How to make an effective presentation of your products or services. Effective product presentation Product sales presentation examples

After reading this article, you can teach consultants to demonstrate genuine interest in what they sell, instill in salespeople a love for their work, and offer additional products without annoying clients.

Jim Collins, in his book Good to Great, presented the results of a six-year study of companies that made breakthroughs in their field. When the author met with Philip Morris executives, he noted the passion with which the staff sold cigarettes, beer and high-fat cheese. Jim Collins writes that employee passion for the company and product is one of the key factors that helps achieve success.

We came to a similar conclusion: a product that employees enjoy sells three to seven times faster than one that evokes less emotion. For example, a store where consultants love chocolate shows 3–5% higher turnover of goods in this category. Therefore, during interviews and internships, we look to see whether a person is interested in the product. If a consultant does not like coffee or tea, it will be difficult for him to present the product in a “tasty” manner. However, you still need to be able to express your love. I'll tell you how to present a product, so as not to leave customers indifferent.

Train sellers on how to properly present a product

So that the consultant can express his love for the product, we teach presentation skills. The training includes three blocks: diagrams and rules of presentation; expansion of vocabulary; the ability to compare products with each other.

Schemes and rules of presentation. We teach not to convince the client to buy, but to present the product so that the guest understands why the consultant is offering this product. The salesperson's job is to provide information that will help make a decision. The presentation includes three steps:

• product description;
• answer to the question why the product suits the client’s request;
• providing additional information.

In practice it looks like this. If a guest says: “I want black strong tea,” the consultant uses the phrase “This is black strong tea” in the presentation. This way he shows that he has heard the customer and offers a product that meets his needs. Additional information may include recommendations on how to brew tea, information about the characteristics of the leaf.

Expanding vocabulary. We strive to expand the vocabulary of employees so that sellers use epithets that describe the taste of coffee or tea (drawing). For example, if you ask a person to describe coffee, he will immediately name three or four definitions. It is advisable for the seller to know 10–16 adjectives. We regularly work to increase the vocabulary of sellers - at tastings, product trainings.

If the company does not work in the food industry, then words describing taste are unlikely to be suitable. Use other epithets. If you offer clothes or shoes, sellers can describe the quality of the fabric and the comfort of the items. After all, customers do not buy a product, but a “feeling of happiness.” And everyone has their own happiness - you need to describe it differently.

Ability to compare products with each other. Barry Schwartz, author of The Paradox of Choice. Why “more” means “less”, conducted an experiment with jam. Some visitors were given a choice of six types of jam, others from 24. Sales were higher when the choice was limited, although the variety of options should attract more buyers. Schwartz came to the conclusion: a large assortment makes a person unhappy. As a result, he tends to avoid choice and purchase. That's why we teach consultants to help clients make choices.

It is important that when comparing products, the seller focuses on the request of the potential buyer. Therefore, we emphasize that you should not convince the client to purchase a product, especially an expensive one. Instead, you should talk about the product in such a way that the person understands how this purchase will make him happy.

Let me give you an example. I recently bought a travel hair dryer from a large retail chain. I chose from two options. I told the store consultant that size is important: the hairdryer should fit in a small suitcase. The seller gave two reasons why I should have bought a more expensive product - he talked about quality, about “the absence of a plastic smell when used.” However, none of this met my needs. Let the hair dryer smell like plastic - the main thing is that it fits into your suitcase. I bought a hair dryer, but I didn’t remember the store as a place where they solved my problem.

Conclusions. You need to present the product as sincerely as possible so that the client feels the seller’s love for the product. It should make it clear how this product will make the buyer happy.

Presentation elements that scare away or attract the client: checklist

Together with experts, the editors of the Commercial Director magazine analyzed the mistakes that companies make when preparing product presentations and prepared recommendations that will help create the perfect document.

Organize a product tasting for managers

The seller must know what he is selling, so we conduct tastings for consultants. An employee tries from 10 to 30 products per month. Tastings take place in the store, in the training center during product training, during monthly meetings of store administrators, on excursions to the confectionery factory (Table 1). Up to 200 people can participate in tastings at trainings, 20–50 at meetings with suppliers and producers, and 10–15 on excursions. Excursions to the factory - events such as “meeting with suppliers or manufacturers.”

If you can show staff how a product is made, do so. This will influence your sales. The consultant will confidently answer questions about the product and share his personal opinion. One day I was choosing bread and doubted the quality of the ingredients. The seller said: “Don’t doubt it! I saw how they make it, there’s nothing wrong with it.” I believed it and now I only buy bread there.

In order for tasting to influence sales, it must be carried out according to a certain algorithm. It includes four steps.

1. Explain the importance of a taste test or test. Tell employees how valuable their opinions are to customers. Show that they are becoming pros by learning and testing the product. Demonstrate how this translates into sales.
2. Teach how to taste or test a product correctly. We want sellers to like the product. Therefore, we teach them how to taste the product correctly.
3. Create a report or record template. The effect of the tasting (test) will be greater if the consultant takes notes during the “experiments”. For us, the format of the recordings is determined by the coach or mentor. For example, every spring four or five varieties of collectible tea arrive, which are similar in appearance and taste. Consultants in stores study information about tea, then try varieties and fill out a special table indicating the characteristics of each type (table 2).

4. Control the result. A mentor or trainer monitors how the tasting notes are completed. It is important that information about the product is uniform across the network. Control allows you to show the consultant the importance of tasting in professional development. In addition, you can understand what impressions the seller received from the product.

Conclusions. Not everything can be tasted. If you are selling an inedible product, then:

• conduct product demonstrations;
• let sellers test the product themselves;
• create conditions in which the seller can take the goods home.

Be sure to invite employees to fill out the impression table and monitor this process.

• Ways to attract loyal consumers: 6 ready-made ideas

Flexible work algorithms for sales managers

People feel when they are being talked to according to a pattern. Therefore, let consultants be flexible in communication, then the client will feel special. How to ensure that sellers comply with service standards and maintain an individual approach to the buyer? Before teaching standards, it is necessary to explain the principles of attitude towards clients. We say it's important to sell in a way that makes the guest want to come back. This principle helps consultants make decisions when communicating with a buyer.

In our company, 90% of scripts are flexible. The consultant has a sequence of words or actions that he can change. Flexible algorithms are developed for situations when the client says “Thank you, I’m just looking”, for offering additional products, etc. There are also hard algorithms - this is working with customer complaints.

Sales algorithm. When communicating with each guest, we recommend going through seven stages of sales.

1. Meeting: greeting and establishing contact.
2. Identifying needs.
3. Offer of goods (main, additional) and description of promotions.
4. Work with objections.
5. Deal.
6. Parting.
7. Dealing with complaints.

Let me explain how flexibility manifests itself. The consultant has such rights.

1. Do not talk about promotions or offer additional products if the client is not interested in this or is inappropriate now. It's a risky approach, but it's even more risky to talk about additional products and promotions to customers who don't want to hear about it.
2. Offer an additional item after the guest has paid, if appropriate. For example, the seller decided to show a product “for the future” and made a detailed presentation, explaining to the guest what would suit him and why.
3. Use the story about the promotion at the meeting stage to establish contact with the guest. For example: “Good afternoon! Today is our first Chocolate Day. By the way, how do you feel about sweets?” If the seller strictly followed the algorithm, he would tell about the promotion only after offering the main product.

Upsell algorithm. Every person is a client of some company, and we often hear formal proposals: “Would you like some socks on sale?”, “Let’s pick up a phone case.” I recently bought beach shoes at a popular sports store and was surprised when at the checkout they asked me to take socks. I said: “No, thank you,” and showed the shoes I bought. However, the seller asked again: “Exactly?” This approach influenced the purchase experience.

The offer of an additional product must be individual. We provide only basic diagrams, and the consultant independently decides which product to offer and what to tell about it.

Here are a few basic phrases you can use to start a conversation. They are suitable for any type of business.

• “Now on sale... and it’s worth paying attention to, because...”
• “Relevant for this time of year because...”
• “This product will go great with that because...”
• “I recommend you try this product because...”

Please note: there is a phrase “because” everywhere. It can be replaced with a synonym, but it is necessary to explain why this product is needed. Robert Cialdini, in his book The Psychology of Influence, describes an experiment with a photocopier and a queue. In the first case, a person approached the photocopier and said: “Excuse me, can I skip the line? I only have five pages.” 60% of people agreed to skip it. In the second case, the stranger added a reason to the request: “Can I skip the line because I’m in a hurry?” 94% of people agreed to give in to him. The author explored further and in the third case asked a stranger to give a meaningless reason using the conjunction “because”: “Can I skip the line because I need to make copies?” The result is comparable to the previous one - 93%. This study proves the unique impact of the words “because.”

Since you don’t just need to “sell and forget,” but to ensure that the client returns, then after the words “because,” give a reasonable reason. Offering an additional product does not always lead to a purchase now. However, the quality of the offering affects the overall impression of the brand. Let me give you an example. I bought sneakers at the Super Step store, and they offered me additional products in a reasonable and logical manner. First the laces - “because laces radically change the appearance of the sneakers”, then the socks - “because when you buy socks you can get more points on the card.” I didn’t buy either one, but I will definitely return to the store and recommend it to my friends.

Conclusions. Explain to sales managers why they need to follow work algorithms. Divide them into hard and flexible. When developing sales algorithms, remember the importance of an individual approach.

• 10 Tips on How to Manage Sales Employees

Trust in employees

Our consultants can give the guest a product, treat them with candy or make tea. The employee also has the right to accept back quality food products. This approach allows you to offer a higher level of service and increases sales.

A friend told this story. One day she came into our store. The seller said: “I really want to cheer you up. Let me treat you to some candy.” There were no tastings at that time. And although the consultant’s action did not increase sales that day, an acquaintance - a famous trainer - still talks about it in her classes. But this affects sales.

All stores have a monthly amount (the amount depends on traffic) for which you can treat customers. The manager controls expenses. We do not determine the amount for which a refund can be made. It may seem that with this approach costs cannot be predicted. Customers will return an unpredictable amount of goods, and sellers will begin to “give away” products in order to win the favor of guests. But this does not happen due to the correct approach to the work of the “right” consultants.

Result

We do a lot to maintain relationships with regular guests. Training salespeople in presentation and upselling skills is part of a comprehensive work. In some stores, the share of regular customers increased to 80% of the total number of visitors after managers learned how to properly present the product.

17 Jul Sales stages: Presentation. 6 presentation boosters

Hello, friends. Most of you know that all stages of sales are important: the presentation will be much more difficult without identifying needs, and without working with objections, it is unlikely that the deal will be closed at all. That's why you know The work at each stage is revealed in detail.

However, it is the presentation that is considered by many to be the main and main stage of sales. When you present a solution, it is important to make sure that the person wants to use this solution. They can help you with this 6 presentation boosters Your solution from the course .

1. Emotions

Characteristic - benefit - emotion

The first way to strengthen your presentation is to add emotion. Often in trainings they are taught not to present the characteristics of a product that it has, but to present the benefits for the client.

For example, a credit card with a limit of 100,000 rubles. This is a characteristic. What's the benefit of this? “Ivan Ivanovich, this means that you will always have 100,000 rubles in your pocket for unforeseen expenses.” Thus,product characteristics turned into benefits for the client.

But today this is not enough. And to really enhance your presentation, add emotion.Convert the benefit into an emotion that the customer can feel.

Phrases such as “Imagine”, “You can feel” work well here - that is, something that reaches the emotional level.

For example: “Ivan Ivanovich, the limit on this card is 100,000 rubles. This means that you will always have 100,000 rubles in your wallet for unexpected expenses. Imagine - you went on a trip and came across an interesting sale - but you didn’t have cash with you in the required currency. You took out this card, purchased everything - and returned the money during the grace period, without overpaying the bank! At the same time, you ended up with the necessary things that you wanted to buy.”

Or: “Ivan Ivanovich, with this card there is no point in you wondering whether you have money in your wallet or not, because with this card you can pay in any store in the world, and, naturally, in any store in our country.”

That is, you are selling an emotion. And it immediately strengthens your presentation.

Meet the client's needs

This formula: characteristic - benefit - emotion acquires special power when it is based on the needs of the client. Therefore, I repeat - all stages of sales are important: the presentation should not take place without identifying needs.

In the process of clarifying the situation, you capture these needs, and if it is important for the client, for example, to save or earn money - that is, to receive some kind of material benefit, then in your presentation you talk about those characteristics that will give him this benefit.

For example, the same 100,000 rubles on the card can give the client some profit. “Ivan Ivanovich, you always have 100,000 rubles on your card. Now you don't have to worry about money. For example, you find yourself in a store in another country, you see a sale there - and there is the very thing that you have long wanted to buy, with a 30% discount! And you, using our card, buy this item, save 30% - and return the money to the bank during the grace period, without any overpayments!”

Thus, you have satisfied the client’s need for savings on an emotional level. There is such a wonderful phrase:

2. Replace “I” with “You.”

In other words, stop talking about you, your company, and talk more about the client, what does it mean for the client. This is the so-called benefit language.

For example, instead of saying: “Ivan Ivanovich, we issue loans for up to 5 years,” you say: “Ivan Ivanovich, you can get a loan from us for a convenient period of up to 5 years. What time period is more convenient for you?”

Thus, we change the pronoun “I” to the pronoun “You”. You should develop this into a skill, into automaticity. That is, so that you say a sentence not in the style of “We have prepared, we offer, we have been on the market for a long time” - but like this:

• You can be confident in us, in our quality, because we have been on the market for a long time
• You will receive proven products, because hundreds of clients have already received this and you can do it too.

When you talk about a client, sincerely empathize with him, act in his interests, want to help him - the client feels it. He opens up, begins to trust you - and then all subsequent stages of sales: presentation, working with objections and closing the deal become much easier.

3. Selling stories

Stories have enormous power. It is the stories that you tell the client that are remembered best, and the clients retell these stories to their friends, acquaintances, colleagues, their family, and so on.

Like I said in the video5 techniques for closing deals on my Youtube channel You can add a selling story to any sales stage: presentation, identifying needs, closing a deal - almost everything.

Therefore, when you present something, add a story element. For example, if you are talking about a credit card, tell how that card helped someone. “Ivan Ivanovich, we had a client, he doubted for a long time whether to issue him a credit card or not. Then I decided to do it anyway, just in case. And, surprisingly, when he came to us again 2 months later, he said that this credit card really saved him, in a situation where he had not even hoped for it. He went abroad, he ran out of cash, the card was at hand - and helped him resolve some issues.”

That is, You tell a story, not just list the features and benefits of the product. You can also tell stories about how you implemented a similar project with a client. For example: “Ivan Ivanovich, you know, when I conducted training in a similar company, we were faced with the fact that the managers had a dislike for the new product. We overcame it in such and such a way” - and, when you tell a story, people also see you as an expert. He sees that you have already worked with something similar. That you already have successful cases that you have already solved. And, accordingly, the level of trust in you increases.

Stories are a great presentation enhancer that you should definitely use. Stories sell. Think now what stories you can tell your customers, and at what specific stages of sales: presentation or identification of needs - you can add these stories.

Photo from TOP-30 for Bank: analysis of sales stages

4. Mini-disadvantages of your product

If everything is perfect for you, the client thinks: “There’s some kind of catch here. They want to deceive me! Everything can’t be perfect, like in a fairy tale!” Therefore, do not expect any additional objections and doubts from the client - add mini-disadvantages of your solution to your presentation. It should be something really small that doesn't change the impression of your product, but adds some element of honesty to your sales.

For example: “Ivan Ivanovich, a bank card has undoubted advantages - it is free, it contains a certain cash limit, there is a very good rate for using bank credit funds. But there is a small drawback - we won’t make this card for you in a day, you need to order it. About 7-10 days are required for production and delivery, and you will be able to receive it after this time. Are these terms suitable for you?” - and we ask a question, taking the client a little aside.

Thus, we have listed many advantages, and a small, most likely insignificant for the client, disadvantage. You yourself must understand what will be a minor disadvantage for the client and what will be a significant one, based on the needs that you have identified.

The “Mini-Disadvantages” technique works better at subsequent stages of sales: the presentation helps to anticipate the client’s objections, making it easier to work with them. But it also increases your credibility - as I wrote in the article — the client sees that you approach your work carefully, you know what problems he may encounter and you are ready to solve these problems in advance.

5. Requirements and Limitations (TR)

The Requirements and Constraints technique is a great way to enhance your presentation. You can tell the client: “Ivan Ivanovich, the product is cool, the product is good, but it is not created for all clients. It was created for those clients who open a deposit with us. You have a deposit, you are of suitable age - so we can apply for it for you.”

Or: “Ivan Ivanovich, we sell home Internet. The Internet is very good: high speed, low monthly fee. But not all houses in our city are connected yet. Let me check on the computer, is your house connected? Great, your home is connected, we can provide the Internet to you.”

And the client is already beginning to evaluate himself, from the point of view of whether he corresponds to the product or not? He becomes more involved, and, accordingly, the value of your product for customers increases. As the saying goes, often we choose not from what we really want to have, but from what we are afraid of losing. This is why this principle works well.

Obviously, for maintenance technicians it is important to correctly carry out the previous stages of sales: the presentation of the product will look ridiculous if the client cannot use this product. As I wrote in the article — not every client is your client. Get to know the client, his needs, his situation - and then you can use the maintenance technique to its full potential. And the results will not keep you waiting.

When I sold consumer loans at the bank, I said: “Yes, we have excellent conditions. But you yourself understand that we cannot extend these conditions to everyone. Now, if you meet such and such requirements,” he voiced the requirements, “Then you and I can try to work under this preferential program.” And after the presentation there was a queue. There was a queue of those who met the requirements.

As you can see, the Requirements and Constraints technique is very powerful, and I recommend that you use it.

6. Neutral attitude of the seller towards the sale

As strange as it may sound, the seller's neutral attitude towards the sale also strengthens the presentation. The more interested you are in selling something, the more you show it to the client, the more your persistence and obsession causes him to be rejected. As I wroteIn contact with :

Why do so many of us have negative attitudes towards salespeople and sales in general? Because we still often come across sellers who don’t listen or hear us AT ALL, and try to sell us something of their own.

This is why it is important to show a neutral attitude. If the client doesn’t buy, if the product doesn’t suit him, nothing fatal will happen, and you won’t grieve for a week after this conversation.

For example: “Ivan Ivanovich, many clients are now choosing this product, but I don’t know if it is suitable in your situation. Let me ask you a few questions, then it will become clear right away.”

The client understands that you will not push him now, you will not intrusively try to sell him something. This will be a conversation on equal terms, a neutral attitude, the client will open up - and your presentation will ultimately become more effective.

Conclusion

Improve your presentation

Take your presentation, record the main points and see what can be strengthened and improved right now. So that the next time you present your solution, it will undoubtedly lead to the client realizing: yes, he needs your solution.

I also recommend that you watch the free video course . You will learn how to establish trust with a client so that he understands that your product will really help meet his needs, that it will be beneficial for him to make a deal with you.

Don’t forget about the following stages of sales: presentation is not the end of the deal

Very often, sellers, especially beginners, focus specifically on the presentation and forget about the next stages of sales: the presentation is completed, they exhale - and just wait for the client’s reaction, miss the initiative, and do not close the deal. Try not to make this mistake. Focus on completing the deal, on closing it.

I hope this article was helpful to you. Subscribe to my Youtube channel- There are a lot of interesting videos there. Write your questions and suggestions in the comments on my pages

Let's talk about when the time comes conducting a product presentation. After you have selected 2 - 3 products that you think best suit our client and satisfy his needs.

Now, during the presentation, you must tell the client everything you know about each product using. And then unobtrusively guide the client in the right direction and help him make the only right purchase decision.

Advice:, never exaggerate the merits of the product you are selling. It’s better to tell us about its properties and the benefits that the buyer will receive from its use:

• “This carpet cleans well, which means you'll spend less time and effort cleaning. This is important to you, isn't it?"
• “This chair has several height adjustments, which will allow you to take a comfortable position at the table. This is significant for you, isn’t it?”

Believe me, the “properties - benefits” technique is appropriate when selling any product - from a light bulb to a car.

At first, it is difficult to come up with benefits from using a product, but over time, literally on the go, translate the properties of any product into benefits for the buyer. Practice. Look around, select any object (pencil, notebook, keyboard), name 3-4 characteristics and translate it into benefits for yourself.

Remember, at stage 3 of the sale - - you found out what our client wants? Now your task is to offer the client exactly the product whose properties best solve his problems.

Let's look at examples of what phrases will help you have a great product presentation and bring the client closer to making a purchase.

Important: present exactly the product that meets the client’s needs! There is no point in telling the client about something that does not interest him.

When building phrases, follow this sequence:
product property - advantage - connecting phrase - benefit.

Linking phrase:

• “For you this means...”
• "Thanks to this, you will be able to..."
• “Due to this, you will save yourself from the need...”
• “This will reduce your costs...”
• "This makes it possible..."
• "It shortens..."
• "What is the guarantee..."
• "It minimizes (it reduces, increases, provides)..."
• "This will allow you..."

Start your presentation with:

• “The main advantages of this product...”,
• "Obvious advantages...",
• “The special feature of this product is...”

List the characteristics through connecting conjunctions:

• "besides",
• "wherein",
• "moreover",
• "By the way",
• "Besides".

When concluding your presentation, use a summary technique:

• “That’s all the main advantages of this product. Are you satisfied with everything?”

To make it clearer, let's look at an example:

Wallpaper on a non-woven basis (property) does not deform when pasted, the joints are perfectly smooth.

This will allow you (connecting phrase) to make repairs quickly and efficiently.

In addition, the glue is applied only to the wall (property), this saves your time and money.

Non-woven wallpaper can withstand up to 8 dyeing cycles (property), while maintaining its structure. Due to this, you will save yourself from the need to remove wallpaper during the next repair. You can simply paint the walls the color you want.

By the way, non-woven fabric is a non-woven base (property), an environmentally friendly material, which guarantees the health of your family members. An excellent option for children's rooms.

That's all the main advantages of this wallpaper. Are you satisfied with everything?

If you get a positive response, congratulations!

The deal was almost done. If the client has doubts, it’s time to move on to the next stage of effective sales technology - working with objections.

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Reading makes a person knowledgeable, conversation makes a person resourceful, and the habit of writing makes him accurate.

Bacon Roger

Of course, you and I are not one of those who will advocate purchasing something unnecessary. A person should receive what is useful to him in work, everyday life, on vacation, etc.

But in order to explain to him that this thing or this service will really be useful to him, a well-structured presentation of the product is needed.

How to properly present a product?

There are no small details here, everything is important: how you seat people, and what material they will see on the screen, on stands, what documents they will receive in their hands, etc.

Set yourself the right goal

Your task is to convince customers of the need to purchase a product or service. Do not try to make the presentation of the product to the buyer too colorful (music, cartoons and other attributes are not required).

Build your product presentation stages, a system of arguments, and follow this “thread” to move from point to point, not allowing your audience to be distracted from the desired topic. Get people to ask the questions you want and answer them in a way that reaffirms the benefits of what is being presented today.

Determine the contingent of those present

The plan for presenting the product, the complexity of constructing the description, the angle at which the material will be presented, and the arguments convincing you to acquire this and that depend on this.

Product presentation: an example of what to focus on

1. Let's say, if this is a story about a new foreign tour, be prepared to tell how much clients will save if they go in a group, talk about the conditions for this specific audience (youth - about pubs and discos, travelers with children - about a water park and playgrounds).
2. If the audience is mixed, arguments must be prepared for each microgroup: for some, “This will allow you to optimally organize the work of the team,” for others, “With the help of our device, you will be able to do the same work with less stress.”

Never consider yourself a master!

This, unfortunately, is a fairly common mistake. A person has made five, ten, twenty presentations - and says to himself: “Oh, what’s there to prepare? I already know how to conduct a presentation of a product, because I’ve talked about it so many times that...”

Self-confidence often fails. You need to check everything: maybe you should supplement the text of the product presentation with new digital data, try out some new advertising move, simply check what state the audience is in (are the lights on, are the paper and pencils laid out), is the computer working, are they not erased? the slides you need by mistake.

The embarrassment when listeners are presented with a model of a new sanatorium, and a popular curse is written on the model in red pencil, is remembered for a long time. Correct presentation of a product is a clearly planned algorithm of actions and proposals. It is imperative to prepare for absolutely every presentation.

And more specifically?

It is clear that the rules for product presentation state that its standard text should be addressed to a given industry, group, or problem. Talk about the problems of this particular group of listeners - and how the remedy you propose helps solve them.

Don't go into too much detail, there is a high risk of making a mistake that will be noticeable to professionals, but the fact that you understand their problems and offer a concrete solution to them will greatly contribute to the commercial success of the presentation.

Your task is to solve problems that arise with clients

You don’t just offer some product or service - you strive to make your customers’ lives easier, optimize their workdays, or make their holidays unforgettable. The more enticing the product advertisement, presentation and solution offer, the more likely it is that your product or service will be purchased.

Appearance, rate of speech and amount of information

Our task is to prevent the client from being distracted, so heavy makeup, provocative clothing, and strong perfume are not for us. Something neutral, elegant without being pretentious, so as not to distract attention to yourself.

Conducting a product presentation does not have to be boring. Spouting numbers and showing graph after graph is wrong. Always remember the rule of “the poor student at the last desk,” that is, speak clearly, at a moderate pace, without overloading your speech with arguments. If there is too much data, it distracts listeners' attention.

Carefully select only what needs to be explained, and more detailed information can be posted after the presentation on the Internet or distributed in the form of a colorfully designed brochure, so that the person can familiarize himself with all aspects at his leisure and, even if he was not convinced during the presentation, himself " matured" to the right decision.

Tell us about those who have already used your services

You don't have to mention specific names (or you can if they're impressive!), but written acknowledgments, especially if they talk about cost savings or the effectiveness of your products, will reinforce the speech.

Why is your company preferred?

An effective product presentation always includes information about how many years the company has been in existence, about the additional services you provide, about warranty periods, delivery, and installation.

In short, you should have the entire set of arguments urging you to purchase something from you. And, naturally, these should not be empty words - only what you can actually accomplish.

Don't forget about the little things

Too much food is, in fact, bad - “a full belly is deaf to learning.” But putting a bottle of mineral water and a glass in front of each listener during a break, should there be one (undesirable, but it happens!), organizing tea, coffee and sweets and cookies - these are the very little things that show that the company does not survive from penny to penny that this is a reputable institution.

You can prepare a folder or package for each participant that will be given at the end of the presentation (there will be a small souvenir and a set of necessary promotional documents). The perception of the presentation is affected by everything, even a non-working air conditioner or noise in the corridor.

Suggest possible options for continuing the conversation

This could be a personal consultation, an additional meeting, or a practical test of the proposed product. Interest in your products must be maintained!

A well-organized and successful product presentation is the key to your commercial success!

“Innovation is so cold!

The CEO can't sleep

Rocking in a BMW."

Economic tercet in Japanese style. T.A.

Presentation. I think that it can be compared to moving from point A to point B. Point A is the beginning of the presentation, point B is the conclusion of the mutually beneficial deal that you and the buyer need. Like any journey, the presentation is unpredictable: you never know what will happen along the way! To make this process clearer and more predictable for sellers, you need to use a tool such as innovation. The combination of innovation in the body of your presentation and the effective techniques you use will increase your chance of making a sale. This type of presentation is one of the foundations of sales success for effective salespeople.

An effective salesperson, one way or another, participates in the innovation process. Almost the entire presentation chain of creating the value of a product or service and its benefits for customers is permeated with various types of innovation. You need to be clearly aware of this and not think that innovation is something distant and optional for you. It is better to accept this fact and develop a presentation development strategy from the angle of innovation.

So, what might innovative implementations look like? This is simply a change or combination of already known elements into groups that did not exist before. Figuratively speaking, kaleidoscopic activity - after all, the next picture in a kaleidoscope always turns out different, and the components do not change - only the order in which they are located after the kaleidoscope is shaken changes. And the constant search for innovation in any effective presentation is based on the fact that it helps you continuously find or combine elements that you have not used before. Another definition is also possible: to introduce innovation means to give the buyer what he wants, but in a form that is unexpected for him.

Innovation must answer the questions: “What do you need to add to make our presentation more effective? What small changes could multiply the power of the presentation?”

Most salespeople claim to be able to give good or even excellent presentations. They think they can speak well and persuade the customer to make a purchase... and that's why they do it poorly.

The average salesperson uses the same hackneyed phrases and arguments during presentations. This naturally makes him bored and languishing. Such a seller believes that if everything is already clear to him, then the buyer should generally grasp the ideas of the presentation on the fly, without much effort. What's so unclear about this? The unfortunate seller does not even know exactly what ideas help him sell and, of course, does not focus the buyer’s attention on these ideas. He doesn’t like to repeat them - and so everything is clear. However, here’s the catch: the consumer is not at all so professional as to know everything about the goods or services presented by the seller.

How does an effective salesperson behave? He uses a strategy of repeating ideas that work, combining them in new ways, and presenting “fresh” arguments for each new (and old) customer. Unlike an ordinary bored would-be salesman, an effective salesman is interested in what he is doing, the task of recombining arguments is interesting, and the “kaleidoscope” at work is interesting. He knows it will always work. He is always looking for new options for constructing sentences, the words of which will reach the buyer.

The most important thing, or what is the heart of innovation

The statement that you can only make a first impression on a buyer once has not yet been canceled. The success of “your enterprise” depends on this skill. We discard the visual part - when visiting customers, you always need to look perfect.

We will talk about the ability to speak and persuade, about the presentation of your products or services. Effective salespeople are persuasive; they know what to say, how to say it, and when to say it. Most importantly, they understand the entire chain of action required for a good innovation presentation. What is the basis for a successful innovation presentation? The essence of the offer is crystal clear and the buyer's benefits are clearly shown. In other words, the buyer must absolutely clearly understand what is being offered to him and what benefit he will get from it.

Ah, these presentations! They happen so often and so unsuccessfully in sales jobs. The vast majority of salespeople do not take into account the following considerations in most presentations and suffer from the following shortcomings:

1. There is no clear working or new idea to present to the buyer. (I just want to ask the unfortunate seller: “What are we talking about, dear?”
2. The seller does not ask the question, “What is the benefit to the customers?”
3. The seller presents his material illogically and jumps from one thing to another.
4. The presentation of the material is either too detailed or drawn out. (Let me remind you that a presentation is a movement. Both an excess of details and prolongation distract the buyer’s attention and make him regret the wasted time.

Algorithm for preparing an effective presentation

1. Stand in your buyer’s shoes, “get into his shoes.” Look at yourself, your company, your performance from his position. Previously, we looked at methods for identifying consumers, now is the time to take advantage of the information received. Always, in any case of contact with customers, as well as when preparing a presentation, you need to proceed from an understanding of your customers.

A presentation is effective if you know the buyer: his interests, problems, lifestyle, dreams, how and why the buyer would use your product or service, or, say, how your product could help him achieve his professional goals.

2. Follow the rule of sharing features, benefits and values. A feature is the essence or property of your product. The features are of interest only to you, the seller. Benefit is how your product benefits your customer. The value of the product is determined by the buyer during your presentation. But the seller must know the proof of value by heart. Remember that buyers are primarily interested in benefits and value, not features.

Attention, useful know-how! In trainings on effective sales, the “match method” is often used - while the match is burning (albeit a fireplace match, which is twice as long as a regular one), the seller must briefly but convincingly talk about his offer, about why the buyer simply cannot help but buy what is being offered. Remember this method! By practicing this way in your company, your salespeople will acquire a very important skill - speaking clearly and convincingly about your product or service.

3. Before the presentation, determine: “Why will the buyer need what I am selling?” This allows you to focus on the benefits rather than the features of the product or service. For example: “With our range of products, we can guarantee the stability of your income during the seasonal downturn.”

4. Determine the time of the call to action, to purchase. What you want from the buyer is for him to make a purchase. For example, if the seller convincingly describes the features of the product and the benefits that can be obtained from it, the desired goals will be achieved by themselves. But that is not all. You need a strong conclusion - a call to action, without which the presentation will not be complete.

5. Determine the most appropriate way to develop your presentation. When selling, the following types of presentation development are most effective:

• Principle, concept, function. It brings your business proposition to the forefront. This principle is suitable for presenting any product or service, with many possibilities for application.

Let me give you an example

Mushrooms from Lipovka LLC. Farmers Zherebtsov were the first in the Sverdlovsk region to master mushroom production. How do they sell? Offer to customers of different groups:

“Our champignons are more expensive than Polish ones due to the high cost of raw materials and their transportation. But they are fresher than mushrooms brought from afar. We supply products for 120 rubles. per kg by weight and 130 rubles. - packaged in branded packaging. At first, when we offer the product to retail chains, merchandise experts refuse: it’s expensive. We have to explain that once they put the product on the shelf, they can’t go wrong. Buyers, having read about environmentally friendly products, began to pay attention to the origin of the product.”

• Principle, features, advantages. It is traditionally used when launching a product into the market. A presentation presents the features of your product or service and describes the specific benefit it will bring to the buyer.

I will give examples

In 2005, Anatoly Komm renamed the Green restaurant to AnatolyKomm, called the signature series of dishes “gastronomic performances” and declared himself, literally, the only restaurateur offering haute cuisine in Moscow. This is how he presents it to his guests.

Komm also became interested in molecular cuisine, which is fashionable in the West, and was the only one in Moscow who began to offer “molecular” dishes. Want shrimp pasta? Komm says the new form will help open up new dimensions of taste.

Brand "Velardi" (unites 11 beauty salons in St. Petersburg). According to the owner of the network, Dmitry Suvorov, the presentation of the salons was based on the following arguments: “We took on our client with some kind of naivety and sincerity. We sought to create a sincere atmosphere in the salons and decorated them ourselves. And handmade work is always more appreciated.”

6. Choose a specific way to start your presentation. The following seven classic methods work best:

1. Aphorism. A recognizable catchphrase.
2. Question. A question asked of the buyer.
3. Fact. An unexpected statistic or little-known fact.
4. Show perspective. Outline your vision for the future.
5. Joke. On the topic (market, competitors, situation...).
6. Quote. Quote any statement that is appropriate to the occasion.
7. Analogy. A comparison of two seemingly unrelated things to help clarify an unclear topic.

7. We need to sort out the issue of price. When to cover it, at what stage of the presentation (or demonstration)? In a good presentation, the question of price is placed at the very end of the presentation, after the stage where the solution to the buyer's problem is explained. The new (or still existing) value of your product or service is determined. The buyer is aware of it.

In the early stages, this question seems pointless. Effective sellers try not to mention price while the potential buyer is not yet ready to take advantage of the proposed solution to the problem, which can only complicate, even negate all the seller's efforts. Most often, buyers ask about price at the beginning of the presentation, so it is advisable to learn to delay discussions about price. Talking about prices without defining the need and value of the purchase is a big mistake.

8. Plan. What salespeople hate is planning their sales, their presentation! They do not look ahead, even into the very near future. As Gogol wrote, “A rare bird will fly to the middle of the Dnieper,” and only effective sellers plan everything ahead! These guys (girls) calculate their success with the equanimity of a computer. Planning is necessary, which means you need to know how to do it!

First of all, each presentation has its own written form. Planning and writing down is difficult at first, but over time you will get used to it and it will become second nature. You will realize that you are writing down your Success on paper and it will become very interesting for you!

Next, you need to plan your actions for presentations. Write everything down on a computer (paper); you shouldn’t rely on your abilities or improvisation. After writing it down, remember your plan as best you can and repeat it before going to the buyer. After all, this is the path you will follow - which means you need to imagine it well. Cram! The benefits of cramming will be discussed in more detail below.

9. Take care of visual aids (or goods, if you take them with you). Always a necessary thing that affects the buyer emotionally, showing the buyer the level of preparation of you and your company. "Better to see once than hear a hundred times".

10. And lastly. To be successful in your business, remember the following: your confidence in giving a presentation and your ability to persuade will grow with constant practice. No wonder it is said: “Repetition is the mother of learning.” To always hit the target, initially speak the presentation at least 30 - 40 times. Remember your school days, remember your cramming skills - and forward to victory!

Repetition will polish your presentation and give it the shine it needs. After each repetition, you will discover new facets of your narrative and you will have the opportunity to make your presentation more concise and clearer.

Tactics

Presentation tactics for effective salespeople are based on a few simple rules. The main thing is not only to remember these rules, but to constantly adhere to them and develop them. So:

Firstly, constantly ask different types of questions. This is necessary to maintain control of the presentation and the audience (over the buyer).

Secondly, actively use the methods of suppressing various objections that are available in your arsenal. It is especially necessary to highlight this tactical move: when preparing a presentation, mark the places in the text of your presentation speech where you yourself, ahead of the buyer, voice this or that objection and respond to it immediately. (It is appropriate here to use rhetorical figures like “Of course, the following objection may arise here...”) Each type of product or service always raises its own “set” of typical objections, and after several presentations of something specific, you will learn what this “set” is, which means you can anticipate it and ward off objections in advance. Effective salespeople differ from the general mass in that they are able to find these objections even before sales and know how to deal with them. And most importantly, always answer a question with a question - do not assert.

Third, Constantly work on the text of your presentation, adding vivid images and fresh, unworn words to it. In words that your listeners will understand. Create stories. Let your customer compare themselves to the characters in your stories.

Your customer wants to improve their life. And your story should tell about him, your customer, and not about your company, which he doesn’t care about. Your customer has a problem or need. So let him overcome them and emerge victorious. With your help!

Secrets of dealing with objections during a presentation

When preparing for a presentation, it is necessary to accurately determine the time and place for responding to possible objections.

When and how is the best time to respond to presentation objections?

Prevention. I always say that the best defense is an attack. If you don’t prepare and don’t know where the main types of objections for your product or service arise during a presentation, you’ll have a hard time. When you prepare your text, in certain places you yourself express the usual objection, thereby not giving the initiative into the hands of your opponent. Moreover, you formulate all your prepared objections in the form of questions. Your buyer will thus not have to “enjoy” your fussing and fussing (which is what happens if you are not prepared and do not have verbal improvisation). He will focus on the presentation itself.

A quick response to an objection at the beginning of a presentation. Many customers ask questions about you, your company and your product or service at the beginning of a conversation. It's about the weight and prestige of your company or quality. Let's say the buyer begins: “I heard that your product (service) does not meet our needs due to its low quality.” Isn't that an unpleasant question? Or: “As far as I know, your company’s image in our market is not so high?” Straight to the forehead, without beating around the bush. It is best to answer such objections directly, without subterfuge, with prepared arguments and questions so that the buyer is satisfied.

Another example:

“I heard that your company does not honor warranty obligations, although many of your products do not function as they should when used.”

This is where you need various reviews from your other customers (better than companies that rank approximately next to this one) - reviews from those with whom you have already proven yourself to be a reliable partner. Always be prepared for such questions or statements.

Objections during a presentation. No presentation goes smoothly. Unless it’s one where only you speak. Surely, some of your arguments will boomerang back to you in the form of objections during the presentation. As I already said, if you present your usual product or service, then you already know in advance where and what kind of objections will follow. If you are selling a new product, then prepare more carefully - remember several answers to each expected objection. You must be prepared for such a development of events and when an objection (and perhaps more than one) is raised, try to answer it figuratively and convincingly (preferably in the form of a question) before continuing the presentation. If suddenly, as in a fairy tale, the buyer has no objections, then you can make a knight’s move. Choose from the questions you have prepared in advance the one that you think is best: “Many people (you can specifically name the company participating in your market) ask on what basis I can make such a statement. There are such reasons (arguments) for this...”. And just forward! This will make a lasting impression. Of course, from the outside you might think that you are digging a hole for yourself or cutting off the branch on which you are sitting. But in reality, you are just being proactive! An effective salesman, like a musketeer, needs a certain courage and courage. In this way, just in case, you “lay a straw for yourself” at the site of a potential fall - and at the same time gain the trust of the buyer. That is, you kill two birds with one stone!

Objections that you respond to after the presentation. The finale is near and excitement is growing. This is where many people make the mistake of thinking that all the buyer’s objections have been exhausted. The final stage of the presentation involves final objections. Something remains unclear or these are random questions that do not require an exhaustive answer. It is best to ask the buyer to move the answers to the very end and answer them after the presentation: “Can we come back to this question later?” If they give you consent, you can continue the presentation; if not, then we answer as described above.

Is it necessary to answer at all? There are objections that should not be answered immediately. Let's wait! If an objection comes up early in the presentation (usually related to price), don't rush into an answer. Sometimes the buyer asks questions just to show that he is listening to you. Some objections will seem completely irrelevant to you. But, if your buyer returned to them, it means that this is important to him and needs to be answered.

Effective salespeople recognize when and what objections the buyer is making and present arguments in a logical order, answering objections only at the appropriate moment.

In the sales world, there are two more necessary conditions for making a successful presentation. It's your enthusiasm and listening skills!

Enthusiasm is infectious!

Enthusiasm is not a loud speech or a show of Chinese firecrackers.

The word enthusiasm itself consists of two Greek words “en” and “theos” - “God within.”

Without enthusiasm, it is impossible to score the required number of passing points in negotiations.

Only your obvious enthusiasm will cause reciprocal enthusiasm towards you. After all, we are all so gullible. If the tone of your voice is sluggish and indifferent, then let’s face it, the buyer (negotiator) will not express interest in your product or service. Enthusiasm sells and sells! It's like the flu - it's infectious!

It's better to listen than talk

Being a good listener during a presentation is one of the basic requirements for closing a deal. Salespeople who don't understand the basics of the sales process are convinced that being a good speaker is enough to sell. But, as practice shows, it is much more important to be able to listen carefully to the buyer. An average salesperson tries to lead the conversation, but an effective salesperson has the ability to listen.

The ability to listen has a wonderful effect on human relationships, allowing customers to relax and open up more. The initial wariness and isolation of your customers disappears. Your buyer will feel more relaxed and confident, which will create the necessary conditions for the sale.