Page 21 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 1: Introduction to Sales Management

(b) This approach may also be combined with other approaches such as the Customer Notes
Benefit Approach and should arouse the prospect’s curiosity.
The choice of approach depends on the type of service and the type of prospect.

1.6.4 Presentation and Demonstration

A good presentation is as important as a good product. The significance of a good presentation
of the product can be gauged from the fact that many a time an attractively packed presentation
is sufficient to sell the product.

On several occasions a customer goes to a bank to deposit money or make a draft but is attracted
towards a banner on wall which is attractively displayed and mentions benefits of using that
bank’s credit card. This influences him to such an extent that he suddenly feels the need to buy
that product and makes the purchase.

Notes Essentially, a good presentation should fulfil the following requirements:

1. Quick presentation creates a good impression in the mind of the customer as he feels
that he is being dealt with promptly and this satisfies his feeling of self-importance.
2. Attractively packaged, decorated and well-organised articles create a good
impression in the mind of the prospect.
3. The salesman should explain the product with its features and price advantage to the
customer in simple and easy terms.

4. The presentation can also be given through models, slides, pictures and videos to
make the presentation interesting.
5. An intelligent salesman should never compare his product with rival products.
Under circumstances, he can stress on high points of his offering rather than pointing
out the negatives of the rivals.
6. It is very important that the customer be shown the kind of quality that he is looking
for. Too many varieties will only confuse the customer, while too little does not
help him make a choice.
7. Half the battle is won, if the salesman is able to make the product appeal to the
customer’s senses. If the product appeals to the prospect, he will make a subconscious
decision to own that product.
Demonstration is an exercise to prove the characteristics of the product. It highlights various
attributes of the product such as utility, performance, service and quality. Demonstration happens
mostly when the product is tangible.

However, in case of savings account the salesman can demonstrate the auxiliary services like net
banking tools. During a sales presentation, the salesman describes the product to the prospect
but it is only during the demonstration that the customer gets an opportunity to verify the facts
about the product. Hence, demonstration is imperative and essential for a prospect to make a
buying decision.

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