HOSPITALITY SALES MANAGEMENT

HA - 400

P3, S5, T2

 

PRESENTATION AND DEMONSTATION

 

By: Richard G. McNeill

December 20, 2000


OVERVIEW

Key to Successful Sales Presentations

1. Salesperson follows a sales presentation format. This is not a memorized "script" but categories to guide the flow of the sales conversation. When the salesperson has this "format" firmly in mind, then he/she is able to be flexible with the conversation with the customer. At the same time, the format ensures that all the important parts of a sales presentation will be followed. (See Sales Presentation Format Below).

2. Customers buy "benefits" that are matched to and fulfill their needs.

3. The salesperson cannot assume that the customer will recognize and "match" the features/benefits of the product/service on their own.

4. Thus, the heart of superior sales presentations ensures that this "matching" process is communicated...the salesperson is responsible to do this. 

5. The salesperson makes a "Need/Benefit Matching Statement" for each of the important customer needs (See Planning Form Below)

 


SALES PRESENTATION PLANNING FORM

“Matching Buyer Needs with Proof Devices and Feature/Benefits”

1. NEED 2. PROOF DEVICE 3. FEATURE 4. TRANSLATION WORDS 5. BENEFIT 6. CONFIRMATION QUESTION
#1 Need: "You indicated that... you wanted 40 sleeping rooms" "Here is....a picture of one of our guest rooms." "which has...just been remodeled." "which means to you" "that...your people will enjoy clean comfortable, spacious, and attractive surroundings." "Is that what you had in mind?" or "What do you think?" Or, any other way of asking a "confirmation" question and obtaining the customer's agreement or disagreement.
#2 Need:          
#3 Need:          
#4 Need:          
#5 Need:          

#6 Need: (Price/Budget-always done last).

 

 

 

 

Component Parts of the "Need/Benefit Matching Statement" Above

1. Restate the Customer's Need

2. Display or demonstrate a proof device that reinforces the product/service feature (note this could be a brochure or better yet, actually have the customer view or experience the real thing. For example, it's powerful to demonstrate your food service by having the customer eat a meal at the property or have the customer spend the night at your hotel (complimentary) then do a "site tour."

3. While demonstrating or displaying the proof device, state the product/service feature that will address the customer's need.

4. Use "translation" words to convert the feature into "benefit(s)"

5. Ask a "confirmation question" to learn if the customer agrees that this "benefit" satisfies their stated need.

a. If the customer does not agree (with confirmation question), then this is usually where "resistance" must be negotiated.

b. If the customer agrees(with confirmation question),, then the salesperson moves to the next "Need/Benefit Matching Statement"

c. This process continues until ALL NEEDS have been addressed.

 


SALES PRESENTATION "FORMAT"

 

“Map to the Flow of the Sales Presentation Structure”

A properly prepared and executed sales presentation takes place in two stages:

1. Before the meeting with the customer...Planning at the "pre-approach."

2. During the meeting with the customer...Executing/Implementing the structure beginning with the "approach" through "presentation" and "close"


PLANNING AND PREPARATION “BEFORE” MEETING WITH THE CUSTOMER -

"PRE-APPROACH"

1.      Prepare a Presentation Plan

 

2.      Here you “pre-plan” your entire presentation anticipating buyer resistance (objections) and “memorizing”  potential answers (“stock” answers) to these objections.

 

You also assemble various “proof”  (demonstration) devices (pictures, testimonials, etc.) that will support you during the presentation.  This is considered “demonstration” of your product’s benefits.


PRESENTATION AND DEMONSTRATION “WHILE FACE-TO-FACE” WITH THE CUSTOMER -

"APPROACH"/"PRESENT"/"CLOSE"

 

1. The Approach

 

  1. Warm-up and Greeting
  2. Establishing or Reestablishing Rapport (“Social Conversation”)
  3. Transition to “Business Conversation”

2. The Sales Presentation/Demonstration

a.       Summarize and Confirm “Needs” (End with, “Is there anything else we didn’t cover?)

b.      Brief Profile and Differentiation of your company (“Before I directly address your needs, I’d like to give you a brief overview of my company,; would that be OK…What do you know about.”

 c. Matching Product Features/Benefits with the Customer’s Needs/Wants and confirming them (Save price/budget to the end)

d.   Summarize ”Benefits”

3. Negotiating Buyer Resistance “During the Presentation -Handling Objections from the prospect during the “presentation.”

4.      Closing And Confirming The Sale - Asking for the Order

5.   Negotiating Buyer Resistance “During the Close”  -Handling Objections from the   prospect during the “attempt to close the sale.”


 

Copyright © 2000 Richard G. McNeill
ALL RIGHTS RESERVED