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Selling Today 10th Edition ... be able to react effectively

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Selling Today 10th Edition ... be able to react effectively Base selling skills and tools on customer responses See the Selling Dynamics Matrix (Figure 12.4) ... – PowerPoint PPT presentation

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Title: Selling Today 10th Edition ... be able to react effectively


1
12
Creating Value with the Sales Demonstration
2
Effective Demonstration
  • Adds sensory appeal
  • Attracts customer __________
  • Stimulates interest
  • Creates desire for product

3
SimGraphics
Visit SimGraphics.com
4
Benefits of Demonstration
  • Improved _________ and retention
  • Proof of buyer benefits
  • Proof devices
  • Feeling of _________
  • Quantifying the solution
  • Value proposition revisited

5
Strategic Planning Points
  • Determine what _______ to demonstrate
  • Determine what sales _______ to use
  • Check sales tools
  • Determine when and where to demonstrate
  • Determine how to _______ the prospect
  • Prepare a demonstration worksheet
  • Rehearse the demonstration

6
Creative Demonstrations
  • Make features and benefits appealing
  • Must gain attention and increase desire for
    product
  • Create different ways of looking at problem and
    solution

7
Customize Demonstration
  • Use custom-fitted demonstrations
  • Relate to specific customer needs
  • Do not overstructure
  • Personalize the process

8
Choose Right Setting
  • Demonstration location makes difference
  • Sometimes neutral ground, like hotel or
    conference center
  • Other times in firms conference room
  • Controlled environments free from distraction

9
Check Sales Tools
  • Ensure audio/video, computer tools/files are in
    working order

10
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 _________
  • Need-satisfaction questions help move forward

11
Appeal to All Senses
  • Try to involve all five senses
  • Multisensory appeals help involve prospect and
    build desire for the product
  • Dunbar salespeople include a tasting kit along
    with their demonstration

12
Balance Telling, Showing, and Involvement
  • Develop demonstration worksheet
  • Demonstrations should be balanced and have
    varietyuse worksheet to prepare
  • Try to give prospect hands-on experience
  • A Chinese proverb says, Tell me, Ill forget
    show me, I may remember but involve me and Ill
    understand.

13
Demonstration Worksheet
12.3
FIGURE
14
Rehearse, Rehearse, Rehearse
  • If you dont rehearse, you court disaster
  • Rehearse several times
  • Videotape or role play for manager

15
Plan for Dynamic Situation
  • Presentations are ______ be able to react
    effectively
  • Base selling skills and tools on customer
    responses
  • See the Selling Dynamics Matrix (Figure 12.4)

16
Computer-based Tools PowerPoint
  • Can incorporate charts, graphs, images, audio,
    and video
  • Often so common, familiarity level can be
    boring You must generate unique look!

17
Computer-based Tools Spreadsheets
  • Spreadsheets excellent for organizing numbers to
    prepare quotes
  • Also good for what-if scenarios
  • Can be printed for proposal purposes
  • Can convert numbers to graphs or charts

18
Computer-based Tools Web-based Demonstrations
  • Showcase information using Web browser
  • Can integrate data, voice, and video
  • Can conduct question and answer sessions in real
    time
  • Prospects can also view at their ______________

19
Computer-based Tools Virtual Tours
  • Visit these sites to see examples of virtual
    tours
  • Visualtour.com
  • Campustours.com
  • Realtourvision.com

20
Bound Paper Presentations
  • Bound presentations still widely used
  • Effective for attractive _____ and ______,
    guarantees, product testimonials, etc.
  • Favored because of availability for future
    reference

21
Using Audiovisuals
  • Videos and computer-based presentations are
    common, but sometimes used ineffectively
  • Guidelines
  • Audiovisuals support, not replace, an interactive
    _________________
  • Preview material, describe highlights
  • Be prepared to pause for questions
  • At conclusion, review key points

22
Reality Check Computer Skills
  • No longer a nice-to-have when job huntinga
    need-to-have!
  • Many large firms scan resumes for PC and software
    skills no skills, youre out
  • Presentation, specialized software is tops
  • Expected word processing, spreadsheets
  • Desired PowerPoint, databases, CRM
  • Bonus Java, HTML, etc.
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