CHAPTER 10
ELEMENTS OF A GREAT SALES PRESENTATION
COMMENTS ON CHAPTER 10 SALES APPLICATION QUESTIONS
1. Alternative “A” is preferred since the prospect actually participates in the demonstration.
2. Alternative “B“ is preferred since you maintain control of the visuals.
4. The “presentation mix” consists of these six elements: (A) persuasive communication; (B)
participation; (C) proof statements; (D) visual aids; (E) dramatization; and (F) demonstration.
Visuals allow you to “show” and “tell” which greatly increases the effectiveness of your presentation.
5. A. Correct C. Not Correct
B. Not Correct D. 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-
B First $9,000
C Second -0–
Five salespeople ranked the three alternatives, with “B” ranked the best. People who chose this
alternative sold the maximum dollar amount of $9,000.
A. Poor choice. We can understand your concern about a poor looking presentation. But what
kind of impression would you create canceling your appointment two hours ahead of time?
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
chances on making a poor impression.
COMMENTS ON CASES
Case 10-1: Dyno Electric Cart Company
1. 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. Let the Pride and president drive the cart themselves. By doing it himself,
the prospect will be intimately involved—he‘ll be interested, he‘ll see the benefits more clearly.
You will also have a better chance to eliminate or smoke out any hidden objections.
2. “I’ll guarantee this product will help your executives in saving time. This is the best electric cart that
you can buy for your situation. If you are not 100 percent satisfied after you have used it for three
months, I will return it for you.”
3. “The decision to purchase Dyno Electric Cart was a good one! Our executives appreciates what the
top management has done for them. We have noticed that Dyno Electric Cart not only saves time but
also saves energy and thus keep our executives sharper toward the end of the day.”
4. Let the students come up with visuals and compare their work based on what benefits they’re
focusing on.
Case 10-2: Dumping Inventory: Should this be a Part of Your Presentation?
Cases entitled Perfect Solutions (2-1), Sales Hype (2-2), Dumping Inventory (10-2), and Steve Santana:
Pressured to Close a Big Deal (12-4) were created from watching their videos. The write-up for each of
these cases is an overview of the video. For this overview and example multiple-choice test questions for
each case please see Part II of your IM entitled “Videos Accompanying ABCs of Relationship
Selling.”
Taking two or three class periods (about 3 hours) to cover Chapter 2 “Ethics First…Then Customer
Relationships” and using these sales ethics cases where you feel appropriate within your course will help
ensure your class has a focus on business and sales ethics.
This video listens in on a conversation between two salespeople for a toy company. One of the
salespeople has inside information on the development of a new version of a popular toy. The new toy
will be introduced in three months and customers will not be aware of this information for another two
months. One of the salespeople is concerned with his colleague’s idea of “dumping” the inventory on
customers. The colleague wants to sell the remaining inventory of the soon to be out of date toy to boost
his sales, even though he knows about the new version. This problem concerns the salesperson because
he depends heavily on the relationships he has with his customers.
The following are possible guidelines for answering questions at the end of this case:
Questions
1. What are the ethical considerations, if any, in this case? (This case has issues somewhat like Sales
Hype case. Both are in a retail sales setting.)
A. 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 manager (leader) asking the
B. Ethics Related to Customers
(1.) The new toy will be introduced in three months and customers will not be aware of this
information for another two months. One of the salespeople is concerned with his
colleague’s idea of “dumping “ the 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 of customers. Salespeople talk
among themselves. Mistreatment of customers or employees has a ripple effect which is
destructive to morale, turnover, motivation, satisfaction, customer loyalty. Sales come
from selling new customers again and new customers. Present customers are responsible
for bring in a portion of new customers. Wow! Is ethical treatment of all involved
important.
C. Ethics Related to Salespeople
(1.) Asking salespeople to use sales practices that are unethical have a destructive impact on
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?
A. Bill, the salesperson, is operating at Level 3. He wants to do what is
best for the customer no matter what is said by his sales manager.
B. Bill has to decide if he will follow the Golden Rule or follow the 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 to dump the