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Chapter 14 Presenting the Product 1
Section 14.1 Product Presentation Techniques
Marketing EssentialsMarketing Essentials
Chapter 14 Presenting the Product
Chapter 14 Presenting the Product 2
SECTION 14.1SECTION 14.1
What You'll LearnWhat You'll Learn
The goal of the product presentation
How products are selected for the presentation
What to say during the product presentation
Four techniques that will make a lively and effective product presentation
Product Presentation NeedsProduct Presentation Needs
Chapter 14 Presenting the Product 3
SECTION 14.1SECTION 14.1 Product Presentation NeedsProduct Presentation Needs
Why It's ImportantWhy It's Important
In many ways, selling is like putting together a jigsaw puzzle. When you do a puzzle, you analyze the various parts by shape and size. Then you select the straight-edged pieces to use for the frame. When you sell, you analyze your customer's needs and buying motives. Then you use that information to begin framing your product presentation.
Chapter 14 Presenting the Product 4
SECTION 14.1SECTION 14.1 Product Presentation NeedsProduct Presentation Needs
Key TermsKey Terms
layman's terms
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SECTION 14.1SECTION 14.1 Product Presentation NeedsProduct Presentation Needs
During the product presentation phase of the sale, you show the product and tell about it. The goal of the product presentation is to match the customer's needs with appropriate product features and benefits.
Product Presentation
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SECTION 14.1SECTION 14.1 Product Presentation NeedsProduct Presentation Needs
Show and Tell
This is the step of the sale where you have the opportunity to share your expertise with the customer. At this point you must make the following decisions:
Which products to show.
What price range to offer.
How many products to show.
What to say.
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SECTION 14.1SECTION 14.1 Product Presentation NeedsProduct Presentation Needs
Make the Presentation Come Alive
Planning is necessary for an effective product presentation. You must plan how you will do the following:
Display and handle the product.
Demonstrate the product.
Use sales aids.
Involve the customer.
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SECTION 14.1SECTION 14.1 Product Presentation NeedsProduct Presentation Needs
Displaying and Handling the Product
Creatively displaying the product is the first step in an eye-catching presentation.
The way you handle a product presents an image of its quality. Handle it with respect and point out its features.
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SECTION 14.1SECTION 14.1 Product Presentation NeedsProduct Presentation Needs
Demonstrating the product in use helps to build customer confidence.
Demonstrating
Example: To prove that a fabric is water resistant, you can pour water on the garment.
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SECTION 14.1SECTION 14.1 Product Presentation NeedsProduct Presentation Needs
When it is impractical to demonstrate the actual product or when you want to emphasize certain selling points, you can use sales aids such as samples, audiovisual aids, models, photographs, drawings, charts, specification sheets, customer testimonials, and warranty information.
Using Sales Aids
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SECTION 14.1SECTION 14.1 Product Presentation NeedsProduct Presentation Needs
Get the customer physically involved with the product as soon as possible in the sales presentation.
Involving the Customer
Example: Have a customer hold and swing golf clubs.
Involve the customer verbally by confirming selling points. When you involve a customer in the sale, you help the person make intelligent buying decisions.
Chapter 14 Presenting the Product 12
14.1 ASSESSMENTASSESSMENT
Reviewing Key Terms and Concepts
1. What is the goal of the product presentation?
2. Which products and how many of them should be selected for the presentation?
3. Give some guidelines for what to say during the product presentation.
4. Describe four techniques that will make the product presentation lively and effective.
Chapter 14 Presenting the Product 13
14.1 ASSESSMENTASSESSMENT
Thinking Critically
What is wrong with these two selling statements?
"You look great in that suit."
"This fabric is made of 420/420 denier nylon."
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End of Section 14.1
Marketing EssentialsMarketing Essentials
