CH 9 - The Presentation

Analogy

a comparison between two different situations that have something in common.

Autosuggestion

A kind of suggestion that attempts to have prospects imagine themselves using the product.

Body language

Nonverbal communication that includes facial expression, appearance, handshake and body movement.

Consultative selling

The process of professionally providing information to help customers make intelligent actions to achieve short- and long-term objectives.

Countersuggestion

A suggestion that evokes an opposite response from the prospect.

Demonstration

The process of showing a product to a prospect and letting them use it, if possible.

Direct suggestion

An approach that suggests prospects buy rather than tells them to buy.

Dramatization

The theatrical presentation of products.

Evidence statements

Statements that substantiate claims made by the salesperson.

Indirect suggestion

A statement by the salesperson recommending that the prospect undertake some action while making it seem that the idea to do so is the prospect’s.

Logical reasoning

Persuasive techniques that appeal to the prospect’s common sense by applying logic through reason.

• Major premise

• Minor premise

• Conclusion

Prestige suggestions

A technique in which the salesperson has the prospect visualize using products that are used by famous people, companies, or individuals whom the prospect trusts.

Proof statements

Evidence statements that have been accepted by the prospect as true.

Sales presentation mix

The elements the salesperson assembles to sell to prospects

• Participation

• Persuasive communication

• Demonstration

• Dramatization

• Visual aids

• Evidence

Suggestive propositions

A proposition that implies that the prospect should act now.

Testimonial

Using a third-party statement as proof to substantiate a claim.

Visuals

Also called visual aids, these are illustrative material that aids a prospect in increasing memory retention of a presentation.

Essential steps within a presentation

1. Fully discuss the relevant features, advantages, and benefits of your product. Tell the whole story.

2. Present your marketing or promotion plan. For wholesalers and retailers, this is your suggestion on how they should resell the product. For end users, it is your suggestion on how they can use the product.

3. Explain your business proposition. This step relates the value of your product to its cost. It should be discussed last, since you always want to present your product’s benefits and marketing plan relative to your product’s price.

SELL

Show feature

Explain advantage

Lead into benefit

Let them talk

Cross-selling

Occurs when a salesperson encourages a customer to purchase goods and
services from other areas that may satisfy some of their needs. For example, selling a
maintenance and supply agreement on a photocopier would serve as cross-selling.

Add-on selling

The process of generating additional revenues after you’ve closed a sale by selling additional complementary products or by increasing the value of the sales by simply selling more product.