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CHAPTER 9
STRENGTHENING THE PRESENTATION
Outline of Chapter
I. Characteristics of a strong presentation
A. Keeps the buyer’s attention
B. Improves the buyer’s understanding
C. Helps the buyer remember what was said
D. Offers proof of salesperson’s assertions
E. Creates a sense of value
II. How to strengthen the presentation
A. Verbal tools
1. Storytelling and word pictures
2. Humor
B. Visual tools
1. Graphics and Charts
2. Model, samples, and gifts
3. Catalogs and brochures
4. Photos, illustrations, ads and maps
5. Testimonials and test results
6. Using media to display visuals
C. Product demonstrations
D. Handouts
E. Written proposals
1. RFP process
2. Writing proposals
3. Presenting the proposal
III. Value-Analysis: Quantifying the solution
1. Customer Value Proposition
2. Cost-benefit analysis
3. Return on investment
4. Payback period
5. Net present value
6. Opportunity cost
7. Selling Value to Resellers
a. Profit margin
b. Inventory turnover
c. Return on space
IV. Dealing with the jitters
V. Selling Yourself
VI. Summary
Teaching Suggestions
(an alternative would be to use the PowerPoint slides provided with the text)
1. The most effective way to teach this material is to provide lots of actual examples and
samples of communication aids for the students to see. Then, when you begin describing
a tool, you can pass around an actual model, or portfolio, or testimonial letter, or set of
slides, etc. Don’t be afraid to supply them with a poorly prepared visual–they can learn
from poor examples as well as from good ones.
2. Start off with a short exercise to demonstrate that people often forget if they just hear a
presentation. For example, have three people leave the room. Tell a rather detailed story
or describe the mechanics and findings from a research study you are conducting. Then
call in one of the students from outside (#1) and have a class member tell him/her the
story. Then let that person (#1) tell the story to another student (#2) you call in from
outside. Then have (#2) tell (#3). Talk about why the people forgot facts or got them
mixed up. Have the class suggest ways to improve understanding and retention. This
should lead directly to the topic of this chapter.
3. Emphasize reasons why strengthening the presentation is important. Talk about the ways
one would strengthen the presentation for buyers with various social styles (Exercise 9-1
4. Briefly talk about verbal communication tools (stories, word pictures, humor). Then go
over the various visual communication tools (e.g., charts, graphs, models, samples,
brochures, photos, sales letters handouts, etc.) showing an actual example of each if you
have one. Ask students to evaluate whether the example is effective or not. You may want
allows students to learn more about “junk mail.”
5. Talk about testimonials. Show the class an example and ask them what their reaction is
toward the letter. (Many will probably say that they don’t really believe the testimonial–
the rep just found a nice guy to write a letter). Describe the importance of choosing the
right person to write a testimonial and the proper time to use one.
6. Demonstrate the use of some form of electronic media. For example, say “Consumer
products salespeople often show an upcoming ad to convince the buyer that the seller’s
firm is committed to having the product succeed.” Then show an advertisement. Ask: “If
you were a buyer for this type of product category would seeing this ad excite you?
Would it help you make a purchase decision for your store?”
7. Discuss the “Thinking it Through” from the text:
“You turn the lights down for a PowerPoint® computer slide presentation. A few minutes
later, you start to panic when your eye catches an unusual jerking movement made by a
buyer…she’s falling asleep! What do you do now?”
Student answers will vary. Perhaps it would be best to turn up the lights and comment:
“Let me stop here for a second and see if you have any questions.” Don’t move on until
you have the interest and attention of the buyer. And next time, have a backup plan, plus
make sure the slides have lighter backgrounds.
8.Briefly go over hints for developing and using visual aids.
9. Discuss product demonstrations. If possible show a tape of an actual demo as a
springboard for discussion.
10. Discuss written proposals. The best way to do this is to show the class an actual proposal
and then critique it.
11. Note that one method of improving communication is to offer solid proof for an assertion
of cost savings. You may want to discuss the use of a cost/benefit analysis, ROI, payback
period, NPV, profit margin, inventory turnover, and return on space.
12. Summarize what you’ve covered:
Importance of strengthening communication
Tools that are available to salespeople
Using testimonials, electronic media and demonstrations effectively
Written proposals
Offering proof of assertions
Hints for developing and using visual aids and demonstrations
Suggested Answers for Ethics Problems
1. Assume you are calling on a male buyer. As you engage in small talk, he offers up a joke
involving strong sexual innuendo, including a derogatory statement about women. Will
you laugh? How will you respond?
There can be many reasons to avoid laughing at the joke. For example, some salespeople
2. You realize that a piece of software you are going to demonstrate to a prospect has a
complicated data entry requirement for a certain report to run correctly. You also know
from past experience that buyers of this software complain about how complicated and
nonintuitive it is. You share your concern with your manager. She replies, "Well, that's
easy to correct! Just have everything already inputted before the demo even begins. That
way you can run the report and it will look smooth and easy!" You know that doing it in
this way will deceive the prospect into thinking it is all easy, which it isn't. What will you
say to your boss? What will you do during the demonstration?
This is a tough situation, but very realistic as something that could happen to a
salesperson. While the seller wants to make it look easy, the buyer should truly
Suggested Answers to Questions and Problems
1. Assume you plan a demonstration to prove some of the claims you have made for
a new treadmill (exercise equipment). How would the demonstration differ for each of
these three individuals: an overweight 35-year-old man who is very concerned about
losing weight, a 28-year-old Marathon runner, and a 60-year-old woman in good
health??
2. How could you demonstrate the following products?
a. A new brand of moist dog food to a kennel owner.
Bring some of the dog food to the meeting and let the kennel owner feed it to her dogs to
demonstrate the food’s great appeal to dogs.
b. A new line of polyester fleece fabric to a fabric buyer for Walmart
c. A set of industrial cookware to a high school cafeteria.
3. Which communication tools would you use to provide solid proof for the following
concerns expressed by prospects?
a. I don’t think that set of cookbooks would sell well in a store like ours. People don't
come to Sam's Club to buy cookbooks!
b. I'm not convinced there is a need for another line of synthetic oil at our quick lube
stations. We already carry one of the major brands.
c. That trampoline won’t hold up under rough play by teenage boys.
d. Why should we add greeting cards to our store. Most people send electronic greeting
cards these days!
4. This chapter generally accepts the use of humor as a positive, useful tool for salespeople.
Are there times when the use of humor could actually be detrimental to communication
effectiveness? Explain.
5. Which communication tools would you use to communicate the following facts?
a. We have been in business since 1997.
b. This new controller is going to make your PlayStation users have a much more
realistic experience as they play.
c. These dress shirts will not need ironing even after 50 washings.
d. This cordless drill will operate at maximum output nonstop for two hours before it
needs recharging.
e. These cabinet drawer knobs will never lose their shiny silver coat.
Test results. Photos that compare these knobs to regular knobs or a competitor set of
knobs. You may also use testimonials.
6. Assume that you are selling a complete line of weather-resistant patio, pool, and deck
furniture to a large hotel to replace all of its current furniture. The total cost will be
$275,000. You expect that repairs/replacements will drop by $19,000 a year over the next
10 years. At the outfitter’s cost of capital, the discounted cash inflows have a value today
of $335,000. Use this information to calculate the following:
a. Return on investment.
ROI = Net profits (or savings)/investment
b. Payback period.
c. Net present value.
NPV = Future cash inflows discounted into today’s dollars minus the investment
= $335,000 - $275,000
= $60,000
7. Assume that ACME Tools buys 125 drill presses for $969 each and then spends $2,000 in
expenses for advertising, salesperson commission, and store rent. The generators sell for
$1,695 each. ACME keeps 90 generators in stock at all times. Average annual sales are
500 generators. Calculate the following:
a. Profit margin percentage.
b. Inventory turnover in units.
Inventory turnover (in units) = Annual sales units / Average inventory in units
8. Assume you will be selling a new line of skis to a reseller (a ski shop). You will be selling
the skis to the shop for $150 each, and suggesting they retail the skis for $220. You
anticipate their annual sales revenue for this new line of skis to be $5,500 (25 pair of
skis), and an average inventory on hand of $1,760 (8 pair of skis). Calculate the
following, showing all of your work:
a. Profit margin percentage.
b. Inventory turnover in dollars.
c. Inventory turnover in units.
9. In Building Partnerships 9.1 the writer encouraged salespeople to be able to find
balance in life. Do a Web search on the topic of work–life balance, and report five things
you found that might be helpful advice in your own life to maintain proper work–life
balance.
Answers will vary. Here are a few:
Learn to say no.
Suggested Answers to Case Problems
Case 9-1: Zadro Inc. (Part A)
1. Describe how you would use the communication tools described in this
chapter to sell the Programmable UV Sanitizing Wand to Target. Target
would then resell to their consumers. Make any assumptions
necessary.
Students should come up with lots of di#erent suggestions. Some
good ones include:
• A word story that shows how the new tool helped insure fun for
someone on vacation.
• Charts showing the features and benefits of the new tool.
2. Develop a short ($ve-minute) slide show that you can use to introduce
Student answers will vary. They should be designed with a trade show in mind.
Case 9-2: Passport Health
1. Create an effective story that can help strengthen your presentation. This story should
help the buyer understand how important it is to get a flu vaccination. The story should
be from your own experiences, or from experiences of others whom you personally know.
In other words, don't just go to the Web and find a story. Your story might tell how
someone suffered from the flu who didn't get a flu shot, or how someone avoided a
common flu that was rampant because that person got the flu shot, or some other story
that makes the point effectively.
Answers will vary. For example:
I was headed to Greece for my first study abroad trip. I had been planning the trip for
2. Create a second effective story that can help strengthen your presentation. This story
should help the buyer understand that clinics and storefront providers of flu shots are
often crowded, or inconvenient in some way for the average "9 to 5" employee.
Answers will vary. Here’s an example:
Heading home late one Friday early evening, I pulled into a drugstore that was convenient
to my drive. “I’ve got to get that flu shot,” I thought. “I’m going on a vacation in a few
weeks and getting the flu is the last thing I want!” Unfortunately, I had a hard time finding
End of Chapter Role Play
For the Instructor
In this role play, they are simply presenting to the same buyer from the previous chapter. If you
assigned creating visual aids as part of this chapter, then after the role play you can ask them what
aids they used and what aids they found they lacked. Also discuss how they used them. Did the
buyers find these aids helpful? What did the observers observe? What seems to be the biggest
challenges?
In many instances, students want to present all they learned or practiced, rather than just what the
buyer needs. They also don’t prepare good visuals that first time out, but even if they do, ask how
the use of the visuals went. Did the buyer take a visual away and read it, ignoring the seller?
EXERCISE 9-1 STRENGTHENING THE PRESENTATION FOR DIFFERENT PERSONALITY
TYPES
It is important to strengthen the presentation through the use of charts, catalogs, brochures, pictures, ads,
illustrations, maps, models, samples, gifts, testimonials and test results, demonstrations, word stories, and
humor. Describe how you would strengthen a presentation for each of the following products/services and
for each type of buyer personality (amiable, analytical, driver, expressive).
1. A chimney sweep service (cleans out chimneys) for a homeowner.
2. A snow removal service, calling on the safety manager for a large industrial plant.
3. A brand new line of environmentally sensitive bathroom fixtures, calling on a do-it-yourself hardware
store manager.
4. A new line of non-allergenic cosmetics, calling on the buyer of a grocery store chain.
EXERCISE 9-2 REPORT ON DEMONSTRATION TECHNIQUES USED BY A
SALESPERSON
1. Shop several stores for a bicycle, an air bed, a laptop, a car, or some other product capable of
being demonstrated. Report on the demonstration techniques you encountered.
2. Suggest ways to improve the demonstration.
EXERCISE 9-3 COLLECTING JUNK MAIL
Collect five pieces of junk mail (any direct mail). Evaluate the cover letters. Are these good sales letters,
based on the material in the text book? Do you see any patterns in how they are written? Use the
following outline to format your thoughts.
Style of envelope:
Attention-Getters and openers:
Use of special colors and formats:
Presentation of features and benefits:
Making the offer (the close):
Any special incentives:
Any other unusual features:
