Product PresentationStep 3

Objectives

Describe the goal of product presentation

Explain how products are selected for the presentation

Explain what do say during the presentation

List techniques that help create effective product presentations

Organizing the Product Presentation

The main goal of the product presentation is to effectively present the features and benefits of a product that best match your customer’s needs and buying motives

Show and Tell

Deciding on what product or products to show to your customer

Sharing your expertise on the product(s)

Which products do you show?Learning customer’s intended use of product helps come up with products/samples to meet those needs

Ask questions to get feedback so you know you have the right product for the job

Show and Tell

What price range should you offer?You may not know their price range

Begin by showing a moderately priced itemYou can move up or down depending on customer’s feedback

If offering consulting services or a quote on a major project (renovating a kitchen) you may need to get their budget first

Don’t introduce price early on in the presentation unless it is a major selling point

You need to show how valuable your product is first

Show and Tell

How many products should you show?To avoid overwhelming, avoid showing over 3 products at a time

It is difficult to remember features for more than 3 items

Show and Tell

What do you say?Present the products SELLING POINTS

Explain features and how they relate to the needs of the customer

Use highly descriptive adjectives – avoid generic descriptions such as pretty, nice, and fine

Avoid slang

When selling to retail, use words that are easily understood

Plan the Presentation

Presenting & Demonstrating the ProductHandle the product with respect using hand gestures to show significance of certain features

Demonstrating a product that requires “operation,” such as a camera, helps build customer confidence

Plan the Presentation

Using Displays and Sales Aids

In retail selling – product displays can help in presentation (mannequins)

Sales aids – samples, fabric swatches, reprints of newspaper and magazine articles, audiovisual aids, and models

Warranty info, pictures, videos, graphs/charts

Could show articles that rate the items performance,

Letters, testimonials, etc…

Plan the Presentation

Involving the CustomerGet the customer physically involved with the product ASAP

Appeal to the 5 senses

Ask questions that are guaranteed to produce a positive response

“This jacket is wind and water resistant. Don’t you think that will come in handy on an outdoor trip?”

Plan the Presentation

Holding the Customer’s AttentionThe customer is usually more attentive when doing more than just listening to what you say

If you are losing their attention, ask a simple questionThis is key to keeping the customer involved

Question

What is the goal of product presentation?To effectively present the features and benefits of a product that best match your customer’s needs

Why would you wait to introduce the price of the product or service until later in the presentation?