MARK 12- Presentation

Creating Value with the Consultative Presentation

When does presentation occur?

after finding a solution that matches the customer’s needs

• select the presentation strategy or combination of strategies to emphasize

• informative, persuasive, reminder

Presentation based on the 6-step presentation plan

• select presentation strategy

• create presentation plan

• initiate presentation

3 strategies for an effective need-satisfaction presentation

1) select informative presentation (factual- used to introduce new products, highly complex products, and services of a technical nature)

2) select persuasive presentation (influence prospect’s beliefs, attitudes, or behavior to encourage buyer action// voluntary and motivate)

3) select reminder presentation (remind customers of value added services you provide to prevent them from seeing product as a commodity)

Canned Presentations

• memorized/ scripted presentations

• standard steps

• repetitive

• NOT GOOD

Consultative Presentation

• customized

• personalized presentation built around specific needs of each customer

Actions to make sales presentations effective

• adapt to customer needs

• one idea at a time

• PROOF DEVICES to demonstrate buyer benefits (enhance credibility- statement, report, testimonial, customer data)

• appeal to senses

• balance telling, showing, interest

• develop creative presentations

• consider humor

• choose good setting and location

• document value proposition

• quantify solution

• check sales tools

• summarize major points

Quantifying the Solution

process of determining whether or not a sales proposal adds value

• cost benefit analysis

• estimates of return on investment (net profits as a percentage of the original investment)

Technical Communication

• impersonal, objective

• intellectual response

• emphasize features

• information- driven

Persuasive Communication

• personal, objective

• emotional response

• emphasize benefits

• influence-driven

Guidelines to Prep for a Persuasive Presentation

• to add value

• place special emphasis on relationship

• target emotional links and use persuasive vocabulary

• sell specific benefits and obtain customer reactions

• showmanship

• minimize negative impact of change

• place strong appeal at beg or end

• use power association (metaphors, stories, testimonials)

Guidelines for a Group Sales Presentation

usually more demanding than one on one sales call

• identify the titles and roles of those who will attend

• check out meeting room in advance

• be sure presentation is characterized by clarity and simplicity

• anticipate the diversity of questions

Mental Imagery- group presentations

the ability to visualize an object, concept, or action not actually present.

• use of auditory and visual imagery.

Digitally Enhanced Presentation Fundamentals

• Do not rely too heavily on bells and whistles in the presentation.

• Be sure the prospect knows the presentation’s purpose.

• Be prepared to stop the presentation to clarify a point or allow the prospect to ask questions.

• At the close, review key points and allow the prospect an opportunity to ask questions.

Selling Tools for Effective Demonstrations

• Plant tours let the product sell itself.

• Models are useful with the actual product is too big or complex to transport and show in a presentation.

• Photos help visually make the primary points in a sales presentation.

• A portfolio is a case or binder with sales support.

• Reprints enable salespeople to show articles from magazines or journals that feature sales information from a third-party source.

• A well-designed catalog shows the range and comprehensiveness of the product line.

• Paper presentations can include the proposal, cost-benefit analyses, and charts and graphs that support the solution.

Selling Dynamics Matrix