N5 Sales Management


Step 4 in the selling process is The Sales Presentation. Introduction


Sales presentations are developed according to what is being sold, to whom it is being sold, who the final user will be (father, mother, children, business) and the individual salesperson involved. Each presentation will be different because each presentation should be tailored according to the prospects’ needs.


1. Objectives for an effective sales presentation


A salesperson must use the time available with the prospect effectively and therefore plan each presentation carefully.


1.1 Get the prospect’s attention


Without the prospect’s undivided attention, the salesperson cannot succeed. Therefore, the sales presentation must get the prospect’s undivided attention right from the start and maintain it throughout.


1.2 Make the prospect aware of his problem or need


In most cases, the prospect is aware of his problem but the prospect may not be aware of the existence of your product, for example a copier that can do the following: • Colour copies • Copies on both sides of the paper • Stapled copies • Enlarge or makes copies smaller.


The prospect may not even be aware that he has a need for the salesperson’s product. In such cases, the salesperson must devote more time to making the prospect aware of his problem or need and to convince him that his product or service will satisfy the prospect’s specific need. If the salesperson has clearly spelled out the prospect’s problem or need and has discovered the buying motive, he must proceed to the next step.


1.3 Point out the advantages to the prospect


The information the salesperson has gathered before (Modules 2 and 7) and the knowledge he now has, are put into use. To be able to sell the advantages, the salesperson must know his product, business and the prospect’s need.


The following points must be borne in mind when advantages are pointed out: • The advantages must be applicable to a specific buying motive of the prospect, for example a BMW 4 has a large boot and lots of leg space and Mr Lewis (the customer) is looking for a spacious car.


• Every advantage must be personalised, in other words, turned into a benefit for the specific prospect. For example, Mr Lewis is married with three children, so the BMW has lots of space in the boot for the children’s sport equipment and school cases.


• Show and explain the prospect how the product or service can benefit him. A demonstration (test drive the BMW and show him the boot space) or other proof and visual aids can be used.


• Create word pictures of the advantages. • Never make any claims about the product that you cannot prove. • Put yourself in the prospect’s position (have empathy) in order to discover his buying motive and point out the advantages. All prospects are not interested in the same advantages. • Be alert to body language and signals that indicate the benefit pointed out has aroused interest.


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