Chapter 12: Presentation Strategies and Effectiveness

Flashcards covering key terms and concepts from Chapter 12 on presentation strategies and effectiveness.

Need Satisfaction

Achieved through selecting an informative, persuasive, or reminder presentation strategy, creating a presentation plan, and initiating the presentation.

Informative Presentation

Emphasizes facts, commonly used to introduce new products/services, stresses clarity, simplicity, and directness, and requires less information to avoid overload.

Persuasive Presentation

Aims to influence prospects' beliefs, attitudes, or behavior to encourage buyer action, transitioning from an intellectual emphasis to emotional appeals.

Reminder Presentation

Also known as reinforcement presentations; maintains product awareness, focuses on value rather than price, good for repeat customers.

Cost Benefit Analysis

A systematic process that compares projected costs and benefits of a decision or action to determine its feasibility and overall value.

Return on Investment (ROI)

Calculated as net profits as a percentage of the original investment.

Effective Presentation Characteristics

Includes customization to customer needs, appropriate detail, single idea coverage, proof devices for buyer benefits, and a balance of telling, showing, and involvement.

Sales Tools

Common sales tools include product tours, videos, models, illustrations, brochures, portfolios, reprints, catalogs, and various presentation formats.

External Factors in Presentations

Factors to consider include ensuring audio/video tools are functional, preparing for technology issues, and having backups.

Customer Engagement in Presentations

Keep customers’ attention by clarifying the presentation's purpose and stopping for questions where necessary.