C HAPT E R
12
Custom Fitting the Sales
Demonstration
C HAPT E R
12
Learning Objectives
• Discuss the important advantages
of sales demonstration
• Explain the guidelines to be
followed when planning a sales
demonstration
• Complete a demonstration
worksheet
Copyright2004 Pearson Education Canada Inc.
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Learning Objectives
(Continued)
• Develop selling tools that can
strengthen your sales presentation
• Discuss how to use audiovisual
presentations effectively
Copyright2004 Pearson Education Canada Inc.
12-3
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12
The Six-Step Presentation Plan
Step One:
Approach
 Review Strategic/Consultative Selling Model
 Initiate customer contact
Copyright2004 Pearson Education Canada Inc.
12-4
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12
The Six-Step Presentation Plan
Step One:
Approach
Step Two:
Presentation
 Review Strategic/Consultative Selling Model
 Initiate customer contact
 Determine prospect needs
 Select product or service
 Initiate sales presentation
Copyright2004 Pearson Education Canada Inc.
12-5
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12
The Six-Step Presentation Plan
Step One:
Approach
 Review Strategic/Consultative Selling Model
 Initiate customer contact
Step Two:
Presentation
 Determine prospect needs
 Select product or service
 Initiate sales presentation
Step Three:
Demonstration
o Decide what to demonstrate
o Select selling tools
o Initiate sales presentation
Copyright2004 Pearson Education Canada Inc.
12-6
C HAPT E R
12
Sales Demonstrations Are
Important For
• Improving Communication and
Retention
• Proving buyer benefits
• Giving a feeling of ownership
Copyright2004 Pearson Education Canada Inc.
12-7
C HAPT E R
Using Sales
Demonstrations
12
Strategic
planning for the
demonstration
Actions during
the
demonstration
Copyright2004 Pearson Education Canada Inc.
12-8
C HAPT E R
Using Sales
Demonstrations
12
Strategic
planning for the
demonstration
Actions during
the
demonstration
1. Determine what features to
demonstrate.
2. Determine what sales tools to use.
3. Check sales tools.
4. Determine when and where to
demonstrate.
5. Determine how to involve prospect.
6. Prepare a demonstration worksheet.
7. Rehearse the demonstration.
Copyright2004 Pearson Education Canada Inc.
12-9
C HAPT E R
Using Sales
Demonstrations
12
Strategic
planning for the
demonstration
1. Determine what features to
demonstrate.
2. Determine what sales tools to use.
3. Check sales tools.
4. Determine when and where to
demonstrate.
Actions during
the
demonstration
1. Custom fit demonstration to
prospect’s individual needs.
2. Balance telling and showing.
3. Cover one idea at a time.
4. Use showmanship if appropriate.
5. Determine how to involve prospect.
5. Involve prospect.
6. Prepare a demonstration worksheet.
6. Use confirmation questions to check
understanding.
7. Rehearse the demonstration.
Copyright2004 Pearson Education Canada Inc.
12-10
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12
Planning Effective
Demonstrations
• Custom fit the demonstration to the
client
• Choose the right setting
• Check your sales tools – Have a
backup plan
• Cover one idea at a time
Copyright2004 Pearson Education Canada Inc.
12-11
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12
Planning Effective
Demonstrations (Continued)
• Appeal to all the senses
• Tell them, show them, and involve
them
• Be creative
• Rehearse the demonstration
Copyright2004 Pearson Education Canada Inc.
12-12
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12
Demonstration Worksheet
Feature to Be
Demonstrated
Special computer
circuit board to
accelerate drawing
graphics on a colour
monitor screen.
What I Will Say
(Include Benefit)
“This monitor is large
enough to display
multiple windows. You
can easily compare
several graphics.”
What I or the
Customer Will Do
Have the customer
bring up several
windows using the
computer keyboard.
Copyright2004 Pearson Education Canada Inc.
12-13
C HAPT E R
12
Demonstration Worksheet
Feature to Be
Demonstrated
What I Will Say
(Include Benefit)
What I or the
Customer Will Do
Special computer
circuit board to
accelerate drawing
graphics on a colour
monitor screen.
“This monitor is large
enough to display
multiple windows. You
can easily compare
several graphics.”
Have the customer
bring up several
windows using the
computer keyboard.
Meeting room setup at
a hotel and conference
centre.
“This setup will provide
a metre of elbow space
for each participant.
For long meetings, the
added space provides
more comfort.”
Give the customer a
tour of the room and
invite her to sit in a
chair at one of the
conference tables.
Copyright2004 Pearson Education Canada Inc.
12-14
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12
Demonstration Sales Tools
• The product – Appearance and
operation
• Prototypes or scale models
• Photographs or Illustrations
Copyright2004 Pearson Education Canada Inc.
12-15
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12
Demonstration Sales Tools
• Portfolios of sales supporting
materials
• Journal reprints offered as proof or
testimony
• Tests and Surveys
Copyright2004 Pearson Education Canada Inc.
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Demonstration Sales Tools
•
•
•
•
•
Graphs & Charts
Laptops/Software (e.g. PowerPoint)
Spreadsheets
Audiovisual
Internet
Copyright2004 Pearson Education Canada Inc.
12-17
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12
Using Audiovisuals
Make sure the prospect knows the
purpose of the presentation
Be prepared to stop the
presentation to clarify a point
Review key points at the conclusion
of the presentation
Copyright2004 Pearson Education Canada Inc.
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12
Presentation Tips
Tell them, tell them, tell
them
Creativity counts
Do not read to them
Copyright2004 Pearson Education Canada Inc.
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Presentation Tips (Continued)
Invite questions
Prepare as a group
Decide who is leading the
presentation
Beware of body language
Copyright2004 Pearson Education Canada Inc.
12-20