Chapter10

Chapter10 - Strengthening The Presentation Chapter 10...

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Chapter 10 Chapter 10 Strengthening The Presentation
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Characteristics Of A Strong Characteristics Of A Strong Presentation Presentation Communication tools such as visual aids, samples, testimonials, demonstrations and the use of humor are important ingredients in most sales calls These tools help focus the buyer’s attention, improve the buyer’s understanding, helps remember what the salesperson said, offers concrete proof of the salesperson’s statements, and creates a sense of value
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Keep The Buyer’s Attention Keep The Buyer’s Attention Stay interactive with buyer to avoid boredom or lack of attention Get the buyer actively involved in the communication process The buyer’s personality can also affect his or her attention span
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Improve The Buyer’s Understanding Improve The Buyer’s Understanding Salespeople need to utilize all available communication tools to help individuals, who have problems forming clear images, better understand the solution to the problem or the opportunity being presented See Exhibit 10.1 – P. 252 Notice – more senses involved – better retention of message Multiple-sense appeals- appeal to more than one sense Sellers of some products use appeals to all of the senses; others involve 2 to 3
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Helps The Buyer Remember What Helps The Buyer Remember What Was Said Was Said People immediately forget 50 percent of what they hear; 75 percent of the message is forgotten after 48 hours Securing an order often requires multiple visits Profitability occurs when the selling situation was memorable Lasting impressions can be created in many ways Present skillfully in a well-timed demonstration
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Offers Proof Of Salesperson’s Offers Proof Of Salesperson’s Assertions Assertions Most people won’t believe everything a salesperson tells them Creating trust is very important Salespeople require tools to back up their claims – 3 rd party sources
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Creates A Sense Of Value Creates A Sense Of Value The manner in which a product is handled suggests value Careful handling- positive Careless handling- negative The use of communication tools can also make a statement about the importance of the buyer
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How To Strengthen The Presentation How To Strengthen The Presentation Use of communication tools (word pictures, stories, humor, charts, models, samples, gifts, catalogs, brochures, pictures, ads, maps, illustrations) The seller should strategically select methods and media that will helpfully address the needs of the buyer Adapt to the buyer
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Verbal Tools Word Pictures and Stories Use stories from your own life Make sure you have a reason for telling the story Use the “hook” of the story to directly tie back in presentation Be accurate and vivid with the words you choose
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This note was uploaded on 11/10/2009 for the course MAR 4400 taught by Professor Roberta.ciraldo during the Summer '09 term at FAU.

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Chapter10 - Strengthening The Presentation Chapter 10...

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