Elements of a Great Sales Presentation - Chapter 11 of Fundamentals of Selling by Charles M. Futrell. Presented to the students of Tolani Institute of Adipur as a part of their Sales Management Course

1. Sales Management
Compiled & Presented By:
Anuj SharmaText Book: Fundamentals of Selling – Customers
for life through services by Charles M. Futrell
(12th Edition)
Pre-Class Reading – Chapter 11
Presented to the students of Tolani
Institute of Management Studies

3.  To provide information to the prospect.
 Discussion of product, marketing plan &
business proposition.
 FAB

4.  Allows the buyer to develop positive beliefs
toward your product.
 Beliefs result in desire (or need)
 Convert that need into a want.
 Into the attitude that your product is the best
product to fulfil a certain need.
 Also, that you are the best source to buy from.
 When this occurs, the buyer is very thirsty!

5. Knowledge
Beliefs
Desire
Attitude
Conviction

6. • Features
• Advantages
• Benefits
Fully discuss
your
product
• How to resell (resellers)
• How to use (customers &
industrial users)
Present your
marketing
plan
• What’s in it for your customer?
Explain your
business
proposition

7. Salesperson
Participation
Proof
Visual Aids
Dramatization
Demonstration
Persuasive
Communication

8.  SELL Sequence & Trial Close
 Logical Reasoning
 Major Premise, Minor Premise, Conclusion
 Persuasion through suggestion
 Suggestive propositions
 Prestige suggestions
 Autosuggestion
 Direct suggestion
 Indirect suggestion
 Countersuggestion

9.  Make the presentation fun.
 Personalise your relationship.
 Build trust –
 Being honest & doing what you say you will do.
 Use body language.
 Control the presentation.
 Be a diplomat.
 Use a pleasant dialogue.
 Simile, Metaphor, Analogy & Parable.
 Be a storyteller!

10. 1. Questions
2. Product Use
3. Visuals
4. Demonstrations
Appeal to their senses:
 Sight, sound, touch, smell, taste
“People often buy because of emotional needs
& the senses are keys to developing
emotional appeals.”

11.  Past sales
 Guarantee
 Testimonials
 Company Proof Results
 Independent Research Results

12.  Increase Retention.
 Reinforce the message.
 Reduce misunderstanding.
 Create a unique & lasting impression.
 Show the buyer that you are a professional.

13.  Present the product in a striking, showy or
extravagant manner.
 Use it judiciously.
 Only when you are 100 % sure that it will
work!

14.  Let the prospect feel, see, hear, smell, use the
product.
 Demonstration Checklist:
 Is the demonstration needed & appropriate?
 Have I developed a specific demonstration objective?
 Have I properly planned & organized the demonstration?
 Have I rehearsed to the point that the demonstration
flows smoothly and appears to be natural?
 What is the probability that the demonstration will go as
planned?
 What is the probability that the demonstration will
backfire?
 Does my demonstration present my product in an ethical
and professional manner?

15.  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.

17.  Wait quietly & patiently till you regain
attention.
 Briefly restate the selling points.
 Increase the prospect’s participation.
 Move deeper into the presentation.

18.  Do not refer to competition.
 Acknowledge competition and drop it.
 Make a detailed comparison.
 Be professional.
 Use the golden rule!

19. 19
 Grazie
 Gracias
 Domo Arigato
 Merci
 Danke
 Obrigado
 Mahalo
 शुक्रिया