COURSE CODE : MM311

COURSE DESCRIPTION : Professional Salesmanship

TARGET POPULATION : 3rd Year BSBA-MM Students
COURSE FACILITATOR : MR. ELMORE Q. NOCOS

WEEK 13

CHAPTER XI. ELEMENTS OF A GREAT SALES PRESENTATION

LEARNING OBJECTIVES
After completing this chapter, you should be able to:
1. Discuss the purpose of presentation.
2. Understand and illustrate the sales presentation matrix.
3. Explain the persuasive communication.
4. Understand the Sales Presentation Goal Model

YOUR JOB IS NOT TO MAKE HIM DRINK, BUT TO MAKE HIM THIRSTY!

PURPOSE OF THE PRESENTATION

1. To provide information to the prospect

2. Discussion of product, marketing plan and business proposition
3. FAB

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THAT RESULTS IN:

1. Allows the buyer to develop positive

Knowledge
beliefs toward your product.
2. Beliefs result in desire (or need)
3. Convert that need into a want.
Beliefs
4. Into the attitude that your product is
the best product to fulfill a certain
need.
5. Also, that you are the best source to Desire
buy from.
6. When this occurs, the buyer is very
thirsty. Attitude

FIVE PURPOSES OF PRESENTATION

Conviction
Knowledge

THREE ESSENTIAL STEPS

Fully discuss your 1. Features
product 2. Advantages
3. Benefits

Present your 1. How to resell (resellers)

marketing plan 2. How to use (customers
and industrial users)

Explain your
1. What’s in it for your
business
customers?
proposition

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THE SALES PRESENTATION MIX

Participation

Persuasive
Communication Proof

Salesperson

Demonstration Visual Aids

Dramatization

PERSUASIVE COMMUNICATION

1. SELL Sequence and Trial Close

2. Logical Reasoning
a. Major Premise, Minor Premise, Conclusion
3. Persuasion Through Suggestion
a. Suggestive propositions
b. Prestige suggestions
c. Autosuggestion
d. Direct suggestion
e. Indirect suggestion
f. Counter-suggestion

PERSUASIVE COMMUNICATION

1. Make the presentation fun

2. Personalize your relationship
3. Build trust-
a. Being honest and doing what you say you will do.
4. Use body language
5. Control the presentation

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 6. Be a diplomat
7. Use a pleasant dialogue
8. Simile, Metaphor, Analogy and Parable
9. Be a Storyteller!

PARTICIPATION

1. Questions
2. Product Use
3. Visuals
4. Demonstrations

Appeal to their senses:

1. Sight, sound, touch, smell, taste

“People often buy because of emotional needs and the senses are keys to developing
emotional appeals.”

PROOF

1. Past sales
2. Guarantee
3. Testimonials
4. Company Proof Results
5. Independent Research Results

VISUAL AIDS

1. Increase Retention
2. Reinforce the message
3. Reduce misunderstanding
4. Create a unique and lasting impression

DRAMATIZATION

1. Present the product in a striking, showy or extravagant manner.

2. Use it judiciously
3. Only when you are 100% sure that it will work!

Demonstration

1. Let the prospect feel, see, hear, smell, use the product.
2. Demonstration Checklist
a. Is the demonstration needed and appropriate?
b. Have I developed a specific demonstration objective?
c. Have I properly planned and organized the demonstration flows smoothly and
appears to be natural?

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 d. What is the probability that the demonstration that the demonstration will
backfire?

USE PARTICIPATION IN DEMONSTRATION

1. Let the prospect do something simple.

2. Let the prospect work an important feature.
3. Let the prospect do something routine or frequently repeated.
4. Have the prospect answer questions throughout the demonstration.

SALES PRESENTATION GOAL MODEL

BE PREPARED FOR INTERRUPTIONS

1. Wait quietly and patiently till you regain attention.

2. Briefly restate the selling points.
3. Increase the prospect’s participation.
4. Move deeper into the presentations

SHOULD YOU DISCUSS THE COMPETITION?

1. Do not refer to competition.

2. Acknowledge competition and drop it.
3. Make a detailed comparison.
4. Be professional.
5. Use the golden rule!

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KNOWLEDGE ASSESSMENT #13

Name Date

Year/set Score

DIRECTION: Read this module with comprehension. Write your answer on a

clean sheet of paper and avoid erasures.

1. Should you discuss the competition or not? Explain

2. Explain the statement, “People often buy because of emotional needs and the
senses are keys to developing emotional appeals.”

End of 13th week

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