sales presentation

sales presentation

Persuasive Sales Presentation

1. Introduction

Do you know how to create a sale? What is the amount of each of those and how do you know when it is successful? Such are the questions that most salespeople need to know the answers to, and such are the questions that this research can help answer. This research is designed to uncover how to create a successful sales presentation. You will find a description of what a sales presentation is and the different types of it, step by step information on how to create a sales presentation that is effective as well as persuasive evidence that a well-designed sales presentation will result in increased sales. It is important to define what we mean by a successful sales presentation. The end goal of most sales presentations is to convince the customer to purchase a product or service, in some cases there may be additional goals such as convincing the customer to buy a more expensive product or to recommend the product or service to others. A successful sales presentation is one where the goal has been achieved and it is obvious that the customer has been convinced. There are different types of sales presentations in various product and service sales. One good example of a sales presentation is found in a direct sales environment, often where salespeople have a product and telesales. In this environment, salesmen and women will have a product and a pitch to customers over the phone. The goal of the sales presentation is to convince the customer to buy the product. This type of sales presentation has also been taken by market researchers at times to record the way in which a product on promotion is sold to a customer. Industry-specific market researchers would be another type of sales presentation.

2. Highlighting Product Benefits

The final stage is to build the presentation around these values. This greatly assists in the structuring of the sales presentation, ensuring that the salesperson does not fall back to product features and also amplifies the relevance of the product to the customer. This is key in maintaining customer focus and not losing the sale to an irrelevant though perhaps superior product.

To make the task of writing benefit summaries easier, there are a set of common categories of benefit that can be referred to. These are: cost saving, increased revenue or profit, increased productivity or effectiveness (which can be subcategorized into various types), improved company image/customer relations, and improved working and living conditions. By ensuring that every benefit is expressed as clearly as possible and assigning one of these categories, you will greatly increase the chances that the benefits will be understood by the customer. A well-understood benefit is a much-valued benefit.

We can use a feature benefit matrix to focus only on those product features which lend themselves to being translated into benefits, the ones which solve problems and thereby add substantial value to the product. Once we have the matrix completed, the next step is to summarise succinctly the various benefit values so that they are most easily understood by the customer. This is an important and necessary step because of what is known as the “Perceptual Screens” that we all have that affect the way we interpret information. Customers do not necessarily process all the information given to them or understand its significance to the same degree as is intended by the presenter. What they finally take on board with them is also not necessarily what was intended. By expressing the value of the benefits in a way that is most easily interpreted by the customer, you maximize the chance of those benefits being correctly understood and valued.

3. Addressing Customer Concerns

4. Ensuring customer satisfaction pg 33: Failure to follow up post-sale may be perceived as a lack of consideration or as incompetence on your part or that of the client. Communication with the client must be frequent and ongoing to ensure they have the help and support needed to make the desired changes. According to “The Service Edge 101 Companies that profit from Customer Care,” commonly, both service providers and customers take the service providers’ services for granted and miscommunications often lead to false assumptions about what each feels is the others’ responsibility. This is a common cause of customer/provider relationship breakdown. Regular contact will ensure understanding and progress. A method of feedback to your organization from the client about the level of support they are getting can be very revealing and useful in giving the client what they actually want and ensuring their satisfaction. Client feedback can also reveal problems in client support which, if they are not made known, may lead to termination of the client’s contract with your organization.

Addressing customer concerns pg 28: Remember that a major concern behind some customer resistance is fear of change. But unless customers change their behavior, they are unlikely to change their results. A prospect you’ve worked hard to close will feel cheated if they receive less implementation support than expected. Potential feelings of buyer’s remorse can be prevented through proactive discussions of likely points of resistance post-sale. How were these problems caused? What is likely to happen if no improvements are made? What is the cost of the status quo? And how can we best support you in making this change? By thorough planning for potential implementation problems, you can increase client confidence and reduce their resistance. This means using heuristics. Simulation facilitating workshops, prototypes and trial runs are extremely effective sales tools. Simulation can also uncover unexpected resistance from buying influences not included in the original sale negotiations.

4. Demonstrating Value Proposition

A value proposition is the promise of value to be delivered. It’s the primary reason a prospect should buy from you (and not your competitor). Now you’ve been able to identify your client’s needs during phase 2 of the sales process, this information is pivotal to creating an effective value proposition. A value proposition is a statement which identifies clear, measurable, and demonstrable benefits consumers get when buying a product or service. It should convince consumers that this product or service is better than others on the market. To be effectively delivered, it should: – Show the quantified result in solving the customers’ issues. The more detail here, the better. – Explain how the product/service is better. – Lastly, it should deliver a true indication of how this product/service is different from the next best alternative.

5. Closing and Call to Action

When closing the sale, it is essential to communicate with the client and take the opportunity to ascertain if the product/service met the client’s needs and wants. A well-executed closing is beneficial to both parties; it is a chance to remind the client of the benefits of the product/service that they are buying from you that will solve their needs. The client will have a clear picture of what they are buying and is less likely to cancel the order in the future, and it will reduce the chance of buyer’s remorse. It will also build a better relationship with the client when they realize that the salesperson has their best interests in mind. This newfound trust can open the door to various opportunities in the future. There are three essential steps when closing a sale. Firstly, salespersons should thank the client for the time and effort they spent in making this purchase. They should also inform the client that they appreciate their business, they look forward to doing business with them again, and sign off on first name terms. The second step is asking the client if they are happy with the purchase. If the client has any doubts, it is an excellent opportunity to resell the product/service again to assure their doubts are cleared. If it is a yes, they are happy with the product, the final step is to tell the client what to expect next and follow through with that statement. This will reduce any doubts the client may have after making the purchase.