The fourth step in the sales process is the presentation. Here, you discuss with the buyer the product’s features, advantages, and benefits, your marketing plan, and the business proposition. After studying this chapter, you should be able to:
Discuss the purpose and essential steps of the sales presentation.
Give examples of the six sales presentation mix elements.
Describe difficulties that may arise during the sales presentation and explain how to handle them.
State how to handle discussion of the competition.
Explain the need to properly diagnose the prospect’s personality to determine the design of the sales presentation.
