CHAPTER

14

10th Edition

Selling Today

Manning and Reece

Creating Value with the

Sales Demonstration

12-1

Six-Step Presentation Plan

1. Approach (Chapter 12)
2. Presentation (Chapter 13)

3. Demonstration
4. Negotiation
5. Close
6. Servicing the Sale
12-2

Effective Demonstration
Adds sensory appeal
Attracts customer
attention
Stimulates interest
Creates desire
for product

12-3

Benefits of Demonstration
Improved communication and retention
Proof of buyer benefits
Proof devices

Feeling of ownership
Quantifying the solution
Value proposition
revisited
12-4

FIGURE 12.2

Strategic Planning

12-5

Strategic Planning Points

Determine what features to demonstrate
Determine what sales tools to use
Check sales tools
Determine when and where to
demonstrate
Determine how to involve the prospect
Prepare a demonstration worksheet
Rehearse the demonstration

12-6

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

12-7

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

12-8

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

12-9

Check Sales Tools

Ensure audio/video, computer tools/files
are in working order

12-10

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 every step
Need-satisfaction questions help move
forward

12-11

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.
12-12

Rehearse, Rehearse, Rehearse

If you dont rehearse, you court disaster
Rehearse several times
Videotape or role play for manager

12-13

Proof Devices
Product itself is often best selling aid
Plant tours are excellent source of product info
Models are used when product large
Photos, illustrations, and brochures
Portfolio of support materials
Reprints of articles on product
Catalogs show product line and specifications
Graphs, charts, and test results
Laptop computers and demonstration software
12-14

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!

12-15

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

12-16

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
convenience
12-17

Bound Paper Presentations

Bound presentations still widely used
Effective for attractive graphs and charts,
guarantees, product testimonials, etc.
Favored because of availability for future
reference

12-18

Using Audiovisuals
Videos and computer-based presentations are
common, but sometimes used ineffectively
Guidelines
Audiovisuals support, not replace, an
interactive sales demonstrations
Preview material, describe highlights
Be prepared to pause for questions
At conclusion, review key points
12-19

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.
12-20