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99THTH EDITION EDITION
CHAPTER 11CHAPTER 11CREATING VALUE CREATING VALUE WITH THE SALES WITH THE SALES DEMONSTRATIONDEMONSTRATION
Manning and Reece
11-2
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
See details Figure 9.3. 11-3
SIX-STEP PRESENTATION PLAN
1. APPROACH
2. PRESENTATION
4. NEGOTIATION
3. DEMONSTRATION
6. SERVICE
5. CLOSE
11-4
IMPORTANCE OF DEMONSTRATIONS
IMPROVED COMMUNICATION/RETENTIONIMPROVED COMMUNICATION/RETENTION
PROOF OF BUYER BENEFITSPROOF OF BUYER BENEFITS
QUANTIFYING THE SOLUTION QUANTIFYING THE SOLUTION
FEELING OF OWNERSHIPFEELING OF OWNERSHIP
VALUE PROPOSITION REVISITEDVALUE PROPOSITION REVISITED
11-5
EFFECTIVE DEMONSTRATION
Adds sensory appealAdds sensory appeal
Attracts customer attentionAttracts customer attention
Stimulates interest Stimulates interest
Creates desire for product Creates desire for product
11-6
SIMGRAPHICS
11-7
BENEFITS OF DEMONSTRATION
Improved retention and Improved retention and communication communication
Proof of buyer benefitsProof of buyer benefits Feeling of ownership Feeling of ownership Quantifying the solutionQuantifying the solution Value proposition is Value proposition is revisitedrevisited
See Figure 11.2 next slide 11-8
STRATEGIC PLANNING LEADS TO ACTIONS
STRATEGIC STRATEGIC DEMONSTRATION DEMONSTRATION
PLANNINGPLANNING
ACTIONS DURING ACTIONS DURING DEMONSTRATION DEMONSTRATION
Figure 11.2 11-9
STRATEGIC PLANNING
See Figure 11.2. 11-10
STRATEGIC PLANNING POINTS
Determine features to Determine features to demonstratedemonstrate
Determine sales tools to useDetermine sales tools to use
Check sales toolsCheck sales tools
Determine when and whereDetermine when and where
Involve prospectInvolve prospect
Prepare demonstration worksheetPrepare demonstration worksheet
Rehearse demonstrationRehearse demonstration
11-11
CREATIVE DEMONSTRATIONS
Make features and Make features and benefits appealingbenefits appealing --Must gain attention and --Must gain attention and
increase desire for increase desire for product product
--Create different ways of --Create different ways of looking at problem and looking at problem and solutionsolution
11-12
CUSTOMIZE DEMONSTRATION
Use custom-fitted Use custom-fitted demonstrations demonstrations --Relate to customer needs--Relate to customer needs
--Don’t over-structure--Don’t over-structure
--Personalize the process--Personalize the process
11-13
CHOOSE RIGHT SETTING
Demonstration locationDemonstration locationmakes difference makes difference
--Sometimes neutral ground, --Sometimes neutral ground, like conference center like conference center
--Controlled environments --Controlled environments are goodare good
--Prospect office has pros --Prospect office has pros and consand cons
11-14
CHECK SALES TOOLS
Audio/video, computer Audio/video, computer tools in working tools in working
orderorder--Make sure all hardware and --Make sure all hardware and
software work, carry software work, carry spares if necessary spares if necessary
--If real estate, make sure --If real estate, make sure you have seen property you have seen property
11-15
COVER ONE IDEA AT A TIME
Demonstrate one idea Demonstrate one idea or or feature at a time feature at a time --Make sure customer --Make sure customer
understands each before understands each before moving on…pace evenly moving on…pace evenly
--Make customer part of --Make customer part of every step every step
11-16
APPEAL TO ALL SENSES
Try to involve all five Try to involve all five sensessenses ----Multi-sensory appealsMulti-sensory appeals
help involve prospect and help involve prospect and build desire for product build desire for product
11-17
BALANCE SHOWING, TELLING, AND INVOLVEMENT
Develop demonstrationDevelop demonstrationworksheet worksheet --Demonstrations should be --Demonstrations should be
balanced and have variety balanced and have variety --Use demonstration worksheet --Use demonstration worksheet
to prepareto prepare--Try to give prospect “hands---Try to give prospect “hands-
on” experienceon” experience
See Figure 11.3 11-18
DEMONSTRATION DEMONSTRATION WORKSHEETWORKSHEET
WHAT WHAT FEATURE PROOF TO SAY TO DO
Quick data Screen 7 “Fastest data Customer entry screen entry ever.” tries entry
form #22
Automatic Hot key 4 “Simply press Customer file saving hot key 4.” uses key 4
WHAT WHAT FEATURE PROOF TO SAY TO DO
Quick data Screen 7 “Fastest data Customer entry screen entry ever.” tries entry
form #22
Automatic Hot key 4 “Simply press Customer file saving hot key 4.” uses key 4
11-19
REHEARSE, REHEARSE, REHEARSE
If you don’t rehearse, If you don’t rehearse, you court disaster you court disaster --Rehearse several times--Rehearse several times
--Videotape or role play for --Videotape or role play for managermanager
See Figure 11.4, Selling Dynamics Matrix
11-20
PLAN FOR DYNAMIC SITUATION
Presentations are Presentations are dynamic; be able to dynamic; be able to react effectivelyreact effectively --Base selling skills and --Base selling skills and
tools on customer tools on customer responsesresponses
11-21
ACTIONS AND SALES TOOLS
ProductProduct itself often best selling aid itself often best selling aid ModelsModels used when product large used when product large Photos/illustrationsPhotos/illustrations PortfolioPortfolio of support materials of support materials ReprintsReprints of articles on product of articles on product Graphs, charts, test resultsGraphs, charts, test results Computers and softwareComputers and software, laptop is , laptop is
powerful toolpowerful tool
11-22
COMPUTER-BASED TOOLSPOWERPOINT
PowerPoint presentations help organize PowerPoint presentations help organize
Can incorporate charts, graphs, audio, Can incorporate charts, graphs, audio, videovideo
Often so common, you must generate Often so common, you must generate unique look for impact, but don’t overdo itunique look for impact, but don’t overdo it
Can leave presentation behind with client Can leave presentation behind with client for for further review on diskfurther review on disk
11-23
COMPUTER-BASED TOOLSSPREADSHEETS
Spreadsheets excellent for organizing Spreadsheets excellent for organizing numbers…quotes, costs, schedulesnumbers…quotes, costs, schedules
Whenever possible, convert numbers toWhenever possible, convert numbers tographs or chartsgraphs or charts
Limit complexity and amount of dataLimit complexity and amount of data
Also good for “what-if” scenariosAlso good for “what-if” scenarios
11-24
COMPUTER-BASED TOOLSAUDIO/VISUAL
Computer-based presentations now the Computer-based presentations now the norm norm
Video, audio, and graphics also helpVideo, audio, and graphics also help GuidelinesGuidelines--Preview material, describe highlights--Preview material, describe highlights--Be prepared to pause to answer client --Be prepared to pause to answer client
questionsquestions--At conclusion, review key points--At conclusion, review key points
11-25
COMPUTER-BASED TOOLSBOUND PAPER
Bound presentations still widely used Bound presentations still widely used
Good method for providing detailsGood method for providing details
Also effective for guarantees, product Also effective for guarantees, product testimonials, complex data tables testimonials, complex data tables
Tip: Don’t give prospect copy until you Tip: Don’t give prospect copy until you leave…they may read and not pay leave…they may read and not pay attention to your presentation attention to your presentation
Last slide Chapter 11. 11-26
REALITY CHECK: COMPUTER SKILLS
NOT A NICE-TO-HAVE WHEN JOB NOT A NICE-TO-HAVE WHEN JOB HUNTING…HUNTING…A NEED-TO-HAVEA NEED-TO-HAVE--Many large firms scan resumes for PC and --Many large firms scan resumes for PC and
software skills…no skills, you’re outsoftware skills…no skills, you’re out--Presentation, specialized software tops--Presentation, specialized software tops
Expected: Word processing, spreadsheets
Desired: PowerPoint, databases, CRM
Bonus: Java, HTML, etc.