CHAPTER 11
Elements of a Great Sales Presentation
LECTURE OUTLINE
I. THE GOLDEN RULE: PRESENTATION
B. Should there be even a hint of exaggeration (lying), the buyer
may not buy.
II. THE PURPOSE OF THE PRESENTATION
B. Purpose
1. Provide knowledge via the features, advantages, and
3. Attitudes result in desire (or need).
6. When this occurs, he is in the conviction stage.
III. THREE ESSENTIAL STEPS WITHIN THE PRESENTATION – REMEMBER
YOUR FAB’S!
A. Fully discuss the features, advantages, and benefit of your
IV. THE SALES PRESENTATION MIX
A. Persuasive Communication
1. Factors that help you be a better communicator:
a. Using questions.
b. Being empathetic.
2. Logical reasoning based on:
a. Major premise
3. Persuasion through suggestion – Types of suggestions:
a. Suggestive propositions – suggest the prospect
should act now.
d. Direct suggestions – suggest that the prospect buy
your product.
him to defend his purchase decision.
attitude.
‘em.”
8. Control the presentation – direct the conversation.
9. Be a diplomat.
11. Simile, metaphor, and analogy.
a. Simile – a comparison statement using the words
“like” or “as.”
have something in common.
e. Storytelling – top salespeople can weave similes,
participation:
1. Questions.
C. Proof statements build believability.
1. Past sales help predict the future.
2. The guarantee.
5. Independent research results – For a proof statement
referring to an independent research result to be
eKective, it should contain:
the product.
D. The visual presentation – show and tell – Visuals:
1. Increase retention.
2. Reinforce messages.
VII. DEMONSTRATIONS – PROVE IT!
A. Sales demonstration checklist:
1. Is the demonstration needed or appropriate?
demonstration?
4. Have I rehearsed to the point that the demonstration
planned?
backfire?
B. Get participation in your demonstration.
1. Let the prospect do something simple.
4. Ask the prospect questions throughout the
C. Reasons for using visual aids, dramatics, and demonstrations.
1. Captures attention and interest.
advantage, or bene1t.
D. Guidelines for using visual aids, dramatics, and demonstrations:
1. Rehearse them!
2. Customize them to 1t each individual customer.
3. Make them simple, clear, and straightforward.
7. Incorporate trial closes after showing or demonstrating a
VIII. TECHNOLOGY CAN HELP! – Provide visually attractive information in
IX. THE SALES PRESENTATION GOAL MODEL – Six elements of the
presentation mix to consider:
A. What is your objective?
B. Who is your audience?
X. THE IDEAL PRESENTATION
XI. BE PREPARED FOR PRESENTATION DIFFICULTIES
A. How to handle interruptions:
1. If there is a phone call, oKer to leave the room.
prospect.
4. Invite participation.
5. Make sure interest has been regained, and then proceed.
B. Should you discuss competition?
1. Do not refer to competition.
C. Be professional.