What are the four stages of the SPES sequence for using sales aids effectively Please provide an example of each stage?

Presentation on theme: "Sales Presentation Delivery"— Presentation transcript:

1 Sales Presentation Delivery
Module Seven Sales Presentation Delivery

2 Learning Objectives Describe the difference between features, potential benefits, and confirmed benefits and the role they play in benefits selling. Construct complete selling points using feature in benefits statements. Explain the four steps of the SELL Sequence

3 Learning Objectives Discuss the advantages of using response-checks in the selling presentation. List and explain the different forms of presentation tools and sales aids that can increase the impact of a presentation. Delineate the four steps of the SPES process for effectively utilizing sales aids in presentations. Explain some of the special considerations in making sales presentations to groups.

4 Kraft Presentations Use Technology That Focuses on the Customer
Setting the Stage Kraft Presentations Use Technology That Focuses on the Customer What does Kraft’s 3-Step Category Insight Builder do? On what does the success of Kraft’s sales technology depend? Answers Kraft’s 3-step category insight builder identifies consumer buying behavior within A product category, isolates the opportunity to build business within the category, and provides the insights to build an action-oriented business plan. The success of Kraft’s sales technology depends on how well it delivers value to retailers and to the Kraft sales force.

5 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.

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

7 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.

8 Buying Motives Major Buying Motives Minor 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.

9 The SELL Sequence Model
Select & describe a feature Explain what the feature does Lead into the benefit Let the customer talk

10 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?

11 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

12 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

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

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

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

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

17 Sales Aids: Visual Aids
Product Demonstration & Models Printed Materials Photographs & Illustrations Graphs & Charts

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

19 Sales Aids: S P E tate selling point & introduce the sales aid
resent the sales aid xplain the sales aid ummarize

20 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

21 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

22 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

What are the four stages of the SPES sequence for using sales aids effectively?

What does the fourth and last step in the SPES sequence stand for *?

What does Spes stand for in sales?

What is the sell sequence?