Product Presentation Checklist

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Product Presentation Recommendations:

• Understand that your supreme task is creating excitement and building   enthusiasm around the product you want to sell, even before you show it to your prospect;
• When approaching your prospect you need to demonstrate your product with honest pride, respect, and enthusiasm;
• Remember that you need to involve your prospect into conversation and demonstration (you need to present, first of all, practical aspects that will make sense for the customer);
• In fact, you should sell the benefits of the product, so each prospect can easily grasp his personal interest in it and answer the question “why do I need this product?”;
• Reach a maximal share of practical demonstration in your presentation, along with conversation which is built around the benefits;
• Consider product benefits in terms of the customers’ specific needs and problems that they expect to be resolved. For this you need to know your target audience perfectly;
• Also, you need to adjust your standard presentation’s agenda according to each specific customer’s situation (classification of customer types may help you to orient quickly). In other words, using a generic presentation in all cases is a serious mistake;
• Know your competition and seek differentiation for your product. Take into account what your audience already knows about your product and what they know about alternatives to it (competitive products). Anticipate any preconceived notions or objections that your prospects may have;
• Remember that it is always easier to show once what the finished product exactly is (or would look when ready) and let the prospect examine it in his own hands (under proactive guidance from sales representative), than to tell for hours about its outstanding utility;

Reveal Product Features, Functions and Benefits:

• Features of a product refer to question “what is it?” – featuring stands for description of tangible technologies or physical capabilities which make up a product’s toolbox, so every feature included there is an indispensable part of this product;
• Functions of a product refer to question “what can it do?” – functionality stands for specific effects and actions which the product performs owing to its features;
• Benefits of a product refer to question “why is it useful to the customer?” – Actually, benefits are what make up the most of sense for the prospect. They motivate the customer to pay for your product. They can make the prospect excited and enthusiastic towards the product you propose;

Classical Layout of Product Presentation Stages:

• Introduction: the speaker introduces himself/herself, and briefly explains the point of the product presentation. It is necessary to catch attention of the audience at this step, right from the start;
• Agenda: the speaker provides the audience with a clear vision of topics that he is going to cover by this presentation;
• Company Information – the speaker briefly tells about the organization to establish credibility, understanding, and to encourage comfortable dialog between the audience and organization he/she represents;
• Positioning – a product should be uniquely highlighted among the whole competition, including review of technologies and specific featuring that sets it apart from other similar products on the market;
• Product description – at this stage the product gets clearly described for the audience, including functions (in terms understandable to prospects);
• Benefits – here the speaker starts the product demonstration and clearly articulates the product benefits as they relate to expectations, problems, and needs of the target audience;
• Examples/successes/practical demonstration.....

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