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Manning 11

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14 views

Manning 11

Uploaded by

Astir Le
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 26

9TH EDITION

Manning and Reece

CHAPTER 11
CREATING VALUE
WITH THE SALES
DEMONSTRATION
LEARNING OBJECTIVES
Discuss how demonstrations add value
Explain guidelines to follow when planning a
demonstration
Complete a demonstration worksheet
Develop selling tools that can add value to
your sales presentation
Discuss how to use audio-visual
presentations effectively

11-2
SIX-STEP PRESENTATION PLAN
1. APPROACH

2. PRESENTATION

3. DEMONSTRATION

4. NEGOTIATION

5. CLOSE

6. SERVICE

See details Figure 9.3. 11-3


IMPORTANCE OF DEMONSTRATIONS

IMPROVED COMMUNICATION/RETENTION

PROOF OF BUYER BENEFITS

FEELING OF OWNERSHIP

QUANTIFYING THE SOLUTION

VALUE PROPOSITION REVISITED

11-4
EFFECTIVE DEMONSTRATION

Adds sensory appeal


Attracts customer attention
Stimulates interest
Creates desire for product

11-5
SIMGRAPHICS

11-6
BENEFITS OF DEMONSTRATION
Improved retention and
communication
Proof of buyer benefits
Feeling of ownership
Quantifying the solution
Value proposition is
revisited

11-7
STRATEGIC PLANNING LEADS TO
ACTIONS

STRATEGIC
ACTIONS DURING
DEMONSTRATION
DEMONSTRATION
PLANNING

See Figure 11.2 next slide 11-8


STRATEGIC PLANNING

Figure 11.2 11-9


STRATEGIC PLANNING POINTS
Determine features to demonstrate
Determine sales tools to use
Check sales tools
Determine when and where
Involve prospect
Prepare demonstration worksheet
Rehearse demonstration

See Figure 11.2. 11-10


CREATIVE DEMONSTRATIONS

Make features and benefits


appealing
--Must gain attention and increase
desire for product
--Create different ways of looking
at problem and solution

11-11
CUSTOMIZE DEMONSTRATION

Use custom-fitted
demonstrations
--Relate to customer needs
--Don’t over-structure
--Personalize the process

11-12
CHOOSE RIGHT SETTING

Demonstration location
makes difference
--Sometimes neutral ground, like
conference center
--Controlled environments are
good
--Prospect office has pros and cons

11-13
CHECK SALES TOOLS

Audio/video, computer
tools in working order
--Make sure all hardware and
software work, carry spares if
necessary
--If real estate, make sure you have
seen property

11-14
COVER ONE IDEA AT A TIME

Demonstrate one idea or


feature at a time
--Make sure customer understands
each before moving on…pace
evenly
--Make customer part of every
step

11-15
APPEAL TO ALL SENSES

Try to involve all five


senses
--Multi-sensory appeals help
involve prospect and build
desire for product

11-16
BALANCE SHOWING, TELLING, AND
INVOLVEMENT
Develop demonstration
worksheet
--Demonstrations should be balanced
and have variety
--Use demonstration worksheet to
prepare
--Try to give prospect “hands-on”
experience

11-17
DEMONSTRATION WORKSHEET

WHAT
WHAT WHAT
WHAT
FEATURE
FEATURE PROOF
PROOF TOSAY
TO SAY TODO
TO DO
Quickdata
Quick data Screen77 “Fastest
Screen “Fastestdata
data Customer
Customerentry
entryscreen
screen
entryever.”
entry ever.” triesentry
tries entry
form#22
form #22
Automatic
Automatic Hotkey
Hot key44 “Simplypress
“Simply press Customer
Customer
filesaving
file saving hotkey
hot key4.”
4.” useskey
uses key44

See Figure 11.3 11-18


REHEARSE, REHEARSE, REHEARSE

If you don’t rehearse, you


court disaster
--Rehearse several times
--Videotape or role play for
manager

11-19
PLAN FOR DYNAMIC SITUATION

Presentations are
dynamic; be able to react
effectively
--Base selling skills and tools on
customer responses

See Figure 11.4, Selling Dynamics M 11-20


atrix
ACTIONS AND SALES TOOLS
Product itself often best selling aid
Models used when product large
Photos/illustrations
Portfolio of support materials
Reprints of articles on product
Graphs, charts, test results
Computers and software, laptop is
powerful tool
11-21
COMPUTER-BASED TOOLS
POWERPOINT
PowerPoint presentations help organize
Can incorporate charts, graphs, audio, video
Often so common, you must generate
unique look for impact, but don’t overdo it
Can leave presentation behind with client for
further review on disk

11-22
COMPUTER-BASED TOOLS
SPREADSHEETS
Spreadsheets excellent for organizing
numbers…quotes, costs, schedules
Whenever possible, convert numbers to
graphs or charts
Limit complexity and amount of data
Also good for “what-if” scenarios

11-23
COMPUTER-BASED TOOLS
AUDIO/VISUAL
Computer-based presentations now the norm
Video, audio, and graphics also help
Guidelines
--Preview material, describe highlights
--Be prepared to pause to answer client questions
--At conclusion, review key points

11-24
COMPUTER-BASED TOOLS
BOUND PAPER
Bound presentations still widely used
Good method for providing details
Also effective for guarantees, product
testimonials, complex data tables
Tip: Don’t give prospect copy until you
leave…they may read and not pay attention to
your presentation

11-25
REALITY CHECK:
COMPUTER SKILLS
NOT A NICE-TO-HAVE WHEN JOB
HUNTING…A NEED-TO-HAVE
--Many large firms scan resumes for PC and software
skills…no skills, you’re out
--Presentation, specialized software tops
Expected: Word processing, spreadsheets
Desired: PowerPoint, databases, CRM
Bonus: Java, HTML, etc.

Last slide Chapter 11. 11-26

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