Fundamentals of Selling 13th Edition by Charles Futrell

Exercise 9

Develop a complete sales presentation that can be given in eight minutes. Include the buyer-seller dialogue. Make sure the appropriate components in Exhibit A are contained in the presentation. Use one of the three approaches shown in Exhibit A depending on your situation. For example, use the SPIN approach if this is the first time you have called this prospect. Use the SPIN or summary-of-benefits approach if this is a repeat sales call on a prospect or customer.
Your presentation must use several SELL Sequences and should contain a minimum of one proof statement; two similes, metaphors, or analogies; and a demonstration of important benefits. The marketing plan also must incorporate one or more SELL Sequences that tie the marketing plan back to the information uncovered in the approach and the first SELL Sequence.
The business proposition is last and contains the appropriate discussion on price and value. Relate the business proposition to the information uncovered earlier in the presentation. Develop visuals for presenting your benefits, marketing plan, and business proposition. Anywhere within the presentation prior to the close, use a minimum of one objection and answer one of the buyer's questions with a question.
Now, ask for the order using a summary-of-benefits close that includes a suggested order if appropriate for your product or service. Use a minimum of three closes. This requires you to develop a multiple-close sequence since the buyer has raised an objection or asked for more information after each close. Use three different closes, the first being the summary-of-benefits close. Also, use different methods of handling objections. In the presentation, be sure to (1) have a professional appearance; (2) firmly shake hands and use direct eye contact before and after the presentation; (3) project positive nonverbal signs; and (4) use a natural level of enthusiasm and excitement in conversation.