Selling Skills Step-by-Step: DEMONSTRATIONS & PRESENTATIONS is a concise guidebook taking you  through
every phase in the process of setting up and conducting sales demonstrations,
sales presentations, and other kinds of “sales proof sources.”

Beyond that, it gives you a “mental roadmap” for
reading the subtle, unconscious signals sent by the decision makers and
“decision influencers” who attend your sales demonstrations and
presentations.

Further, it provides practical guidance on the
non-verbal signals you want to send . . . and to keep from sending in
your sales presentations and demonstrations and other sales meetings?

Selling Skills Step by
Step:
SALES DEMONSTRATIONS and PRESENTATIONS

E-book, 50 pages,
illustrated

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About the author.

About the author: Sales Training Tutorials and the other books in the
Selling Skills Step-by-Step series flowed from my work as a management
consultant and my work in developing sales training and sales management
training for top marketing organizations including Kodak, Xerox operating
companies in the United States, Canada, and Europe, Kodak, Motorola, Sylvania,
Bank of American (yes, even bankers need to learn how to market their products
and services!), and others.Michael McGaulley

Contents: some of the practical selling skills you will
learn.

Part One: EARLY PREPARATIONS

The crucial “must-do” before you invest any time in preparing to
conduct a sales presentation or demonstration, or to invest time and effort in
any other kind of proof source — including offering free trials or free
samples.

Why and how to begin working out what both you and the prospect
expect from this early: why it’s very smart to ask the Prospect to “invest”
before you invest your time and effort.

“Decision influencers” are people who may not make
the decisions, but they are key allies. How and when to work with
them early-on.



Checklists on setting up the logistics of the presentation or
demonstration.

A sales demonstration, presentation, or trial offer
is a PROOF source, so what you cover and your key messages flow from what
exactly needs to be proven in order to close the sale. The Prospect’s role in
shaping the plan.

Mental strategies in preparing — not just what you’ll say, but
where you’ll stand, where you’ll position the Prospect, how you’ll get the
Prospect’s team actively involved in the meeting.

Preparing key visual aids, handouts, and other
paperwork.

Part Two: DELIVERING THE SALES
PRESENTATION OR SALES DEMONSTRATION.

In Section A we cover essential preliminaries to be handled on the
day of the presentation or demonstration.

Section B guides your sales presentation or demonstration
through the six key phases. These include early confirmations of purpose,
conducting the body of the session, handling questions and objections, and
closing for action.

Part Three: COMMUNICATING ON
ALL LEVELS
As the old saying puts it, “Words alone are not enough.” The words you
say, and the Prospect’s words — questions and objections — that you respond to
are, of course, crucial.

But research indicates that only about 7% of the messages
transmitted during fact-to-face communication are carried by the words that are
said. Let me underline that: the words alone total only 7% of the whole
communication

Which means that 93% of the messages back and forth during
presentations and demonstrations are conveyed non-verbally . . . via
indicators such as posture, hand gestures, movements, voice tone, eye focus and
facial expressions, even how people choose to sit or stand, or how they sit in
the chair and then draw back or move forward.

In the first section, the focus is on how to
shape and discipline the subtle and non-verbal messages that you as the sales
person sends TO the prospect and others.

The second section  focuses on interpreting and responding
to the clues and messages coming FROM the Prospect and other decision
influencers sitting in on the demonstration.

Some of these are signs of interest, some are signals of readiness to
buy. Some may be warning signs that the Prospect is tuning out. We examine what
these signals mean, as well as how to react to them in order to keep the selling
momentum going forward.

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