PART I
COURSE ORGANIZATION
AND
TEACHING METHODS
To the Instructor:
Thank you for choosing ABC’s of Relationship Selling to use in your class! It has taken years to bring
you the textbook and the accompanying materials. The material has been class tested numerous times in
both academic and continuing education classes. Students, salespeople, and sales managers have found
the material to be educational, enjoyable, practical, and real-world.
The instructor’s manual was designed to assist instructors as much as possible in teaching the selling
course. It has been written for those who have either never taught the course or not taught the course very
often. It will also be a big help to the instructor looking for a different selling textbook to use for a
change of pace. Here is what is available for you:
1. A lecture outline of chapter material.
2. An answer to end-of-chapter exercises and cases.
3. True-False and Multiple-Choice test questions.
4. PowerPoints—up to 40 a chapter; available on McGraw-Hill’s web-site for this book.
5. A computerized test bank available from McGraw-Hill’s web-site for this book.
6. Course organization and teaching methods materials in this manual.
As you will see, an enormous amount of time and effort was expended to provide you valuable assistance.
We know how much an instructor’s manual can aid you. We sincerely hope it is a help to you!
In addition to the two lecture sections, students can sign up for one of labs for their role-plays. Currently
role-plays consist of the “Sell Yourself on a Job Interview,” practice role-plays like the approach-close
combination, and the traditional product sales presentation. Role-plays take up about two months of the
three-month class. You can appreciate the tremendous work, coordination, and grading required for such
a class. Over the years, our courses have evolved into a highly organized, well thought out, structured
courses. This material has grown out of training thousands of students over the years.
Student Application Learning Exercises (SALES)
Most of us teaching this course require our students to create a sales presentation and role-play it
with a buyer. Students often postpone working on their role-play exercises until days before it is
due.
Dr. Futrell experimented with the use of SALES. It worked well. While students fussed about
the extra work, close to 100 percent said the SALES helped them prepare for their main role-
play. Because students felt SALES were a good learning tool, Dr. Futrell included them in many
editions of the book.
Chances are you will choose to modify them to your learning objectives. They are in the book to
show what has helped us to better prepare students for their main course exercise. The SALES
appear at the end of chapters 3, 5A, 7, 9, 10, 11, and 12.
Consider choosing a product—and provide all of the information—that everyone in class uses to
complete the SALES. This makes it easy to grade and go over in class. We always explain each
SALE the class period before it is due. Try the SALES included within the textbook or create
your own SALES. Please let us know how they work for your students.
What Professor Futrell Did: One Potential Approach To Assisting Your Students
While teaching a recent personal selling class of senior marketing majors, it dawned on Dr.
Futrell that students could memorize the chapter materials but did not know how the entire
presentation should be constructed until after their final role-plays at the end of the course. From
the first day of class, it was weeks until we started discussing role-plays. ABCs now introduces
to the student the interaction of the sales process components in chapter one. Here is what I do:
A. Handout ‘Futrell’s Realistic Sales Presentation.’ This handout is a ‘script.’ It is an
overview of the book’s discussion on the various parts of the sales process. Tuesday of
the second week of classes Dr. Futrell gave an announced pop-test over the 10-steps in
the selling process and then a more rigorous test over the remainder of the handout on
Thursday. There are copies of tests in this section you might select from or create your
own.
B. A case is selected for their class and used for all of the role-plays. The handout
‘Descriptions of Key Elements of Your Presentation’ is used throughout the course. We
refer to it when covering a topic, as objections or closings.
C. A 100-point paper is turned in when the students do their main role-play with the
‘Descriptions of Key elements of Your Presentation’ filled out. The role-play is worth
500 points as you see in my syllabus. Using this teaching method greatly improved
students’ performance and my teaching evaluations.
Futrell’s Realistic Sales Presentation
(Handout)
Introduction
Welcome to your personal selling course! This brief introduction to creating and to delivering a
sales presentation provides the big picture to the selling process and to developing your sales
presentation. Your instructor and the ABC’s of Relationship Selling Through Service will provide
the specifics to selling. Look at the chapter in the sales book entitled, “Carefully Select Which
Sales Presentation Method to Use” and its exhibit entitled, “The Parallel Dimensions of Selling.”
The Parallel Dimensions of Selling
This exhibit shows his sales process. After learning this process by the end of the course and
role-playing it, you will be a better communicator and a more successful salesperson. There is no
abstract theory, just practical advice taken from real world experience. Thousands of college
students, industry salespeople, sales managers and sales trainers from all over the world have
used the materials in this selling textbook to train their people. The books have been translated
into many different languages. Several organizations use the book to certify salespeople for
different organizations and industries—both in America and internationally.
After developing your sales presentation using the material described here and in depth in the
textbook, doing extensive practicing of your role-play and with actual sales experience, you will
see that all elements and parts of the ABC’s of Relationship Selling Through Service sales
presentation process are related and inter-correlated between the steps in the selling process.
Based on extensive use in industry and proven by research, this sales philosophy, process,
presentation, and techniques will result in a great experience for both you and your customer.
Here is a specific, yet generic, step-by-step selling process that is universal in nature resulting in
your knowing the basics of creating and making a sales presentation that will result in improved
sales and customer relationships. Let us begin.
First Column
First, let’s briefly look at The Parallel Dimensions of Selling exhibit. Look now! In the far-left
column shows the order that your discussion should take within the presentation. Discuss the
product, then the marketing plan, the business proposition, suggested purchase and then close.
Second Column
The second column from the left shows the same discussion sequence with examples of each part
of the presentation. When you present discuss your product, discuss its’ features, advantages and
benefits followed with a trial close for each major benefit. The marketing plan is next in your
presentation. There are two types of marketing plans. For the reseller, discuss your plan for
helping the buyer resell to his customers. For the end-user, explain how the product will fit into
their present operation. Again use SELL Sequences. Now discuss your business proposition
incorporating the SELL Sequences. Present what you suggest should be purchased by the
customer or prospect followed by one or more trial closes. Now close asking for the order using
one of the closing techniques in your textbook. Look and listen to the buyer’s response to your
trial close question. Note the letters in red. They are important. Learn their definitions and
meanings.
Third Column
The third column shows the ten-step selling process beginning with the prospect or customer you
plan to contact in your business meeting and ending with service and follow-up of that customer.
Fourth Column
The last column illustrates the buyer’s mental steps as the salesperson moves down the steps of
the presentation, which begins with the approach and ends with the close. Thus, there are parallel
dimensions occurring at the same time between the selling process and the buyer’s mental stages.
By using questions, trial closes and non-verbal communication skills, you will learn how to
present your product while better understanding what is going on in the customer’s mind.
The Sales Philosophy, Process, Presentation, and Techniques
Now let’s take a closer look at the ten-step selling process. Once you have determined your
contact (whether a prospect, customer or past customer), make an appointment and then plan
your business meeting strategy and tactics in the preapproach or planning step of the 10-step
selling process. Determine your sales call objectives and review or develop a customer profile
with information about the prospect or customer and the organization. Your goal is to understand
the critical needs of your buyer. As a provider of solutions, your objective is to truly understand
the customer and how you can assist them. Next, create the main features, advantages, and
benefits you want to discuss concerning each product you will present. This feature-advantage-
benefit method is one means to communicate your solution. Remember, the solution must align
with the customer’s needs. Your product or service may provide a number of benefits.
However, it is critical to understand the benefits that are most meaningful to your customer.
Now you are ready to develop and hone your sales presentation, as discussed later. Practice it
until it sounds natural, as if talking to a friend. Think about how you will groom and dress to
project a professional appearance. Remember to think through the positive creative imagery that
you will use as you wait in the person’s office before the meeting. You envision everything that
will occur during your business meeting that will end in a sale and a new business friendship.
Review your customer relationship management (CRM) data information in the preapproach and
before entering the person’s office. Be sure to know such things as past purchases, everyone’s
name, hobbies, family, what you talked about at the previous meeting, personality type, likes and
dislikes in interacting with salespeople.
While waiting to see the buyer, meet and talk with everyone possible, especially the buyer’s
administrative assistant or other key personnel. Remember, many people could play a role in the
buying process. Learn about things such as family, hobbies, and pets. These people can help get
you in to see the buyer and provide valuable information on what is going on in the company that
might impact you. Input this information into your CRM data set.
Create a presentation that adapts to the buyer’s personality style. Choose your presentation
method and then select your approach technique. This is based on your product and knowledge
of the person and of the organization. Practice more than one approach if you are unsure of the
situation you will face. Be prepared to improvise, adapt and overcome any obstacles in your way.
The Approach
Listen now! Are you listening!? The approach begins when you first see the prospect or
customer and ends when you begin discussing your product. In the approach, you meet, greet,
build rapport and use one of the approach techniques to capture the person’s attention and
interest and to provide a transition into the sales presentation.
Provide and ask for a business card if needed. Be sure to have a firm handshake, look the person
in the eyes and smile projecting positive green signals. You are excited to meet with the person!
You only have one chance to make a great first impression. Slow up. Do not rush to set down
and begin your presentation.
If the buyer does not offer you a seat, ask, “May I sit here?” If possible, sit in the buyer’s
personal space beside the desk. Here you can observe angles of body, face, arms, hands and legs.
You can easily watch for green, yellow and red non-verbal communication signals. Be aware that
the approach is an extremely important part of your presentation. Some say that it is the most
important of the 10-steps in the selling process. It should be connected to the main benefits you
will discuss in the presentation. Casually ask if you may take notes as you will ask a few
questions from time-to-time. Take out your note pad. You may also want to confirm an agenda
with the buyer. The agenda ensures everyone agrees upon the key goals of the discussion.
Remember, your goal is to understand the buyer. Thus, asking questions is critical. Ensure you
have prepared a number of questions. Listen actively to the answers and ask follow-up questions
appropriately. You may also want to summarize the customer’s needs to ensure you truly
understand them. Always ask for their perceptions.
After the approach, you move into the core of your presentation. If small enough, place your
product on the buyer’s desk during the approach or when you start discussing the product. If
selling large equipment, you might show a picture or video from your computer.
Pace your talking pattern based upon such things as the buyer’s energy level, speed of talk,
breathing pattern, personality type and time available. Mention the person’s name several times
during the presentation after discussing an important benefit. Throughout, watch the buyer’s
nonverbal signals. No matter what happens while you are in the buyer’s office, always project
green signals. Eliminate all of your ticks, such as saying “uh” or “um.”
Three Presentation Parts
There are three parts of the presentation that should be discussed in the correct order. First
present the product, then the marketing plan and then the business proposition. There are two
types of marketing plans. For the reseller, you will discuss how they will sell the product after
purchase. Examples of a reseller would be a retailer, distributor or wholesaler. For an end-user,
such as a manufacturing plant or retailer, you will explain how the product will fit into their
present operation. Topics include delivery, guarantee, installation, maintenance and training. For
all three parts of the presentation, use SELL Sequences. Again, the SELL Sequences are one
method to communicate your solution. Ideally, you want to communicate how and why your
solution meets the customer’s needs. The SELL Sequence is an acronym that represents, show
your feature, explain its advantage, lead into the benefit and then allow (let) the person to give
feedback on what you have said by asking a trial close question. The trial close is one of your
best communication tools. It asks for an opinion, not a decision. “What are your thoughts on this
type of product” is a trial close that might be used somewhere in the presentation. The use of
SELL Sequences allows you to focus on the product’s benefits, rather than on its features and
advantages. Yes, you do need to discuss features and advantages, but you want to emphasize
benefits. A benefit is a solution that aids the customer (i.e. meets their needs). A positive
response to your trial close tells you the benefit is important to the person. You use this
information later in your close. For example, you might say, “Earlier you said that you like our
profit margin, fast delivery and credit policy. How do you feel our product aligns with these
critical items?” A positive response verifies the buyer’s feelings to your product and may prompt
you to close. Should the buyer give a positive response such as “That sounds great!” or “That’s
what I’ve been looking for in a product,” you may not need to ask a trial close. It is your
decision. You know what the person thinks about what you have said concerning your product
fulfilling the need or solving the problem. If the person gives green signals, such as a smile or
nodding the head after you have said something, you cannot always take that as a positive
response. Many buyers are taught to make positive comments or use positive gestures during a
sales presentation. Again, it is your judgment, but generally you should go ahead and ask your
trial close.
Show and Tell
To improve your communication with the buyer and your chances of making the sale, you should
show and tell throughout the presentation. Use one or more of the following six sales
presentation mix elements: (1) participation, (2) proof statement, (3) visual aid, (4)
dramatization, (5) demonstration and (6) persuasive communication. These six mix elements are
not mutually exclusive. For example, a demonstration can also involve participation, proof and
dramatization. Inserting a simile, metaphor, analogy, parable, or story at the appropriate place
can aid you in painting an enticing picture of how your product will fulfill the needs of the buyer.
Top salespeople are great story tellers.
Welcome Objections!
Objections, resistance or questions can occur anywhere in the presentation. Answer them as they
arise, except when they pertain to price (as discussed later). Welcome an objection, resistance or
question! This helps you know what the person is thinking about relative to you, your talk and
your product. Think of it as a challenge. See if you can place the objection quickly into one of
the six major categories of objections. You will learn about a general approach to meeting
objections. You may also select a technique for meeting the objection. Use the technique to
move to the appropriate information for responding to the objection or request for more
information on the product, marketing plan or business proposition. This takes both time and
experience in selling to do smoothly.
AIDCA
Look at the far-right column entitled ‘Buyer’s Mental Steps.’ The approach gets the buyer’s
attention and interest. The presentation continues to hold interest and convinces the buyer this
product will take care of their need or solve their problem. Their desire to buy begins to rise.
When the seller feels the person has entered the conviction stage of the of the buyer’s mental
state, it is time for action.
Closing
Closing is the process of helping people to make a decision that will benefit them. Closing is
simply facilitating a decision point. You aid people with their decision to help themselves by
asking them to buy. Remember that the person may be ready to buy at any time—such as when
you walk into the office, early in the presentation or sometime in the future. Occasionally, you
will not be required to go through your entire presentation. The customer may be ready to buy
when you walk into the office—especially if you have had a long-term relationship with this
customer who trusts you. Most of the time you will go through the entire planned presentation.
Here are examples of three common scenarios faced by a salesperson.
Scenario 1
In the first scenario assume you feel it is time to close the sale after discussing the product,
marketing plan and business proposition within the presentation, ask a final trial close to verify
that the person has no objection nor needs more information to make a buying decision. Use the
person’s name in the verification question. “Mr. Jones, you said you like our profit margin, fast
delivery, promotional plan and pricing. Is that correct?” “Yes, it is,” says the buyer.
Since you received a positive response, move toward your close by presenting a suggested
purchase order incorporating a closing technique. “Based upon what we discussed Mr. Jones, I
recommend you purchase 100 of the X15 and 350 of the X20. I can have both shipped to you this
week or would you prefer next week?” It is important that you close. Both research and industry
sales personnel say that if you are an expert on your product, show and tell while emphasizing
benefits and then close, sales will increase relative to others who use some or none of these
important methods to fulfill the needs of the customer. Ask for the order and be quiet. This
separates the top performers from the less successful salespeople.
Scenario 2
For scenario two say that after the presentation and the trial close the person gives an objection.
First determine the objection. Remember, listen to the objection and always use questions to
better understand the resistance or concern. Use one of the objection handling techniques to
transition back into the product, marketing plan, business proposition or suggested order
presentation materials. Address the person’s objection. Now ask a trial close to determine if you
have handled the objection. If you receive a positive response and no other objection or request
for more information occurs, close again using a different closing technique. If an objection,
resistance or request for more information occurs, cycle back through the above sequence. This
is the reason you need to be prepared to use several objection handling techniques and to close
multiple times using different closing techniques. Properly executed it will seem natural and
professional. You are there solely to help the person and organization fulfill their need or to fix
their problem.
Scenario 3
In scenario three you go through your presentation. Everything seems great! You verify with
your trial close before asking for the order. You receive a positive response, so you close. During
the close, an objection occurs causing you to determine the objection, meet it by going back to
the product, marketing plan, business proposition or suggested purchase in the presentation using
that information to meet the objection. You ask a trial close to determine if the objection has
been met. If so, close again. There are other scenarios but this gives you ideas on situations
faced by salespeople.
Price
Questions about price should be postponed to the business proposition discussion if you feel
appropriate. You want to have discussed thoroughly your product and marketing plan so that the
person knows the value of your business proposition and your suggested order. If asked about
price early in the presentation, you might say something like “I would love to talk about your
investment in the service. But would it be okay if we discussed about a few additional aspects
that I think you will find very important?” or “Price will be determined based upon the quantity
you purchase. I’d love to better understand your business and needs. Would you be comfortable
with discussing the price in a few minutes?” This is a judgment situation. Only you will know
when to discuss price. If the person persists in wanting to discuss price during the presentation,
then you should talk about the product’s price. To help make the decision you should judge if the
person has gone from sending out green signals to sending yellow or red. If the non-verbal
signals are yellow or red you should discuss price. One possibility for the person’s action is that
the individual has a sensor type personality and doesn’t want to hear the background and just
wants to get to the bottom line.
After the sale, if needed, review your notes with the person to make sure you remember
accurately what to do in the follow-up or service areas. Since some salespeople who continue to
visit after the close experience a change of mind by the buyer, leave as soon as possible.
Does Not Buy
Should the person not buy, do not take it personally. Try to discover why before leaving. This
helps you prepare for your return visit. However, chances are the reason for not buying will
come out in your presentation.
Act as a professional. Leave the door open for a return visit. You might conclude by saying, “Mr.
Smith, would you do one thing for your company? Would you please think about what we
discussed? Please look over this material and the price sheet. I know (product name) is needed
by your organization. Please call me if you have any questions. Would it be alright, Mr. Smith, if
I come by in a month or so to see what you think about (product name)?” Stand, smile and
compose yourself. While looking the buyer in the eyes and giving a firm handshake say
something like, “Thank you very much, Mr. Smith. I really enjoyed visiting with you! I look
forward to seeing you next month!” Do not leave the room as if it is on fire. Leave slowly,
professionally with a smile on your face, a song in your heart and a spring in your step. Be
friendly with everyone you pass as you go to your vehicle. Call them by name if known.
Follow-up and Service
Follow-up and service are extremely important to your success in keeping the person as a
customer and in gaining referrals. Review your notes once out of the buyer’s office. Input
information and data on the business meeting into your CRM data set as soon as possible. This
enables you to do a great job in preparing for the next business meeting with this person. See if
the reason for the purchase or rejection is similar to other business meetings. This can help you
improve your next sales presentation.
Let’s Review
Let’s conclude with a quick summary. First, in your selling process you select your prospect,
present or past customer. Next you plan the entire business meeting beginning with your
approach. After your approach you discuss your product’s features, advantages and benefits with
each benefit followed by a trial close. The SELL Sequence will help you learn to focus on
stressing benefits and asking a trial close for feedback on what you have just said to the person.
Now you talk about your marketing plan, again using the SELL Sequence. This is followed by
your explanation of the business proposition including such things as list price, shipping cost,
discounts, financing, return on investment and value analysis. The SELL Sequence is also used
in the business proposition.
With a positive response to your trial close after the business proposition, you will close with a
suggested purchase containing such things as the product to buy, quantity, suggested delivery
date. If the person buys, you complete the sale and move on to your next customer. If the
customer asks a question or gives an objection about the product, marketing plan or business
proposition, you move back up into the presentation and discuss information related to the
objection or question. You ask a trial close to see if you have satisfied the customer. Again, with
a positive answer to your trial close, you again close using a different closing communication
technique. More questions or objections can arise at any point in the presentation. You continue
to respond using your SELL Sequences.
As you see, questions and trial closes are two of the best-selling techniques to use in your sales
presentation. Trial closes check the pulse or attitude of your prospect toward the sales
presentation. Questions help you discover the person’s hot button—what is important for the
purchase. When do you use a trial close? This is important! Listen now! The trial close should be
used at these four important times: (1) after making a strong selling point in the presentation; (2)
after the presentation; (3) after answering an objection; and (4) immediately before you move to
close the sale. You can use other questions anywhere in the presentation.
Why Learn?
Why are you trained to use communication and selling techniques for areas of the presentation
such as the approach, SELL Sequences, responding to an objection or asking the person to buy?
These techniques allow you to be seen as a professional who sincerely wants to help others. It
helps you become a better communicator. You create a business friendship. You look forward to
the sales call. Your customers will be happy to see you and sales will increase! These techniques
are thoroughly discussed in Dr. Futrell’s personal selling textbook. Practice these techniques in
your personal life. They will prove to enhance your communication skills. They work!
Practice and Time
Both new and experienced salespeople go through a learning process consisting of three phases
of usage before true behavioral changes occur as a result of sales training. Many salespeople feel
awkward at first. The second phase of training usage is where the salesperson consciously uses
the training more and more, slowly becoming better at its application on the job. The third phase
of training usage is it becomes a natural part of the day-to-day job. Habits are difficult to change.
It takes regular, on-the-job reinforcement to change a salesperson’s habits. As the new training
begins to produce more sales, people master the sales techniques and it becomes natural to use.
This may relate to what you are experiencing in your sales class. It is very common!
The Common Denominator of Success
Let’s conclude by discussing the common denominator of success among professional
salespeople. Following the sales process will increase anyone’s sales. However, to maximize
sales and to stay in the sales profession over time, you must build true long-term relationships.
To build long-term relationships you must be a person of integrity, trust and character based
upon the truth. This requires you to treat others unselfishly just as you would like to be treated.
Fulfilling others needs or solving their problem is the purpose of your sales career. The common
denominator of a successful salesperson, as opposed to those less successful, is unselfishly and
sacrificially caring for prospects, customers and others by placing their interest before your
desires. The end results of dedicating your life to helping others will be the true caring for
customers, joy in knowing you are helping others, harmony or peace in the relationship, patience
in serving, kindness, goodness, faithfulness to your word, gentleness and self-control in not
being high pressure in persuading the person to buy. Helping others gives your life purpose.
Don’t Be Misled. Great Salespeople Are Problem Solvers Focused on Their Customers.
Yes, many salespeople sell solely to make a sale for the commissions, promotion, pride, ego, etc.
They want to sell at any cost. This type of salesperson focuses solely on self. It is important to do
your best but not at all costs. An effective, successful salesperson is a good steward of customers
rather than a self-serving one. The principles taught in your book will work only when they come
from the heart. We are not advocating a bag of tricks. We are talking about a way of life in the
workplace, in the marketplace and in your personal life.
You Need To Have Integrity For Long-Term Success
“That is hard,” you say. Yes, it is. A sales career is challenging. Integrity, trust, character, truth
and leadership are needed to take us to a higher standard in sales and in life. This helps us treat
customers, bosses, co-workers and others as we would like to be treated as a person.
The Complete Process for Sales Success
Well, that is all there is to giving a professional sales presentation. What do you think? Master
Name: ____________________
Section: ___________________
Quiz
Marketing 335
Realistic Sales Presentation Part I
Instructions: First, please read and sign the Aggie Honor Code:
“Aggies do not lie, cheat, or steal, nor do they tolerate those who do.”
By signing the below, you are saying that “On my honor, as an Aggie, I have neither given nor
received unauthorized aid on this academic work. And I am not aware of anyone who has broken
the Aggie Honor Code on this examination.”
_____________________________
1. Once you have determined whom you will contact—prospect or customer—you plan your
preapproach. What are the main steps in the preapproach in their correct order? (One point each)
a. Sales call objective(s) ………………………………………………………………………………………………….
…………………………………………………………………………………………………….
b. Review or develop information …………………………………………………………………………………..
…………………………………………………………………………………………………….
c. Main benefits to discuss ……………………………………………………………………………………………..
…………………………………………………………………………………………………….
d. Develop presentation ………………………………………………………………………………………………….
…………………………………………………………………………………………………….
2. After you select your presentation method what is the next thing to do in creating your total
sales presentation? (One point)
a. Approach …………………………………………………………………………………………………….
…………………………………………………………………………………………………….
3. When does the approach begin and end? (One point)
a. Begins: When buyer first sees you ……………………………………………………..
Ends: When you begin talking about the product …………………………………………………………………..
4. After the approach you move into your main presentation. What are the three parts of the
presentation in their correct order? (Two points each)
a. Product …………………………………………………………………………………………………….
…………………………………………………………………………………………………….
b. Marketing plans …………………………………………………………………………………………………….
…………………………………………………………………………………………………….
c. Business Proposition …………………………………………………………………………………………………..
…………………………………………………………………………………………………….
5. What are the six sales presentation mix elements to help you show and tell your
presentation: (One point each)
a. Participation …………………………………………………………………………………………………….
…………………………………………………………………………………………………….
b. Proof statement …………………………………………………………………………………………………….
…………………………………………………………………………………………………….
c. Visual aids …………………………………………………………………………………………………….
…………………………………………………………………………………………………….
d. Dramatization …………………………………………………………………………………………………….
…………………………………………………………………………………………………….
e. Demonstration …………………………………………………………………………………………………….
…………………………………………………………………………………………………….
f. Persuasive communication …………………………………………………………………………………………
…………………………………………………………………………………………………….
6. After completing the three main parts of your sales presentation what is the next thing you
do? (One point each)
a. Ask a trial close …………………………………………………………………………………………………….
…………………………………………………………………………………………………….
7. What do you do before asking the person to buy? (One point each)
a. Ask a trial close …………………………………………………………………………………………………….
…………………………………………………………………………………………………….
______________________________________________________________________________
Name: ____________________________
Section: ___________________________]
Quiz
Marketing 335
Realistic Sales Presentation Part II
Instructions: First, please read and sign the Aggie Honor Code:
“Aggies do not lie, cheat, or steal, nor do they tolerate those who do.”
By signing the below, you are saying that “On my honor, as an Aggie, I have neither given nor
received unauthorized aid on this academic work. And I am not aware of anyone who has broken
the Aggie Honor Code on this examination.”
_____________________________
1. After you give your presentation and ask a trial close the person gives an objection. What
do you do? (Two points)
a. _________________________________________________________
_________________________________________________________
2. After answering the objection what do you do? (Two point)
a. _________________________________________________________
3. Questions about price should be addressed at what part of the presentation? (Three points)
a. ________________________________________________________
4. Why should price be discussed at that part of the presentation? (Four points)
______________________________________________________________________________
___________________________________________
5. If after your presentation the person gives you an objection about your product, what do you
do? (Four points)
a. __________________________________________________________
__________________________________________________________
__________________________________________________________
__________________________________________________________
6. After you leave the person’s office, why do you make notes about what went on during the
business meeting? (Two points)
a. ____________________________________________________________
____________________________________________________________
____________________________________________________________
7. After the approach you move into your main presentation. What are the three parts of the
presentation in their correct order? (Three points)
a. _____________________________________________________________
b. ___________________________________________________________
Name: ____________________________
Section: ___________________________
Quiz
Marketing 335
Futrell’s Realistic Sales Presentation Part II
Instructions: First, please read and sign the Aggie Honor Code:
“Aggies do not lie, cheat, or steal, nor do they tolerate those who do.”
By signing the below, you are saying that “On my honor, as an Aggie, I have neither given nor
received unauthorized aid on this academic work. And I am not aware of anyone who has broken
the Aggie Honor Code on this examination.”
_____________________________
1. After you give your presentation and ask a trial close the person gives an objection. What
do you do? (Four points)
a. Use one of the objection handling technique to transition back into product, marketing
plan, business proposition or suggested order presentation materials address objection. …….
2. After answering the objection what do you do? (Two point)
a. Ask a trial close …………………………………………………………………………………………………….
…………………………………………………………………………………………………….
3. Questions about price should be addressed at what part of the presentation? (Four points)
a. Last, in the business proposition …………………………………………………………………………………
…………………………………………………………………………………………………….
4. Why should price be discussed at that part of the presentation? (Four points)
To have a thorough understanding of the product and marketing plan so they know what
they are buying. …………………………………………………………………………………………………….
…………………………………………………………………………………………………….
5. If after your presentation the person gives you an objection about your product, what do you
do? (Four points)
a. Use one of the objection handling technique to transition back into discussing the
product relative to the objection. The ask a trial close to see if you have answered the
objection. …………………………………………………………………………………………………….
6. After you leave the person’s office, why do you make notes about what went on during the
business meeting? (Two point)
a. Enables you to prepare for the next business meeting with this person. ……………………….
7. After the approach you move into your main presentation. What are the three parts of the
presentation in their correct order? (Three points)
a. Product …………………………………………………………………………………………………….
…………………………………………………………………………………………………….
b. Marketing plan …………………………………………………………………………………………………….
…………………………………………………………………………………………………….
c. Business proposition …………………………………………………………………………………………………..
…………………………………………………………………………………………………….
Descriptions of Key Elements of Your Presentation*
1. What is the name of the organization you are calling upon?
2. What do they do?
3. Is this a prospect, present, or past customer?
4. What is the buyer’s name?
5. What is/are the product(s) you will present?
6. List the specifically stated and indirect buyer’s needs for the product.
7. What is your basic strategy for this sales call?
7. What sales presentation method will you use?
8. What rapport building will you use before you begin your approach?
9. What is the name of your approach?
10. What are the main benefits you will mention in your approach? These benefits should relate
to benefits discussed throughout the presentation and the close.
12. What are the FAB’s for your product? Please list in columns. **
Features Advantages Benefits
a. a. a.
13. What is your trial close for each FAB in your product discussion? Please list.
a.
14. What are your FAB’s for your marketing plan? Please list in columns. **
Features Advantages Benefits
a. a. a.
15. What is your trial close for each FAB in your marketing plan? Please list.
a.
etc.
16. What are your FAB’s for your business proposition? Please list in columns. **
Features Advantages Benefits
a. a. a.
17.What is your trial close for each FAB in your business proposition? Please list.
18. What will be your suggested purchase, including such things as prices, discounts, ROI.
19. What objections do you expect from the buyer?
20. First list the category of each objection; then the name of the technique you will use to meet
each objection.
a.
21. What will be your trial close for each of your responses to your expected objection?
a.
22. List the name(s) of your closing technique(s) you will use.
a.
23. What are the main benefits you will use for reasons to buy in your close?
24. How will your close relate to the benefits you expect the buyer to respond favorably when
you asked your trial closes throughout the presentation? These responses could be verbal and/or
nonverbal.
25. What is the name of your second close should it be required?
26. What is the name of your third close should it be required?
27. What will be your proof statement(s)?
28. What will be your demonstration(s)?
29. Attach a copy of your visuals to the back of your paper.
* Based upon your handout “Judging Criteria for your Sales Presentation” rubric.
Name: ____________________________ Total Score: _____________________
Marketing 335
Approach, Product, Marketing Plan Discussions
Evaluation/Scorecard
Point
Value
Your
Score
Comments
Approach (attention, interest, transition)
Professional, enthusiastic introduction
Asked for approval to take notes
Gained attention and interest
Set agenda
Correctly used approach technique(s)
Identified needs
Made smooth transition into presentation
Product (matched product’s benefits to buyer’s needs)
Identified key FABs related to needs
Stressed benefits
Overall quality of FAB 1
Overall quality of FAB 2
Incorporated trial closes
Marketing plan (features, advantages, benefits)
Identified key FABs related to needs
Stressed benefits
Overall quality of FAB 1
Overall quality of FAB 2
Incorporated trial closes
Presentation mix
Correctly used proof statement
Quality of visuals
Effectively used visuals
Incorporated effective demonstration in presentation
Appropriate non-verbal communication
Expected objection
Effectively answered objections using objection
handling techniques
Confirmed each objection is no longer a concern of
buyer
Overall
Well-rehearsed