Here are 10 methods used by successful salesman’s for giving award winning presentations



The presentation itself is the continuation of approach. Basically the purpose of presentation is to provide knowledge through features, advantages and benefits of the products of the salesman, his marketing plan and the business proposed. If presentation is effective, it shows the buyer to develop positive personal beliefs towards salesman's products. These beliefs result in desires or needs for the product the salesman to convert 'need' into 'want' and 'want' 'attitude' that his product is the best to fulfill prospect's want. The strength and the efficacy of a presentation is dependent upon the following points which can be called as the essentials. These are:


1. Promptness:

Ready and willingness to serve the prospect is indicate through the promptness of presentation that clears the way to immediate response. The salesman honours and respects by trending him promptly. He acts fast provided he has perfect knowledge of products, their exact placement and keen interest in showing them. Under no circumstances, he should make the prospects to wait as it has negative impact resulting in dissatisfaction and culminating into negative sales.

2. Clarity:

The sales presentation must be as clear as crystal and complete so that the salesman wins the confidence of customers and kills competitive resistance in his mind. No marks of doubt should be left on the mental frame of customers. He allows freely the prospects to handle, fondle, taste and smell the articles to their hearts content. In case the products are bulky, it is through their model pictures he can clear their doubts. Trials are unavoidable many a times in most of the products. The purpose is to have a satisfied customer. Salesman should be alert not ac attack on competitions. That is, he should never talk ill of others. Instead, he should portray the plus points of his products and services.

3. Right Quality and Quantity:

A successful salesman knows what to show to the prospects. The points that he has to present the prospect the goods of right quality in sufficient quantity. A prospect might insist on the particular brand, that is, a mark of quality. It is the duty of a salesman to present that brand only. In case, he does not have them he may attempt to show substitutes with his prior approval. He should never show very low quality or very high quality goods to start with. It is better to start with medium quality level goods. Adequate quantity of goods be presented to have the opportunity of choosing the best.

4. Arousing Keen Interest:

The prime task of an effective salesman is to awaken the dormant interest or arouse it is the goods of his in the minds of a customer. He is an informer, educator, entertainer, imparter aid above all persuader. He is expected to clearly mention about the special features of the product namely, durability, make-up, design, performance, economy, comfort, conscience and lie like so that the prospect gets marinated in what he says and expresses to know more and more about the product. He should soundly emphasize the inputs that have gone in to making of the product, the process of manufacturing, the way the goods are handled in processing, quality and the utility of the inputs that attract his attention. It is but natural that fancy items that have aesthetic beauty and shape colour, counters are sure to arouse interest.

5. Avoid Comparison:

There cannot be better business without comparison of products. However, a good salesman speaks good about his products and services. He should not defend himself by offending the competitors and their products. It is duty both moral and business that he can give comparative picture of his goods in terms of features, benefits and merits. When the prospect asks about competitive products, in that case, he is to be very careful and he should avoid telling about competitor's products are bad. Instead, he should pin point his products as how they are superior as per the specifications given by the manufacturers. Many a times, prospects want to test the salesman. Hence, he should refer any competitor by name. Indirectly he should say that his products are definitely superior to those of competitors.

6. Demonstration:

Demonstration is the heart of good presentation. All the time a salesman can not point out the features of his products by mere we learn through descriptions orally. Again, all customers do not respond well to such oral description. One of the best ways of convincing the customer is that the product needed to expose, it by demonstration. Good many psychological studies have been conducted and proved beyond doubt that people remain 87 percent of their information on the outside world through their eyes and only 13 percent through other senses of touch, hearing, smell and taste. One study conducted in respect of multiple-sense appeals, increases understanding of a person dramatically as the following pie-diagram makes it clear.

A dynamic demonstration appeals to human senses by telling, showing and creating buyer-seller interactions. The intensity to buy can be triggered with proofs. Providing proofs is possible by a planned demonstration. Demonstration is part and parcel of presentation. It is the clever task of providing the promises. Statements by the salesman about the product's quality, utility, performance, services by evidences of operation, test and experiment. In view of its importance in this book, it has been discussed separately.

7. Appealing to Senses:

As noted earlier many product benefits cannot be explained adequately in non-technical language. In such cases, only buyers with a technical background may understand a verbal explanation. To help the prospect to understand better, five basic channels may be used to the sense of hearing, sight, touch, taste and smell. Appeals should be made as many of these senses as possible. Studies show that appealing to move than one sense called 'multiple-sense appeals increases understanding drastically.

Generally, an appeal through sight is more effective than an appeal through hearing because seeing is believing. The success multiplies if the salesman multiplies the case of prospects senses. Much depends on the nature of product itself. For instance, in case of texture of cloth appeals are made through senses of touch and sight. In case of food products say ice-cream, it is sight, taste, and touch that play important role. In case of industrial products, mostly the senses of sight touch and hearing are of much importance. Therefore, desman is to know which sense or combinations of senses will best in case of particular products.

8. Suggesting Certain Tests:

A test or trial conducted for the benefit of the prospect is sure to inspire the confidence and helps in building up a conviction value. To measure the purity or the authentically the reality or originality, certain common test are suggested in case of products of different nature. These tests are 'feeling' - 'breaking' - 'fading' - 'tension' and 'purity' tests. For instance, it is very difficult to distinguish between pure wool and acrylic, pure silk and artificial silk or polyester fibres or clothes made of these fibres. These can be traced as original or natural products by turning the threads.

The burnt thread in case of acrylic gets coiled into a lump and will not convert into powder, whereas, in case of pure wool, it gets burnt and formed into lump but it gets powdered into ash. In case of polyester cloth, if it is burnt say with intense stick, the whole gets stronger as the border of burnt gets converted into polyester material. Whereas in case of pure silk the threads do not get stuck or combined. In case of eggs - the rotten stand still on smooth surface while fresh roll on. In case of real pearls, they have the capacity to reduce bodily temperature or fever. In case of honey, a real one will not get diluted with water as the drop of pure honey will remain as a lump. A real diamond cools down boiling milk or it has three Cs - carat - clarity, cut, and so on.

9. Handing the Goods:

Action is louder than words in several respects. That is, the salesman should not go on only talking about his products. He should handle them and at the same time allow his prospects to handle in an appreciate manner. His action should follow the words. There should be complete harmony between his statements and action. Prospects have a strong desire of handling the products they desire to buy. Some prospects hesitate to handle or touch the products. The salesman should encourage such hesitant prospect to handle them freely as he appeals to the motive of "possession" and "sense of touch".

10. Dramatise the Message:

Dramatics implies presenting or talking about anything in his case products and services m a striking, showy and extravagant way. It is theatrical presentation of products. Dramatisation should be incorporated in sales presentation only when the salesman is sure that he can do it in an adoptable manner. One of the surest ways of developing ideas for dramatization of a product is to watch television commercials. A commercial presents a products or products usually demonstrated and dramatized. Dramatisation improves the chances of selling with best results.