OVERVIEW

Key to Successful Sales Presentations

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

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

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

4. The salesperson makes a "Need/Benefit Matching Statement" for each of the important customer needs.

Component Parts of the "Need/Benefit Matching Statement"

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.

Below is the Strategic Sales Planning Form that is prepared in advance of the sales persentation for ALL customer needs (6 known needs) that will be addressed.

IVa - STRATEGIC SALES PLANNING FORM:

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).