CHAPTER 11
ELEMENTS OF A GREAT SALES PRESENTATION
COMMENTS ON CHAPTER 11 SALES APPLICATION QUESTIONS
1. Alternative “A” is preferred since the prospect actually participates in the demonstration.
4. The “presentation mix” consists of these six elements: (A) persuasive communication; (B)
5. A. Correct C. Not Correct
6. Salesperson’s first sentence–Restatement of the benefit.
Salesperson’s second sentence–Expansion of the benefit.
7. Alternatives Ranking Dollar Amount Sold
(Maximum = $9,000)
A Second -0-
Five salespeople ranked the three alternatives, with “B” ranked the best. People who chose this
A. Poor choice. We can understand your concern about a poor looking presentation. But what
B. Good idea. Let your prospect know you are concerned about doing things first class. If
anyone is reading this, please contact me and I’ll send you fifty dollars if you are one of the
C. I wouldn’t. You may think you can pass off the stains, but don’t count on it. Why take
COMMENTS ON CASES
Case 11-1: Dyno Electro Cart Company
1. Alternatives Ranking Dollar Amount Sold
(Maximum = $2,000)
A First $2,000
Five salespeople ranked the three alternatives, with “A” ranked the best. People who chose this
alternative sold the maximum dollar amount of $2,000.
A. No matter how easy the demo looks when you handle it, it will be more convincing if you can
get the prospect in the act. By doing it himself, the prospect will be intimately involved–he’ll
2. Alternatives Ranking Dollar Amount Sold
(Maximum = $2,000)
A Second $0
Five salespeople ranked the two alternatives, with “B” ranked the best. People who chose this
A. There are some times when you may not want to get the prospect in the act. One example is when
you’re using catalogs, sales presentation binders–or any material that offers reading
gone.)
Case 11-2: Major Oil, Inc.
Note: This case is a greatly expanded version of 7-3 “Machinery Lubricants, Inc.” Case 7-3 has students
thinking about planning the sales call. This case has students evaluating the sales presentation.
2. Tim should have: (A) visuals, such as pictures, of the storage system; (B) a suggested location; and
(C) prepared a value analysis such as the following:
20,000 gal @ $1.39 = $27,800
* less order processing, reduction in storage space, less handling of oil.
3. Follow-up after the sale to make sure the installation is done properly and that the buyer is satisfied
with it.
Case 11-3: Dumping Inventory: Should this be a Part of Your Presentation?
Cases entitled Perfect Solutions (3-1), Sales Hype (3-2), Dumping Inventory (11-3), and Steve Santana:
Pressured to Close a Big Deal (13-4) were created from watching their videos. The write-up for each of
Taking two or three class periods (about 3 hours) to cover Chapter 3 “Ethics First…Then Customer
Relationships” and using these four sales ethics cases where you feel appropriate within your course will
This video listens in on a conversation between two salespeople for a toy company. One of the salespeople has
Questions
1. What are the ethical considerations, if any, in this case?
1. What are the ethical considerations, if any, in this case? (This case has issues
Ethics Related to Employer
(1.) Chapter 2’s discussion of ethics clearly shows the importance of the
leader in operating at the Level 3 of moral development. By the sales
A. Ethics Related to Customers
(1.) The new toy will be introduced in three months and customers will not
inventory on customers.
(2.) Customers talk to other customers about their treatment. Salespeople
also talk to other people, as their family and friends, about treatment
customers are responsible for bring in a portion of new customers.
Wow! Is ethical treatment of all involved important.
B. Ethics Related to Salespeople
2. What level of moral development are Rob and Bill operating in this business situation? Explain
your answers.
A. The salesperson is operating at Level 3.
B. The sales manager is operating at Level 1.
3. What would you do if you were Bill?
instructions of his boss.
4. What would you do if you were Rob?
A. Rob, the sales manager, may continue to pressure Bill and other salespeople
CHAPTER 11: “Lying Like a Dog!”
What is the most ethical action to take?
A. Tell your customer that you have never heard or seen the
the most accurate information possible.
B. Do your best to refute the information on the chart. It is not your
job to tell the customer that your competitor is being untruthful. It
is only your job to sell your product.
C. Tell your customer that you believe that the brand X research is
misleading. Based on everything you have seen or heard, brand X
does not meet the standards it states.