Sales manager presentation example. The best sales presentation ever: how Zuora sells. Offer to try the product

If the success of the first two stages of sales depends on sociability and knowledge. At the presentation stage, knowledge of the product you are selling is required. It would be nice to know the competitors for this product. Very often, the buyer needs to be convinced that your product is the best on the market, that is, to take the client away from a competitor. At the first two stages of sales, you form a positive emotional mood of the client; during the presentation, you must back it up with logic.

The more global knowledge a seller has, the more tools he has for a high-quality product presentation. Knowledge is the main weapon of the seller, everyone wants to buy from competent professionals. The knowledge of the seller must be greater than the knowledge of the customer.

Here are the basic rules for the presentation:

1. Know the product you are selling well. You must learn to relate the properties of your product to the benefits for the customer. This tool is called ;
2. which you are selling. Very often, the seller believes that his product is worse than those offered by a competitor. The presentation will not be convincing if the seller himself does not believe in his product;
3. Sell ​​according to need. Name only those benefits that may be of interest to the client. For example, it would be foolish to tell a wealthy client with a need, for example, for comfort, about how much he can save. At least the client will not be interested in hearing about it.
4. A good presentation of the product to the buyer is a dialogue, not a monologue. I often meet talented salespeople who, during a presentation, roll up a lecture for 10-15 minutes. For a presentation to be effective, the client must be involved in it;
5. Not only talk, but also show the product. As we know, people are divided into and according to the perception of information. And only by telling we influence only one group of people. Therefore, if there is an opportunity to show the product, it is best to let it be held. If the product is not material, prepare visual information (diagrams, graphs, pictures, etc.)
6. Non-verbal communication. Do not stand like an idol looking to the side. Success in sales depends on;
7. Don't be monotonous. There is nothing worse than the monotony in the salesperson's voice. To focus on important points, use pauses, change the volume of speech, try to speak at the same speed as the client, then it will be easier for him to understand you;
8. positive. Charge the client with positive, adding humor and jokes to the presentation is welcome. Don't be neutral, much less skeptical or negative. We feed on each other's emotions, you must give positive emotions to the client;
9. Speak in a language understandable to the client, do not use complex terms unless absolutely necessary;
10. Bring . It is necessary not only to explain why your product is better in terms of logic. But also to convey the emotions that the client will receive from the operation of the goods;
11. Form . This is very milestone any sale, the client must know your USP. The seller must be able to convey it to the client. A business should be able to form a USP in the eyes of an employee;

The better the presentation is made, the less difficulties there will be when working with objections and. The presentation should be "tasty", the client should imagine how he uses the product and enjoys it. Pay attention to the 8th paragraph. Only with a positive attitude can you overcome the most difficult thing in my opinion in some clients - this is indifference to you and to the product. In my practice, there were cases when I sold the product that the client had previously caused negative (for example, having bought product X and received unpleasant memories from it, the client will not want to buy it again) and this negative experience can only be overcome with a good positive charge, which except as the seller no one will give.

Sometimes I hear “this is all good, but I don’t know how” or “all this is not applicable in life”. Most unsuccessful salespeople believe in the "golden key", they think that there are some phrases or benefits that make the client always say yes. But this is not true, even the most best sellers cannot sell to everyone and always.

How to learn all of the above? Learn only by constantly asking: “what can be improved in my work?”. Work on yourself, record your sales on a voice recorder, and then listen. Practice more, without much practice there will be no success. As a rule, the presentation itself flows smoothly into next stage sales - .

Product presentation examples

You can present your product in a variety of ways. Let's look at some techniques for presenting a product to a client.

Identified needs presentation

Each benefit begins with the words “you said you need XXXXX, just in our product there is such and such a function.” The essence of the method lies in the fact that you operate more on what the client himself is, his words.

Price fork

For a customer who is primarily focused on the price of the goods, there are good tool for the presentation which received the name -. The essence of the method is that the price of a product is compared with other products and in terms of more favorable cost in relation to other products, the client is explained that your product is better. There are customers for whom the main thing is to buy favorable price and all they need is to prove the marketability of your offer.

Demonstration

Getting the customer to feel the product is very important, so active demonstration is very important. Often the whole sale is based on the demonstration, for example, the famous Kirby vacuum cleaners are sold through the demonstration or. The demonstration is most often used in .

Catch on word

The technique is very simple, it is more related to working with objections, but often a presentation is built around it. Hearing from the client that the price is important to him, for example, you ask the question - “I understand correctly that if I offer you a lower price, will you agree?”. If the client says “yes”, then it’s up to your offer. If the client says “no”, then you are asking “what is most important to you then”.

How not to give a presentation

In conclusion, I would like to give one piece of advice that still helps me to carry out best presentations. If during the presentation you yourself want to buy from yourself, then most likely you are doing everything right. But make sure you're right on the right way, will help record what you are doing. You can only sound, but video is better. Sometimes you can see this...

Before, how to sell a product, you need to demonstrate it to the client. And in order for the result of this demonstration to be successful, you need to learn present the product correctly or product and communicate the benefits of your product to customers.

Product presentation should be in the language of benefits!

Thanks to product presentation we bring to the client information about the product being sold, at the same time we observe his reaction to our presentation, and then, in accordance with the reaction, we can change the presentation. The more confident we are, the more we show at this stage, the more we will be able to convince people.

Qualitatively conducted product presentation significantly improves our chances of selling and also informs our potential buyers about the product. If we have identified the needs, the presentation becomes more precise and concise, the words are more convincing.

It's very sad when product presentation fails, because before that we spend a lot of time and labor on preparation. To prevent this from happening, when preparing it, try to look at the situation through the eyes of the client. Here is what the well-known business sales coach Evgeny Kolotilov says about this:

How to properly present a product? What are the points to pay attention to?

Before you make a presentation, you need to assume what the client may have and focus on the presentation in favor of the benefits of your product, the client. This is very important point, and if it is not taken into account, the presentation will miss the mark and you will waste time.

We may be too focused, afraid of the unexpected wishes of the client, afraid that we will cause insufficient customer confidence and not be able to talk to him, feel a lack of knowledge or skills, but we simply have to establish the needs of the client and present the product to him in the language of benefits.

Remember, in the sales process, you don't have to talk all the time—more than half of the time, the customer should talk. It is clear that you need to ask questions, talk about a product or service, but your task is to talk to the interlocutor, find out his needs, interest him, and as a result of all this, sell the product.

concept FEATURES-BENEFITS-BENEFITS used to properly present the product.

Properties- These are the characteristics of the product, its features. Advantages- this is how your product compares favorably with other similar or similar products. Benefit is the benefit a customer gets from using your product. The presentation should be based on the advantages and benefits of your product.

The benefits are different, for example:

• Functional- direct benefits that the client receives using the product. These benefits are easy to explain to the manager and easy to understand for the client.
• emotional- depend on the emotions of a person that he experiences using the product. This is especially important if you are selling branded or expensive items.
• Psychological- benefits that help to feel a certain state (self-confidence, masculinity, femininity). Psychological benefits are important for a person in the first place.
• Social- benefits that determine the place of a person in society (belonging to a certain social class or subculture).

If you work with retail buyers (individuals, B2C), your buyer will pay attention to the following factors:

• the price of your product;
• the quality of your products;
• the reliability of your company;
• whether your product is a means of investment;
• What is the lifespan of your product?
• how the use of your product will affect the pride and vanity of the client;
• How competitive is your product?
• What is the design of your product?
• to what extent the use of your product becomes a habit.

If you are affiliated with an organization or wholesale company(B2B), the following factors will be important for your client:

• profit for the organization;
• increasing the prestige of the company;
• beautiful packaging of goods for a shop window;
• perspective of the development of the client's company.

The main reason to buy your product is to get more profit than buying a competitor's product. This benefit is always the client's priority, although it is the simplest, so do not forget about it when presenting the product.

Remember that your client receives profit not only from the difference in the price of the product, but you also need to remember that the cheaper product sells better, it is sold in large quantities and with a higher turnover. Therefore, before you tell the client the benefits of working with your product, consider the mark-up that your client can make on the proposed product, and also check the turnover rate of your product with other clients to give examples.

The presentation is the key moment of the sale, when the client decides how much they are interested in your product. Many believe that the quality of the presentation is determined only by the degree of oratory skills of the seller, but this is not entirely true.

The presentation, like the entire sale, should be based on active interaction, a dialogue with the client. The buyer should be included in the process of reviewing the goods and then it will be easier for you to convince him of the need to purchase. In order to interest the buyer in the product, you should take into account 3 stages of the presentation, which make the interaction with the client logical and complete.

3 stages of product presentation

1. Description of the product in the language of benefits

Description of the characteristics of the product based on the needs of the client. This means that the seller must change the presentation of the same product depending on the needs of a particular client.

Example: a client, for whom the quality factor of a product is the main selection criterion, needs to be told about the properties that guarantee long term services. Tell a client who cares about prestige about brand awareness and the benefits of appearance.

This is called the "language of benefits" - an explanation of the benefits of purchasing a product individually for each buyer. To engage the buyer in a dialogue and maintain his attention, you can use questions containing his own words describing the need.

Example: “You said that it is important for you that the laptop is easy to use, right? … - That is why I propose this model”, “You need comfortable shoes now, right? ... - Just this model is distinguished by comfort due to ... "

2. Offer to try out the product

In order to enhance the impression of the presentation, the product must be tested. You can first talk about the product and then test it, or you can combine these stages. This stage greatly increases the customer's liking for the product and makes him imagine that he has already purchased it. This technique is also called the "kitten method" - in the bird markets they always let you hold the kittens in your hands, knowing how difficult it is for a potential buyer to give this lovely animal back later.

You need to offer to try the product positively and confidently: “Let's try it on and you will immediately understand if this model suits you”, “Touch what a nice material”, “I will turn on the device now and evaluate everything for yourself”. Using these formulations, you show the client your confidence in the product and include it in the presentation process.

3.Purchase offer

The final moment of the presentation should be an offer to purchase goods. It can be a summary phrase or a question: “Well, did you stop at this model?”, “Stop at this option?”, “Did you like this particular model?” or any other relevant phrase. Phrases should be correct, polite and in a positive wording.

The purpose of this stage is to sum up the presentation and push the client to the purchase decision. This stage is mandatory in any presentation, as it is the climax of your communication with the buyer. Many sellers skip this step, not daring to ask the buyer these questions or believing that he himself will communicate his decision.

Such behavior leads to the fact that many great presentations end in failure, because at the very last moment, when it is necessary to support the client in his decision, the seller falls silent and leaves the buyer in bewilderment. He leaves to “think” and, naturally, makes a purchase elsewhere.

In general, the presentation should be positive, customer-focused and of course confident. It is important to understand that the seller must be the leader at every stage, and direct communication with the client in the right direction.

Healthy

If your employees need training in the skills of presenting goods and services, then you can order our corporate one. On it, we analyze the classic techniques for presenting goods, author's technologies, we study in detail the 3 stages of the presentation of goods and the most common mistakes of sellers.

All the essentials for a successful presentation of your product in sales. Only live, working techniques, worked out in practice!

Rule #1: People don't care about the product

• We listen to the words markers client. They tell us about his need (“small”, “powerful”, “beautiful such”)
• We combine the product with the customer's need!
• We translate the product into results and benefits for the client.

People really don't care what new TV the company has released. The client is interested in how this TV will help solve the problem of leisure. The dialogue between the seller and the client is reminiscent of “putting together a puzzle”. If you managed to choose a product for the client’s request, or “deploy” your product with the right side, everything will work out.

Rule #2

• The language of use is a speech module.
• It helps to reveal the benefits of the product by separating the characteristic from the benefit that the customer receives.
• This makes the salesperson's speech clear and understandable to the customer.

The schema looks like this:

For example:

This laptop has a protection function ("3 D" space tracking sensor), which will save your personal data if you fall. (photos, movies, music)

I always give an exercise to master this skill at the training. Participants complete the following table:

The price is open to the buyer. The benefits are often hidden.

The client does not see all advantageous benefits. The task of the seller is to open a profit and close the price.

This can only be done if you use the Language of Use. A characteristic of a product is neither good nor bad in itself. It can be taken both positively and negatively. Benefit is something that envelops life, creates comfort, fulfills needs.

Rule #3

• "Circle of Argumentation" is a speech module that allows you to "link" the customer's need with the proposed product.
• Up to this point, it is assumed that you have used the Question Funnel and are now reaping the rewards of the Argumentation Circle.
• The language of use is an integral part of this scheme. We just add the client's need, in the form of marker words.

“So, you said that you often go on business trips…” If we consider the “view from above”, then this is the Circle of Argumentation.

And if you imagine it figuratively, it is like a spiral, when one circle ends, the next one begins. For example, switching to next round“Also, you said that you often play online…”

So circle after circle, we clearly and calmly, addressing the needs of the client, reveal to him all the advantages of our offer. The main thing is not to swirl the client! Pause and monitor the client's emotional reactions.

Rule number 4. "Read" the model

When you read a book on your own, "to yourself" is your goal - so that you yourself understand the meaning. When, for example, you read a book aloud to a child, or quote something to your colleague, then your goal is for the other person to understand you.

So it is with the “read” method of the model. This means reading the model “out loud” to the client, revealing all the benefits.

• The key idea of ​​the model (“why they buy it”).
• Functional/emotional benefit. Be able to explain using one or another benefit.
• Technologies or functional features. "Chips" of the model.
• "Product Story". “One customer bought last month and came and thanked us because…”

Rule #5: Key Idea (Speech Modules)

The key idea is “what they buy for”. Two to three key phrases will help the client understand the main benefits. If you can read a model, then you are always ready to communicate - to sell!

Example: laptop Toshiba mini NB305:

• For those who appreciate freedom and style.
• Compact, stylish, battery life up to 11 hours.

Methodological materials with models and key ideas are usually available in every company. If not, urgently create, otherwise the sellers will tell such tales of the Vienna Woods that it will not seem enough.

Rule number 6. Men and women

Men and women are different in almost every way, so why shouldn't they shop differently?

Therefore, you need to remember the main points:

• Functional / Emotional benefit.
• Maintaining a 3:1 balance. Men need 3 functional benefits and 1 emotional. Opposite women.
• Behavior of men and women in the store. Women are process oriented, while men are result oriented.

According to Paco Underhill, merchandiser and founder of Evirosell, women actually enjoy shopping more: calmly shopping, looking at products, comparing quality and prices, talking to sellers, asking them questions, trying on selected items, and finally pay for purchases.

Compared to women, men in stores are like stray bullets. Men move through the aisles of the store faster than women, and, moreover, spend less time looking at the goods. In many cases, it's hard to get their attention on something they didn't intend to buy. Usually they do not like to ask where the department with the goods they need is located, and they generally do not like to ask questions to sellers.

Rule number 7. "No" walking encyclopedias "

"The Walking Encyclopedia" is a very scary kind of seller. He will overwhelm you with an information avalanche, and those of the clients who do not have time to escape earlier remain buried under a pile of incomprehensible information.

This is a seller, a monologue lover. It all seems to him that he is passing a certification exam for knowledge of the product. AU! We are already selling! And before us is a living person, a buyer.

What to do to prevent this from happening:

• Watch the client's reactions. The client is more likely to be “alive” or “dead”
• Take breaks.
• "Do you know how to check?" 1 minute test. This is a criterion that is simple and so memorable that the buyer will be able to tell others about it. As if revealing secret information to the client “Do you know how to distinguish a good conditioner from a bad one?”, “Do you know how to check that it is genuine leather?”. It would be nice if the buyer, by means of a simple test for him, could check the product for compliance with the standard.
• Give the product a hand. Include the Client in the presentation. "Puppy effect". Test drive for cars are based on this.
• "What's your impression?" Summary question. Otherwise, there is a redundancy of arguments and the intonation of the last phrase hangs.

Rule #8