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BUS 466 - Personal Selling
Ch. 10 - Strengthening the Presentation
16
Marketing
Undergraduate 4
04/03/2012

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Cards

Term
characteristics of a strong presentation
Definition
keeps buyer's attention, improves the buyer's understanding, helps buyer remember what was said, offers proof of the salesperson's assertions, creates a sense of value
Term
how we learn
Definition
retain 20% of what we hear, 50% of what we see and hear
Term
salespeople should ask themselves
Definition
how can i use my imagination and creativity to make a vivid impression on my prospect or customer? how can i make my presentation a little different and stronger?
Term
how to strengthen presentation
Definition
a seller should strategically select methods and media that will helpfully address the needs of the buyer, respond to the buyer's unique styler, consider elements such as: how many pple, buying process stage they're in, what info they need, type of situation
Term
buyer's unique presentation styles
Definition
expressives-colorful, visual, positive
analyticals - clean, simple, detailed
amiables - people-filled, slow-paced
drivers - crips, professional, to the point
Term
humor
Definition
don't oversell the joke, dont apologize b4 the joke, make sure they get the punchline, use humor from own life, smile and be animated, practice telling a joke
Term
graphics and charts: communicate large amounts of info
Definition
know the single point the visual should make, customize, use current, accurate info, don't place too much info on one visual, use bullets, dont overload w/ #s, label with title, choose colors wisely, use graphics instead of tables, use high-quality pics, consistent art styles fonts, check for errors, obey copyright laws
Term
additional visual tools
Definition
models, samples, gifts (keeps buyer interest, cross-sectional models), catalogs and brochures, photos, illustrations, ads, maps, testimonials, demos
Term
RFP process
Definition
include customer's specifications for the desired product, including delivery schedules
Term
writing proposals
Definition
executive summary (1-2) pages, body of proposal (total cost minus total savings, a brief description of the problem, brief description of the proposed solution, budget), presenting the proposal
Term
value analysis
Definition
showing the prospect that the cost of the proposal is offset by the added value
Term
value analysis: quantifying the solution
Definition
cost-benefit analysis, ROI, payback period, NPV, opportunity cost
Term
profit margin
Definition
net profit the reseller makes, expressed as a percentage of sales
Term
inventory turnover
Definition
annual sales, average retail price of inventory on hand, inventory mgmt systems
Term
return on space
Definition
sales per square foot or sales per shelf foot
Term
dealing w/ jitters
Definition
know your audience well, know what you're talking about, prepare professional, helpful visuals, be yourself, get good night sleep, feed off energy and enthusiasm of several friends, happy looking pple if presenting to group, PRACTICE!
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