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Chapter 11 - Elements of a Great Sales PresentationChapter 11 Elements of a Great Sales PresentationTrue / False QuestionsAccording to the Golden Rule of Selling, a salesperson who uses puffery in a sales presentation is more likely to make a sale than the one who does not. The main purpose of a sales presentation is to overcome objections.In a sales situation, a prospect enters the conviction stage when he is convinced that the product is not only the best but also that the salesperson who is promoting the product is the best source to buy from. Presentation is a continuation of the sales approach. A marketing plan explains what the customer will receive in return for buying the product or service. Although salespeople sell different products in different ways, the elements of the sales presentation mix should be used in an equal proportion. According to the text, the six elements of the sales presentation mix are product, participation,proof, visuals aids, persuasive communication, and demonstration. During a sales presentation, it is best to begin with the FAB sequence, then present the business proposition, and next the marketing plan.Logical reasoning is an effective persuasive technique especially when selling complicated proposals. Logical reasoning involves a presentation constructed around three parts: an overview, a major premise, and a trial close. A salesperson says to a prospect, "Just imagine how this equipment will look and operate in your store. Your employees will perform much better, and they will thank you." This statement is an example of a suggestive proposition.11-1
Chapter 11 - Elements of a Great Sales PresentationA public relations firm is trying to convince a former President of the U.S. that he needs their services. When the publicist says, "We currently are handling public relations for the royal family of Monaco, Prince Andrew of Great Britain, and Colin Powell," the public relations firm is using a prestige suggestion. A salesperson using a direct suggestion on a prospect might begin by saying, "Mr. and Mrs. Smith, just imagine never having to worry about money after your retirement." A textbook salesperson says, "Instructors at Harvard and Yale really like this new approach." The salesperson is using a suggestive proposition.