Learner name:

Learner number:

Y/504/1706

VRQ

UV31472

Prepare and deliver a sales presentation

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Statement of unit achievement

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UV31472Prepare and deliver a sales presentation

The aim of this unit is to develop the knowledge, understanding and skills required to prepare and deliver a sales presentation. You will learn how to deliver a presentation that captures an audience using correct pitch, tone and pace of delivery. You will respond to questions from the audience and evaluate the effectiveness of your presentation from feedback.

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Observation(s)

GLH

Credit value

Level

External paper(s)

2

28

4

3

0

On completion of this unit you will:

Learning outcomes

Evidence requirements

UV31472

1. Be able to prepare a sales presentation

2. Be able to deliver a sales presentation

3. Understand the factors for consideration in the preparation of sales presentations

4. Understand how to deliver sales presentations

You need to meet the same standard on a regular and consistent basis. Separating the assessments by a period of at least two weeks is recommended as competence must be demonstrated on a consistent and regular basis.

4. Knowledge outcomes There must be evidence that you possess all the knowledge and understanding listed in the Knowledge section of this unit. In most cases this can be done by professional discussion and/or oral questioning. Other methods, such as projects, assignments and/or reflective accounts may also be used.

5. Tutor/Assessor guidance You will be guided by your tutor/assessor on how to achieve learning outcomes in this unit. All outcomes must be achieved.

6. External paper There is no external paper requirement for this unit.

1. Environment Evidence for this unit may be gathered within the workplace or realistic working environment (RWE).

2. Simulation Simulation may be used in this unit, where no naturally occurring evidence is available.

3. Observation outcomes Competent performance of Observation outcomes must be demonstrated on at least two occasions. Assessor observations, witness testimonies and products of work are likely to be the most appropriate sources of performance evidence. Professional discussion may be used as supplementary evidence for those criteria that do not naturally occur. Assessed observations should not be carried out on the same day for the same learning outcome. There should be sufficient time between assessments for reflection and personal development.

3

Prepare and deliver a sales presentation

Achieving observation outcomes Achieving range

Achieving observations and range

UV31472

Your assessor will observe your performance of practical tasks. The minimum number of competent observations required is indicated in the Evidence requirements section of this unit.

Criteria may not always naturally occur during a practical observation. In such instances you will be asked questions to demonstrate your competence in this area. Your assessor will document the criteria that have been achieved through professional discussion and/or oral questioning. This evidence will be recorded by your assessor in written form or by other appropriate means.

Your assessor will sign off a learning outcome when all criteria have been competently achieved.

There is no range section that applies to this unit.

4

Learning outcome 1

Observations

You can:

UV31472

Observation 1 2 OptionalCriteria questioned orally

Date achieved

Portfolio reference

Learner signature

Assessor initials

*May be assessed by supplementary evidence.

Be able to prepare a sales presentation

5

a. Identify and prepare resources for delivery of the presentation

b. Obtain promotional material that will enhance the presentation

c. Include the product/service benefits and/or unique selling propositions in the presentation

d. Structure the presentation in line with its objectives

e. Ensure the presentation complements any proposal already supplied to the customer

f. Ensure the presentation can be delivered within the agreed timescale

Learning outcome 2

You can:

UV31472

Observation 1 2 OptionalCriteria questioned orally

Date achieved

Portfolio reference

Learner signature

Assessor initials

a. Use pitch, tone and pace of delivery to engage the audience

b. Deliver a presentation that captures and retains the audience’s attention

c. Use visual aids and/or publicity materials to support the presentation

d. Provide the audience with opportunities to ask questions and raise objections

e. Respond to questions, concerns and objections from the customer or audience in a way that gives a positive image of the organisation and its products and/or service

f. Gain commitment to proceed with the sale

g. Evaluate the effectiveness of the presentation in the light of stakeholder feedback and subsequent sales-related activities and outcomes*

Be able to deliver a sales presentation

6

*May be assessed by supplementary evidence.

Developing knowledge

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Achieving knowledge outcomes

You will be guided by your tutor and assessor on the evidence that needs to be produced. Your knowledge and understanding will be assessed using the assessment methods listed below*:

• Projects• Observed work• Witness statements• Audio-visual media • Evidence of prior learning or attainment• Written questions• Oral questions• Assignments• Case studies• Professional discussion

Where applicable your assessor will integrate knowledge outcomes into practical observations through professional discussion and/or oral questioning.

When a criterion has been orally questioned and achieved, your assessor will record this evidence in written form or by other appropriate means. There is no need for you to produce additional evidence as this criterion has already been achieved.

Some knowledge and understanding outcomes may require you to show that you know and understand how to do something. If you have practical evidence from your own work that meets knowledge criteria, then there is no requirement for you to be questioned again on the same topic.

*This is not an exhaustive list.

Knowledge

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Be able to prepare a sales presentation

You can: Portfolio reference

g. Describe the needs of the customer or audience

h. Set objectives for the sales presentation ensuring they reflect the customers’ or audience’s needs and interests

i. Assess the suitability of the venue for the presentation, and review issues relating to its size, acoustics and layout

Learning outcome 1

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Learning outcome 3

Understand the factors for consideration in the preparation of sales presentations

You can: Portfolio reference

a. Explain the importance of presentations to the achievement of sales targets

b. Explain the difference between formal and informal presentations

c. Explain the importance of setting aims and objectives when preparing a presentation

d. Describe how customer characteristics and buying behaviours will influence a presentation

e. Identify who to go to for support relating to the presentation

f. Explain the legal, social and ethical constraints that need to be considered when designing and delivering sales presentations

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Learning outcome 4

Understand how to deliver sales presentations

You can: Portfolio reference

a. Describe how to use verbal and non-verbal communications in presentations

b. Explain the importance of rehearsing a presentation

c. Describe techniques to capture and retain the audience’s attention

d. Describe the organisational methods for reporting and recording the outcome of presentations

Learning outcome 1: Be able to prepare a sales presentation

Unit content

This section provides guidance on the recommended knowledge and skills required to enable you to achieve each of the learning outcomes in this unit. Your tutor/assessor will ensure you have the opportunity to cover all of the unit content.

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Preparing a sales presentation: Informational, clear, timely, easily understandable, relevant, to the point, accurate information based on market research, legislation, national data, product, service, buyer/customer.

Resources for delivery of the presentation: Register of attendees, ICT equipment (computer, laptop, memory stick, leads, screen/projector), flip chart, white board, pens, props, samples of products, list of services you are selling, hospitality.

Types of promotional material to help the presentation: Copy of presentation, flyer, poster, prospectus, brochure, price list, pop up banner, freebies (pens, stickers, bags, samples etc.).

Definition of a sales benefit: Identifies particular features of a product or service that a client will benefit from, identifies why they should buy the product.

Definition of a sales feature: Makes your product stand out from the crowd.

How linking features and benefits helps sale: Linking both phrases creates a powerful tool directed at the real needs of customer, more inclined to buy. What it is, why it’s valuable, essential for consumer, meets their needs, offers a solution, sets expectations, prevents customer dissatisfaction, builds confidence, trust, unique selling point (USP), presentation built around USP.

Structure of presentation: Ensure it is in logical order, flows, included all objectives.

Ensure the presentation complements any proposal already supplied to the customer: Review current proposals, offers, products, services, align presentation, build on current messages.

Delivering presentation within timescale: Organised approach, work back from presentation date to identify critical timings, set aside time for research/content, development time, proofreading, printing, uploading to e-resource.

Setting objectives for a sales presentation reflecting customer needs and interests: Differentiate presentation dependent upon customer characteristics (social, financial background, culture, gender, age, ability).

Objectives – purpose of presentation, what is the message (unique selling point, benefit of product/service), how is presentation accessed (face-to-face via workshop, via email, website), presentation type (practical, visual, dry fact-based), where (ease of access, online, venue, travel distance), cost involved, time of presentation, length of presentation, accompanying resources to give away.

Assessing suitability of venue: Risk assessment, size, ICT equipment support, location, access, parking, building conforms to regulations, facilitates, amenities, acoustics, equipment, seating, room layout, disabled access.

Learning outcome 2: Be able to deliver a sales presentation

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Importance of correct pitch, tone, pace: Communication is clear, points and objectives are clearly identified, retain attention, close the sale, instill trust and confidence.

Types of visual aids used to support a presentation: PowerPoint, charts, graphs, photos, brochures, samples, drawings, video clips, clip art, sound.

Opportunities to ask questions and raise objections: Identify appropriate opportunities to audience before presentation (set times - during, at end, throughout).

Respond to questions, concerns and objections from the customer or audience: Maintain a positive image of organisation/products/services, do not promise what you cannot deliver, remain factual, if you do not know say so, take unanswered questions back to appropriate source, follow-up on unanswered issues, provide feedback, never criticise.

Commitment to proceed with the sale: Reinforce benefits of product/service, link sale (services to products), discount (promotions, multi sales), ask for sale, book in service or pay for products.

Direct close – sales person asks the customer to buy.

Indirect close – where further questions are asked to lead to the close.

Alternate close – offer two choices, which product did you want?

Assumptive close – sales person assumes the customer will buy and proceeds.

Minor/major close – focus on minor/major need.

Challenge close – dare customer to take action.

Emotional close – play on customers’ emotions.

Comparison close – compare the advantages and disadvantages of products and/or services for customers.

Worst case/best case scenario – what is the worst thing that could happen when you make this purchase?

Assess effectiveness of presentation: Gather feedback from stakeholders, review increase/decrease sales, meet target objectives, analyse costs against revenue, identify direct leads, new business opportunities, networking opportunities.

Learning outcome 3: Understand the factors for consideration in the preparation of sales presentations

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Importance of presentations in achieving sales targets: Impart information, visual aid, demonstration, closing sale, link sale (product, service), professional image, build client confidence.

Formal presentation: Structured, formal speech, seminar, publication, invited audience.

Informal presentation: Demand led, informal speech, audience to whom you are presenting, context of presentation.

Definition of an aim: What you are going to achieve, overarching intention.

Importance of setting an aim: Presenter and audience have a clear understanding of presentation.

Definition of an objective: How you are going to achieve the aim.

Importance of setting an objective: Use an achieveable approach, move project forward.

How customer characteristics and buying behaviours will influence a presentation:

Customer characteristics – social and financial background, culture, gender, age.

Buying behaviour – market trend, habit, seasonal, impulse.

Influencing presentation style: Type of presentation (formal, informal), communication method (verbal, visual, written), sale (soft, hard), product placement.

People who can support presentation: Managers, coaches, suppliers, manufacturers, professionals, mentors, trainers.

Constraints to be considered when designing and delivering a presentation:

Legal – copyright, consumer protection, trade descriptions, supply of goods and services.

Social – formal and informal speech, body language, eye contact, sale (soft and hard), audience type (age, education, receptive, non-receptive).

Ethical – product placement (fair trade, organic, eco footprint, cruelty free, free range), sale (soft and hard).

Learning outcome 4: Understand how to deliver sales presentations

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Verbal communication in presentations: Appropriate language for target audience (age, ability, technical), avoid jargon/abbreviations, speed of delivery.

Non-verbal communication: Visual (resource, demonstration, visual aid), use of body language, gestures, touch, facial expression, eye contact to convey a message.

Why it is important to rehearse: Meet agreed timings, speech (pace), check material and content, understand information, confidence.

Techniques to capture and retain the audience: Variety of delivery methods retains interest, audience participation, engaging body language (posture, eye contact), avoid monotone speech, gestures, relevant (make it real), specific.

Organisational methods of reporting the outcome of the presentation: Performance reviews, key performance indicators (KPI’S), attendance, sales conversions, business targets (monthly, quarterly, annually).