Download How to Strengthen the Presentation

© 2007 The McGraw-Hill Companies, Inc. All rights reserved.
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CHAPTER 10
Strengthening the Presentation
Some questions answered in this chapter are:
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How can salespeople use verbal tools to strengthen the
presentation?
Why do salespeople need to augment their oral communication
through tools such as visual aids, samples, testimonials, and
demonstrations?
What methods are available to strengthen the presentation?
How can salespeople utilize visual aids and technology most
effectively?
What are the ingredients of a good demonstration?
Is there a way to quantify the salesperson’s solution to the buyer’s
problem?
How can salespeople reduce presentation jitters?
10-2
© 2007 The McGraw-Hill Companies, Inc. All rights reserved.
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“The focus of the presentation should
be on what is important to the
customer, not what is important to
me.”
~Amanda Deitz
Pfizer
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Characteristics of a Strong Presentation
• Keeps the buyer’s attention
• Improves the buyer’s understanding
• Helps the buyer remember what was
said
• Offers proof of the salesperson’s
assertions
• Creates a sense of value
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How We Learn and Remember
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How to Strengthen the Presentation
• Salespeople should ask themselves:
– How can I use my imagination and creativity to make a
vivid impression on my prospect or customer?
– How can I make my presentation a little different and a
little stronger?
• A seller should strategically select methods and
media that will helpfully address the needs of the
buyer.
– Respond to the buyer’s unique style
– Consider elements such as:
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How many people will attend
Which stage of the buying process they are in
What information they need
What type of situation this is
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Verbal Tools
• Word pictures and stories
– It is best to use stories from your own life.
– Make sure you have a reason for telling the
story.
– Use the “hook” of the story to tie back directly to
your presentation.
– Be accurate and vivid with the words you
choose.
– Pace the story, watching your audience for
cues.
– Choose stories that fit your own style.
– Remember, stories can be quite short.
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Verbal Tools (continued)
• Humor
– Don’t oversell the joke.
– Don’t apologize before telling a joke.
– Identify any facts that are absolutely necessary
for the punch line of the story to make sense.
– Use humor from your own life.
– Enjoy yourself by smiling and animating your
voice and nonverbals.
– Practice telling the joke in different
ways.
– Make sure your punch line is clear.
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Visual Tools
• Graphics and charts
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Know the single point the visual should make.
Use current, accurate information.
Don’t place too much information on a visual.
Use bullets.
Don’t overload the buyer with numbers.
Clearly label each visual with a title.
Recognize the emotional impact of colors and choose
appropriate ones.
If possible, use graphics instead of tables.
Use consistent art styles, layouts, and scales.
Check your visuals closely for errors.
Know and obey copyright laws.
Now judge this slide based on the guidelines found in your
book on page 253.
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Visual Tools (continued)
• Models, samples and gifts
– Keeps buyer interest
– Cross-sectional models
• Catalogs and brochures
– Help to effectively communicate
information
• Photos, illustrations, ads, and maps
10-10
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Visual Tools (continued)
• Testimonials and test results
– The testimonial used should carefully
match satisfied user and prospect
– The person who writes the testimonial
should be above reproach
• Frequently affirm this person
is still a satisfied customer
– Test results from third-party
organizations have
more clout
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Testimonials
are statements
written by
satisfied users of
a product or
service.
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Visual Tools (continued)
• Using media to display visuals
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Portfolio
Video
Computers
Digital collateral management systems
Document cameras (visual presenters)
Whiteboards
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Product Demonstrations
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Be prepared.
Secure a proper place for the demonstration.
Check the equipment before beginning.
Get the prospect involved in a meaningful way.
Always relate product features to the buyer’s unique
need.
Make the demonstration an integral part of the overall
presentation.
Keep the demonstration simple, concise, and clear.
Plan what you will do during any dead time.
Find out whether the prospect has already seen a
competitor’s product demonstration.
Find out whether anyone present has used your
product before.
Probe during and after the demonstration.
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Handouts
• Don’t forget the goal of your meeting.
• Make sure the handouts look
professional.
• Don’t cram too much information
on a page.
Handouts are
• Don’t drown your prospect
written
documents
in information.
provided to help
buyers
remember what
was said.
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Written Proposals
• The RFP process
– Should contain the customer’s specifications for
the desired product, including delivery
schedules
• Writing proposals
– Executive summary (1-2 pages)
– Body of the proposal
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The total cost minus the total savings
A brief description of the problem
A brief description of the proposed solution
Budget
• Presenting the proposal
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Value Analysis:
Quantifying the Solution
• Cost-benefit analysis
– Simple cost-benefit analysis
– Comparative cost-benefit
analysis
• Return on investment (ROI)
Value analysis
Showing the
prospect that the
cost of the
proposal is offset
by the added
value.
ROI = Net profits (or savings)  Investments
• Payback period
Payback period = Investment  Savings (or profits) per year
10-16
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Value Analysis:
Quantifying the Solution (continued)
• Net present value
– Assesses the validity of an
opportunity
– NPV – The net value today of future
cash inflows minus the investment
• Opportunity cost
– The return a buyer would have
earned from a different use of the
same capital
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Selling Value to Resellers
• Profit margin
– The net profit the reseller makes, expressed as
a percentage of sales
• Inventory management systems
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Efficient consumer response
Quick response
Automatic replenishment
Just in time
Electronic data interchange
• Return on space
– Sales per square foot or sales per shelf foot
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Dealing With the Jitters
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Know your audience well.
Know what you’re talking about.
Prepare professional, helpful visuals.
Be yourself.
Get a good night’s sleep.
For presentations to groups, feed off
the energy and enthusiasm of several
friendly, happy-looking people in your
audience.
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Dealing With the Jitters (continued)
• Recognize the effect of fear on your
body and reduce the accompanying
stress manifestations.
• Visualize your audience as your
friends.
• Psych yourself up for the
presentation.
• Realize that everyone gets nervous
before a presentation at times.
• Practice, practice, practice.
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Summary
• Strengthening communication with the
buyer is important.
• Many methods of strengthening
communication are available.
• A backbone of many sales presentations is
the product demonstration.
• It is often important to quantify the solution
so the buyer can evaluate the costs in
relation to the benefits he or she can derive
from the proposal.
• All communication tools require skill and
practice to be used effectively.
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© 2007 The McGraw-Hill Companies, Inc. All rights reserved.