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Sales Presentation


Overview
This module is designed to give you a structured approach for carrying out sales presentations. Frameworks are designed providing you with guidelines on how to understand the customers' needs, with advice on diplomatic questioning, "active" listening and reading buying signals. Advice is also given on how to organise yourself via objective setting and accessing the sales aids that will be required. Advice is finally given on how to deliver the sales presentation, with an emphasis on empathy, substance and on having the right attitude and appearance.


Introduction

The major activity, which you undertake as a sales person is your contribution to the generation of sales income for your organisation. To do this you will need to obtain the customers order.One of the key stages in obtaining the order is carrying out an effective sales presentation.


There are two ways in which you can consider a sales presentation:
1. A stage independent from the rest of the sales interview, where you simply demonstrate your products or explain your service.
2. Where the sales presentation is a fundamental part of the whole interview, which begins as soon as you walk in and greet the customer and continues until you actually leave.


This latter view is more realistic, as it is very unrealistic to see the presentation as a separate element, which is unconnected to the rest. In fact to think of the sales interview in stages is also difficult, as the stages will often merge into each other and sometimes you will be able to jump from one stage and move onto the next e.g. you may have the opportunity to close the sale earlier than you would normally expect. When you actually carry out the sales interview it should thus be considered as a continuous flow of selling activity, which can be completed at any particular stage. Nevertheless, for preparation and planning purposes you could consider the sales interview in stages.


What are those stages?
1. Presentation.
2. The approach and opening the sale.
3. Creating interest and finding out the customer’s needs, buying motives and problem solving wishes.
4. Generating and creating confidence in your organisation and its products or services.
5. Selling the customer the benefits of your products or services, in order to satisfy their needs, buying motives and problem solving wishes. In short, highlighting your unique selling points (USP’s) or competitive distinctions.
6. Generating and creating desire from the customer to buy from you.
7. Obtaining the decision to buy from you and closing the sale.
8. Evaluation of the sale and the follow up procedures e.g. after sales service.
You may ask, where is the presentation element? The presentation really commences with stage 3 and only effectively ends at the beginning of stage 7 when the customer agrees to buy from you. In other words it runs throughout the major part of the whole sales interview. This is the most appropriate view to take, as it is unrealistic to visualise it as being condensed into one section and thus unconnected to the rest of the interview.

One useful way of perceiving the sales presentation it to see it as a process of:
1. Gaining the customer’s attention.
2. Generating the customer’s interest in your products or services
3. Generating the customer’s desire for your products or services.
4. Getting the customer to act and purchase from you.
This process is sometimes referred to as the AIDA model - Attention, Interest, Desire and Action.

You must ascertain the customer’s needs and interest at a very early stage in the presentation, in order to be able to sell them the benefits of your products or services. You must also clearly explain those benefits and apply them very closely to your customer’s needs and interests. However, do remember that the face-to-face presentation is preceded by two important stages.

1. The pre-approach. This is where you will gain much information about the customer and their needs and interests. By knowing what the customer really needs, you will be able to satisfy those needs at the presentation.


2. Preparing for the sales presentation. This is where you decide your tactics for the presentation, the structure you will follow, the visual aids you will use etc. This stage is essential in order that you are well prepared to carry out the presentation.

Once the presentation is over the assessment stage then follows. No presentation is complete until you have examined how successful it was, whether you achieved your objectives and what your strengths and weaknesses were. You will be able to learn from this and improve your future sales presentations.

It is possible to see a sales presentation as a 4-stage process:
1. Pre-approach.
2. Preparation.
3. Actual face to face.
4. Evaluation.



Download links

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Overview: Sales Presentation
This module is designed to give you a structured approach for carrying out sales presentations. Frameworks are designed providing you with guidelines on how to understand the customers' needs, with advice on diplomatic questioning, "active" listening and reading buying signals. Advice is also given on how to organise yourself via objective setting and accessing the sales aids that will be required. Advice is finally given on how to deliver the sales presentation, with an emphasis on empathy, substance and on having the right attitude and appearance.
Unit 1: Understanding the customers' needs
Sales people must understand the customers' needs and then adapt their organisation's capabilities to meeting those needs. In this unit a framework is designed which enables you to know and understand your customers far more and to deliver what they want more effectively. Advice is given on how to be diplomatic when asking questions, which helps you set up the right relationship with your customers.
Unit 2: Organising yourself for the sales presentation
To deliver a successful sales presentation you must do your homework. In this unit a framework is designed which will help you improve your confidence by making sure you know your customer. It will also help you to effectively structure your presentation to suit yourself and achieve your sales objectives. Advice on objective-setting and dealing with customer reactions are also outlined.
Unit 3: Delivering the sales presentation
Sales people are the key to enhancing corporate image and are often called the "face" of their organisation. In this unit a framework is designed which gives guidelines on how to effectively communicate your organisation's product and service benefits to the customer. There is also an emphasis on the need to demonstrate how these benefits can satisfy the customers' needs. Advice is given on the importance of both your appearance and your attitude. There is an emphasis on leaving a favourable and positive impression with the customer.