Module 10 • The sales presentation


VIDEO: Follow the link to a good example of a product demonstration and proving claims made about the product: Miracle Shammy: http://www.youtube.com/watch?v=afRXnqk7Phs


Also watch the following video where they prove claims made about a product: HugU screen protectors:


http://smallbusiness.chron.com/purpose-benefits-product-demonstration-55113.html


Interesting reading: Purpose and benefits of product demonstration: http://smallbusiness.chron.com/purpose-benefits-product-demonstration-55113.html


5. The principles of effective product demonstration


A good effective demonstration is one of the best methods available to convey a sales message to a prospective buyer.


• Plan each demonstration individually. The demonstration must be planned carefully and customised for each individual prospect. Every step in the planning of a demonstration will be planned according to the prospect’s individual needs.


For example, take a 21-year-old male student versus a 50-year-old male dentist versus a 75-year-old retired male teacher. The prospective buyer’s most important buying motive will determine the planning and the course of the demonstration. Every demonstration is adapted to the prospect’s own personal needs and problems and concentrates on the benefits that apply to the prospect.


• Suit the sales talk to the demonstration. The demonstration must convert the words of the sales talk into action. The verbal content of the presentation must be matched with the visual steps in the demonstration.


• Be prepared (Prior arrangements for demonstrations) Arrangements need to be made in order for a demonstration to take place: the venue; the products to be used, for example a new exercise machine; extension lead (the equipment works with electricity), two point plug, etc. It must be carefully examined and tested before the demonstration. The product must make a good impression; the appearance, neatness and effective functioning of all items used in the demonstration must be checked regularly before the demonstration. The salesperson’s image and neatness and the impression he makes is also important.


• Cover the most important product features. Make sure which points are important to the prospect; these must be carefully covered, as well as the outstanding and unique features (differential advantages) of your product that your competitors’ products do not have.


• Get the prospect involved. Get him involved in the demonstration right from the start. Demonstrate the workings of the product by letting the prospect operate, use or try it himself. The prospect will: – Get the feel of the product. – Master the operation of the product more easily. – Experience the feeling of ownership himself.


A salesperson selling vehicles can give the prospect the opportunity to test drive a car. 85


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