Post on 17-Dec-2015
Chapter 9Chapter 9Strengthening The Presentation
Characteristics Of A Strong Characteristics Of A Strong PresentationPresentation
Communication tools such as visual aids, samples, testimonials, demonstrations and the use of humor are important ingredients in most sales calls
These tools help focus the buyer’s attention, improve the buyer’s understanding, helps remember what the salesperson said, offers concrete proof of the salesperson’s statements, and creates a sense of value
Keep The Buyer’s AttentionKeep The Buyer’s Attention
Stay interactive with buyer to avoid boredom or lack of attention
Get the buyer actively involved in the communication process
The buyer’s personality can also affect his or her attention span
Improve The Buyer’s UnderstandingImprove The Buyer’s Understanding
Salespeople need to utilize all available communication tools to help individuals, who have problems forming clear images, better understand the solution to the problem or the opportunity being presented
Notice – more senses involved – better retention of message
Multiple-sense appeals-appeal to more than one sense
Sellers of some products use appeals to all of the senses; others involve 2 to 3
Ben and Jerry’s example in text – what is critical?
Helps The Buyer Remember What Helps The Buyer Remember What Was SaidWas Said
People immediately forget 50 percent of what they hear; 75 percent of the message is forgotten after 48 hours
Securing an order often requires multiple visits
Profitability occurs when the selling situation was memorable
Lasting impressions can be created in many ways
Present skillfully in a well-timed demonstration
Offers Proof Of Salesperson’s Offers Proof Of Salesperson’s AssertionsAssertions
Most people won’t believe everything a salesperson tells them
Creating trust is very important
Salespeople require tools to back up their claims – 3rd party sources
Creates A Sense Of ValueCreates A Sense Of Value
The manner in which a product is handled suggests value
Careful handling- positive
Careless handling- negative
The use of communication tools can also make a statement about the importance of the buyer
How To Strengthen The PresentationHow To Strengthen The Presentation
Use of communication tools
(word pictures, stories, humor, charts, models, samples, gifts, catalogs, brochures, pictures, ads, maps, illustrations)
The seller should strategically select methods and media that will helpfully address the needs of the buyer
Adapt to the buyer
Verbal ToolsVerbal Tools
Word Pictures and Stories
Use stories from your own life Make sure you have a reason for telling the story Use the “hook” of the story to directly tie back in presentation Be accurate and vivid with the words you choose Pace the story Choose stories that fit your own style Stories can be quite short
Verbal ToolsVerbal Tools
Humor
Don’t oversell Don’t apologize before telling a joke Identify any facts that are absolutely necessary for the
punch line of the story to make sense Enjoy yourself while you’re relating the humor by smiling
and animating your voice and nonverbals Practice telling the joke different ways to see which exact
wording works best Make sure your punch line is clear
Visual ToolsVisual Tools Charts
Know the single point the visual should make and ensure that it accomplishes that point
Use current and accurate information Don’t place too much information on a visual Use bullets to emphasize key points Don’t overload the buyer with the numbers Clearly label each visual with a title Recognize the emotional impact of colors and choose appropriately If possible, use graphics instead of tables Use consistent art styles, layouts, and scales for your collection of
charts and figures Check your visuals for errors
Models, Samples & GiftsModels, Samples & Gifts
Models, Samples, and Gifts
Miniature models serve as substitutes for products too large or bulky to transport
Cross-sectional models illustrate how a product is constructed Carry a sample for demonstration purposes Samples, if they perform effectively, can make excellent sales aids Samples and gifts help to maintain the prospect’s interest after the
call and serve as a reminder
ContinuedContinued Catalogs and Brochures
Aids communication of information Brochures often summarize key points and contain answers
to the usual questions buyers pose Large amounts of money are usually spent on developing
visually attractive brochures
Pictures, Ads, Maps, and Illustrations
Easy to prepare, relatively inexpensive, and permit a realistic portrayal of product and its benefits
Photographs of people and copies of recent or upcoming ads may contribute visual appeal
Testimonials & Test ResultsTestimonials & Test Results
Testimonials-statements, usually letters, written by satisfied users of a product or service
The effectiveness depends on the skill in which it is used and a careful matching of satisfied user and product
Before using a testimonial check with the person who wrote it and frequently reaffirm he or she is a happy (satisfied customer)
Should only be used if they help address the buyer’s needs or concerns
Use test results to strengthen the presentation
Appropriate MediaAppropriate Media
Media Used To Display Visual Tools
Choose media appropriate for the situation Recent survey: 96 percent agree technology enhances
presentations
Sales Portfolios
Portfolio- paper-based collection of visual aids, often placed in a binder or container, used to enhance communications during a sales call
Should contain a broad spectrum of visual aids the salesperson can find quickly if needed
Digital Collateral Management Digital Collateral Management SystemsSystems
Archives, catalogs & retrieves digital media & text
Collateral = collection of documentsSAVO = can call up videos, photos, audio
files, PP templates, Web pages, legal documents, etc.
www. Savogroup.com
ContinuedContinued
Document cameras (visual presenters)-like overheads, but are capable of displaying any three-dimensional object
Electronic whiteboards (digital easels)- used when working with customers who prefer to brainstorm an issue or problem
Product DemonstrationsProduct Demonstrations
One of the most effective methods of appealing to the buyer’s senses
Hands-on product demonstrations illustrate quality, effectiveness, and provide an interactive component
Executive briefing centers – specific highly specialized rooms designed to showcase company’s capabilities
HandoutsHandouts
Read text – P. 245-246For your in-class presentations:Handouts are a critical tool – short, specific
and passed out when you are about to discuss them
Wait until everyone has the handout before talking
HandoutsHandouts
Handouts-written documents provided to buyers to help them remember what was said
A well prepared set of handouts can be one of the best ways to increase buyer retention of information (long-term)
Careful preparation is required Important for foreign buyers
Helpful Tips Don’t forget the goal of your meeting Make sure the handout look professional Don’t cram too much information on a page Don’t drown your prospect in information
Written ProposalsWritten Proposals
The RFP Process
Definition: A document issued by a prospective buyer asking for a proposal
(request for quote (RFQ), request for bid (RFB)) Should contain the customer’s specifications for the
desired product, including delivery schedules The customer has a firm idea of the product needed The salesperson can assist the customer in identifying
needs and specifying product characteristics Buyers want the bottom line
Written ProposalWritten Proposal
Written Proposals
Keep the customers’ needs in mind
Three parts of a proposal: 1) Executive summary- a brief description of the problem
to be solved and a brief description of the proposed solution 2) A description of the current situation in relation to the
proposed solution 3)Budget
Many salespeople compare the current situation with the proposed solution on the same sheet
Some proposals are too complicated for such a simple approach
Customer Value AnalysisCustomer Value Analysis
How is your product/service unique?
Quantifying the solution: Read in text – P. 238-241
Examples of quantifying: cost/benefit analysis; ROI; Payback period; net present value; & opportunity cost.
EXTREMELY IMPORTANT!
Quantifying The SolutionQuantifying The Solution
Quantifying the solution- strengthening the presentation by showing the prospect that the cost of the proposal is offset by added value
More important in some situations than others
Products or services that pose little risk involves very little quantifying of the solution
Products or services that pose moderate to high risk; quantifying the solution becomes increasingly important
Quantifying the solution is imperative in super-high-risk situations
ContinuedContinued
Simple Cost-Benefit Analysis one of the simplest methods of quantifying the solution, lists the costs
to the buyer and the savings the buyer can expect from the investment Buyers must supply information for it to be realistic and meaningful
Comparative Cost-Benefit Analysis Comparisons of the present situation’s costs with the value of the
proposed solution ( or with that of a competitor) Involve prospect while creating figures
Continued Continued
Return on Investment
ROI = Net Profits (or savings) / Investment Salespeople need to find the firm’s minimum ROI or ROI
expectations
Payback Period
Definition: The length of time it takes for the investment cash outflow to be returned
Payback Period = Investment / Savings (or profits) per year
• For the buyer, it indicates how quickly the investment money will come back and a good measure of risk
ContinuedContinued
Net Present Value (NPV) Definition: The net value today of future cash inflows
minus the investment NPV = Future cash inflows discounted _ Investment into today’s dollars
Opportunity Cost Definition: The return a buyer would have earned from a
different use of the same investment capital
Other Methods of Quantifying the Solution Turnover, contribution margin, accounting rate of return,
and after-tax cash flows
Selling Value to ResellersSelling Value to Resellers
Resellers primarily concerned about three two key factors: 1. Will their customers buy the product/service, and 2. How much will they make on the sale (profit margin)?
Profit MarginInventory TurnoverReturn on Space
Dealing With The JittersDealing With The Jitters
Know your audience well Know what you’re talking about Prepare professional, helpful visuals Be yourself Get a good night’s sleep Feed off energy and enthusiasm of audience Recognize effects of fear and accommodate yourself Visualize your audience as your friends Psych yourself up for the presentation Realize that everyone gets nervous before presentations PRACTICE, PRACTICE, PRACTICE !
Dealing with the jittersDealing with the jitters
Read P. 245I will always cover for you!No embarrassment – promise!This is your training ground!You can feel safe here!Remember, we are the national champion!