Once you have selected a solution that matches the customer’s needs, you must decide which presentation strategy to emphasize. Need satisfaction can be achieved through informing, persuading, or reminding. The salesperson can, of course, use a combination of these presentation strategies in some cases.

The perception of value is enhanced with a well-developed consultative presentation, whether it be the informative, persuasive, or reminder need-satisfaction presentation strategy. A sales presentation that adds value is the result of both planning and practice with the guidelines described in this chapter. An effective, well-organized demonstration helps to uncomplicate the buying process.

There are many ways to incorporate persuasion into a sales presentation and most will—if used appropriately—create value for the customer. Seven specific methods are presented.

Group presentations are almost always more challenging than one-on-one sales calls. Be sure you identify the titles and roles of the persons who will attend. Check out the meeting room in advance to assess audiovisual capabilities and seating options. As you prepare your presentation, take into consideration the needs of the audience. In many cases, audiovisual tools can be used to enhance the group presentation.

Selling tools, also called “proof devices,” used to demonstrate the benefits of your solution will add value to the sale presentation. Be prepared to use one or more of the 10 tools discussed in this chapter.