Contemporary Selling, 5e
Chapter 7
Chapter 7 Outline: Communicating the Sales Message
Value-Added Information in Chapter 7
• Ethical Dilemma – “Whose Computer Is It Anyway?”
• Mini-Case 7 – “Bright Colors Paints”
• Exhibits
o Exhibit 7.4 – “The Sales Presentation”
o Exhibit 7.5 – “Categories of Questions”
o Exhibit 7.6 – “The SPIN Selling Approach”
o Exhibit 7.7 – “Guidelines for Active Listening”
I. Communicating the Sales Message
II. Getting Ready for a Sales Presentation
A. Characteristics of a Great Sales Presentation
1. Explain the Value Proposition
2. Assert the Advantages and Benefits of the Product
B. Sales Presentation Strategies
1. Memorized Presentation
2. Formula Presentation
III. Setting Objectives and Goals
IV. Approach the Customer: Initiating the Relationship
A. Tips for Making a Good First Impression
1. Before the Meeting
B. Approach Strategies
1. Referrals
2. Customer Benefit
V. The Sales Presentation: Building the Relationship
A. Identify Customers’ Needs
1. Questioning Drives a Great Presentation
a) Unrestricted/Restricted Questions
2. SPIN to Customers’ Needs
a) Situation Questions
b) Problem Questions
B. Listen
C. Apply Your Knowledge to Customer Needs
1. Sell FAB
a) Features
2. Collect the Company’s Cumulative Knowledge
D. Satisfy Customer Needs
1. Get Customer Agreement
VI. Keys to a Great Sales Presentation
A. Demonstrations
1. Prepare for a Successful Demonstration
2. The Demonstration: More than Just the Product
B. The Value Proposition
C. Nonverbal Communication
1. Customer Nonverbal Communication
a) Face
2. Salesperson Nonverbal Communication
a) The Space between You and the Customer
D. What to Do When Things Go Wrong
1. Interruptions during the Presentation
VII. The Sales Manager’s Role in the Sales Presentation
A. Managers Are Essential to a Great Presentation
B. Providing the Tools for Success
VIII. Summary
IX. Key Terms
Role Play
This role play begins a series of three role plays related to a new product introduction from
Upland, “Happy Teeth.” The role plays track along with the topics of Chapters 7, 8, and 9—
communicating the sales message, negotiating for win-win solutions, and closing the sale and
Hints for the Instructor:
• The chapter provides a wealth of information students can draw on to build the sales
presentation.
• Because students have not yet studied overcoming objections, closing, or follow-up, in
this role play, Tracy Brown will be a pretty agreeable buyer overall.
Discussion Questions
1. As a customer, think back to a recent sales presentation that you felt went well. What
made it good? What did the salesperson do (or not do) that most impressed you? Did
you buy the product or service? What did the salesperson do that convinced you to
buy from him or her?
Student answers will vary. Following is a list of points describing what a salesperson can do to
make a good (or hopefully great) sales presentation:
• Assert the advantages and benefits of the product – A salesperson must identify
the features, advantages, and benefits (FAB) because they form the basis of the
product’s value to the customer.
2. Imagine you are working for a company that sells teleconferencing equipment. Draft
a value proposition for selling your equipment to a sales manager who has ten
salespeople traveling two weeks a month to visit customers all over the country.
The value proposition is defined in Chapter 1 as the net bundle of benefits the customer derives
the following benefits described in Chapter 3:
• Product quality
• Channel deliverables (supply chain)
• Integrated marketing communications
• Synergy between sales and marketing
Our company’s equipment is the most technologically advanced in the industry (allowing for
both audio and video conferencing via satellite), it is well-supported by customer service, and
3. Identify three selling situations where a memorized sales presentation may be
appropriate. Explain why they would be appropriate.
a. The company has a new salesperson – The memorized presentation would be
appropriate in this situation because the salesperson can learn the presentation
without having to worry about changing it, forgetting something, or losing his or her
place.
4. You are the sales manager for a company selling components to companies in the
auto industry and are considering upgrading computer equipment for the sales force.
detailing the functions of the product. They need a computer that can handle a
sophisticated simulation program.
Student answers will vary. Here is one example:
ABC Auto Components – Specifications for Computer Equipment
• Notebook computer/Tablet PC
o Light – under 5 lbs. This will allow for easy travel whether for meetings or out-of-
town trips.
o Wireless capabilities to connect to customer network, obtain customer
information, and access Internet.
o Includes simulation application; also has 24-hour customer service and training
who can explain the application’s use. The simulation application will be prepared
o Includes PowerPoint software and other Office suite applications. The PowerPoint
software will be used to project the presentations in the client’s offices. Microsoft
o Compatible with portable projector. A portable projector will be used to display
the PowerPoint presentations in the client’s offices.
5. Identify the five objectives of a sales presentation and develop an example of how a
sales presentation would accomplish each one.
• Educate the customer by providing enough knowledge about the company’s
products and services.
Although the information should largely be conveyed by the PowerPoint slides,
the salesperson should explain the details of the product benefits and should
answer questions from the customer.
• Get the customer’s attention.
• Build interest in the company’s products and services.
The presentation should build interest for the products by performing an
assessment of the customer’s current business practices, which would indicate a
• Nurture the customer’s desire and conviction.
The presentation should nurture the customer’s desire by the salesperson actively
listening to the customer. The salesperson should focus not just on what is being
• Obtain a customer commitment to action (purchase).
Although the salesperson must read the situation to know when to seek a
customer commitment to purchase the product, the presentation should close with
6. Pair off in class and practice a salesperson’s approach to a customer. Develop an
approach that lasts three minutes and includes a greeting.
It is very important for a salesperson to make a good impression to set the tone for the
presentation. The first impression can be broken into three parts:
• Before the Meeting
o Never make the customer wait.