|Strengthening the Presentation|
Strengthening communication with the buyer is important. It helps focus the buyer's attention, improves the buyer's understanding, helps the buyer remember what was said, and can create a sense of value.
Many methods of strengthening communication are available. These include such items as word pictures, stories, humor, charts, models, samples, gifts, catalogs, brochures, photos, ads, maps, illustrations, testimonials, and test results. Media available include portfolios, video, computers, and visual projectors.
A backbone of many sales presentations is the product demonstration. It allows the buyer to get hands-on experience with the product, something most other communication methods do not offer. Handouts and written proposals can also strengthen presentations.
It is often important to quantify a solution so the buyer can evaluate its costs in relation to the benefits he or she can derive from the proposal. Some of the more common methods of quantifying a solution include simple costbenefit analysis, comparative costbenefit analysis, return on investment, payback period, net present value, and calculation of opportunity cost, turnover, and profit margins. Salespeople should be prepared to present a clear customer value proposition that offers real value to the customer.
All communication tools require skill and practice to be used effectively. Outstanding salespeople follow a number of guidelines to improve their use of visuals, demonstrate their products more effectively, and reduce their nervousness.