Digital Library > Defining and Serving a Market > Sales presentations
“How to Create and Give a Sales Presentation”
Frequently sales professionals or others involved in the sales process do notadequately prepare for the delivery of the presentation — they just let it happen. How much better will the results be with thorough and careful preparation, as well as an after-presentation critique?a
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WHAT TO EXPECT
Creating and preparing an effective sales presentation takesplenty of planning and a whole lot of skill. Frequently salesprofessionals or others involved in the sales process do notadequately prepare for the delivery of the presentation — theyjust let it happen. This module will take you through the stepsnecessary for a successful presentation — from the all tooimportant preparation phase to the often-forgotten critiquestage.
Related Modules
In order to get full benefits from the module, you should have agood understanding of the sales process. You may want to referto the following training modules:
- How to Identify and Overcome Objections
- How to Qualify Leads and Prospects
- How to Write a Sales Proposal
- How to Develop Powerful Presentation Skills
What You Should Know Before Getting Started
- Know What You are Selling
- Know Your Competition
- Know the Customer
- Know the Market
Developing the Body of Your Presentation
WHAT YOU SHOULD KNOW BEFORE GETTING STARTED
What is a Sales Presentation?
This is a direct and fairly simple question that many salespeople may not be able to answer. Each sales professional hastheir own perception of what a presentation is and how it isconstructed. One definition that could be, "A complete salespackage that is given to a prospect for the purpose of gettinghim to commit to purchase a product or service."
The sales presentation should begin long before a sales personmeets a prospect. Successful sales people break down theirpresentations into usable components, with each part becoming animportant element in making a successful sale. This doesn’thappen by magic. It takes preparation, and the more prepared thesales person is, the greater the chance of success.
Woodrow Wilson was once asked how long it took to prepare for aten minute speech and his reply was, "Two weeks." He was thenasked how long it took to prepare a speech lasting one hour andhe said, "One week." When asked how long it would take toprepare a speech lasting two hours he said, "I’m ready now."Obviously President Wilson preferred longer speeches. Yourpreparation and attitude will come through immediately to a savvyprospect. The better you know your subject matter and the moreprepared you are, the more comfortable you will be during thepresentation and the more effective and exciting your sellingwill become.
The basis for your presentation should be the prospect’s needsand how you intend to solve them. In Presentations Plus, authorDavid A. Peoples says, before preparing a presentation you mustask yourself, "Why are you making this presentation?"
The first part of the preparation phase is getting organized.You must organize your presentation and materials ahead of time.Make a list of what you need in the way of information and gatherwhat you need, leaving nothing to chance.
The second part of the preparation is a complete and thoroughknowledge of:
- What is being sold
- The competition
- The customer
- The market
Fact-finding and organizing information into a logical order iscritical here.
Know What You are Selling
Successful sales professionals know their product or serviceinside and out. They constantly try to learn more, further theireducation with new product information and ask questions. Theydon’t rely on buzz words or "razzle-dazzle." They becomefamiliar enough with their product or service as if it were apart of their body.
When you are presenting your information to a prospect, you mustassume they don’t know anything about what you are selling. Yourprospect will let you know that he is familiar with the pointsyou are trying to make.
Following are some tips on learningabout what you are selling:
- State the history of the product or service. If your company has made technical advances on the product, note what they are and include them in your presentation. This adds credibility not only to your presentation but also to what you are trying to sell. These advances could be in product development, manufacturing, shipping or new packaging techniques. The better prepared you are on the products and services of your company, the better your presentation will be. Thorough product knowledge will give you the confidence to go after the larger and more difficult prospects. The more you know about what you are selling, the better able you will be to impart this information on your prospects.
- Detail the history of the company. Perhaps your company started out in a two car garage with 2 people and has grown to an organization with several employees. Prospective customers like to see growth. It gives the impression of success and stability. If the company is being run by second or third generations of the original founders, all the better. This establishes that the company has roots and the owners care about the daily operation of the company and the employees. Don’t be afraid to talk about company values and how they were handed down from generation to generation. This promotes a feeling of warmth, trust and security.
Know Your Competition
You can have a great amount of knowledge about your company andproducts, but that’s only half the battle. The other half isgaining as much information as possible about the competition.This will go a long way in answering questions and objectionsfrom the prospect. In order to give a meaningful presentation,you will have to know who and what you are up against.
- Learn what type of literature they use to advertise their product or service. Do they use full color brochures? Video tapes?Give-aways? Special discounts?
- Identify your competitions’ strengths and weaknesses. The prospect can be a good source of this information. Often, the prospect will tell you what he likes or dislikes about the products or services he is using.
- Find out how often the competition works his territory. On what days does he call on the prospect? Does he make face-to-face calls? Does he rely on the telephone exclusively?
Dissect the competition’s products and compilea list of all the strengths and weaknesses you have discovered.Compare what you are selling to what the competition is selling.When the prospect brings up specific points about thecompetition’s product or services, you will be ready with ananswer that might get you the sale.
There are many salespeople who feel that a presentation restricts them rather thanhelps them. Nevertheless, to be successful you have to plan andpresent. The better prepared you are, the more successful youwill be in selling. A well planned, structured and completepresentation will give you more flexibility in handlingobjections and a greater percentage of sales closed.
If the client wantsto know about long-term stability of your company, you will beprepared to discuss that. If he wants to know about the successof your services and products, you will be prepared to discussthat, as well. If he is interested in price and results, youwill be able to show him how your products or services offervalue and how they can satisfy his needs.
By being secure in your facts,you will be able to anticipate questions and answer them beforethey are asked. Confidence in yourself and your abilities as asales person will increase, and this will show in yourpresentation. You will make a favorable impression on yourprospect, and he in turn, will want to do business with you. Hewill feel secure with you as a sales person and when a prospectfeels secure, they buy!
Another advantage of a well-planned presentation is that you willnot forget to talk about the important facts of your products orservices. Many a sales person who did not have a well-plannedpresentation often remembered what he forgot to tell the prospectlong after his meeting with the prospect. Also, when thepresentation is ad-lib, there is no real structure and it canappear that you are bouncing all over the place, repeating factsand adding to the prospect’s confusion. A well-plannedpresentation turns prospects into customers.
Know Your Customer
Become acquainted with every aspect of your customer’s business.Get to know how long he has been in business, what his mainproducts or services are, who his big clients are and howsuccessful he has been in meeting their needs. Also, it would bevery helpful to learn if your competition has been selling tohim. If the competition is in there already, it is extremelyimportant for you to know everything about his product orservice. You will be able to compare what you are selling to thecompetition’s product and perhaps show the benefits of what youare selling to the prospect. But to do that you must know thecustomer.
Know the Market
If you learn about the market that your prospect is selling into,you can better determine how you can help him achieve his goals.This will be a very important selling point for you.
DEVELOPING THE BODY OF YOUR PRESENTATION
Now, you are ready to create a rough outline of yourpresentation. Sales presentations typically include anintroduction, definition of the project or need, a discussion ofthe approach, benefits of your product/service, and the costassociated with doing the work.
Step 1. Prepare an introduction which discusses the nature of yourprospect’s need. In this part of your presentation you shouldindicate how your presentation is organized. It will be to youradvantage to keep the message warm and tailored to the prospectbut at the same time convey that you have a thoroughunderstanding of your prospect’s need. Do not use overlysolicitous statements such as "We are truly grateful for theopportunity to propose…" These statements immediately impactthe leverage that you have with the prospect — he becomes thesuperior, you the subordinate. Remember, this presentation mustpresent you as the expert — one who your prospective client isfortunate enough to hire to satisfy his needs.
If you are a management consultant, your introduction may start:"Over the past 20 years, Management Inc. has assisted over ahundred companies in improving their productivity. Like thesecompanies, Trailer Courier Service is looking to streamlineoperations and eliminate wasteful functions. In the followingproposal, we’ll discuss our approach to achieve higherproductivity, identify benefits associated with these higherefficiencies, and…"
Discuss the current situation or your understanding of theclient’s problem or need. This is really the problemidentification section. Make sure you are very clear on what theneeds of your client are. Identifying the problem or opportunityup front lays the groundwork for the rest of the presentation.
For instance, if you are a daycare center soliciting corporateaccounts, your introduction may begin, "In the past decade atrend has evolved where more and more mothers are returning tothe workforce. However, not much has changed to provide thesemothers with reliable and affordable child care. When Mom can’trely on suitable care for her child, your organization can’t relyon Mom…"
Identify the current opportunity or problem. Make sure youunderstand the situation clearly. Can you expand on thedefinition, demonstrating how you may add further value to theorganization?
Step 2. Next, introduce the objectives and scope of work that yourprospect can expect. Describe what you will do and give anaccurate time-frame for delivery or completion of key items. Beaggressive, but realistic. This is not the time to make promiseson which you can’t deliver. Your prospect will be suspicious.He wants someone he can rely on, someone he can trust. This maybe the first contact with this prospect, but your intent is tomake him a long-term customer. And if you’re fortunate enough toland the assignment, you’ll gain the trust and respect of yourclient by under-promising and over-delivering.
If you are a catering service, your objectives and scope wouldbe, "To provide high quality foods and service at a reasonableprice for the Jones wedding on September 18. Key tasks wouldinclude:
Define your objectives and scope. Next, list the basic steps of your approach. |
Step 3. Now it’s time to fill in the details of your approach. Makesure you provide enough detail so that the prospect canunderstand it clearly, but keep it broad enough so that itdoesn’t inadvertently narrow his options or disclose yourrecommendations. For instance, if the prospect is looking tooverhaul his accounting system, describe the process you’ll usein evaluating the best system, but don’t offer any preliminarysuggestions at this time. He may have already investigated theoption and discarded it for reasons unknown to you or, worsestill, take the suggestion and do it himself.
Also, when you describe your approach, include the result, ordeliverables, with each step. This is what your client gets uponcompletion of each step. The deliverable signals the end of onestep and the beginning of the next. However, all steps do notneed a deliverable, just the key ones. Providing deliverables isan effective method for gauging progress on a project.Deliverables provide evidence that work is being completed and isa valuable mechanism to use when managing large projects for boththe customer and supplier. Deliverables can be either goods orservices. For instance, if you are a consultant, you may providea progress report, either orally or written, upon the conclusionof key steps in a project. On the other hand, if you are abuilding contractor building a home, an appropriate deliverablemay be completion of a room or system (plumbing, electrical, airconditioning, etc.).
Think about your presentation.
Take each of the basic steps anddevelop the details of your approach. Where appropriate, includedeliverables.
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Step 4. Next, describe the benefits the prospect can expect from yourproducts or services. This is a critical part of your salespresentation. This is not the time to withholdinformation — present any possible upside that yourproduct/service can provide. Don’t stretch to the ridiculous,but do be sure you exhaust all the major benefits. When creatingyour list of benefits, always keep in mind what you can do tomake your prospect successful, how you can make him look good.Pay special attention to his role, responsibilities, and level inthe organization when developing your list.
For example, if youare selling a manager on an upgraded telephone system, make sureyou know what his key challenges are (maybe reliability and cost)and stress how your system overcomes them (high consumerconfidence ratings, modular features, etc.) If, however, youdon’t know who the decision-maker is, it’s best to tie thebenefits of your product/service into the overall goals of theorganization.
You may have to do a little research. If the company has anactive advertising campaign, find magazines or trade journalsthat the company may be advertising in. What are their claims?Who are they targeting? If they are a public company, get a copyof their annual report. In it you’ll find the company’s keyinitiatives. Your library may have a copy of one, or you cancall the company directly. A reference librarian can also helpyou with a search of magazines and newspapers for currentarticles written about the company. If you come up empty afterthat, virtually all organizations have goals for growth andprofitability so tie your benefits into how your product/servicecan increase market share, increase sales, decrease costs,improve productivity, etc.
For example, if you are a new travelagency looking for commercial accounts, your presentation shouldbe full of how you might save money for your clients — getting thebest deals on air fare, hotels, rental cars; offering value-addedservices that your clients currently must do; suggestingscheduling alternatives that cut travel costs, etc.
Just remember, your presentation will have a better probability ofsuccess if you present it in a perspective familiar to theprospect, showing how your approach will enable him or theoverall organization achieve his/their goals. When properlydone, your benefits will implicitly justify why your goods orservices should be used by the prospect. This may be stated as afinal product or proposed outcome of the project. Use statementssuch as "Using our state-of-the-art manufacturing process…," or"We will rely on our thirty-five years in the business to…"
A word about features and benefits — People buy a product orservice because they either need or want to. In order to createa need or a want, you must promote the benefits of using yourproduct or service. Many business owners promote the features oftheir business and neglect to point out how the product orservice will benefit the customer. Features enable the productor service to perform its function. Benefits are the results aperson receives from using the product or service.
For example,a feature for a local printer may be 24 hour service. Thebenefit to the customer may be increased flexibility and fasterturnaround. The customer is more interested in how you can helphim (the benefits), not necessarily the details of your service(the features).
List the key benefits of your product or service.
Next, write down what your prospect’s goals may be. Tie your benefits toyour prospect’s goals. Now develop the benefit section of your presentation, making sure that you are writing it from your prospect’s perspective. |
Step 5. Now it’s time to present the cost for your product or services.Where you state this information in your presentation isextremely important. ABSOLUTELY do not include the cost at thebeginning before you have had a chance to fully explain yourapproach and the resulting benefits. Any good fisherman knowsthe importance of the initial stages in luring a prize catch.Likewise, your prospect has to know what he is buying before he’swilling to spend his money. If you include the costs too earlyin the presentation, it may immediately put off your prospect andcause him to reject the sale before he has a chance to understandits impact fully.
Your estimate of charges for goods or services should be asdetailed as possible so there will be no misunderstanding whenthe goods or services are delivered. If you’re quoting on alarge project, break the project up into stages, providing thedetails of these costs.
For example, if you are installing a new computer system, this section may begin:
1. Evaluate hardware options | 100 man-hours | $10,000 |
2. Select and order hardware | 1/3 cost upfront | $60,000 |
3. Install hardware $60,000 | 200 man-hours | $20,000 |
4. Debug system 1/3 cost $60,000 | 100 man-hours | $10,000 |
5. Train | 50 man-hours | $5,000 |
TOTAL $225,000 |
Your prospect does not want to be surprised with hidden costsonce he has accepted your proposal. Remember, you want to turnthis prospect into a long-term customer. Disclose all potentialcosts even if you can’t quantify them upfront. There will becosts over which you have no control. Plan for them and let yourprospect know what they are. Most likely, your client will havea limited budget that he is operating within.
For example, ifyour phone system installation requires a significant amount oftravel (but you’re not quite sure how much or what the airlineswill be doing at that time), you may want to quote forinstallation plus travel (i.e., $100,000 for installation plusreasonable travel expenses).
Be assured this does not free you from properly managing those costs; it communicates, however, that there are additional costs that must be budgeted for. Keepin mind that surprises have a knack of eroding even the best of relationships.
Determine the costs for your proposal. Have you included all costs?
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Step 6. Finally, you’re at the end of your presentation. Here, youwant to remind the prospect why you are the best choice for thejob. This is a good time to do some of your own PR. Make sureyou have a qualifications statement in which you say why you arequalified to do the job for the prospect. Include a corporatehistory, background of principals in your company and describeyour facilities.
It might start something like this, "As thelargest cycle manufacturer in the US for the past 40 years, TREDhas supplied over 10,000 leasing businesses with over 10 millionbikes…"
A starting date or delivery date may also be helpful and couldmake the difference in getting the order or not. It is importantto strike a balance here — if you can "start immediately", theclient may feel that you are not busy, and he may conjure up hisown reasons of why that is. On the other hand, if you put astart/delivery date too far out, you run the risk of cooling offa hot prospect. The best advice is to use your best judgmentalong with the information you already know about your prospect.If they needed it yesterday, you’ll know what to do.
End your presentation with a closing paragraph which contains astatement of interest in doing the work for the prospectiveclient. This part can also be used to restate the benefits ofdoing business with your company. For instance, "All theemployees at TRED are dedicated to the highest of qualitystandards in product and in service. Our free overnight deliveryservice means no spare part inventory for you…"
Step 7. Close your presentation. Promote why your company is the bestselection. Repeat the significant benefits that your prospectwill receive.
When you first meet someone, how long does it take you to sizehim up and decide whether you like him or not? Well, it’s atwo-way street. Your prospect will be sizing you up before youmake your first statement, just as you will be with him. Tomaximize your chances for a good first impression, walk into themeeting confident, holding your head and body erect, keeping asmile on your face and making good eye contact.
People like doingbusiness with people they like. This is an opportune time tofind out about your prospect’s interests, his family, what hedoes when he’s not working. Selling is about relationships.It’s about trusting the person who’s making the sale. It’s aboutcaring for the customer who’s making the purchase. When you knowthe "person," it provides you with many opportunities toreinforce the message that you care for the "customer."
For example, if you know his birthday, send him a card to celebrateit. If he’s a sports enthusiast, treat him with tickets to hisfavorite sporting event. Remember, sales have been won simplybecause the customer liked the sales professional.
Never start a presentation saying, "I won’t take too much of yourtime," or "I really appreciate your taking time from your busyschedule to see me." Create leverage with your prospect. Youare there to help him; you are there as an asset. And never tellhim that you "have all day." Quite possibly he doesn’t.Introduce yourself, your company and product or service.
Another key component of your sales presentation is how well youcan anticipate and handle the prospect’s objections. It doesn’tmatter how well prepared your presentation is, nor how well youhave rehearsed it, the prospect is still liable to throw you acurve ball. When you review your presentation and get to a pointwhere you think there might be an objection, write the objectiondown on a separate piece of paper. Continue doing this until youthink you have found all of the objections possible and answerthem.
When this exercise is completed, give the presentation to afriend or colleague and ask him to think up objections to yourpresentation. Compare notes. Has he found other objections thatyou never thought of? Answer these objections and include themas part of your presentation in the form of positive statements.
For example, "The widgets I have been getting from XYZ, made fromthe same material as your widgets, seem to rust within threemonths after we receive them. I can’t live with that."
Answer, "We dip our widgets in a non-corrosive coating instead of spray-painting them to eliminatethe possibility of rusting."
For more information on handling objections, you may want to refer to the module How to Identify and Overcome Objections.
This is the actual communication between the sales person and theprospect. Remember, it is not always what you say to theprospect, but how you say it that makes an impression on theprospect. During your presentation, there will be times when youmust convey confidence, compassion and concern for the prospectand his needs. If you can do this well, you can often establisha strong bond with your prospect.
For your sales delivery to be most effective, follow theseimportant tips:
- If your sales presentation requires that you give a talk, write it down, verbatim. Script your presentation, commit it to memory and then practice the delivery and refine your presentation. You can then work on the tone that is needed — humor, concern, empathy, or any other emotions that you feel are appropriate. Practice pacing yourself and use clear, crisp enunciation. Use your hands and arms to emphasize a point. Don’t be afraid to change the pitch of your voice to emphasize a point. Practice the delivery in front of a friend or another sales person and have him critique your delivery and make any changes that are required.
- Always speak in a confident tone of voice, at a good pace and very deliberately. If you feel uneasy during any part of the presentation, it helps to take a deep breath and proceed from there.
- Be sure that the prospect is following what you are saying. Ask if he has any questions if you feel you are losing him. Keep your enthusiasm up, and it will keep the prospect interested in what you are saying.
- If you are planning a demonstration as part of your presentation, design it step-by-step. When you think you have it down, give a "dry-run" demonstration to a friend or colleague. Ask them to role play as customer, asking you questions.
For more information on presentations, you may want to refer to the training module How to Develop Powerful Presentation Skills.
To supplement your knowledge of the products and services and howthey will satisfy the prospect’s needs, you might consider usingaudiovisual materials. They can be tremendously effective forany presentation if they are used properly. Studies have beenconducted and findings show that people are more likely to bepersuaded if visual aids are used. They can be used to emphasizekey concepts, illustrate important points, lend support to thepresentation and clarify information.
On the down-side, however, audiovisual aids can also overpoweryour presentation and detract from the message. This isespecially true if you’re uncomfortable with it or you find yourself explaining the audio visual message. Presentation aidsshould enhance, not distract, and they shouldn’t be so slick asto confuse the prospect on the intended message.
The most important visual aid is your product or service. Whenever possible, show the product orexamples of your service to the prospect instead of a photograph,video or slide presentation of product. Let the audiovisualpresentation appeal to the prospect’s senses of sight and sound,and let the actual product or service bring the presentationtogether. The audiovisual presentation should not be asubstitute for a walking, talking, breathing, thinking salesperson. Use them as additions to your presentation but never asthe entire presentation.
If you decide on an audiovisual presentation, either use your ownequipment or make preparations with your prospect to use his. Inany case, check out the equipment before the presentation. Ifit’s yours, you can do this at your office. If you’re usingsomeone else’s equipment, plan to arrive with enough time tocheck theirs. There’s nothing worse than getting to a prospect’slocation and discovering that the equipment is not functioning.This is especially disastrous if you are relying heavily on theaudiovisual presentation and do not have your own presentationhoned as a back-up. Carry spare bulbs, extension cords, andduplicate videotapes. Plan for the worse. If your audiovisualpresentation cannot be given due to an equipment malfunction, beprepared to give a stand-up presentation in its place.
A list of commonly-used presentation aids follows:
- The product itself. When possible bring the product along with you to the presentation. If it is too large, bring photographs of the product being used and be prepared to talk about its various features and benefits.
- Videotape. This is the least cumbersome of any visual aid, and you can easily carry back-up tapes. A well- prepared and professionally produced video is an effective audiovisual aid. A key video featuring your products or services guarantees that the prospect will be exposed to the points that you want to make. Prospects seldom take phone calls or allow interruptions during a video presentation. The use of special effects can enhance the message. The cost for this presentation will vary depending on what you want your message to be, whether it will require one camera or a two camera shoot, the type and length of the script developed and the production company you choose. Always aim for a broadcast quality video. Never use a hand-held video camera, and never try to do the video yourself. Spend the money to get it done right. The video will pay for itself over the long haul. Remember, this will be a representation of your company. If your video looks shoddy, so may the opinions be of your company.
- Slide presentations. An advantage of a slide presentation is that you can personalize your presentation for each prospect. This medium is effective when you are showing graphs and charts which you can explain to the prospect. A disadvantage of this type of slide presentation is that you are not able to easily interject comments. Another disadvantage is that the equipment can be cumbersome. Temperature and humidity can affect the operation of the slides in a carousel. Then there’s the projector bulb that always seems to burn out during your presentation. If you decide to utilize slides in your sales presentation, be prepared to bring extra bulbs if you’re using your equipment or make arrangements for a spare if you’re using someone else’s. Arrive early so you can set up properly. Again, plan for the worst. If you are unable to use your slides for any reason, make sure you can deliver your presentation without slides. Finally, a suitable viewing surface at times may be hard to find.
- Overhead transparencies. This is an inexpensive and effective way to give a presentation to your prospect. You can project a testimonial letter, samples of your current ad campaign, equipment specifications, competitive analysis or charts and graphs, for little more than the cost of a photocopy. The use of overhead transparencies should support your presentation and not be used to merely repeat what you are saying. If the prospect doesn’t have an overhead projector, you may have to lug your own around.
- Desk-top presentations. Using a self-standing flip chart with key words on the back of preceding panels can aid you in your delivery. This approach will prevent fewer problems than any of the others…as long as you don’t leave the flip chart at your home or office. The desk-top approach can be designed to coincide with the presentation and should contain from ten to thirty plastic sheets with your information presented in an outline form while you fill in the blanks. If prepared correctly, in no time at all, you can get the key points of your presentation across to the prospect allowing plenty of time for any questions that he might have.
After the presentation, it’s valuable to review what took place — not only what went wrong, but what you did right as well.Analyze each part of the presentation from the opening to theclose. Take everything into account from the physical setting toyour performance. If possible, get some feed back from theprospect. Think about what you would do differently next time.If you complete an analysis after each presentation, you will bewell on your way to becoming a successful salesperson. Followingis an exercise from Charles R. Whitlock that will help you todetermine if you are communicating effectively. On a separatesheet of paper, number from one to twenty-three.
Consider eachof the following twenty-three statements and write, "Always," "Some of the time," or "Don’t think about it" by each number.
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To determine your score, give each statement a score based on thecorresponding values assigned below:
"Always" = 1 point,
"Some of the time" = 2 points,
"Don’t think about it" = 3 points.
If your score is 28 or less, you are a superb communicator.
Ifyour score is between 29 and 44, you probably are an effectivecommunicator some of the time, but when communicating, you shouldconsider those items that you rated 2 or 3 more often than youare currently doing.
If your score is 45 or more, you maymisdirect or misinform when you communicate.
Be serious aboutimproving your communications skills. Find books, audio tapes,and videos specializing in listening and speaking techniques.Take notes and practice what you’ve learned.
With the help of this module, you will be in an excellentposition to develop and implement an effective sales presentationand start closing those big sales.
Good Luck!
Books
- Creating & Delivering Winning Advertising & Marketing Presentations, 2nd edition, by Sandra Moriarty and Tom Duncan. Lincolnwood, IL: NTC Business Books, 1995.
- Winning Group Sales Presentations: A Guide to Closing the Deal, by Linda Richardson. Homewood, IL: Dow-Jones Irwin, 1990.
- Close More Sales!: Persuasion Skills that Boost Your Selling Power, by Mike Stewart. New York: AMACOM, 1999. Part VI: “Powerful Presentations Create Credibility, Confidence and Conviction.”
- New Sales Speak, by Terri L. Sjodin. New York: Wiley, 2001.
- Winning Group Sales Presentations: A Guide to Closing the Deal, by Linda Richardson. Homewood, IL: Dow-Jones Irwin, 1990.
Writer: Felice Philip Verrecchia
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