Unit 3 Activities

Time Advisory
Completing this unit should take approximately 12.75 hours:
  •    Subunit 3.1: 1.5 hours
  •    Subunit 3.2: 2.25 hours
  •    Subunit 3.3: 5 hours
  •    Subunit 3.4: 4 hours
Learning Outcomes
Upon successful completion of this unit, you will be able to:
  • explain how to prospect for sales clients;
  • explain the importance of sales territories;
  • explain how audience analysis functions in the sales process;
  • recognize persuasive strategies in sales presentation;
  • create sales presentations with persuasive strategies;
  • identify material to supplement a sales presentation; and
  • create a close to a sales presentation.


3.1 Prospecting for Customers

3.1.1 Sales Territories

Reading: Wikipedia's "Sales Territory” (HTML)

Instructions: As you read through this brief article on sales territories, try to define a territory where you live for selling a product or service with which you are familiar.

Reading this article and taking notes should take approximately 30 minutes.

Terms of Use: This resource is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License. It is attributed to Wikipedia, and the original version can be found here.


3.1.2 Audience Analysis

Reading: Stand Up, Speak Out: The Practice and Ethics of Public Speaking: "Chapter 5: Audience Analysis” (PDF)

Instructions: This chapter addresses audience analysis from a general perspective. As you read, think of yourself preparing for a sales presentation to a group of prospects or clients. Think of the questions you would have to ask yourself and research you would have to do in order to identify the characteristics of your likely audience members.

Reading this chapter and taking notes should take approximately 1 hour.

Terms of Use: This text was adapted by Saylor Academy under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work's original creator or licensor.


3.2 Understanding the Sales Presentation

3.2.1 Persuasive Sales Strategies

Reading: Communication in the Real World: An Introduction to Communication Studies: "Section 11.4: Persuasive Strategies” (PDF)

Instructions: This section deals specifically with persuasive strategies. As you read, consider how you could implement the strategies discussed in a sales situation.

Reading this section and taking notes should take approximately 1 hour and 30 minutes.

Terms of Use: This text was adapted by Saylor Academy under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work's original creator or licensor.


3.2.2 Overcoming Objections

Lecture: John Doerr's "How to Turn Client Objections into New Sales” (HTML)

Instructions: In this podcast, John Doerr, President of RAIN Group, Marketing and Selling Professional Services, addresses how to respond when a client has objections or slows down the sales process.

Listening to this podcast and taking notes should take approximately 30 minutes.

Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.


3.2.3 Feature vs. Benefit Distinctions

Reading: Ingrid Cliff's "Features vs. Benefits: Making the Complex Simple” (HTML)

Instructions: This article gives a clear and useful explanation of the differences between a feature and a benefit. Think of items you own and pretend you are going to sell them. Identify the features and benefits of the items and decide how you would promote them.

Reading this article and taking notes should take approximately 15 minutes.

Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.


3.3 Creating the Sales Presentation

3.3.1 Sales Speech Structure

Reading: The Power of Selling: "Chapter 8: The Preapproach: The Power of Preparation” (PDF)

Instructions: This chapter will introduce you to the "Four Ps” of presentation development. This concept will be helpful in sales and all speaking situations.

Reading this chapter and taking notes should take approximately 1 hour.

Terms of Use: This text was adapted by Saylor Academy under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work's original creator or licensor.


3.3.2 Presentation Considerations

Reading: The Power of Selling: "Chapter 10: The Presentation: The Power of Solving Problems” (PDF)

Instructions: This is an extensive chapter with video support that thoroughly addresses the topic of preparing for a sales presentation. The author goes into great detail about considerations to be made, ranging from your appearance to room set up to materials you should make available. The SPIN technique will come into play and this information will be helpful later in the course.

Reading this chapter, watching the accompanying videos, and taking notes should take approximately 2 hours.

Terms of Use: This text was adapted by Saylor Academy under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work's original creator or licensor.


3.3.3 The Close

Reading: The Power of Selling: "Chapter 12: Closing the Sale: The Power of Negotiating to Win” (PDF)

Instructions: This is an extensive chapter with video support that thoroughly addresses the topic of closing the sale. The reading offers a number of narratives and illustrations that clearly explain the process of closing a sale.

Reading this chapter, watching the accompanying videos, and taking notes should take approximately 2 hours.

Terms of Use: This text was adapted by Saylor Academy under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work's original creator or licensor.


3.4 Sample Presentation and Student Created Sales Presentation

Activity: Saylor Academy's

(YouTube)

Instructions: Watch this sample sales presentation. With everything you have learned so far in the course, use your knowledge to construct a 5- to 7-minute sales presentation for any product or service of your choice. If possible, use a product or service related to your earlier job search in subunit 1.2.1; however, that is not a requirement.

In preparing your sales presentation, refer back to the reading in subunit 3.3.1 and the SPIN technique presented in subunit 3.3.2. The SPIN technique can be used to structure your presentation. Practice the presentation several times and then record a video of yourself making the presentation with any means you have available.

After you've made your recording, please make it available for other students to view by visiting the SALES103 Discussion Forum and providing a link to your video along with your answers to the following evaluation questions. Re-watch the video of your sales presentation and evaluate yourself using the following criteria:

  • Did I make my presentation with adequate clarity and conviction?
  • Did I articulate features and benefits in my presentation?
  • Did I appear to be credible and trustworthy in my presentation?
  • Was the use of the SPIN technique evident in the presentation?
  • Did I employ appeals using logic, emotion, or credibility?
  • Were my thoughts and arguments coherent and without obvious error?
  • Were the transitions between thoughts in my presentation relatively smooth?
  • Did I incorporate an effective close in the presentation?
  • What objections would I anticipate from people who heard this sales presentation?
  • What three to five things could I improve on in this presentation?

Completing this sales presentation activity should take approximately 4 hours.


3.5 Unit 3 Summary

The persuasive sales presentation is at the heart of the sales profession. Presenting material to clients and prospects is the fundamental skill that must be developed in order to flourish in your career. You should now understand that a successful presentation includes prospecting, research, material preparation, learning how to overcome objections, and practice. This unit gives you an outline for how to develop a sales presentation. You will need to spend significant time in preparation and practice to be able to deliver compelling sales presentations.

Last modified: Monday, 4 February 2019, 11:45 PM