits
that they have identified
themselves
• Ask them how they feel about the
product/service, and engage
them in sharing their vision
• The more real you can make it,
the more compelling it will be

8. Make Sales
Recommendations
Http://www.power-hour.co.uk – Bite Size Training Materials 2012
Make it Work at Work
What are you going
to DO as a result of
this Power Hour
Session?

9. Make Sales
Recommendations
Http://www.power-hour.co.uk – Bite Size Training Materials 2012
These slides have been produced as an optional
resource to support a Bite-Size Training session on this
subject.
A full set of materials, including detailed Session
Leader’s Guide, Delegate Workbook and supporting
activities can be purchased from our Training Shop
Our Training materials are licence-free, but are for use
by the purchaser only.
They CANNOT be passed or sold on.