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!