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Presentation ready : improve your sales presentation outcomes & avoid the twelve most common mistakes
resentation Ready is divided into three sections: building your case, leveraging creativity, and honing your delivery. Each chapter explores a specific presentation mistake-why it happens, why it's damaging, and includes practical tips on how to correct it. You may laugh or cringe at some of these confessions, stories, and observations, but they are all true. The solutions will ultimately help you course-correct to save yourself time, increase your earning potential, reduce stress, and gain greater confidence for future presentations.
Book
When Should the Customer Really Be King? On the Optimum Level of Salesperson Customer Orientation in Sales Encounters
In today's age of relational selling, a key challenge for salespeople is to determine the degree to which their customer-oriented behaviors drive sales performance. Therefore, this study analyzes whether a salesperson's customer orientation in sales encounters has an optimum level with regard to sales performance and customer attitudes. Using triadic data from a cross-industry survey of 56 sales managers, 195 sales representatives, and 538 customers, the authors provide strong empirical support for a curvilinear, inverted U-shaped effect of a salesperson's customer orientation on sales performance, whereas the effect of customer orientation on customer attitudes is continuously positive. Moreover, the findings reveal that the optimum level of customer orientation with regard to sales performance is higher for salespeople selling individualized products, in firms pursuing a premium price strategy, and in markets with a high degree of competitive intensity.
Journal Article
The Value of Social Dynamics in Online Product Ratings Forums
Research has shown that consumer online product ratings reflect both the customers' experience with the product and the influence of others' ratings. In this article, the authors measure the impact of social dynamics in the ratings environment on both subsequent rating behavior and product sales. First, they model the arrival of product ratings and separate the effects of social influences from the underlying (or baseline) ratings behavior. Second, the authors model product sales as a function of posted product ratings while decomposing ratings into a baseline rating, the contribution of social influence, and idiosyncratic error. This enables them to quantify the sales impact of observed social dynamics. The authors consider both the direct effects on sales and the indirect effects that result from the influence of dynamics on future ratings (and thus future sales). The results show that although ratings behavior is significantly influenced by previously posted ratings and can directly improve sales, the effects are relatively short lived once indirect effects are considered.
Journal Article
Does your demonstration tell the whole story? How a process mindset and social presence impact the effectiveness of product demonstrations
Product demonstrations are powerful promotional tools which can vary in how they present information, either illustrating step-by-step processes, or showcasing final outcomes customers may achieve after product usage. Our research investigates customers’ cognitive and social experiences while viewing product demonstrations to reveal which type is most effective in driving purchase intentions. Drawing on theories of mental simulation, cognitive flow, and narrative transportation, we propose that when a customer views a demonstration with a process (versus outcome) focus, this encourages a cognitive flow state which facilitates customers’ absorption into the product story, and results in increased purchase intentions for the demonstrated product(s). Effects are attenuated when the customer experiences the social presence of other audience members. We find support for our proposed process across five studies using multiple product categories and presentation modalities and offer practical guidance to help marketers optimize product demonstrations to motivate purchasing in a constantly evolving, increasingly digital marketplace.
Journal Article
Consumer Evaluations of Sale Prices: Role of the Subtraction Principle
How exactly does the display location of a sale price relative to the original price affect consumers' evaluations? Across multiple studies, including field studies with actual choices and studies with nonstudent samples, this article shows that consumer evaluations are a function of the display location of the sale price, but such evaluations are moderated by discount depth. First, presenting the smaller number to the right (vs. left) makes it easier to initiate the subtraction task, a phenomenon the authors refer to as the \"subtraction principle.\" Second, given that evaluating sale prices inherently involves a subtraction task, locating sale prices to the right (vs. left) of the original price facilitates calculation of discount depth, increasing evaluations for moderate discounts but not for low discounts. These effects are potentially reversed in cases of both very low discounts and exaggerated discounts. The findings in this article offer novel and nonintuitive insights into how sale price display locations and discount depth interact to influence numerical cognitions, processing of sale prices, and subsequent evaluations.
Journal Article
Investigating the influence of the functional mechanisms of online product presentations
Despite the several previous endeavors that studied the effects of different product presentation formats, the functional mechanisms underlying online product presentation methods have not been investigated in a comprehensive way. This paper investigates a model showing how these functional mechanisms (namely, vividness and interactivity) influence consumers' intentions to return to a Web site and their intentions to purchase products. A study conducted to test this model has largely confirmed our expectations: 1. both vividness and interactivity of product presentations are the primary design features that influence the efficacy of the presentations, 2. consumers' perceptions of the diagnosticity of Web sites, their perceptions of the compatibility between online shopping and physical shopping, and their shopping enjoyment derived from a particular online shopping experience jointly influence consumers' attitudes toward shopping at a Web site, and 3. both consumers' attitudes toward products and their attitudes toward shopping at a Web site contribute to their intentions to purchase the products displayed on the Web site.
Journal Article
Red-Hot Selling
No matter what, where, and to whom you sell, everything you do fits into one of three phases of the sales process: Planning, Execution, and Closing. True red-hot sellers know exactly what each phase encompasses, and the rest of us can learn in the time it takes to read this ultra-practical book. Red-Hot Sellingpresents a simple, start-to-finish sales process for new sales professionals and veterans alike. Red-Hot Sellingalso includes the author's powerful three-tiered planning process, proprietary tools including theMeeting Management Worksheet, and the best closing techniques in the business-plus can't-miss secrets for distinguishing your product or service in a competitive market. Selling may be tough, but it's not complicated. With this one-of-a-kind guide, you can streamline your job, kick-start your career, and send your earnings sky-high!
eBook
Frontline employee authenticity and its influence upon adaptive selling outcomes
PurposeFrontline employee authenticity has been investigated in relation to both potentially positive and negative outcomes, but largely from the employee perspective. The current paper aims to investigate frontline authenticity in a sales/service context from the customer perspective, specifically examining the influence of adaptive selling in relation to a customer’s perception of salesperson authenticity. Effects on customer’s perceptions of final benefits and value are examined.Design/methodology/approachSurvey data collected from customers of an insurance firm in South Korea were used to investigate the proposed model. Customer perceptions of salesperson adaptive selling, authenticity, key benefits delivered and organizational value provision were all captured.FindingsThe results suggest that authenticity does indeed positively influence perceptions of beneficial outcomes related to a transaction with a salesperson. These benefits then fully mediate the linkage from adaptive selling to a customer’s perceived value, gained from the salesperson’s organization.Research limitations/implicationsThe collection of data from only the customer’s perspective is both a strength and a weakness. Although all of the key variables investigated are important to evaluate via the lens of the customer, such a data collection always introduces the potential problem of common method bias.Practical implicationsManagers should be aware of the importance of a salesperson behaving in an authentic manner. Although many frontline contexts have desired and scripted narratives for interacting with customers, deriving key benefits through the customers’ eyes may come more strongly by allowing the frontline employee to act naturally.Originality/valueAuthenticity has been investigated in managerial and brand contexts, but an understanding of its importance in a frontline context is in its early stages. Similarly, the importance of understanding conditions that moderate the effectiveness of adaptive selling is consistent with calls in the literature.
Journal Article
Enticing and Engaging Consumers via Online Product Presentations: The Effects of Restricted Interaction Design
This work investigates the effects of three different online product presentation formats, namely, a noninteractive video presentation and two virtual product experience (VPE) presentations (full interaction and restricted interaction), on engaging users in online product experience as well as enticing users to try products offline. The experimental results show that restricted interaction, which deprives users of part of the interactive product experience, is more enticing than both the noninteractive and fully interactive design for users with more product-class knowledge. In addition, restricted interaction is generally as good as full interaction in engaging users. Both engagement and enticement positively affect users' purchase intentions. This study contributes to the information systems literature by extending the theory in curiosity formation to the interaction design context and advocating designs for enticement. It contributes to design practice by revealing that less interactive and less costly presentations can be more effective in attracting consumers toward the products.
Journal Article