12-8
b. Example: Show increase in fuel costs over a 10-year period.
c. Interpret the graph for the customer to avoid possible misunderstanding.
2. Test results from a reliable agency can be very convincing.
I. Bound paper presentations
1. Although many salespeople are using some type of presentation technology in
conjunction with the sales demonstration, paper is still widely used.
2. Bound paper presentations continue to be a very popular medium.
3. With the aid of computer-generated graphics, it is easy to print attractive graphs,
charts, and other proof information.
4. Paper presentations can include guarantees and warranties.
5. Testimonials are commonly included.
6.
Prospects like bound paper presentations because the document is readily available
1. 87 percent of salespeople use laptops during their sales presentations.
2. Many salespeople will tell you that their tablet or laptop computer is the single most
powerful sales tool they use.
3. If client wants a copy of printed material, pages can either be printed or sent via e-
mail.
4. If customer raises a question regarding product availability, laptop can be used to
access the information.
5. Possible to conduct impressive multiple, simultaneous product demonstrations
without leaving the office.
6. Personal computers (laptop) with the support of online presentation technologies and
7. Affords instant access to customer data, so it is often easier to customize the sales
1. Salespeople can create their corporate template, animate their logo, or put video clips
of their own company information into the PowerPoint presentation.
2. Use bold, simple, and large fonts (such as Arial and Veranda) and put graphics on
several slides.
3. Limit the number of words to 15 or fewer per slide.
L. Creating electronic spreadsheets
1. Excellent tool to organize the numbers involved in preparing quotes, such as
quantities, costs, and prices.
2. Electronic spreadsheet allows the user to answer “what if” questions about the effects
of lowering costs or raising prices.
3. Spreadsheet data can also be converted to a chart or graph that can enhance the
proposal.
4. When presenting the spreadsheet on a laptop computer, with minor adjustments,
client questions regarding alternative proposals can be quickly generated.
12-9
Copyright © 2018 Pearson Education, Inc.
M. Web-based presentations
1. Salespersons are turning to web-based presentations as an alternative to on-site visits.
2. Popular alternatives to in-person sales presentations include GoToMeeting, WebEx
3. Computerized demonstrations can be stored in a central library and accessed on
demand.
4. Salesperson can show PowerPoint presentations, present product features, and
conduct question-and-answer sessions in real time.
5. Double check for firewall restrictions when scheduling the online conference.
N. Rehearse the presentation
1. Rehearse both what you are going to say and what you are going to do.
2. Say the words aloud exactly as if the prospect were present.
3. Whenever possible, have your presentation/demonstration videotaped before you give
it.
4. Playback the video and watch for these things:
a. Do you frequently use words that take away from your professional image?
1. The sales presentation is a dynamic activity.
2. The successful sales presentation is a good model of two-way communication.
3. Figure 12.5, The Selling Dynamics Matrix illustrates how the various selling skills
can be applied during all parts of the sales presentation.
4. In creating effective presentations, the salesperson should be prepared to:
a. Meet a wide range of buyer responses with effective questions
12-10
END-OF-CHAPTER ACTIVITES
Included in this section are answers to selected end-of-chapter exercises. Answers are
provided for all review questions, application exercises and case problems. Also, a brief
“Partnership Selling: A Role–Play/Simulation.” Answers, forms, and instructions related to
titled Traditional Role Play Exercises and Forms.
Key Terms
Informative presentation, p. 248: The informative presentation emphasizes factual information
influence the prospect’s beliefs, attitudes, or behavior and to encourage buyer action.
Persuasive sales presentations include a subtle transition stage where the dialogue shifts from
an intellectual emphasis to an emotional appeal.
Reminder-presentations, p. 250: Reminder presentations (sometimes called “reinforcement
presentations”) help maintain market share, ongoing awareness, and familiarity with product
Proof devices, p. 252: Proof devices can take the form of a statement, a report, a testimonial,
customer data, or a photograph. Proof devices can be used to enhance credibility.
Cost–benefit analysis, p. 255: A way to quantify a solution is to use a simple cost–benefit
analysis (see Table 6.1, Chapter 6). This involves listing the costs to the buyer and the
savings to be achieved from the purchase of the product.
12-11
Return on investment, p. 255: Another way to quantify a solution is to calculate the net profits
or savings, expressed as a percentage of the original investment. This is called return on
investment.
Emotional links, p. 256: Emotional links are the connectors between messages and the internal
emotions of the prospect.
Showmanship, p. 257: Showmanship is defined as an interesting and attractive way of
communicating an idea to others.
Mental imagery, p. 259: Mental imagery is the ability to visualize an object, concept, or action
not actually present.
Portfolio, p. 261: A portfolio is a portable case or loose-leaf binder containing a wide variety of
sales-supporting materials.
MyMarketingLab
Go to mymktlab.com to complete the problems marked with this icon .
ANSWERS TO REVIEW QUESTIONS
12-1 Distinguish among the three types of need-satisfaction presentations: informative, –
persuasive, and reminder.
12-2 List the guidelines to follow in planning an effective consultative presentation.
The guidelines to follow in giving effective consultative presentations are: (1) check sales
tools; (2) choose the right setting; (3) appeal to all senses; (4) involve the prospect; (5) cover
one idea at a time and confirm agreement; (6) develop creative demonstrations; (7) balance
telling, showing, and involvement; (8) rehearse the demonstration; and (9) use custom-fitted
demonstrations.
12-3 Discuss the advantages of using the presentation worksheet.
12-12
12-4 Explain why a salesperson should organize the sales presentation so that it appeals to as
12-5 What are the guidelines to be followed when developing a persuasive sales presentation?
The guidelines for developing a persuasive sales presentation are: (1) place special emphasis
12-6 Describe the merits of a bound paper presentation. What can be done to strengthen the
12-7 Explain how magazine and trade journal reprints can be used to assist the salesperson in
12-8 Describe the audiovisual presentation fundamentals.
12-9 What are some of the common sales functions performed by small laptop computers and
demonstration software?
12-13
SUGGESTED ANSWERS FOR APPLICATION EXERCISES
12-10. Methods of demonstration other than showing the product itself include models, photos
12-11. In addition to a printed resume, a job applicant might use a portfolio that includes such
12-12. Students will find a “Homes Search” option in which they are able to cross-reference
ROLE-PLAY EXERCISE
Preparation for this role-play will require study of the product selling strategy memo and proof
devices found in Appendix 3. The student will need to prepare one or more visual aids to use
during the meeting with the customer.
SOLUTION FOR THE CASE PROBLEM
12-13. In a situation where a potentially serious health problem is found, a real need for Ecolab’s
products exists and a persuasive presentation strategy should be employed. Chris could use
factual information regarding health and safety standards, while influencing the customer’s
12-14. In the first step of the sales call – asking permission to survey the prospect’s kitchen
and/or bathroom, the buyer’s concerns and objections are likely to stem from customer inertia.
12-14
12-15. In the video case, Chris Wylie performed all six actions presented in Figure 12.3. These
include:
(1) Reestablishing the relationship (e.g., through identifying the referral he received from
Pat);
12-16. In situations where it is difficult or impossible for Chris Wylie to specifically demonstrate
a product or service, it is a good strategy to bring the prospect into an existing account that
already uses the product under consideration. This would allow Chris to show how the
dishwasher operates while a customer is actually working on it. If the offering under question is