Show and Tell Product Demonstration

Leadership, Attitude, Performance ...making learning pay! LAP Selling LAP 103 Performance Indicator: SE:893 Show and Tell Product Demonstration

Let me demonstrate Seeing is believing

Involve ’ em

Let Me See. . . When it comes to convincing customers of their need for products, “seeing is believing” is a good rule to follow. In most cases, customers prefer to see exactly how a product operates rather than simply trying to imagine it. Fortunately, nearly xxxxxn told that you need to chill out? every item has at least one feature A picture Ever been asked, “What is your prool. you can actively demonstrate to is worth a customers. thousand There are many instances in life when All of us have experience as words. you just have to “see to believe.” Actu- customers—and it’s experience An example ally, this phrase could apply to any of the you can draw upon as a sales- senses. You might have to see the sunset person. What was it about an is worth a over the Pacific Ocean to appreciate how effective sales presentation that thousand beautiful it is. You might have to taste convinced you to buy a particular pictures. your grandfather’s homemade ice cream product? What occurred in a poor to know how delicious it is. And, you presentation to make you walk might have to smell a lilac bush in bloom away empty-handed? As you look Stockbyte/Thinkstock to understand why so many people love through your memory, you will probably recall instances to plant them in front of their homes. that will help you prepare your own presentations. This same concept holds true for customers when they are considering a Presenting success product to buy. They often want to expe- The sales presentation occurs after you have established a rience the product firsthand before mak- relationship with your customer. During the sales presentation, ing a purchasing decision—to hold it, to you explain and show customers the benefits of product features. try it out, etc. For this reason, it’s critical Regardless of the product, effective sales presentations have two for salespeople to demonstrate products important parts. One is the sales dialogue, during which the sales- effectively. Learn more about product person tells the customer about the product’s outstanding features demonstrations and the steps you can take to present products to customers successfully.

Objectives Digital Vision/Thinkstock Describe an effective product A demonstration. Demonstrate product. During the sales dialogue, the salesperson tells his customers about B the product’s outstanding features and benefits. Then, during the product demonstration, the salesperson backs up what he has said with action.

and benefits. A well-informed, enthusiastic sales dialogue opens the way for the second part of the presentation, theproduct demonstration. A product demonstration uses action to back up the words of the sales dialogue. It shows the customer how and why a product can be of benefit. An effective product demonstration is important because: • It gets the customer actively interested in the product. Even customers who say they are “just browsing” must have some interest, or they wouldn’t be looking. An effective product demonstration builds upon this interest.

• It creates a desire to buy the product. Often, customers may want a product but must be convinced that they need the product before making the purchase. An effective product demonstration shows why the item is useful to customers. • It shows the customer proof of the product’s features and benefits. Actions really do speak louder than words. A good product demonstration proves to the customer that you have given an accurate description of the advantages of purchasing the item.

• It involves the customer in the sales presentation. Many products, for reasons of security, are out of customers’ reach. The product demonstration offers the opportunity for customers to handle and even “try out” the product, under your supervision. It also allows you to answer specific questions about use and care of the product. Cus- tomer involvement helps to create a sense of ownership, thereby making it easier to close the sale. An effective product demonstration involves the customer. Whenever possible, a salesperson should provide her customers Choosing the right product to demonstrate with the opportunity to ask questions and “try out” the product. Before conducting an effective product demonstration, you must select the right product to show the customer. If the customer has a specific request, show that product immediately. In many cases, however, customers are not certain of the precise product they want to see. When this occurs, you must be prepared to select the best product to show. Here are some important guidelines to help you make that selection: Determine product use. Ask the customer how s/he Consider price range. If the customer has not stated a price will use the product. The customer’s intended use will help preference, show a moderately priced item. If you begin the sales you select which product(s) to show. presentation with a product in this range, you can trade up or down, depending on the customer’s needs. Show popular products. Once you’ve narrowed down the products to those suitable for the customer’s needs, show Limit the choices. Limit the selection of products you show to advertised or very popular products. Customers often feel a reasonable number of choices. Customers are often overwhelmed more comfortable with products they have seen or heard with too many choices and are unable to remember the special about previously. features of each.

Choosing the right product features to highlight You have questioned the customer to find out what s/he needs, and you have selected the number and type of products to demonstrate. Usually, there is not time to demonstrate every feature of every product. Also, most customers do not consider all features important for their intended use of the product. Don’t assume, therefore, that the customer will be interested in the same product features that interest you. Remember that an effective product demonstration will prove the product’s usefulness in meeting each customer’s individual needs. How will you know which product features will interest your customers the most? Don’t assume you can predict people’s interests by the way they dress or talk. Instead, use a friendly, courteous approach to engage customers in conversation. Listen closely to their comments. Their remarks are important clues to the benefits each wants from the product. Before you can effectively demonstrate a product, you must have a thorough knowledge of its various features. Susan, a salesperson in a sporting goods store, can detail the features of each tennis racquet she demonstrates by completing a product analysis sheet.

She can get information for the analysis from the literature that comes with the product and from conversations with her supervisors or other salespeople. Later, she may translate those product features into customer benefits, but for now, a list of features will help her organize her demonstration. The following product analysis sheet shows examples of such features: Product: Oversized Tennis Racquet Features: • Durable • Larger “sweet spot” than • Free protective cover • Light-weight average-sized racquets included • Recommended for beginners • Variety of grip sizes available • One-year warranty

By listing the product features on the product analysis sheet in their order of importance or priority, you will be able to remember the most important features more easily. But, is the first feature listed the most important to your customer? Perhaps not. Therefore, you should question the customer and carefully listen to determine which features are important to him/her. At this point, you should be able to match product features with customer needs. Now, you can limit your demonstration to those features that interest the customer. For example, if a customer is interested in the safety of a food processor, you can focus your demonstration on the food processor’s built-in safety device, rather than showing that it is pressure operated. Let’s look back at what you’ve learned about determining which product features to demonstrate. Remember: • Be thoroughly familiar with the product’s • Determine the customer’s interests in • Demonstrate only those features. Use product literature and dis- a product’s features by asking the in- product features of cussions with your supervisors/coworkers tended use in a conversational manner. interest to the customer. to complete a product analysis sheet.

How do you choose the right product features to highlight? Become familiar with your product’s features; determine your customer’s interests in certain product features; and demonstrate only the features of interest to the customer.

Summary Effective sales presentations have two parts, the sales dialogue and the product demonstration. A successful product demonstration ignites customer interest and creates the desire to buy. To choose the right product to demonstrate, determine product use, show popular products, consider the customer’s price range, and limit choices. Choose product features to highlight, and create a product analysis sheet to organize your thoughts. Above all, keep the customer’s individual needs and interests in mind. A unique way that some companies choose to demonstrate products is by purchasing large “chunks” of television time and producing long commercials, known as infomercials, to display product features and benefits. Often, infomercials use dramatic action to demonstrate these features. On television, the results of using the product are usually amazing—almost unbelievable. It can be very easy to manipu- 1. What are the two parts of a sales presentation? late a product demonstration when producing 2. Why is an effective product demonstration it for a television audience rather than a live important? customer. Some people consider these types of product demonstrations to be sensational 3. How can a salesperson choose the right product and unethical, though they are legal as long as to demonstrate? they comply with state and federal advertising 4. How can a salesperson choose the right product regulations. What do you think? features to highlight?

Ready, Set, Demonstrate B

Now that you have decided which products and product features to demonstrate, how can you present those features in a lively demonstration that sells? Here are the basic steps you should follow in planning and presenting your product demonstration.

Step One—Handle the product with respect. The way you handle a product shows a customer how you feel Patsy doesn’t just “plop” the watch down on the counter but about it. If you handle the product with respect, you are send- gently places it in the customer’s hands. ing a message that the product is special. When demonstrating If you are demonstrating a product that is too large to hold, be small products that you can hold, handle them with respect and sure that you touch the product with care and gesture to it in a care. For example, Patsy is taking a watch out of the display case respectful way. When selling a car, for instance, point to the vari- to show it to a customer. She is careful about lifting the watch ous gauges on the dashboard, point out its body style, and close from the case and careful as she hands the watch to the customer. the doors and compartments carefully.

1. Handle the product with respect. 6. Use a descriptive, accurate vocabulary. 2. Creatively display product features. 7. Show enthusiasm for the product. 3. Question the customer to learn about 8. Anticipate interruptions. her/his needs for the product. 9. Effectively use selling aids. . Use dramatic actions to show the 10. Practice the demonstration. product in use. 5. Involve the customer’s senses.

Step Two—Creatively display product features. Alice knows that she must continue to ask questions of her Emphasize the product features that interest the customer by cre- customer so she can make sure she is demonstrating the right atively displaying each one. Single out each feature by displaying product features. only one at a time. Step Four—Use dramatic actions to show the Hold the product so that the customer’s attention is focused product in use. directly on it. If the product is too large to hold, gradually position customers so that they can focus their attention exclusively If possible, use dramatic actions to create a lively demonstration on the product. If you are demonstrating a riding lawn mower, that will sell your product. This includes showing the product position your customer so that s/he can focus on the model’s in action. You can demonstrate the electric ignition on a snow features that will benefit her/him. blower by turning it on, for example. Since customers best remember those product features that Through the use of dramatic actions, you can demonstrate they see clearly for themselves, display products in attractive ways. your product in the manner in which it is commonly used or in Always try to highlight the product’s colors, design, texture, etc. an unusual or uncommon manner. Splashing water on a chair’s You could display a pearl necklace on black velvet, for instance. fabric to demonstrate its water-resistant treatment or banging a Or, to display a line of professional-grade mixers to a restaurant plate on a table to show its chip-resistance are examples of owner, line them up according to size. demonstrating products in an unusual manner.

Step Three—Continue to question the customer to get feedback about her / his needs for the product. During the product demonstration, you should continue to question the customer, asking his/her opinion of the product features and benefits. Answers to these questions will provide feedback that will help you determine if you are demonstrating the right product features. Alice makes sure to ask her customer questions during the product demonstration. As she demonstrates a product feature, she asks questions such as: • “Do you think the compartments in this luggage will help keep your overnight business trips more organized?” • “How do you like the light touch of this keyboard? Isn’t it easy to type on?” Whenever possible and appropriate, use dramatic actions to show • “What do you think of the automatic focus feature your product in use. on this camera?”

Always use common sense and good taste when demonstrat- Step Seven—Show enthusiasm for the product. ing a product in an unusual way. Do not demonstrate a product Relay your enthusiasm for the product to the customer through in an unusual way simply for sensationalism or special effects. your words and actions. If you are excited about the features of Only do such a demonstration to prove that the claims you are the product, this excitement is likely to transfer to the customer. making about the product features are true. Unusual demonstra- Be sure to show your enthusiasm in your voice level and voice tone. tions will not impress every customer. In Facial and body gestures also fact, some customers will be turned off communicate enthusiasm. Use by such demonstrations, seeing them your hands, arms, and expressions as “cheap” or insincere. So, be sure to to demonstrate your interest in the evaluate your customers to determine product. Establish and maintain if you think this type of demonstration good eye contact with the customer. will positively impress them. Good eye contact communicates When you use dramatic actions confidence in yourself and in to demonstrate a product, be honest. your product. A deceptive product demonstration distracts from the product’s image. Step Eight—Anticipate Only an honest demonstration will interruptions. produce a satisfied customer. No matter how carefully you prepare your product demonstra- Step Five—Involve the tion, you can expect some inter- customer’s senses. ruptions. Not everything will go When showing a product in use, why exactly as planned. The customer’s not let customers operate it for them- tired, anxious children may inter- selves? You know how to display the rupt the demonstration. You may product in an attractive manner—now, be called away for a telephone call be sure to get the customer involved in or to assist another employee. Or, the demonstration by not only seeing perhaps the customer will be in a the product, but by touching, hearing, hurry and try to rush you through tasting, or smelling it. Through this type your demonstration. All these of customer involvement, customers Descriptive words that are meaningful to the custo- interruptions could confuse your mer complement an effective product demonstration. can experience for themselves the real rehearsed demonstration tech- features and benefits of the product you niques. So, expect to have some are demonstrating. Slip the jacket on the customer so that s/he interruptions. Don’t be flustered or lose control of the selling can feel the softness and quality of the fabric. Print a color copy situation. In that way, the interruptions can do no real harm to so the customer can see the sharp, rich colors the printer can the effectiveness of your demonstration. produce. Turn on the speaker system so the customer can hear Often, a customer will ask so many questions that you become how clear the music sounds. confused and thrown off the track of your rehearsed product demonstration. You need to stay in control. Customers expect Step Six—Use a descriptive, accurate vocabulary. you to know what you’re doing. By showing them that you know Descriptive words, or word pictures, complement an effective your products, you gain their confidence and attention. product demonstration. Describe each feature as you demon- Welcome customers’ questions and comments as feedback. strate it, using accurate, sincere words. Avoid comments that are Since customer feedback shows how well the customer under- general and non-descriptive of the product, such as “It’s a nice stands your product demonstration and shows the level of his/ printer,” or “That sweater is pretty.” Avoid slang, but don’t use her interest, you should answer questions as best you can. words that are too technical or fancy. Use words that you think are meaningful to the customer. “This soft fabric is cool and comfort- Choosing a proper location for the product demonstration able to wear” is a descriptive phrase that emphasizes the product’s can also cut down on interruptions. When possible, choose positive features. a location that will allow the customer to concentrate on the demonstration without distractions.

Step Nine—Effectively use selling aids. Also, practice what you will say as you demonstrate each A product demonstration can be improved with selling aids product feature/benefit. Pick out several strong features/benefits other than the product itself. In a situation where a product can- of the product, and list them in a notebook. Beside each feature, not be demonstrated, selling aids should be used for the job. list what actions you will use to best demonstrate that feature. Popular selling aids include: Also, list the words that you will use to describe the feature. Now, practice the demonstration, using your notes and working • Audio visuals out any “bugs” you might have. Only by practicing can you pre- • Models sent a smooth, well-organized product demonstration that will • Photographs and drawings convince your customer to buy the product. • Graphs, charts, and specification sheets Summary • Reprints of product studies To effectively demonstrate a product, handle it with respect; • Warranty information creatively display its features; question the customer to get • Testimonials and case histories feedback about her/his needs; use dramatic actions to show the • Samples product in use; involve the customer’s senses; use a descriptive, accurate vocabulary; show enthusiasm; anticipate interruptions; Audio-visual aids include DVDs, CDs, web site demonstra- effectively use selling aids; and, practice! tions/information, webinars, mobile applications, etc. They can show the product in use and describe its features when an actual demonstration is not practical or possible. Even during an actual demonstration of the product, audio-visual aids can be used to provide additional information. Keep a constant check on audio- visual equipment to ensure its smooth operation. If a product is too big or immobile, a model, photograph, or drawing can assist in the demonstration. Graphs, charts, specification sheets, and reprints of product studies can be forceful selling aids. These methods of presenting statistical data can be 1. Briefly describe the ten steps to demonstrating very persuasive. They can also be useful in presenting warranty a product effectively: information that often impresses the customer with the quality a. Handle the product with respect. of the product. b. Creatively display product features. Testimonials assist in a product’s demonstration by quot- c. Question the customer to get feedback ing a third party’s comments about it. Often, celebrities are used about her/his needs. to endorse a product’s outstanding features. Case histories are similar to testimonials but are a more detailed account of a d. Use dramatic actions to show the customer’s experiences with a product. product in use. Samples are often given to allow a customer to try a product e. Involve the customer’s senses. before buying it. Just imagine how many cookies have been sold f. Use a descriptive, accurate vocabulary. by bakeries because customers were given samples! g. Show enthusiasm for the product. Step Ten—Practice the demonstration. h. Anticipate interruptions. Now that you know how to conduct an effective product demon- i. Effectively use selling aids. stration, practice your demonstration so that you can smoothly j. Practice the product demonstration. operate the product you wish to demonstrate. Know that the product can perform under whatever tests you plan to subject it to. You would be embarrassed if you tried to demonstrate a product and found that you could not get the product to perform as you claimed it would!

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