Sales Presentation

Module Seven
Sales Presentation Delivery

Learning Objectives
1. Describe the difference between features,

potential benefits, and confirmed benefits
and the role they play in benefits selling.
2. Construct complete selling points using
feature in benefits statements.
3. Explain the four steps of the SELL
Sequence
Professional Selling: Module 7: Ingram LaForge Avila

A Trust-Based Approach Sales Presentation Delivery Schwepker Jr. Williams
Learning Objectives
4. Discuss the advantages of using response-

checks in the selling presentation.
5. List and explain the different forms of
presentation tools and sales aids that can
increase the impact of a presentation.
6. Delineate the four steps of the SPES
process for effectively utilizing sales aids
in presentations.
7. Explain some of the special considerations
in making sales presentations to groups.

Setting the Stage
Kraft Presentations Use Technology

That Focuses on the Customer
1. What does Kraft’s 3-Step Category

Insight Builder do?
2. On what does the success of Kraft’s
sales technology depend?

Linking Solutions to Needs
Salespeople should strive to communicate to the
buyer . . .
• How the buyer’s needs will be met or
how an opportunity can be realized
as a result of a purchase.
• How the product features
translate, in a functional sense,
into benefits for the buyer.
• Why the buyer should purchase
from the salesperson as opposed
to a competitive salesperson.

Features and Benefits
Two separate
Buyer:paper trays
Feature “Iallows
want
This to
printer
the
beuser
able
hastototwo
print
print
A quality or characteristic of letters
separate
and paper
envelopes
trays.at
the
the same
same time.”
time.
a product.
Potential Benefit
The value a feature provides.
Confirmed Benefit
The value a feature provides that the
customer acknowledges as important.

The Importance of a “Selling Point”
A selling point is the combination of a

feature and meaningful benefit statement.
When used strategically, selling points are

powerfully persuasive because they
represent solutions addressing the buyer’s
most pressing needs.

Buying Motives
Major Buying Motives

These are the prospect’s most important concerns
and the salesperson should give them top priority.
Minor Buying Motives

These are peripheral concerns and the
salesperson should discuss these only after
addressing the major buying motives.

The SELL Sequence Model
Select & Explain

Lead into the Let the
describe a what the
benefit customer talk
feature feature does

Check-Backs and Response-Checks
Closed-ended questions designed to clarify, check

for understanding, confirm interest, or confirm
resolution of a concern.
Examples:
• Is that what you had in mind?
• Does this make sense to you so far?
• How does that sound to you?
• Does that answer your concern?

Reasons for Using
Presentation Tools and Sales Aides
• Capture prospective buyer’s attention

• Generate interest in the recommended solution
• Make presentations more persuasive
• Increase the buyer’s participation and
involvement
• Provide the opportunity for collaboration
and two-way communication

Reasons for Using
Presentation Tools and Sales Aides
• Add clarity and enhance the prospect’s

understanding
• Provide supportive evidence and proof to
enhance believability
• Augment the prospect’s retention of
information
• Enhance the professional image of
the salesperson and the selling
organization

Sales Aids: Verbal Support
• Voice Characteristics
• Examples and Anecdotes
• Comparisons & Analogies

Sales Presentation Toolbox
Visual Aids Sales Call Setting
• Product Demonstrations • Location
• Printed Materials • Positioning and Seating
Arrangements
• Photographs and
Illustrations • Disruptions
• Graphs and Charts Verbal Support
• Voice Characteristics
Proof Providers Presentation Tools • Examples and Anecdotes
• Statistics And Sales Aids • Comparisons and
• Testimonials Analogies
• Case Histories
Electronic Media
• Computer-Based Presentations
• Video
• Slides
• Overhead Transparencies

Sales Aids: Sales Call Setting
• Location
• Positioning & Seating
Arrangements
• Disruptions

Sales Aids: Proof Providers
• Statistics
“In January, Fortune
magazine recognized
CDW as the top rated
• Testimonials technology vendor
on the basis of
services provided to
the buying
• Case Histories customer.”

Sales Aids: Visual Aids
• Product Demonstration & Models

• Printed Materials
• Photographs &
Illustrations
• Graphs & Charts

Sales Aids: Electronic Media
• Computer-Based Presentations
• Video
• Slides
• Overhead Transparencies

Sales Aids:
tate selling point & introduce the sales aid
resent the sales aid
xplain the sales aid
ummarize

Group Sales Presentations
“When selling to groups, salespeople can

expect tough questions and should prepare
accordingly”
“When selling to a group, salespeople

should take every opportunity to pre-sell
individual group members prior to the
group presentation” Buying Team

Sales Tactics for Selling to Groups
• Arrival – Arrive and setup before the

buying group
• Eye Contact – Make periodic eye contact
with each member of the buying group
• Communication – Solicit opinions and
feedback from each member of the buying
group and avoid taking sides
Buying Team

Handling Questions
in Group Presentation
• Listen carefully and maintain eye contact

with the person asking the question
• Repeat or restate the question as
necessary to ensure understanding
• Answer each question succinctly and
convincingly
Buying Team


Sales Presentation

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Module Seven

Sales Presentation Delivery

1. Describe the difference between features,

Professional Selling: Module 7: Ingram LaForge Avila

4. Discuss the advantages of using response-

Professional Selling: Module 7: Ingram LaForge Avila

Kraft Presentations Use Technology

1. What does Kraft’s 3-Step Category

Professional Selling: Module 7: Ingram LaForge Avila

Professional Selling: Module 7: Ingram LaForge Avila

Professional Selling: Module 7: Ingram LaForge Avila

A selling point is the combination of a

When used strategically, selling points are

Professional Selling: Module 7: Ingram LaForge Avila

Major Buying Motives

Minor Buying Motives

Professional Selling: Module 7: Ingram LaForge Avila

Select & Explain

Professional Selling: Module 7: Ingram LaForge Avila

Closed-ended questions designed to clarify, check

Professional Selling: Module 7: Ingram LaForge Avila

• Capture prospective buyer’s attention

Professional Selling: Module 7: Ingram LaForge Avila

• Add clarity and enhance the prospect’s

Professional Selling: Module 7: Ingram LaForge Avila

Professional Selling: Module 7: Ingram LaForge Avila

Professional Selling: Module 7: Ingram LaForge Avila

Professional Selling: Module 7: Ingram LaForge Avila

Professional Selling: Module 7: Ingram LaForge Avila

• Product Demonstration & Models

Professional Selling: Module 7: Ingram LaForge Avila

Professional Selling: Module 7: Ingram LaForge Avila

tate selling point & introduce the sales aid

resent the sales aid

xplain the sales aid

Professional Selling: Module 7: Ingram LaForge Avila

“When selling to groups, salespeople can

“When selling to a group, salespeople

Professional Selling: Module 7: Ingram LaForge Avila

• Arrival – Arrive and setup before the

Professional Selling: Module 7: Ingram LaForge Avila

• Listen carefully and maintain eye contact

Professional Selling: Module 7: Ingram LaForge Avila

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