sales presentation delivery module seven. ingramlaforgeavila schwepker jr. williams professional...

Sales Presentation DeliverySales Presentation Delivery

Module Seven

Ingram LaForge Avila

Schwepker Jr. WilliamsProfessional Selling:A Trust-Based Approach

Module 7:Sales Presentation Delivery

Learning ObjectivesLearning Objectives

1. Describe the difference between features, potential benefits, and confirmed benefits and the role they play in benefits selling.

2. Construct complete selling points using feature in benefits statements.

3. Explain the four steps of the SELL Sequence




Learning ObjectivesLearning Objectives

4. Discuss the advantages of using response-checks in the selling presentation.

5. List and explain the different forms of presentation tools and sales aids that can increase the impact of a presentation.

6. Delineate the four steps of the SPES process for effectively utilizing sales aids in presentations.

7. Explain some of the special considerations in making sales presentations to groups.




Setting the StageSetting the Stage

1. What does Kraft’s 3-Step Category Insight Builder do?

2. On what does the success of Kraft’s sales technology depend?

Kraft Presentations Use Technology That Focuses on the Customer




Linking Solutions to NeedsLinking Solutions to Needs

• How the buyer’s needs will be met orhow an opportunity can be realizedas a result of a purchase.

• How the product featurestranslate, in a functional sense,into benefits for the buyer.

• Why the buyer should purchasefrom the salesperson as opposedto a competitive salesperson.

Salespeople should strive to communicate to the buyer . . .




Features and BenefitsFeatures and Benefits

FeatureA quality or characteristic of a product.

Potential BenefitThe value a feature provides.

Confirmed BenefitThe value a feature provides that the customer acknowledges as important.

This printer has two This printer has two separate paper trays.separate paper trays.This printer has two This printer has two

separate paper trays.separate paper trays.

Two separate paper trays Two separate paper trays allows the user to print allows the user to print

letters and envelopes at letters and envelopes at the same time.the same time.

Two separate paper trays Two separate paper trays allows the user to print allows the user to print

letters and envelopes at letters and envelopes at the same time.the same time.

Buyer: Buyer: “I want to be able to print “I want to be able to print letters and envelopes at letters and envelopes at

the same time.”the same time.”

Buyer: Buyer: “I want to be able to print “I want to be able to print letters and envelopes at letters and envelopes at

the same time.”the same time.”




The Importance of a “Selling Point”The Importance of a “Selling Point”

A selling point is the combination of a feature and meaningful benefit statement.

When used strategically, selling points are powerfully persuasive because they represent solutions addressing the buyer’s most pressing needs.

When used strategically, selling points are powerfully persuasive because they represent solutions addressing the buyer’s most pressing needs.




Buying MotivesBuying Motives

Major Buying MotivesThese are the prospect’s most important concerns and the salesperson should give them top priority.

Minor Buying MotivesThese are peripheral concerns and the salesperson should discuss these only after addressing the major buying motives.




The SELL Sequence ModelThe SELL Sequence Model

Select & describe a

feature

Explain what the

feature does

Lead into the benefit

Let the customer talk




Check-Backs and Response-ChecksCheck-Backs and Response-Checks

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?

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?




Reasons for UsingPresentation 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 collaborationand two-way communication






• Add clarity and enhance the prospect’s understanding

• Provide supportive evidence and proof to enhance believability

• Augment the prospect’s retention ofinformation

• Enhance the professional image ofthe salesperson and the sellingorganization




Sales Aids: Verbal SupportSales Aids: Verbal Support

• Voice Characteristics• Examples and Anecdotes• Comparisons & Analogies




Sales Presentation ToolboxSales Presentation ToolboxVisual Aids• Product Demonstrations

• Printed Materials

• Photographs and Illustrations

• Graphs and Charts

Sales Call Setting• Location

• Positioning and Seating Arrangements

• Disruptions

Verbal Support• Voice Characteristics

• Examples and Anecdotes

• Comparisons and Analogies

Electronic Media• Computer-Based Presentations

• Video

• Slides

• Overhead Transparencies

Proof Providers• Statistics

• Testimonials

• Case Histories

Presentation ToolsAnd Sales Aids




Sales Aids: Sales Call SettingSales Aids: Sales Call Setting

• Location• Positioning & Seating

Arrangements• Disruptions




Sales Aids: Proof ProvidersSales 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 AidsSales Aids: Visual Aids

• Product Demonstration & Models

• Printed Materials

• Photographs & Illustrations

• Graphs & Charts




Sales Aids: Electronic MediaSales Aids: Electronic Media

• Computer-Based Presentations

• Video

• Slides

• Overhead Transparencies




Sales Aids:Sales Aids:

tate selling point & introduce the sales aid

resent the sales aid

xplain the sales aid

ummarize




Group Sales PresentationsGroup 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” Buying Team




Sales Tactics for Selling to GroupsSales Tactics for Selling to Groups

• Arrival – Arrive and setup before the buying 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

Buying Team




Handling Questionsin Group PresentationHandling Questions

in Group Presentation

• Listen carefully and maintain eye contact with the person asking the question

• Repeat or restate the question as necessary to ensure understanding

• Answer each question succinctly and convincingly

Buying Team

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