"Plainly stated, having a _________________ is the key to capitalizing on the selling Opportunity"

Well-crafted VALUE PROPOSITION

5 Characteristics of a Strong Presentation

1. Keep buyer's attention
   
              - personality can affect attention span
              - Amiables more likely to listen attentively to a long presentation than a Driver 
    
2.  Improves buyer understanding
   
                - Chinese Proverb: "Tell me - I'll forget.  Show me - I may remember.  Involve me, and I'll understand"
    
3. Helps buyer remember Presentation
    
4. Offers proof of salesperson's assertions
    
5.  Creates sense of value

What 5 Ways Do we Learn and Remember? 

We Retain _______ % of what we hear

We retain ______% of what we see and hear

• Sight = 82%
• Hearing = 11%
• Smell = 4% 
• Taste 1% 
• Touch = 2% 

20%

50%

How To Strengthen a Presentation

What are the 2 questions SALES PEOPLE SHOULD ASK THEMSELVES when trying to strengthen a presentation??

1. How can I use my IMAGINATION and CREATIVITY to make a VIVID IMPRESSION on my PROSPECT/customer?
   
   
    
2. How can I MAKE my PRESENTATION a little DIFFERENT and a little STRONGER?

How To Strengthen a Presentation

What are the 4 UNIQUE BUYER STYLES that salesman must respond too?

1. Expressives
    
2. Analyticals
    
3. Amaibles 
    
4. Drivers 

How To Strengthen a Presentation

• Likes to see strong INTENSE COLORS
   
• Like LOTS of PHOTOS, cartoons, fancy fonts
   
• Concerned with POSITIVE IMAGES (smiles)

How To Strengthen a Presentation

Clean

Simple 

Detailed 

list of REFERENCES

How To Strengthen a Presentation

VISUALS with PEOPLE-FILLED in them

prefer SLOW-PACED presentation

How To Strengthen a Presentation

CRISP 

PROFESSIONAL

BOLD LETTERING to highlight specific points

How To Strengthen a Presentation

1. # People ATTENDING 
    
2. STAGE of BUYING PROCESS 
   
   
3. what INFO NEEDED
   
   
4. what TYPE of SITUATION this is 

- new task, modified rebuy, straight rebuy

5 TIPS FOR USING WORDS, PICTURES, AND STORIES

WHEN PRESENTING

1. STORIES from OWN LIFE
    
2. REASON for telling STORY
    
3. CONSIDER using PROP
    
4. USE the HOOK of the story TO TIE back directly to PRESENTATION
    
5. Be ACCURATE and VIVID with WORDS chosen

7 TIPS when USING HUMOR in a presentation

1. DON'T OVERSELL joke|
    
2. DON'T APOLOGIZE BEFORE telling joke
    
3. Identify FACTS FOR PUNCHLINE of story to MAKE SENSE
    
4. SMILE and ANIMATE VOICE and NONVERBALS
    
5. HUMOR from OWN LIFE 
    
6. PRACTICE TELLING joke in DIFFERENT WAYS
    
7. Make sure your PUNCHLINE IS CLEAR

13 TIPS for using GRAPICS and 

CHARTS in a presentation

1. KNOW single POINT VISUAL should MAKE
    
2. CUSTOMIZE CHARTS
    
3. Use CURRENT/ACCURATE INFO
    
4. DON'T place too MUCH INFO on VISUAL 
   
            - DON'T USE MORE THAN 5-6 LINES/BULLETS per
   visual
            - DON'T USE COMPLETE SENTENCES
    
5. USE BULLETS 
    
6. DONT OVERLOAD BUYER with #'s 
   
            - NO MORE THAN 5-6 COLUMNS (drop unnecessary zeros)
    
7. Clearly LABEL each VISUAL with a TITLE
    
8. RECOGNIZE emotional IMPACT of COLORS when choosing
   
   
9.  TRY to use GRAPHICS OVER TABLES
   
            - TABLES are needed if actual RAW #'S are important 
             - GRAPHICS are better for displaying TRENDS & RELATIONSIPS
   
10. use HQ PHOTOS and DRAWINGS - NO CLIPART 
    
    
11. use CONSITENT art STYLES, LAYOUTS & SCALES
    
    
12. KNOW/OBEY COPYRIGHT LAWS 
    
    
    for PPT SLIDES, 

• use 28 PT FONT for TTILES 
  
  
• 24 PT FONT for TEXT 
   
• use ARIAL or HELVETICA 

Testimonials & Test Results

1. The PERSON who WRITES the TESTIMONIAL

should be  ____________________ .

 2. TEST RESULTS from THRID PARTY organizations

have MORE ______________

1. ABOVE REPROACH - 
    
• Frequently affirm this person is still a satisfied customer
  
   
2. CLOUT

What 6 MEDIA outlets are USED to

DISPLAY VISUALS? 

1. PORTFOLIO
    
2. VIDEO
   
        - Used when showing 1) How QUALITY is MANUFACTURED in product 2) How OTHERS USE product 3) PROMOTIONAL SUPPORT offered with product, and 4) TESTIMONIALS
        - fast paced and relatively short - NO MORE THAN 4 MIN. 
    
3. COMPUTERS
    
4. DIGITAL collateral MGMT SYSTEMS 
   
       - to ARCHIVE data. - aka: sales asset mgmt systems
    
5. DOCUMENT CAMERAS
   
       - visual presenters: display 3dimensional objects without use of transparency
    
6. WHITEBOARDS
   
       - SMART boards - used to BRAINSTORM - encourages group interaction 

1. be PREPARED
    
2. secure PROPER PLACE for demonstration
    
3. CHECK EQUIPMENT before beginning 
    
4. get PROSPECT INVOLVED in meaningful way
    
5. RELATE product FEATURES to buyers NEEDS
    
6. make DEMONSTRATION an INTEGRAL PART of overall PRESENTATION
    
7. Keep DEMONSTRATION SIMPLE, CONSICE & CLEAR
   
   
8. PLAN activities for DEAD TIME
    
9. FIND whether PROSPECT has SEEN COMPETITOR DEMONSTRATION
    
10. FIND if THOSE present who have SEEN YOUR PRODUCT before
     
11. PROBE DURING/AFTER demonstration

What are the 4 NAMES for  

WRITTEN PROPOSALS

1. RFP - Request for Proposal 
   
   
2. RFI  - Request for Information
   
   
3. RFQ - Request for Quote 
   
   
4. RFB - Request for Bid 

Written Proposals

RFP 

REQUEST FOR PROPOSAL

PROCESS

• Used when CUSTOMER has a FIRM IDEA of the PRODUCT needed 
  
  
• INCLUDE customer's SPECIFIED for the DESIRED PRODUCT
   
• Includes DELIVERY SCHEDULES 

What 5 THINGS to Include in an

EXECUTIVE SUMMARY 

1. Total cost minus Total Savings 
    
2. Brief DESCRIPTION of PROBLEM
    
3. Brief DESCRIPTION of proposed SOLUTION
    
4. BUDGET
    
5. DESCRIPTOIN of CURRENT SITUATION to proposed solution and budget 

define:

VALUE ANALYSIS

SHOWING prospect that the COST of the proposal is OFFSET by the added VALUE 

Value Analysis

define:

CUSTOMER VALUE PROPOSITION

(two parts)

1. way in which your PRODUCT will MEET prospects NEEDSand 
   
   
2. And HOW that is DIFFERENT from offerings of other COMPETITORS. 

Needs to address 3 ISSUES:

1) what is IMPORTANT to PROSPECT?  

2) how does our SOLUTION CREATE VALUE to prospect?  

3) how can we DEMONSTRATE our CAPABILITIES 

Value Analysis

What are the TWO TYPES of

COST-BENEFIT ANALYSIS

1. SIMPLE cost-benefit analysis
   
     - list COSTS to buyer and SAVINGS EXPECTED from investment
    
2. COMPARATIVE cost-benefit analysis 
   
     - list PRESENT SITUATION COSTS  with the VALUE of the proposed SOLUTION  
                                   OR
     - list SELLERS PRODUCT with COMPETITOR'S PRODUCT 

Value Analysis

Define: 

1. ROI
   
   
   
2. PAYBACK PERIOD 

1. RETURN ON INVESTMENT
    
• ROI = NET PROFITS (savings) ÷ INVESTMENTS
  
   
2.  LENGTH of TIME it takes for INVESTMENT CASH OUTFLOW to be RETURNED in form of cash INFLOWS/SAVINGS
   
            INVESTMENT ÷ SAVINGS (profits) PER YEAR

Value Analysis

Define:

1. NET PRESENT VALUE
   
    
2. OPPORTUNITY COST 

1. - ASSESSES VALIDITY of an OPPORTUNITY
    
• NPV = NVToday of Future Cashflows minus the INVESTMENT 
  
  
  
2. RETURN a buyer WOULD HAVE EARNED from DIFFERENT USE of same capital 

Selling Value to Resellers 

define:

PROFIT MARGIN

NET PROFIT the RESELLER MAKES 

• expressed as a % of SALES
  
  
• PROFIT / REVENUE  

Selling Value to Resellers 

define: 
 

INVENTORY TURNOVER 

INVENTORY MANAGEMENT SYSTEMS

 definition: measures HOW FAST a PRODUCT SELLS 

ANNUAL SALES ÷ avg. retail PRICE of INVENTORY on hand

• EFICCIENT CONSUMER RESPONSE SYSTEMS (ECR)
• QUICK RESPONSE SYSTEMS (QR)
• AUTOMATIC REPLENISHMENT (AR) 
• JUST-IN-TIME INVENTORY SYSTEMS (JIT)

Selling Value to Resellers 

define: 

RETURN ON SPACE 

SALES per SQ FT or SHELF FOOT

What are 11 WAYS to DEAL with

THE JITTERS

1. KNOW AUDIENCE well
    
2. KNOW what TALKING ABOUT
    
3. VISUALS - PROFESSIONAL & HELPFUL
    
4. BE YOURSELF
    
5. Get good night's SLEEP
    
6. GROUP PRESENTATION: 
• FEED OFF: energy & enthusiasm of the friendly looking PEOPLE IN AUDIENCE
   
7. RECOGNIZE effect of FEAR on your BODY and REDUCE STRESS manifestations 
    
8. Visualize AUDIENCE as FRIENDS
    
9. Get PUMPED about PRESENTATION
    
10. realize EVERYONE gets NERVIOUS
     
11. PRACTICE PRACTICE PRACTICE 

Characteristics of a Strong Presentation

Helps buyer remember Presentation

1. On AVERAGE, people FORGET ____% of what they HEAR.
   
   
2. After _____ HOURS, they have forgotten ____% of message heard.  

1. 50% 
   
   
2. 75% 

How to Strengthen Presentation

define:

TESTIMONIAL

STATEMENTS written BY SATISFIED USERS of product/service

- PERSON who writes should be ABOVE REPROACH - well RESPECTED by peers and perhaps CENTER OF INFLUENCE 

What are 5 THINGS that

CHARTS are most commonly USED FOR?

1. ADVERTISING SCHEDULES
   
   
2. BREAKDOWN of CUSTOMER PROFILES
   
   
3. DETAILS of PRODUCT MANUFACTURE
   
   
4. PROFIT MARGINS AT various PRICING POINTS
   
   
5. INVESTMENT NATURE of purchasing product  

How to Strengthen Presentation 

Videos

COLLATERAL  

collection of DOCUMENTS DESIGNED to
 

GENERATE SALES

ex: brochures, flyers, fact sheets, success stories

Stregthening your Presentation 

Product Demonstrations 

define: 

HANDOUT

WRITTEN DOCUMENTS provided to HELP buyers

REMEMBER what was SAID. 

Value Analysis

Quantifying the Solution

"As your risk gets higher, the _______ ________ you

need to spend with your buyer"

What are the 6 most COMMON WAYS to

QUANTIFY A SOLUTION 

aka- Value ANALYSIS

1. VALUE PROPOSITIONS
   
   
2. COST-BENEFIT ANALYSIS
   
   
3. ROI 
   
   
4. PAYBACK PERIOD
   
   
5. NPV
   
   
6. OPPORTUNITY COST 

" A DOLLAR TODAY IS ________________ THAN A DOLLAR TOMORROW" 

WORTH MORE