Sales Presentation

UNIT 6 SALES PRESENTATION

Structure
6.1 Introduction
Objectives
6.2 What is a Presentation?
6.3 Types of Sales Presentations
6.4 Typical Structure of a Presentation
Opening or Introduction of a Presentation
Body of Presentation
Ending of Presentation
Question and Answer Period
6.5 Planning the Presentation Strategy
Define the Purpose
Analysing the Audience
Developing Message
Determination of Presentation Method
Deciding the Presentation Media
6.6 Presentation Skills
Personal Aspects
Non-Verbal Behaviour
Oral Delivery
6.7 Effective Presentation: Some Principles
Start Half Way
Plan Out Content
Clarity
Partial Receptivity
Encourage Participation
Control Nervousness
Eye Contact
Body Language
6.8 Summary
6.9 Key Words
6.10 Terminal Questions
6.11 Answers

6.1 INTRODUCTION
For marketing of pharmaceutical products, the Medical Representative
frequently makes a presentation of the products to the Doctors, whole sellers
and retail chemists.
“You can have excellent content with good presentation technique and win the
business., You can have good content with excellent presentation technique and
win. But you may not have ever heard of poor presentation skills and good or
excellent contents winning anything”. 97
Sales Management Poor presentations are consistently losers irrespective of purpose or the
business for which a presentation is made. We will draw some lessons from
winning presentations and some from losers to help you to plan your business
presentation successfully.

In our daily routine we speak more often than write. A majority of us still have
not overcome the fear of a speaking to a group. Each one of us have stage-
fright. It is a matter of degrees that it varies amongst individuals. Yet an oral
presentation is an important part of the business routine and each one has to
deal with such challenges successfully. There are industries in which sales
presentations are the most important marketing tools. Pharmaceutical industry,
information technology industry, advertising agencies, insurance sector is some
examples of the same where success in business depends on the success in
presentation.

Objectives

The objectives of the unit are to:

• define what is a presentation and describe types of sales presentations;

• describe the structure of a presentation;
• identify in detail each of the variables affecting effective presentation
strategy; and
• elaborate how to develop appropriate presentation skills.

6.2 WHAT IS A PRESENTATION?

A presentation is a commitment by the presenter to help the audience to do

something for solving a problem. An interesting thing to note is that in a
presentation commitments are made by the presenter and the audiences are
making judgement, simultaneously. The presenter advocates and audience
evaluate, to render a verdict. In terms of content and structure, presentations
and speeches have a good deal in common with formal reports – many of them
are oral version of a written document.

6.3 TYPES OF SALES PRESENTATIONS

Typically, all sales people use one of the following types of sales presentations.

Canned Presentation

Canned presentations are those presentations where text of the presentation is

carefully worded, tested and finally written down. Each sales person is expected
to memorise it and strictly follow the contents in the defined order, while
making a presentation.

This presentation method is most commonly used in non-technical product

selling, like, Pharmaceuticals, telephone selling, door to door selling, etc.
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The specific advantages of this technique are that one can finish the presentation Sales Presentation
in a short-time and still have a successful close. The other advantage of this
method is that it require lesser time in training the field sales personnel.
The disadvantage of such technique is that the prospect has limited
participation. He might view it, as a high pressure selling and defer taking a
purchase decision.
Planned Presentation
It is, no doubt carefully planned and organised but still it has a personal touch of
the individual making the presentation. In this method, the training department
provides just a format and the individual sales person then writes explanations,
descriptions and illustrations.
The advantage of this presentation method is that it appears more conversational
and less formal, as the sales person is using his own wordings. As a result, in
this presentation method the prospect also gets involved and his doubts and
questions can be carefully handled.
Audio-Visual Presentation
For such presentation the sales persons heavily depend on the AV aids. These
aids range from charts, slides, video films, prototypes, computer based
presentations to the use of actual product. In advertising industry, computer
software industry, such presentation methods are used. In these presentations
the speaker or the sales person takes the back, seat and the prospect's attention
remains centred around the AV aids.
Such aids are typically used, not only to gain the attention but in the absence of
these it might be difficult to explain or demonstrate.
Take for example, in door-td-door selling of vacuum-cleaners or photocopying
machines, where the actual product is used as a integral or central ‘character’ of
the presentation. In the absence of which the sales person might find it difficult
to sell.
Problem Solving Presentation
This is a two-step presentation method. The first stage is to study the individual
prospect's needs and the second is suggesting a proposition. Thus helping the
prospect to solve the problem. Such method is commonly used in insurance
sector where the insurance agent ask the prospect about the requirements and
accordingly, he proposes a specific policy, its advantages and benefits.
Similar methods are also used in management consultancy assignments relating
to all functions or high-tech customised products.

Having understood the various types of presentation methods being following

in different product categories, we appreciate the relevance of it in the sales
job. Let us now systematically discuss the structure of a typical presentation,
presentation strategy and the skills required at the end of each speaker.
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6.4 TYPICAL STRUCTURE OF A PRESENTATION

It is a problem for a person to structure the presentation appropriately so as to

clearly decide from where to start and where to end. A presentation has four
parts: opening, body, closing and question and answer. It is suggested that in a
presentation first, tell what you will tell, secondly, actually tell them and
thirdly, tell the audience what you have told them.

6.4.1 Opening or Introduction of a Presentation

The opening of a presentation is very important. It is in the first a few minutes
you gain or lose the audience. The major purpose of the introduction are:
• To catch the audience attention and arouse their interest
• To relate the speakers' purpose with the audience interest
• To build the focus for the contents
Although these points appear so simple, but spending say ten per cent time of
your presentation on this phase of the presentation would help you
considerably in providing clarity to your audience.

6.4.2 Body of Presentation

The body of the presentation should relate to the selected important points (3-4)
you want to make. You want the structure of your presentation to be clear and
you don’t want to lose the audience's attention.
At times, during your presentation you realise that you have started loosing
audience. From their body-language you are able to make out that they are not
with you. Some of body positions suggesting their lack of attention are shown in
Fig. 6.1.

100 Fig.6.1: Audience lack of interest reflected in their body language

These situations are, in fact, difficult to handle. Because, in such situations, Sales Presentation
there is no point to keep the presentation continued. You have to adopt a
strategy to gain their attention. Some of the suggestions far gaining audience
attention are as follows:

• Emphasising structure and help the audience follow your presentation by

summarising your remarks as you go along and by emphasising the
transition (links) from one idea to the next.
• Holding the audience’s attention not only by relating the subject to the
audience's needs or by using clear language but by introducing variety in
your speech or presentation.
• You may pause for questions and comments as it shifts the audience
from listening to participating.
• Visual aids can be used to provide clarification and stimulation.
• Variety in your tone and gestures will help in breaking the monotony of
your voice.
• Consider the use of humour. Sometimes humour helps in stearing through
difficult situations.

It is interesting to observe that when you are going deeper into the subject, the
audience start drifting away from you. It is rather difficult to retain the
audience attention through-out the presentation, unless you make deliberate
efforts. The above stated points are some of the suggestions which can help you
in retaining your audience or customers.

6.4.3 Ending a Presentation

As the audience’s attention peaks at this stage it helps in further clarity. The
final summing is not a place to introduce new ideas. It is suggested that you
should begin your conclusions by telling listeners that you are about to finish.
They will make one final effort to listen to you, intently. It is also suggested
that during the concluding stage restate the next step. Some presentations
require the audience to reach a decision or to take specific action. In these cases
the summing must cover the specific action to occur and who would be
responsible for doing what. Take for example, in a sales presentation sales
person may be required to ensure on-time delivery and installation. Thereafter,
the final installment of the payment will be made by the customer.

Your final words should round tip the presentation. You want to leave the
audience with a satisfied feeling, feeling of completeness. It is, therefore,
important that you should always end on a positive note. Your final remarks
should be enthusiastic and memorable.

Irrespective of whether you accept questions, as you go along or you defer

them till the end, this phase of a presentation is most important. It is only helps
in providing better clarity but also in removing some misconceptions, if any,
among you audience, about your product or company.
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Sales Management 6.4.4 Question and Answer Period

Majority of the speakers avoid or discourage this period, without realising that
providing opportunity for questions and answers, facilitates interactions. The
thumb rule is to encourage questions throughout, in a smaller group and ask a
large audience to defer questions until later. But do provide time for this stage
as it shifts the audience from listening to participating.

Some tips for Landing Questions:

Given below are some categories of questions. You may decide in which
category the question falls and then take action accordingly. Although it is not
possible to remember these tips, but by practice you learn to handle critical
situations:

Sl. No. Type of Question How to Handle

1. Confused Question Reformulate/Paraphrase the question.

Ask the questioner to restate the
question. It also gives you time to think
and it can be followed by all. Be clear, a
confused question can never be
answered.

2. Hostile Question Don’t be defensive or hostile. Rephrase

it and unload emotions from it to
understand the message.

3. Two-part Question Separate the parts and prioritise them

before answering.

4. Off Topic Question Suggest the audience that you would not
handle an off topic question.

5. Can’t Answer Question Admit it and say that you would answer
it later. You may not be authorised to
take a decision about the question. Take
time from the audience, check with your
superior, and get-back.

SAQ 1
What are the different types of presentation? Which type is commonly
followed by Medical Representatives (MR)?
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6.5 PLANNING THE PRESENTATION STRATEGY

Developing a strategy for delivering an oral message is just as crucial as

developing a strategy for a written message. You have to put information in an
easily understandable form. For maximum impact, therefore, it is important
that one must define the purpose, analyse the audience, construct or develop
the message with due estimate of time and appropriate length, decide on the
most appropriate style and media for presentation. These are some of the
important variables, which one has to keep in mind to develop an appropriate
strategy for a presentation.

6.5.1 Define the Purpose

The first reason of failure in a presentation is not thinking through the purpose
of the presentation and focussing it sharply. The amount of audience interaction
varies from presentation to presentation, depending on the speaker’s purpose.
Often a speaker accomplishes more than one purpose simultaneously. The
purpose of a presentation could vary from informing, persuading, exploring to
changing behaviour/attitude etc. The specific purposes for a presentation are:

a) To motivate: you do most of the talking and the audience essentially plays
a passive role. You control the content of the message and the audience
listen. Here the challenge is not to giving information but giving in a
manner for a response.

b) To inform or analyse: A group of people meet to hear the oral equivalent

of a written report, then members of the audience offer comments or ask
questions. Typically when a medical representative meets a doctor, the
purpose is to inform about the new formulation his company has
launched in the market.

c) To persuade or collaborate: The most interaction occurs when you aim to

persuade people to take a particular action or to collaborate with them to
solve a problem or reach a decision. You generally begin to provide facts
to increase the audience’s understanding of the subject. You offer
arguments in defence during discussion and you invite audience to express
their needs. In this audience interaction process, therefore you have little
control, so one has to be flexible to adjust to an unexpected reaction. Most
sales persons, involved in door-to-door selling (like, Eureka Forbes etc.)
must have this purpose when they call on a household. 103
Sales Management 6.5.2 Analysing the Audience

Your choice of a strategy for composition your purpose must take into account
those who will be attending it. The nature of the audience affects your strategy
for achieving your purpose. You should know your audience and size them up
in advance. You must look for characteristics that will affect your speech e.g.,
audience size, sex, age, education and knowledge. More specially, consider the
followings in as much detail as possible.

a) First consider the size and composition of the audience. A small group may
be drawn into a decision making process. A homogeneous group benefits
from a focussed presentation; a diverse group requires a more generalised
approach. So be sure of the size of the group to which you are going to
address.
b) Consider likely reactions to your speech or presentation. The reactions to
your speech could be hostile, receptive, indifferent. It is easy to talk to a
receptive group. It is also possible to convert indifference into interest. It is
quite challenging to convert hostility into support. But be clear that whether
the audience care about the issues you will discuss and how much they
already know about your subject.
c) Finally, you need to take a cold hard look at their relationship with you. Do
they already know you? Do they respect your judgement?

The answer to these points would help deciding the best way to organize
your material.

SAQ 2
Write the purpose of a Medical Representative meeting a doctor.
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6.5.3 Developing Message

A message should be carefully developed with a view to generating a desired
response. It is, therefore, important that while developing messages one should
define the main idea, construct an outline and estimate the appropriate length.
A number of times a speaker is required to carefully choose the words,
particularly while handling sensitive subjects. In such situations if you loose
control on what you speak, your message will not be understood in the right
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spirit. It is, therefore, important that we define the main idea and construct a Sales Presentation
concrete outline around the identified idea. Then collect sufficient information
which should be adequate for the available time you have to make the
presentation.

At times, you collect a whole lot of information but you fail to put it together in
an appropriate order. There are specific guidelines available to arrange the
material in suitable order. It is suggested to follow the “Inverted Pyramid”
structure. The suggestion is that you should start with the most important point
and then go down to the least or, start with conclusion and go down to back-up
information or start with a general statement and go down to specifics. Any one
of these options would guide you in sequencing the information.

Although it appears simple but actually it is not. One has to decide and
compartmentalise information in various groups, sequence them and then
present.

Having decided the sequencing of information for developing an appropriate

message, the next step is how to deliver it. Knowing your abilities, time
available for preparation, audience size, etc., would influence your presentation
method.

6.5.4 Determination of Presentation Method

We may follows any of the following presentation methods depending on our

own abilities, subject, purpose, etc.

1. Extemporaneous Extemporaneous presentation is that which is

prepared in advance and delivered afresh. The
exact wordings are figured out, as the speaker
goes along. It combines prior organisation and
spontaneity. The audience prepare an outline,
may write down, at best, full opening and
closing sentences, and prepare visual aids to
promote a set sequence of thoughts and
contents.

2. Impromptu Impromptu is that when you are given no time

to think and organise. You never know when
your superior will ask you for a two minute
update on your field experiences of the
previous day.

3. Memorising Memorised is a presentation which is learnt by

heart. If a link is broken while speaking the
whole presentation gets affected. Typically in
Pharma-selling canned presentation are
used.
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Sales Management
4. Reading Reading is yet another method. In paper
reading it is said that even the speaker looks at
his notes for 35% of time and for the remaining
65% to the audience, it is still a paper-reading.
In business this method is followed least.

5. Speaking from Speaking from notes is similar to the first

Notes method with a difference that the speaker has
his points, with explanations written down and
he speaks from the notes. To prepare these
notes normally reference cards are used which
the speaker can hold in one hand.

There is no hard and fast rule suggesting in which situation what method
should be used. As a speaker it is up to you to decide which method is the best
suited for you in the given situations. But you must practice it in advance
before making a presentation.

6.5.5 Deciding the Presentation Media

In an oral presentation which is an interactive medium, you can choose from a

wide range of audio-visual (AV) materials. Here also you require carefully
planning. A number of times, a presentation gets killed because of over
emphasis on AV material. Always keep in mind while selecting any AV
material that to what extent the selected media would help supplementing or
reinforcing your message. You can select audiovisual material out of a large
variety, ranging from, brochures, leaflets, slides, prototypes, actual product,
audio tapes, video material, computer based aids, etc. Preparing or it is
suggested to follow the following guidelines for selecting the best suited
media:
• Do not cram information if you have too much to say, may be you should
write it out, separately.
• Keep only relevant material as irrelevancies create distractions, and
confusions.
• Organise and break up your material into small modules. Disorganised
compels the audience to concentrate on finding the structure of your
presenting, rather than listening to you.
• Visualise your ideas as much as possible. Understanding, rememberance
and clarity are the highest in the picture form.
• Use as few words as possible. Use only those points which the audience
can understand, and don't write complete sentences.
• Make the pictures and letters bright enough to be visible from a distance.
Make the letters bright enough and think enough to be read by all. Use light
colour for background. Use dark or bright colours for pictures or letters to
improve visibility.
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• Make the sound material audable, pleasing in tone, varied and synchronised Sales Presentation
with visuals.
• Finally, before the presentation check particularly the audibility, risibility
and readability of your AV material, if possible, in the actual place of
presentation.

6.6 PRESENTATION SKILLS

All preparations on the ‘structure’ and ‘strategy of your presentation will have
limited impact on your customers or audience if you don’t have the right
presentation skills. For example, it is very important that you should be able to
have control on yourself. The moment you rise to speak you convey some
signals to yourself, which might decide ultimately the success or failure of your
presentation.

6.6.1 Personal Aspects

A logical step in preparing a presentation is to analyse yourself. You are an
integral part of the message. You should seek following characteristics:

i) Sincerity is vital. Project an image of sincerity by being sincere to yourself,

to your subject and to your audiences.
ii) Thoroughness – giving the listeners all they need.
iii) Confidence in yourself is important so as to gain your audience’s
confidence. You must earn the confidence of your audiences. Project the
right image, and talk in a strong, clear voice.
iv) Friendliness – help your communication effort by creating the right
environment.
Although these four points appear as four different things. But they do relate to
each other. For example, if you are ‘sincere’ you would do a ‘thorough’
preparation for your presentation. If you are ‘thorough’ you would feel
confident. And if you are confident, you would be more open and friendly with
your prospects or audiences. Therefore, these personal aspects should be well
taken care.

6.6.2 Non-Verbal Behaviour

In any presentation non-verbal also plays a major role to supplement your

message. Let us take up some typical examples to identify the variables
elements of non verbal communication.

Although, it is not all that easy to suggest a definite set of ‘Do’s’ about your
body language during presentations, however, one can easily identify some
‘Don'ts’. If you carefully notice the six body language shown in figure”, you
may realise that, typically, most speakers make some of these mistakes. Let us
analyse each of the six situations in some detail, for better clarity about them. 107
Sales Management i) Reader is a person who does not make eye contact with the audience and
only concerned about his material. Such speakers fail to establish any wave-
length with the audience.

ii) Weakling is a speaker who does not know the utility of Lactorn, which is
fact, is the support for the speaker's materials and not the speaker himself.

iii) Gripper is a speaker who does not make any attempt to supplement the
message; rather he/she is only bothered about the verbal part of the message.

iv) Musician is a speaker who does not adapt the gestures to the contents of the
presentation but continuously relaying these, which does not relate. The
suggestion is that one should-bring some variation is the gestures.

v) Bon-Voyager is a speaker who is overdoing the gestures; as a result the

presentation becomes more theatric. The suggestion is that in a typical
business presentation the hands should not go above the shoulder level.

vi) Pacer is a speaker who is, although relaxed but still not too sure about
movements, postures and gestures. The suggestion is that think before hand,
about how to stand, where stand, where to move to, how often to move, etc.

Fig.6.2: Non-verbal in presentations

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The above illustrations must have given you some idea about the importance of Sales Presentation
nonverbal forms, including body language. Let us now examine each element of
the nonverbal communication in the context of a presentation.

Posture

Sagging shoulders, dropped head forward and sloppy casualness are indicative
of depression, while standing upright with square shoulders and head held high
are indicative of the confidence. Your outward appearance mirrors your inner
mood.

Posture may also be adopted to the size of the audience. An informative talk to
a group of 50+ size would demand more formality, postural variety, particularly
during transitions, to suggest a change in topic. An address to a group of 10-12
managers working under you, could be given while sitting in the edge of the
chair. However, all formal presentations in advertising industry or I.T. industry
are typically given while standing.

To avoid side-to-side rock some women even prefer low heals for longer
duration presentations. Choice of a comfortable pair of shoes helps avoiding
conveying a negative, allat-ease impressions because your shoes are bothering
you. Giving thought to such minor details can help you in making a winning
presentation.

Movements

While presenting a topic, your physical movements can help you in the
following ways:

• To hold attention: Lectern restricts movement. Rather than moving back

and forth it is suggested to move left to right to gain attention of the
audience, sitting on both sides. However, don't move continuously, like a
caged lion.

• To get rid of nervousness: Movement helps decreasing stage fright in the

beginning of your talk and the way you walk upto lectern or podium, tells
something about you non-verbally to the audiences. Do you move with
assurance, determination and enthusiasm? However, over-enthusiasm is also
not productive.

• To suggest transitions: In writing, the cues for transition are headings,

words, numerical hints. In speaking, the cues are physical moving yourself,
a directional shift in the posture helps, the audience to follow the transition.

• To increase emphasis: In writing we underline, we use italics, capitals,

exclamation etc. While in speaking a movement towards the audience,
accompanied by a gesture, can imply your stressing a point.

The above discussion clearly suggests that plan your movements and don't just
walk around when you make a presentation.

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Sales Management Gestures

Gestures relate to movements of fingers, palm, wrist, arm, elbow and shoulder.
Here are some examples of situations where gestures can help you.

1. To emphasise Clenched fist of one hand hitting the palm of

the other hand emphasises the point you want
to make.

2. To point The index finger calls attention of the audience

3. To reject Hand may go on a side in an act of rejection.

4. To describe You may communicate and describe

everything through hands. Even an
approximation of the verbal message through
gestures is worthwhile than none.

From the last three illustrations, in figure lit can be inferred that planning of
gestures, apart from postures, movements, are all important. If gestures are
important, as you do not want to look like the ‘gripper’ or the ‘weakling’ there
are some suggestions.

The first suggestion is that start involving only one hand but with variations. In
the Fig.6.3 options have been illustrated. Each gestures have specific meaning
to convey. For example ‘the air pulse’ can be used when you are about to open
the various issues relating to a problem, ‘the raised forefinger’ can be used to
emphasise, ‘the air grasp’ can be used for summarisation, etc.

Fig.6.3: Gesture with one hand

The second suggestion is to use both the hand to supplement your message. For
110 example, ‘the hand scissors’ can be used when you are rejecting a point, ‘the
palm side’ can be used to suggest the magnitude of the problem, ‘the palm in Sales Presentation
front’ can be used to explain ‘the palm up’ for opening of the discussions and
‘the palm down’ for closing, as shown in Fig. 6.4.

Fig.6.4: Gestures with both hands

Eye Contract
It is suggested that you should have eye contact with your audience. Although,
it is not possible to have eye contact with each and every person sitting
amongst the audience but it is suggested that you may identify, select persons
sitting spread across amongst the audience and establish eye contact with them.
Don't look at one person all the time. Eye contact helps you in gaining
confidence in yourself and it also conveys to the audience that whatever you
are saying, you are very sure of it.

Facial Expressions

It is said that rather having a “cheese” smile all the time, your facial expressions
should be natural. It is also said that the smile which comes on your face
actually originates in your brain on recollecting something pleasant. You can
easily build rapport with your audience using good, natural pleasant facial
expressions.

From the above illustrations let us now refer to some common observations, as
shown in Fig. 6.5.
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Sales Management You must have experience yourself, if you are nervous, the gestures don’t flow
out of you and you try to bring control to yourself. Here the facial expression
also reflect seriousness.

If you are confident your facial expressions correspond with the contents,
gestures are natural and illustrative and you maintain a definite eye contact with
your audience

You might have also seen in a presentation that people respond differently to
questions. There are some who reflect dominant attitude through their facial
expressions, position of hands, while others, with the same non-verbal
communicate openness, and enthusiasm to respond.

With the help of these illustrations we have tried to explain to you that in any
presentations, your body-language is an integral part of your presentation. We
have also seen that how one can plan the body-language for the presentation. If
you are able to incorporate only 20 percent of the above, you would still notice
a marked improvement in your presentation skills. Therefore, each speaker
must give due attention to his or her non-verbal, the way they give to the verbal
contents.

112 Fig.6.5: Non-verbal during interactions with audience

6.6.3 Oral Delivery Sales Presentation

How confident, you appear through your voice, how effective you become
through the use of your voice, how successful you emerge, by speaking clearly
and holding the attention of your audience are the issues related to the oral
delivery. Every aspect of the oral delivery, i.e., rate, pitch, volume, vocal
quality, etc., all are important.

i) Pitch: It is highness or lowness of your voice. Voice too high or low can
add to word value. A monotonuous voice may drift the audience away from
the speaker

ii) Rate: It relates to the number of words released per minutes. The purpose is
to synchronising speaking with listening pattern of the audience. The rate
should also relate to the subject matter. Often you might have felt that if
you speak a sentence at a higher rate you can create a better impact.

iii) Volume: It relates to the loudness or softness of the voice and by contrast
in volume one can give emphasis on the spoken words.
iv) Vocal Quality: It is difficult to define it but we come across so many words
to describe voice quality. Some of these words which describe voice quality
are: Throaty, loud, vibrant, dynamic, moving, weak, strong, harsh, shrill,
effeminative, gentle, clear, flexible vibrant, colourful, etc.

v) Pronunciation: It should be your constant endeavour to find out the right

pronunciations of each word. You may not get any advantage for correct
pronunciation but you are certainly at in disadvantage when it is incorrect.
You would be surprised to know, how carefully your audience are
observing your mistakes, and on every mistake they drift away from you.

There are some suggestions to help you in enhancing your non-verbal while you
speak to a group. These suggestions are:

• Sincerely like your audience

• Know your subject thoroughly in order to appear confident
• Be well dressed (not overdressed)
• Look your listeners in the eye (Not too long at any one) and talk with them
• Avoid excessive, meaningless, gestures and nervous movements
• Keep calm
• Remain objective, no matter what the provocation
• Speak clearly and pleasantly, make sure that you can be easily heard

SAQ 3
Mention the importance of oral delivery in pharmaceutical selling and write the
effective parameters of a good oral delivery.
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6.7 EFFECTIVE PRESENTATION: SOME PRINCIPLES

Ron Hoff, a hard core advertising professional, head of Ron Hoff and
Associates, based on his presentations to the clients, has suggested some basic
guidelines for effective presentation. Let's discuss these, eight, real-life
principles of presentation that make a measurable, meaningful difference in the
success of your presentation.

Rule Description

1 In preparing your presentation, may be you should start about

halfway through.

2 Content is always the first requirement of any presentation.

Once content breaks down, delivery is never far behind.

3 It's impossible to be too clear.

4 Keep in mind that your audience is going to remember about

one quarter of what you say.

5 Participation by your audience will help them remember

you and your message, but “handle with care”.
Participation can backfire.

6 Nervousness is not all bad, but it can become serious when

your audience becomes more concerned about your nerves
than your subject.

7 Eye contact is the strongest force in your favour during a “Live”

presentation.

8 “People may lie, but body language never does”.

Source: Ron Hoff, “How to Make Your Next Presentation a Winner”, In, Strategic
Advertising Campaigns by Don E. Schultz. (Illinois: NTC Business Books,
1996).
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6.7.1 Start Half Way Sales Presentation

In preparing your presentation, may be you should start about halfway through.
There isn’t an audience in the world that hasn’t said to itself, “When is the
presenter going to stop talking about his business and start about mine”. So
instead of “Opening Remarks”, why not structure your outline to begin with,
“an issue of direct concern to my audience”. The sooner you can stop being
self-conscious and start being audience-conscious, the better your chances of
winning a positive verdict.

6.7.2 Plan Out Content

Content is always the first requirement of any presentation. Once content

breaks down, delivery is never far behind. If you don't know your subject, your
voice is going to tighten. If you don't believe what you are saying, your
gestures are going to be half-hearted. If you get a question that catches you
unprepared, your body language is going to answer for you. How much
substance do you need in order to feel supremely confident about your next
presentation? The answer is, have in your head about seven times as much
information as you are likely to use in your presentation. Know your subject
better than anybody in the room and your delivery may not be magnificent, but
it will carry conviction – and that's better than empty theatrics any day.

6.7.3 Clarity

It’s impossible to be too clear. Many presentations are so muddled that

members of the audience say to themselves, “What in the world is that person
talking about?” or, “What on earth am I doing here?”

Here is a simple but effective exercise: Ask yourself “If I were going to put a
fifteen-word headline on my presentation, what would it say?” Isolate the meat
of what you want to communicate and make sure you say it – clearly,
prominently. Also ask yourself, “What do I really want my audience to do as a
result of this presentation?”

6.7.4 Partial Receptivity

Keep in mind that your audience is going to remember about one quarter of
what you say. A surprising number of presenters will assume that once a
statement is made, the audience retains it. Iii reality, an average audience retains
approximately 25 per cent of a presentation if the verbal content is given visual
reinforcement (slides, charts, videotapes). If the presenter is simply standing
there, going through a manuscript, flooding the atmosphere with words, he or
she will be lucky to have one tenth of the total message retained by the
audience.

So what do you do about it? May be you would like to “tell them what you are
going to tell them – tell them – then tell them what you told them”, i.e., put your
proposition up and keep referring to it. It is not that audiences have poor 115
Sales Management memories, it is simply that presenters assume that audience have perfect
memories.

6.7.5 Encourage Participation

Participation by your audience will help them remember you and your
message, but “handle with care”. Participation can backfire. You, the presenter,
can ask you-audience to do almost anything. Most audiences are surprisingly
agreeable. They will do almost anything. Nonetheless, a few words of caution.

• Study your audience carefully before you get up to present.

• Look for the most animated people in your audience to be your
participators.
• Never force anybody to participate if you detect even a hint of reluctance
• Never allow anybody to look bad.

Participation by your audience can nuke your unforgettable but just make sure
that it does not backfire.

6.7.6 Control Nervousness

Nervousness is not all bad, but it can become serious when your audience
becomes more concerned about your nerves than your subject. Nervousness is
the number one problems of people who make important presentations in
advertising, or in any other business. But nervousness (sometimes known as
“stage freight”), is not all bad. There are ways to deal with it, and some of them
can actually work.

i) Take a brisk 2-minute walk, It can be around the block, through the halls,
or anywhere you want to walk. Exercise of any kind breaks the strain that
creates nervousness.
ii) Look at yourself in a minor and check your appearance. Nothing's out of
place and you look like you want to look. That reduces anxiety.

iii) Next, take five deep breaths. Deep breathing always calms the nervous
system. Ask anybody who has hypertension, about the results of deep
breathing.

iv) Tell yourself that your presentation has one goal only: to genuinely help the
audience. That uncomplicates your mind and keeps the focus clear.

6.7.7 Eye Contact

Eye contact is the strongest force in your favour during a “Live” Presentation.
When you make your next presentation, you will know whether you are
making eye contact or not because you can see your audience. Here are three
fundamentals on eye contact that will benefit your next presentation:

i) Don't set any specific length of time to maintain eye contact with one
person. Stay only as long as it is comfortable for both people.
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ii) Eye contact should be broken by natural pauses in meaning − between Sales Presentation
phrases − or thoughts. Eye contact usually breaks most comfortably at
punctuation points.

iii) There is a big difference between staring at people and eye contact. Staring
is intimidating, confrontational. Eye contact reduces the distance between
people. It reaches out, asks for understanding on a one-to-one basis.

6.7.8 Body Language

“People may lie, but body language never does.” Body language, once you
have learned how to read it, is going to tell you more than what your audience
will say. You can rate people by their body language, and use your ratings to
apportion the amount of time you spend with each member of your audience.
Obviously, you will want to work a little harder − with eye contact and
participation techniques − on the person who is scoring low on your body
language scale.

6.8 SUMMARY

To summarise the discussion on the structure of a presentation, we can say that

the first thing in any presentation is the preparation you do in advance. You
research the information, club the information under subtopics, subheads etc.,
sequence these subheads appropriately. You identify specifically what you
would say in the opening section of your presentation, you decide the core i.e.,
the main body and you also plan your closing remarks. You have not started
speaking to your audience but you have spent considerable time in preparing. In
fact, those who overlook this phase they find it difficult to make a winning
presentation.
While developing any presentation you have to progress very systematically.
Each of the strategic variables should be considered in as much detail as
possible. Knowing your purpose, understanding of audience, development of a
message, identification of presentation method, and integration of various
media are all important in development a presentation strategy.

In addition, there are eight golden rules, although sound and simple, but you
need long years to fully practice them. Body language is fascinating. And you
can practice just about anywhere. Even if you make a commitment to follow
these rules to the extent you can, you have already improved your presentation
ability.

6.9 KEY WORDS

Presentation : A presentation is a commitment by the

presenter to help the audience to do
something to solve a problem.
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Sales Management Presentation structure : It relates to the three main phases of a
presentation, opening, body and closing.

Presentation strategy : It is a mix of all the presentations variables,

like, objectives, audience profile, message
contents, media available, time at the
disposal, which are adjusted to achieve a
success.

Presentation skills : These are the abilities of an individual in

making successful presentations.

6.10 TERMINAL QUESTIONS

1. What are the different types of sales presentation? Discuss the advantages
and disadvantages of canned presentation in pharma-selling.

2. What presentation strategy you would adopt if you have to sell vacuum
cleaner, door to door.

3. Why overall appearance and body language are important, when to a

prospect your contents are more important than anything else? Discuss.

6.11 ANSWERS

Self Assessment Questions

1. The different types of presentation are: a) Canned presentation, b) Planned

presentation, c) Audio-visual, d) Problem-solving. The MR frequently uses
canned type and audio-visual presentation.

2. The purpose of a MR meeting is to inform a doctor about the new product

or formulation the company has launched in the market.

3. The MR’s principle job is oral delivery before the doctor about the product.
The effective oral delivery is guided by correct pitch, appropriate rate,
synchronised volume and good pronunciation with vocal quality.

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