现代销售学创造顾客价值(第11版)Manning11e12

CHAPTER12CreatingValuewiththeSalesDemonstration1LearningObjectivesDiscusshowsalesdemonstrationsaddvalueExplaintheguidelinestobefollowedwhenplanningasalesdemonstrationDescribeelementsofaneffectivegrouppresentationDevelopsellingtoolsthataddvaluetoyoursalespresentationDiscussthedynamicnatureofadaptiveselling2Six-StepPresentationPlanApproach(Chapter10)Presentation(Chapter11)DemonstrationNegotiationCloseServicingtheSale

3Six-StepPresentationPlanFIGURE12.14HowtheSalesDemonstration

AddsValueAddssensoryappealAttractscustomerattentionStimulatesinterestCreatesdesire

forproduct5StrategicPlanning

SetstheStageFIGURE12.26BenefitsofDemonstrationImprovedcommunicationandretentionProofofbuyerbenefitsProofdevicesFeelingofownershipQuantifyingthesolutionValueproposition

revisited7GuidelinesforDemonstrations

ThatAddValueDevelopcreativedemonstrationsUsecustom-fitteddemonstrationsChoosetherightsettingChecksalestoolsCoveroneideaatatimeandconfirmagreementAppealtoallsensesBalancetelling,showing,andinvolvementRehearsethedemonstration8TheValuePropositionThevaluepropositionincludesamixofkeybenefitstomeettheneedsofthecustomer.ThisadillustratesthethreepartsofDurkee’svalueproposition:support,flavor,andperformance.Seethe

Website9CreativeDemonstrationsMakefeaturesandbenefitsappealingMustgainattentionandincreasedesireforproductCreatedifferentwaysoflookingatproblemandsolution10CustomizetheDemonstrationUsecustom-fitted demonstrationsRelatetospecificcustomerneedsDonotover-structurePersonalizetheprocess11CustomizetheDemonstrationBellHelicoptersalesrepresentativeshaveaccesstoasalesconfigurationsystemthatsupportscustomizingthedemonstration.Seethe

Website12ChooseRightSettingDemonstrationlocation makesdifferenceSometimesneutralground,likehotelorconferencecenterOthertimesinfirm’sconferenceroomControlledenvironmentsfreefromdistractionKeystoclosingalargecomplexsalemightincludeconductingaplanttour.13CheckSalesToolsEnsureaudio/video,computertools/filesareinworkingorder14CoverOneIdeaataTimeDemonstrateoneideaorfeatureatatimeMakesurecustomerunderstandseachbeforemovingon,paceevenlyMakecustomerpartofeverystepNeed-satisfactionquestionshelpmoveforward15AppealtoAllSensesTrytoinvolveallfivesensesMulti-sensoryappealshelpinvolveprospect

andbuilddesirefortheproductEberleWineryunderstandstheimportanceofreachingtheprospectthroughasmanysensesaspossible16AppealtoAllSensesSeethe

Website17BalanceTelling,Showing,

andInvolvementDevelopdemonstrationworksheetDemonstrationsshouldbebalancedandhavevariety—useworksheettoprepareTrytogiveprospect“hands-on〞experienceAChineseproverbsays,“Tellme,I’llforget;showme,Imayremember;butinvolvemeandI’llunderstand.〞18QuestionsInvolvetheCustomerAskingtherightquestionscanpiquecustomerinterest,buildcredibility,uncovergreaterneeds,andsolicitmoreaccurateinformation.SeeformoreinformationSeethe

Website19DemonstrationWorksheetFIGURE12.320Rehearse,Rehearse,RehearseIfyoudon’trehearse,youcourtdisasterRehearseseveraltimesVideotapeorroleplayformanager21SellingToolsfor

EffectiveDemonstrationsQuantifythesolution(ROI)ProductandplanttoursModels

Photos,illustrations,andbrochuresPortfolioofsupportmaterialsReprintsofarticlesonproductCatalogsshowproductlineandspecificationsGraphs,charts,andtestresultsBoundpaperpresentationsLaptopcomputersanddemonstrationsoftware22Computer-basedTools:PowerPointCanincorporatecharts,graphs,images,audio,andvideoOftensocommon,familiaritylevelcanbeboring

23Computer-basedTools:SpreadsheetsSpreadsheetsexcellentfororganizingnumberstopreparequotesAlsogoodfor“what-if〞scenariosCanbeprintedforproposalpurposesCanconvertnumberstographsorcharts24Computer-basedTools:

Web-basedDemonstrationsShowcaseinformationusingWebbrowserCanintegratedata,voice,andvideoCanconductquestionandanswersessionsinrealtimeProspectscanalsoviewattheirconvenience25Computer-basedTools:

Web-basedDemonstrationsSeehowWebExmakesdemonstrationsovertheInternetpossible.Seethe

Website26ElementsofanEffectiveGroupSalesPresentationRuleOne:IdentifythetitlesandrolesofthosewhowillattendRuleTwo:CheckoutthemeetingroominadvanceRuleThree:BesureyourpresentationischaracterizedbyclarityandsimplicityRuleFour:Anticipatequestionsandbepreparedwithanswers27AudiovisualPresentationFundamentalsDonotrelytooheavilyon“bellsandwhistles〞BesuretheprospectknowsthepurposeofthepresentationBepreparedtostopthepresentationtoclarifyapointorallowquestionsAtconclusion,reviewkeypointsandallowprospecttoaskquestions28PlanfortheDynamicNatureofSellingFIGURE12.429

KeyConcept

DiscussionQuestions

DescribehowsalesdemonstrationsaddvalueExplaintheguidelinestobefollowedwhenpla