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Chapter 7
CREATING AND COMMUNICATING VALUE
General Guidelines for
Effective Sales Presentations

In sales presentations and demonstrations, salespeople can facilitate prospect
involvement and the learning process by using 4 learning principles.
• Prospects who participate in
the sales presentation and
demonstration retain more
information and develop more
favorable attitudes
Insight
Insight
• Product demonstrations should
weave facts and figures from the
sales presentation into the
prospect’s own experience
Participation
Participation
Learning
Principles
Transfer
Transfer
• Prospects remember new
information better if they can
connect it to their personal
knowledge, past experiences, or
frames of reference
Association
Association
• Prospects who see the
product being used in
situations similar to their
own can better visualize
its benefits
Solution Selling
 Solution selling is the stage at which the
salesperson:



Assumes a knowledgeable role
Begins to earn the right to be an advisor to the prospect
Customizes her presentation of product features and
benefits to the prospect’s specific needs and wants
Buying Motives (these were mentioned in chapter 6)
Should first identify:
Major Buying Motives
These are the prospect’s most important concerns
and the salesperson should give them top priority.
Minor Buying Motives
These are peripheral concerns and the
salesperson should discuss these only after
addressing the major buying motives.
Importance of Communication
 Selling is a listen before you speak business
 Each communication must bring knowledge to the
prospect
 Communications that focus on benefits and value
are viewed as quality communications (remember
the SPT)
 Salespeople are responsible for making information
available to the members of the buying center
Asking the Right Questions
 Developing a list of questions will allow salespeople
to target their benefits to customers’ needs
 Astute salespeople anticipate prospects’ concerns
and prepare answers before meeting with prospects
Prospect Involvement
 When seeking to partner with prospects, effective
salespeople attempt to involve the prospects.
 Listen carefully to align your suggestions with the
prospect’s needs and wants
 Read all non-verbal communication
 It is important that salespeople show a willingness to
collaborate
Check-Backs and Response-Checks – very
important!
 Closed-ended questions designed to clarify, check
for understanding, confirm interest, or confirm
resolution of a concern.
Examples:
• Is that what you had in mind?
• Does this make sense to you so far?
• How does that sound to you?
• Does that answer your concern?
What Your Prospect Wants to Know
 What are you offering me?
 Exactly how does it work (product, service, process)?
 How will it help me?
 Is it as good as you say it is? Who else says so?
 What evidence can you offer that it is as good as you say?
 Is it worth the price? Why?
 Will it help me accomplish what I really want to
accomplish?
 Sell the prospect results ( benefits, not features). Why?
Preparing and Presenting the Sales Proposal –
Features v. Benefits
FAB leads to SELLS
are the obvious
F —Features
characteristics of the
A
B
product/service.
—Advantages are the
performance traits of the
product that show how it
can be used to help the
customer better solve a
problem than present
products can.
—Benefits are what the
customer wants from the
product.
S —Show the product’s features.
E —Explain its advantages.
into the benefits for the
L —Lead
prospect.
L —Let the prospect talk.
S —Start a trial close.
Video Analysis
Look for the following:
 Prospect Involvement
 Impact of communication




Verbal communication
Non-verbal communication
Implication questions (power of them)
Check-back questions
 FAB technique
 Implication Questions
 Objection Handling
Reasons for Using
Presentation Tools and Sales Aides
 Capture prospective buyer’s attention
 Generate interest in the recommended solution
 Make presentations more persuasive
 Increase the buyer’s participation and involvement
 Provide the opportunity for collaboration
and two-way communication
Reasons for Using
Presentation Tools and Sales Aides
 Add clarity and enhance the prospect’s
understanding
 Provide supportive evidence and proof to enhance
believability
 Augment the prospect’s retention of
information
 Enhance the professional image of
the salesperson and the selling
organization
Sales Aids: Verbal Support
 Voice Characteristics
 Examples and Anecdotes
 Comparisons & Analogies
Sales Aids: Sales Call Setting
 Location
 Positioning & Seating Arrangements –
Proxemics are an important consideration
 Disruptions
Sales Aids: Proof Providers
 Statistics
 Testimonials
 Case Histories
“In January,
Fortune magazine
recognized CDW
as the top rated
technology vendor
on the basis of
services provided
to the buying
customer.”
Sales Aids: Visual Aids
 Product Demonstration & Models
 Printed Materials
 Photographs &
Illustrations
 Graphs & Charts
Sales Aids: Electronic Media
 Computer-Based Presentations
 Video(s)
 PowerPoint Slides
 Overhead
Transparencies/documents
Group Sales Presentations
“When selling to groups, salespeople can
expect tough questions and should prepare
accordingly”
“When selling to a group, salespeople
should take every opportunity to pre-sell
individual group members prior to the group
presentation”
Sales Tactics for Selling to Groups
 Arrival – Arriving early may provide the
opportunity to connect with each group
member prior to meeting as a large group.
 Eye Contact – Make periodic eye contact with
each member of the buying group
 Communication – Solicit opinions and
feedback from each member of the buying
group and avoid taking sides
The Pinnacle of a Sales Presentation
Once a salesperson has:

Pointed out the problem

Prescribed how a product/service will solve that
problem

Presented the terms of the sale
It is time to ascertain if the relationship will
proceed with or without a transaction