[Presentations

]
 Homework
Enroll and complete the Course on Coursera-
“Introduction to Negotiation: A Strategic
Playbook for Becoming a Principled and
Persuasive Negotiator”

Course starts today on Coursera by Yale University

Taught by Barry Nalebuff 
Note*** You can enroll it for free as an audit course.
 What is a
Presentation?
Any act of presenting or the state of being
presented, a performance, a formal
introduction, a social debut.
 Dictionary says:

Presentation is the practice of showing

and explaining the content of a topic
to an audience or learner.
 According to our book:

The sales presentation is a

persuasive
vocal and visual explanation of a
proposition.
The basics of marketing remain the
same:

Creating a strategy to deliver the

right messages to the right people.
Why should we have a
To prove that what you are selling can meet needs
presentation?
that have the most importance to the customer.
Purposes of a presentation
(Our main goal is to sell the product to our customer – to
help)
Knowledge
Beliefs
Desire or
Need
Attitude
Conviction
 Add them all up:
Knowledge + Beliefs + Desire + Attitude +
Conviction

SALES
SUCCESS!
{ In the selling process,
it comes after Approach.}
There are three crucial steps in
a presentation.
1. Fully discuss the features, advantages,
and benefits of your product.
2. Present your marketing
plan.
3. Explain your business
proposition.
The sales presentation
mix.
 Persuasive
Communication

Demonstrations Participation

Salesperson

Dramatization Proof

Visual Aids
Persuasive
Communication

Sell Sequence = FABs + trial

close
 To be a persuasive communicator:
Use logical reasoning.
Persuade through suggestion.
Have a sense of fun.
Personalize relationships.
Build trust.
Be aware of your body language: Always smile!
Control the presentation: Questions re-channel an off-course presentation.
Use diplomacy: Choose your battles.
Consider the Paul Harvey dialogue (conversation style) Use words as selling
tools (simile, metaphor, analogy)
Use parables and storytelling to illustrate a point.
Seven factors of good
communication:  Use questions
 Be empathetic
 Keep the message simple
 Create mutual trust
 Listen
 Have a positive attitude and enthusiasm
 Be believable
 Persuasive
Communication

Demonstrations Participation

Salesperson

Dramatization Proof

Visual Aids
Participatio
n
 Questions
Product use: appeals to
senses Visuals
Demonstrations
 Persuasive
Communication

Demonstrations Participation

Salesperson

Dramatization Proof

Visual Aids
 Proof

 Past sales help predict the future

 The guarantee
 Testimonials
 Company proof results
 Independent research results
 Persuasive
Communication

Demonstrations Participation

Salesperson

Dramatization Proof

Visual Aids
 Visual
Aids

Increase retention
Strengthen the message
Lessen misunderstanding
Create a unique and lasting impression
Show the buyer that you are a
 Appeal to the prospect’s Vision with the
intent of producing mental images of the
product’s features, advantages and benefits.
 Persuasive
Communication

Demonstrations Participation

Salesperson

Dramatization Proof

Visual Aids
 Dramatization

Dramatics refers to presenting

the
product in a striking, showy, or
Dramatization improves your
chances of success.
 Persuasive
Communication

Demonstrations Participation

Salesperson

Dramatization Proof

Visual Aids
Demonstrations
A successful demonstration lets
the prospect to:
 Do something simple.
 Work an important feature.
 Do something in a routine of
frequently
repeated.
 Answer questions through a
demonstration
or to give a feedback.
The seven-point
checklist:
Why should we follow this
model? Persuasive
Communication

Demonstrations Participation

Salesperson

Dramatization Proof

Visual Aids
 It captures attention and interest.
It creates a two-way communication.
It involves the prospect through
participation.
Gives a more complete, clear
explanation of products.
 Tip!
Technology can be a huge
help.
The Sales
Presentation
Goal Model:
 How will you
stage your What is your
presentation? objective?

How will you

design and Who is
display your
visual aids? audience?

How will How will you

you create structure
impact? your
presentation?
 Your approach technique quickly
captures your prospect’s interest
and immediately finds signals that
the prospect has a need for your
product and is ready to listen.
 How do you handle
presentation
difficulties?

If an interruption comes up, offer to leave

the room or regroup your thoughts.
 Should you talk about
competitors?

Do not refer to a competitor unless absolutely

necessary. Acknowledge your competitor only
briefly & make a detailed comparison of your
product and the competitior’s product when
necessary.
Lastly, always be
professional.
Thank
you!