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6 Key Elements to Use in Your Ultimate Sales Presentation

The Sales Presentation is Step 4 of your Ultimate 10-Step Sales Presentation.

There is an old proverb that goes, “You can lead a horse to water, but you can’t make him drink!”

The same meaning is true for buyers. You can lead them to the right product or solution, but you can’t make them buy. Your job as a professional salesperson is to make the buyer “thirsty.” Show them why and how your product or solution is best. When you do that effectively, the buyer will buy.

Now, how do you make the buyer “thirsty?” The answer lies in how you craft your ultimate sales presentation.

In this article on crafting your ultimate sales presentation, we’ll examine:

• Three steps essential to your presentation.
• The sales presentation mix.
• Using persuasive communication to persuade.
• How to use visual aids to tell your story.
• Creating drama in your presentation.
• Using demonstrations to prove your point.
• Get ready for Murphy’s Law!

3 Steps Essential to Your Presentation

There are three essential steps to almost every presentation.

• You begin by discussing your product or idea. What are the features, advantages, and benefits of your product that will solve the buyer’s problem?
• Next, you present your marketing plan. If you are selling to a reseller or wholesaler, you discuss how they can resell your product. If you are selling to an end-user, you discuss how they will use your product.
• Finally, you need to explain your business proposition. Answer the questions: “What’s in it for your customer?” “How does the value of your product or idea outweigh its cost?”

Here’s a simple example to demonstrate those three steps. In this example, I am selling Sterling Vegetable Oil to an Executive Chef who buys through a foodservice wholesaler.

• Product Features. Sterling Vegetable Oil is 100% premium Soybean oil. It is nearly colorless, and tasteless, and has been “winterized.”
• Product Advantages. Sterling Vegetable Oil’s clarity and non-oily taste make it an excellent base for your signature dressings and marinades. The winterized formula means it will remain clear even when refrigerated, unlike most other oils that get cloudy when refrigerated.
• Product Benefits. The clarity and taste of the oil mean the colors and taste of your spices will stand out in your recipe. Customers will see the bright colors of your ingredients and taste the flavor of your spices, not just oil. Additionally, you may find you can use less spice in your recipe and still have a great taste carry through in your dressing!
• Marketing Plan. Sterling Vegetable Oil comes in 1-gallon bottles, 4 to a case. It is stocked by both your primary foodservice wholesalers. With weekly deliveries from both distributors, you don’t need to carry a large inventory. Since you can reorder weekly, you don’t have to worry about running out of stock.
• Business Proposition. In the business proposition, I would discuss comparisons to competitive products, pricing, etc. I would also stress the value of using a premium oil in his signature dressings.

It’s important to note the features, advantages, and benefits are discussed when talking about the product. It is equally important to use the same feature, advantage, benefit technique when discussing the marketing plan and business proposition.

The Sales Presentation Mix

Every presentation is different, but every presentation shares six common elements. These six elements are known as the Sales Presentation Mix. The professional salesperson utilizes some combination of these elements (to a greater or lesser extent) in every presentation.

First, I’d like to introduce you to these six powerful elements. After a brief introduction, we’ll spend some time examining several elements of the sales presentation mix in more detail.

1. Persuasive Communication

Persuasive communication is critical to your success as a salesperson. You must be able to transmit your message to another person so they support your proposal. Plus, you also need to be able to persuade people to adopt your viewpoint.

2. Visual Aids

There is nothing worse than sitting across from a salesperson whose entire presentation is them talking. How boring is that?! So, as a professional salesperson, you must bring some interest to your presentation to capture the buyer’s attention and engage them. One way to do that is through visual aids.

Buyers see salespeople one after another, all day long. If you were a buyer, who would you look forward to seeing today? If you’re like me, the answer is someone who brings their presentation to life in some dramatic fashion. Someone who entertains me while they present.

That’s the power of adding a dramatic element to your presentation.

4. Demonstrations

Demonstrations are a great way to add drama to your presentation and engage your buyer. Good demonstrations are short, concise, and dramatically prove a point you are making in your presentation. The best demonstrations go one step further, getting the buyer into the act by inviting the buyer to participate in the demonstration.

5. Participation

Getting a buyer involved in your presentation increases their engagement and interest. So, finding ways to have a buyer participate in some way is important.

Buyers want to be convinced that what you are telling them is the truth, whether they say it out loud or not. The easiest way to do that is through proof statements. Proof of your claims can be provided in several forms, including testimonials, guarantees, company research, outside research, and the customer’s own past experiences.

So, there you go. We have now finished the quick introduction to the six presentation mix elements. Now, let’s take a deeper dive into using persuasive communication, visual aids, adding drama, and conducting demonstrations.

Using Persuasive Communication to Persuade

As I said before, persuasive communication is critical to the success of every salesperson. You must be able to persuade people to adopt your viewpoint. If you can’t do that, your career as a salesperson will be short-lived!

There are libraries of books on the “how to’s” of persuasive communication. In this article, I can only give you a topline look at some of the most powerful elements of persuasive communication:

• The SELL sequence,
• How to use logic,
• The power of suggestion, and
• The importance of trust.

SELL Sequence

The SELL sequence is one of the most versatile and powerful tools in the persuasive communication arsenal. Every professional salesperson must master the use of the SELL sequence.

SELL is an acronym that stands for:

• S how the feature,
• E xplain the advantage,
• L ead into the benefit, and
• L et the customer talk!

You should use the SELL sequence when discussing any of the three stages (product, marketing plan, or business proposition) of your presentation.

For Example, I might ask an executive chef if the quality of the salad oil he uses in his signature dressings is important. I know he’ll say yes, of course, it is.

• Then I’ll hold up a small vial of Sterling Salad Oil and explain one feature of Sterling is it is the purest, 100% Soybean Oil available on the market.
• The advantage of Sterling’s purity is it is nearly colorless and tasteless.
• The benefit of being colorless and tasteless to you, chef, is the color and taste of the ingredients in your signature salad dressings will stand out, not the flavor of the oil.
• Then, I will let the customer talk by using a trial close. Knowing the taste of his signature dressings is important to him, I ask, “Is that important to you?”

The key to using a tool as powerful as the SELL sequence is to use the feature, advantage, benefit combination that is most important to the buyer first. Don’t start off by explaining something that isn’t that important to the buyer. Focus instead on the feature, advantage, and benefit that is most important to the buyer.

Another important tip in using the SELL sequence is to complete the sequence for each feature, advantage, and benefit before moving on to the next sequence. I’ve seen it over and over with less experienced salespeople. They are so excited they vomit out everything they know about a product in some random order that makes no sense and confuses the buyer.

Don’t be that salesperson! Be organized and follow your plan to talk about the most important thing first, then the next most important, and so on.

Logical Reasoning

Using logic as a persuasive communication tool is especially effective with analytical buyers. Analytical buyers appreciate the thought process that goes into the logical flow of establishing a premise followed by a conclusion.

A simple form of logical reasoning in a presentation calls for the salesperson to establish a major premise, then a minor premise, and finally, a conclusion.

For example. A major premise is, “Your trucking company wants to increase efficiency while reducing costs.” A minor premise is, “Brand X Trucks will increase efficiency while reducing your costs. And finally, the conclusion, “Therefore you should buy Brand X trucks from me.”

Another form of logical reasoning is called SCQA.

• S ituation. Describe the current situation.
• C omplication. What is the problem?
• Q uestion . How can the problem be solved?
• A nswer. Deliver your brilliant solution.

For example. You want to expand your trucking company business (situation) . However, you can’t afford to expand because profits are down (complication) . How can profits be increased to allow the business to expand (question) ? Buy my new high-efficiency trucks that get 50% better mileage than your current fleet of trucks (answer) .

These are just two of the many forms of logical reasoning that can be employed as part of a persuasive communication presentation. The important thing with these, or other logical reasoning tools, is that you adapt them to your buyer.

Suggestions Persuade

I don’t know about you, but usually, I don’t like being told what to do. If a salesperson tells me I need to do something in that “or else” tone of voice; my reaction is a hard “no!”

On the other hand, if a salesperson, respectfully suggests a course of action that will benefit me, then chances are good, I’ll take his or her suggestion.

That’s the power of persuasion through suggestion. You use suggestions to get the buyer’s attention, interest, desire, conviction, and action!

Here are six of the most common suggestion techniques you can deploy in your persuasive communication.

1. Suggestive Propositions

A suggestive proposition simply proposes the buyer should act now. It is particularly effective with buyers who procrastinate when making a decision.

For example, “Do you think it is beneficial for you to order before the price increase.?

2. Prestige Suggestions

The prestige suggestion appeals to the aspirational desire of the buyer. The buyer visualizes the prestige of a famous product or person associated with your suggestion applying to them.

For example, “Would you like to be like nine of the top ten manufacturers in your field who use Brand X?”

3. Autosuggestion

The autosuggestion technique asks the buyer to imagine themselves using or benefiting from the product. Almost every television commercial uses some form of autosuggestion.

For example, “Imagine how you will look when you lose that last 20-bs. You will be the envy of all your friends in the gym with your new physique!”

4. Direct Suggestions

Salespeople use the direct suggestion technique frequently because it is so effective. With the direct suggestion, you simply suggest what the buyer should do next.

For example, “Based on your recent sales volume, I suggest you purchase 20-cases of Brand Z.”

5. Indirect Suggestions

The indirect suggestion is also used to recommend a course of action. Often the indirect suggestion is used to assume the buyer will buy but give them a choice in how much or when to buy.

For example, “Do you think 50 cases of Brand Z will be enough for your next promotion, or would 75-cases be better?” Or, “Would you like delivery as soon as next week or would you prefer to take delivery at the end of the month?”

6. Counter Suggestions

The counter-suggestion is my least favorite technique. The idea is you make a suggestion counter to what you know the buyer wants.

For example, “Are you sure you really want the quality of these 1,000 count Island Cotton sheets?”

When you know a customer wants a specific product, the counter-suggestion can get them to defend their purchase decision. That is why I am not much of a fan of this technique. It tends to put the buyer in a defensive position, and that can easily backfire on the salesperson.

Build Trust

Trust is what I call a “hidden” element of persuasive communication. If the buyer trusts you, he or she is more likely to believe what you say. If the buyer doesn’t have a trusting relationship with you, they may take what you say with a grain of salt or disbelieve what you tell them.

For that reason, I always tell young salespeople for long-term success, be honest in all ways with everyone.

When I was a brand-new sales representative, I called on small independent grocery stores. I had trouble breaking through and selling a group of my customers. I kept calling on them every two weeks and finally got an order from one customer. Then two weeks later, I got an order from another customer in this group, and then another. Suddenly, I was flush with orders!

It turned out all these independent grocery store owners were part of a group, and they all talked to each other. The first owner ordered from me because I had quoted exactly the same prices and promotional offers to every one of my customers. Eventually, he had come to trust me. Why? Well, because I delivered exactly as I said I would, word got around, and the rest of the group ordered from me because they now trusted me.

If I hadn’t been honest with every one of the owners, I never would have gotten the first order. If I hadn’t delivered exactly as I said, I would never have gotten the other owners to order.

So, you always need to be honest with everyone all the time if you want to build trust. Trust that derives from honesty is a valuable tool in your persuasive communication.

How to Use Visual Aids to Tell Your Story

A visual aid is any physical item you use in your presentation to illustrate a key point. A visual aid leverages sight to reinforce the point being articulated. So, you appeal to two senses, hearing and sight, linked to make your point. Often visual aids are used to emphasize features, advantages, and benefits of the solution you are presenting.

Some of the common visual aids I’ve used over the years include

• Samples of the product itself.
• Photographs of the product.
• Testimonials from current users of the product.
• Product brochures and catalogs.
• Sample advertisements.
• Flip charts and posters.
• Printed presentations, including charts, graphs, and feature, advantage, benefit summaries.

I’m sure you can think of other visual tools you might use. The key to using a visual element is to use elements that support the point you are making in the presentation. You’ll just confuse the buyer if what you say doesn’t match what you show them in the visual!

Creating Drama in Your Presentation

Think about how you would feel if you were a buyer listening to one salesperson after another all day long, every day, day-after-day. How engaged would you be if the salesperson simply sat across the desk talking through a presentation, flipping through pieces of paper?

Or, would you be more engaged if they found a way to present their product in some striking, entertaining, or extravagant way?

I remember one sales rep that spoke about the quality of Iams Canned Dog Food to a buyer. He showed the buyer the can, then popped the top off the can, grabbed a spoon from his bag, and ate a big spoonful of Iams. He did this to make the point with the buyer that Iams is so pure it is fit for human consumption.

If you gagged a little bit just now, you know how I felt as he pulled this surprise move with his buyer.

I guarantee you that moment of drama engaged the buyer in the presentation. And I suspect, the buyer talked about this crazy salesperson eating dog food the rest of the week!

That’s what adding drama does for a presentation. It takes what might be a routine presentation and makes it stand out in the mind of the buyer!

Using Demonstrations to Prove Your Point

Another way to create drama in your presentation is to use demonstrations. Demonstrations are one of my favorite tools as a sales representative because the demonstration proves the point I am making in the presentation.

I have found that employing more of our senses when making a presentation always makes the story you are telling more powerful. Most salespeople talk all the way through their presentations. However, talking only employs the hearing sense, and we all know we tend to forget most of what we hear.

On the other hand, if what we hear is reinforced by a demonstration that dramatically makes the same point, we are much more likely to believe the point and to remember it. So, if you can use a demonstration to engage sight, touch, taste, and smell besides hearing your presentation will be far more memorable and convincing.

I was presenting at a convention of restaurant owners about the importance of using high-quality dish soap to clean their dishes and utensils. Does that sound like a snooze fest or what?!

The topic itself is important since a restaurant’s rating from the health department is based in part on how clean all those dishes and utensils are. But most restaurant owners think soap is soap, so who cares?!

I knew I had a great story to tell because institutional Joy Dishwashing liquid is far superior to just about everything else on the market. It is a little more expensive per gallon, but it is so much more effective you can use less and still end up with sparkling clean dishes.

So, to keep my audience from tuning out, or worse, falling asleep, I conducted a demonstration to prove my point.

I filled two beakers with some water, put in equal amounts of dirty oil, and shook them up.

Then I put ten drops of a competitor’s dish soap in one beaker, and five drops of Joy in the other beaker. I shook them both up, and the results were dramatic.

The competitor’s product still had oil floating on the water and no suds. The Joy beaker had all the oil trapped in the suds and lots of suds remaining.

That demonstration proved my point far more effectively than anything I could have said! The only thing I would do differently is getting an audience member to participate by doing the demonstration as I talked him or her through it.

Demonstration Checklist

As I said, I love doing demonstrations, but to be convincing, you must spend some time planning your demonstration. Here are five things to think through as you plan your next demonstration.

• Will the demonstration reinforce my presentation?
• What is my objective with this demonstration?
• Have I planned how I will conduct the demonstration?
• Have I rehearsed every element of the presentation, so I know it will flow smoothly and achieve my objective?
• Is there anything that can go wrong with this demonstration, and if so, how will I recover?

Remember, the whole reason for doing a demonstration is to increase the effectiveness of your presentation. You need to do three things.

• Capture the buyer’s attention and interest.
• Engage them through participation in the demonstration.
• Reinforce the features, advantages, and benefits of your product as a solution to the buyer’s problem.

One final note on demonstrations. You spend all this time and energy, creating and conducting this demonstration. Take advantage of the powerful conclusion to your demonstration by incorporating a trial close. In my Joy Dishwashing example above, a trial close might be something as simple as saying, “Do you all agree that Joy has done a better job of trapping the grease than the competitive product even though I used half as much Joy?” (We’ll talk more about the trial close and how to use them in your presentation in the near future.)

Get Ready for Murphy’s Law!

I suspect you are aware of the adage known as Murphy’s Law. Murphy’s Law states, “anything that can go wrong, will go wrong.”

You’re my friend, so let me assure you Murphy is alive and well, and his law is still in place!

As a professional salesperson, you might as well get used to the idea that things will go wrong when you are giving a presentation. However, I’m sure that you understand that I can’t possibly cover everything that can go wrong (that would be another book). Although, I know that there are two of the most common things that can and will go wrong at some point in your sales career.

Interruptions

You will be just about ready to close on a major point, and the phone will ring, or the boss will stick his or her head in the door and interrupt your presentation. What do you do? If the discussion is personal (like a spouse is on the phone) motion you will step outside to give the buyer privacy.

Meanwhile, wait and gather your thoughts. Quickly think about exactly where you left off in your presentation. Also, while you are waiting, decide how you will reengage the buyer when you resume.

Once you are ready to resume your presentation, give the buyer a moment to clear their head and focus their attention back on you and the business at hand.

Next, I like to restate the last point I made to help get the buyer’s attention back on track. In the Sterling Oil presentation, I mentioned before; I might say something like, “As I was saying, Sterling Oil is nearly clear and tasteless, which means the color, and the taste of your spices really stand out. Does that sound good to you?”

Technical Fails

Technology is often a vital element in our presentations today. Sadly, technology has a way of breaking down and not working right when we need it the most. I try to protect myself from technology failures ruining a presentation by having duplicate systems.

I don’t like to rely on internet downloads when I am in someone else’s’ office. So, I make sure that I have downloaded the videos, presentations, and everything else I need on my computer hard drive. Often, I will make another backup of all those important files on a second device like a thumb drive.

If my computer won’t run, I always have paper copies of my presentation so I can go old school if needed.

The point is, be prepared. Interruptions will happen. Technology will fail. Don’t get upset. Don’t let your frustration show. Just smile and get back on track as fast as you can and close that sale!

The Ultimate 10-Step Sales Presentation Series

Step4: The Presentation is the fifth in a series of articles, which have been created to teach you how to craft and deliver the Ultimate Sales Presentation in 10-Steps.

If you missed a prior article in this series or you want to review one again, you’ll find them here:

• Kick-Off: The Ultimate 10-Step Sales Presentation
• Step 1: Customer Prospecting
• Step 2: Pre-Approach Planning
• Step 3: The Approach
• Step 4: The Presentation – Part 1
• Step 4: Key elements of the Sales Presentation Mix to Use in Your Presentation (you’re here)
• Steps 5-10: Coming soon. A new article releases every two weeks.

If you want to make sure you don’t miss one of these articles, you can sign up to receive the series here .

Join the Conversation

As always, questions and comments are welcome. What questions do you have about the Sales Presentation Mix elements of the Ultimate 10-Step Presentation model?

I’d love your help. This blog is read primarily because of people like you who share it with friends. Would you be kind enough to share it by pressing the share button?

Category: Salespeople

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The Most Persuasive Sales Presentation Structure of All

Updated: January 28, 2020

Published: April 13, 2017

If you’ve ever sat through a presentation that went around the block a few times before finally arriving at its destination, you understand the need for a clear, comprehensible structure for your message.

Structure isn’t just for keeping you, the presenter, from getting lost in the weeds. As a salesperson, you need to organize your message in a way that has the greatest impact on your audience and ultimately encourages them to take action.

Almost any structure will help you get your arms around information, prioritize, and organize it. However, the right structure can set you up for success and increase your odds of winning the business.

The Basic Three-Act Presentation Structure

Breaking content into an opening , a body , and a conclusion is the basis of most presentations, movies, TV shows, and speeches. This basic three-act structure was invented by Aristotle and has stood the test of time. It’s familiar to audiences, digestible, and easy to follow. In fact, if you’ve ever felt uncomfortable or confused watching a movie, it’s often because the writer has broken the three-act structure ( Memento and Inception are two examples).

A three-act structure is a great place to start for just about any presentation. But within this framework there are several variations. For instance, you could sort information chronologically, by process, or priority, and so on.

If your goal is to educate or inform, these variations are fine -- but they're not optimal for persuasion. To do use, that the  Situation , Complication , Resolution  framework.

SCR: The Best Sales Presentation Structure of All

Situation, Complication, Resolution is really just a way of identifying:

• Our present state
• The problem
• What should we do about it

First identified in Barbara Minto’s book The Pyramid Principle , the SCR structure is an effective way of establishing a persuasive case and will be familiar to anyone who consumes movies, TV, or books.

Here’s an example of the SCR structure in a story:

Situation : A girl is kidnapped. If a steep ransom is not paid by midnight, a bomb will explode.

Complication : The girl's family can’t get the money together. No one knows where the bomb is except the hero. The hero is stuck on a remote island.

Resolution : The hero jumps on a plane, finds the girl, detonates the bomb, and saves the world.

If that sounds like the framework of most movies you’ve seen, there’s a good reason. The SCR structure organizes content in a way that takes people on a journey that leads to a natural conclusion. It builds up tension in the audience which increases their attention and their desire for a resolution.

By following this proven structure in sales, you can produce the same effect on your business audience. Let’s look at how you can leverage each act in your sales presentation.

To take someone on a journey, you must first know where that journey begins. In this first act, define the status quo. What is the critical business issue or challenge your prospect is experiencing, how is he addressing it, and what is the impact?

This act lays the groundwork for why your prospect needs to change and assures him you have a clear understanding of his situation. Ending this first act by painting a brief picture of where this journey can lead (i.e., current state versus potential future state) creates an uncomfortable but necessary disparity between where your prospect is and where he wants to be.

Complication

In this act, introduce complications or consequences that are likely to arise as a result of your prospect not taking action, or choosing an inadequate solution to his problem. Create tension which will make sticking with the status quo or putting off a decision less desirable.

Because most people are uncomfortable with indecision, tension taps into our innate human desire to solve the problem. Widening the gap between pain and relief increases your prospect’s urgency to take action.

Finally, when tension is at its peak, relieve that tension by providing a clear solution to the problem and making it easy for your prospect to act upon. While many structures require the presenter to deliver a heavy handed close at this point, in the SCR structure, the resolution comes as a natural conclusion to the journey.

The SCR Presentation in Action

Let’s look at how you might use the three-act SCR structure in a business example.

Situation : An HR department is doing most of their reports manually. This currently takes 1.5 days per week of each HR person’s time.

Complication : The company is growing at a rate of 20% per year. Projected HR workload will escalate to two days per week if nothing changes and the chances for errors will increase. Employee satisfaction will decline and turnover rates will go up.

Resolution : Deploy an HR workforce application that will reduce time spent on current processes from 1.5 days per week to .25 days per week, resulting in greater efficiency, fewer errors, increased satisfaction, and a lower turnover rate.

In sales, you need every advantage you can get. Following the Situation, Complication, Resolution structure gives you a jumpstart on presenting a persuasive case for why your prospect should choose your solution and make the desired change.

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How to Create a Winning Sales Presentation?

Discover essential elements for a powerful sales presentation. Learn what to include to win clients over. Read our expert tips now!

Welcome to the world of persuasive communication! Whether you’re a seasoned sales professional or just stepping into the realm of selling, mastering the art of a compelling sales presentation is essential. In this guide, we’ll explore the key elements of a successful sales presentation that can help you win over clients and close deals effectively.

What is a Sales Presentation?

A sales presentation is a structured communication process used to showcase a product, service, or idea to potential clients or stakeholders. It’s your opportunity to make a strong impression, convey your message clearly, and persuade your audience to take action. Sales presentations can be used in various settings, including:

Sales Pitches: When you’re selling a product or service to potential customers.

Investor Meetings: When seeking funding or investments for your business.

Board Meetings: To update key stakeholders on company performance and strategy.

Product Launches: To introduce a new offering to the market.

A sales presentation is your chance to shine and demonstrate why your offering is the best solution for your audience’s needs.

What Slides Should Be Included in a Sales Presentation?

Introduction slide.

The introduction slide sets the stage for your sales presentation. It’s your first opportunity to engage your audience, so make it count. Here’s how to craft an effective introduction:

Importance: ‍

• This slide grabs your audience’s attention right from the start.
• It introduces yourself and your company, establishing credibility.
• It provides a brief overview of what to expect in your presentation.
• A few sentences are enough to introduce yourself and your company.
• Include your company logo or a relevant image to make the slide visually appealing.
• Begin with a welcoming and friendly message to create a connection with your audience.

Problem Slide

The problem slide is where you acknowledge the challenges or pain points your audience faces. It’s crucial for building empathy and demonstrating that you understand their needs.

• It establishes a common ground with your audience.
• It shows that you’ve done your homework and understand their pain points.
• It creates a sense of relevance and urgency for your solution.
• Phrase the problems in a way that resonates with your audience.
• If available, use data to quantify the issue’s severity.
• Explain how these problems affect your audience personally or professionally.

Solution Slide

The solution slide is where you introduce your product or service as the answer to the problems you’ve identified. This is where you transition from issues to solutions.

Importance:

• It showcases the main benefit of your presentation — your solution.
• It demonstrates how your offering directly addresses the pain points discussed earlier.
• It piques the audience’s interest and curiosity.
• Clearly outline how your solution solves the problems.
• Incorporate images or graphics to represent your offering visually.
• Mention unique features or advantages that set your solution apart.

Product Slide

The product slide is where you provide a deeper dive into your offering. You should elaborate on your product or service’s features, specifications, and advantages.

Importance :

• It gives your audience a comprehensive understanding of what you’re offering.
• It helps potential customers visualize how your product works or what they’ll experience.
• It builds confidence in the quality and effectiveness of your solution.
• Visual aids make complex concepts easier to grasp.
• If applicable, include case studies or testimonials.
• Explain how your product benefits the end user.

Emotion Factor Slide

The emotion factor slide aims to create an emotional connection with your audience. It’s where you share stories, testimonials, or experiences that evoke emotions related to your product or service.

• It humanizes your presentation, making it relatable and memorable.
• It taps into the emotional aspect of decision-making, influencing your audience’s feelings.
• It reinforces the idea that your solution can genuinely improve lives or situations.
• Narrate a real-life scenario that highlights the emotional impact of your solution.
• Share quotes or anecdotes from satisfied customers.
• Paint a picture of the positive future your solution can bring.

The cost slide is where you address pricing and any associated expenses. Being transparent about costs helps build trust and manage expectations.

• It prevents surprises and potential objections related to pricing.
• It allows you to highlight the value your solution offers in relation to its cost.
• It shows respect for your audience’s budget considerations.
• Use straightforward language and visuals to outline pricing structures.
• If applicable, provide different packages or payment plans.
• Explain how the benefits outweigh the costs.

Closing Slide

The closing slide is your final opportunity to persuade your audience to take action. Summarize your key points and encourage your audience to engage or make a decision.

• It reinforces the main takeaways from your presentation.
• It guides your audience toward the desired action, whether it’s making a purchase, scheduling a follow-up, or requesting more information.
• It leaves a lasting impression, ensuring your message lingers in your audience’s minds.
• Tell your audience precisely with CTA what you want them to do next.
• Remind them of the value they’ll receive by taking the desired action.
• Conclude with a motivational message encouraging action.

8 Sales Presentation Tips

Tip 1: know your audience.

Understanding your audience is paramount. Research their demographics, preferences, and challenges. Creating audience personas will guide your content creation. Use relatable language and examples that resonate with your audience.

Tip 2: Practice

Rehearse your presentation multiple times to build confidence and perfect your delivery. Practice in front of a mirror or record yourself for self-assessment. Conduct mock presentations with colleagues for valuable feedback. Memorize key points while maintaining a natural, conversational tone.

Tip 3: Engage with Visuals

Incorporate visuals like images, charts, and graphs to enhance clarity and engagement. High-quality visuals simplify complex information, making your presentation more appealing and memorable. Strike a balance between text and visuals to avoid overwhelming your audience.

Tip 4: Tell a Compelling Story

Weave a captivating narrative throughout your presentation. Start with an engaging opening story or anecdote. Utilize storytelling techniques like conflict, resolution, and character development. Conclude with a memorable takeaway that reinforces your narrative.

Tip 5: Address Objections

Anticipate and proactively address potential objections during your presentation. List common objections related to your offering and prepare persuasive responses. Address objections at relevant points in your presentation to build trust and reduce skepticism.

Tip 6: Use Concise Language

Keep your language concise and avoid jargon. Simplify complex concepts to enhance comprehension. Use straightforward, easy-to-understand language to ensure your message is clear and accessible.

Tip 7: Engage Your Audience

Encourage audience engagement throughout your presentation. Ask questions, seek opinions, or conduct interactive polls. Engaging your audience maintains their interest and involvement in the discussion.

Tip 8: Rehearse Timing and Pacing

Pay attention to timing and pacing. Ensure your presentation flows smoothly within the allotted time. Practice transitions between slides and sections to maintain a seamless and engaging experience for your audience.

Common Mistakes to Avoid

• Overloading Slides with Text: One of the most common mistakes in sales presentations is the excessive use of text-heavy slides. Use concise bullet points, compelling visuals, and minimal text to convey your message effectively. Emphasize key points, and let your spoken words complement, rather than duplicate, what’s on the slides.
• Neglecting to Rehearse: Failing to practice your presentation can lead to performance anxiety and a lack of confidence when presenting. Rehearsing is essential for refining your delivery, timing, and overall presentation skills.
• Ignoring Audience Engagement: A sales presentation shouldn’t be a one-way conversation. Neglecting to engage with your audience can result in disinterest and detachment. To keep your audience actively involved, encourage questions, ask for opinions, and incorporate interactive elements.
• Not Personalizing the Presentation: Generic, one-size-fits-all presentations rarely resonate with diverse audiences. Personalize your content to address your audience’s specific needs, pain points, and interests to make a lasting impact. Tailor your examples and solutions to their industry or situation, showing that you’ve done your homework and genuinely care about their concerns.
• Being Overly Salesy: A common turn-off in sales presentations comes across as overly aggressive or solely focused on closing a deal. Instead of relentlessly pushing your product or service, prioritize providing value and solving problems for your audience.
• Lacking Clarity and Structure: Presentations that lack a clear structure and logical flow can confuse your audience. Start with a well-defined structure that includes an introduction, main points, and a conclusion.
• Neglecting Visual Appeal: Visual appeal matters in a presentation. Poorly designed slides, inconsistent visuals, or an absence of images can diminish your audience’s interest. Visual aids, when used effectively, enhance understanding and engagement.
• Not Addressing Objections: Ignoring objections until the end of your presentation can leave your audience skeptical. Proactively anticipate common concerns or objections related to your offering and address them as they arise during your presentation.
• Overwhelming with Data: While data can be persuasive, an overload of statistics, charts, and figures can overwhelm or bore your audience. Use data strategically, focusing on the most relevant and compelling points that support your message.
• Exceeding Time Limits: Going over your allotted presentation time can frustrate your audience and disrupt your overall message. Pay attention to pacing and transitions to maintain a smooth flow while staying within the time limits.

How PitchBob Can Help

PitchBob offers a range of tools and services designed to empower entrepreneurs in their sales endeavors:

• AI Pitch Deck Creator: ‍

Use our AI-powered tool to quickly create compelling pitch decks with professional visuals and impactful content. Elevate your presentations, impress potential investors, and increase your chances of securing funding.

• Improve Your Current Pitch Deck: ‍

Receive expert feedback and recommendations to enhance your existing pitch deck , making it more persuasive and engaging. Our expert insights will help you transform your current pitch into a winning one.

• Pitch Deck Evaluation & Feedback Tool: ‍

Get detailed insights into your presentation’s strengths and areas for improvement, ensuring it resonates with your audience. Our tool gives you a clear roadmap for enhancing your pitch’s effectiveness .

• AI VC Coach:

‍ Access personalized coaching to refine your pitch delivery, boost confidence, and convey your message effectively. Our AI VC Coach provides valuable guidance tailored to your unique presentation style.

• AI Business Plan Generator:

Effortlessly generate comprehensive business plans , saving time and ensuring a professional structure. Create strategic business plans that impress stakeholders and guide your company’s growth.

• Investor Outreach:

Connect with potential investors and partners through our extensive network, facilitating introductions and connections. Our platform opens doors to valuable opportunities for your business.

• Sales Outreach:

Streamline sales outreach with our automation solutions, simplifying lead generation and email marketing. Our automation tools empower you to focus on building relationships and closing deals more effectively.

PitchBob’s tools and services are designed to save you time and increase your chances of success. We’re continually innovating to provide even more support to entrepreneurs like you.

In conclusion, a winning sales presentation requires careful planning, a deep understanding of your audience, and the right tools and techniques. By following the structure outlined here and incorporating our tips, you’ll be well on your way to creating presentations that captivate, persuade, and ultimately lead to successful outcomes.

Remember, a great sales presentation isn’t just about showcasing your product; it’s about creating a memorable experience for your audience. Practice, refine, and adapt your approach to improve your presentation skills continually. Now, armed with this knowledge, go out and confidently conquer your next sales presentation!

Disruptive Partners OÜ Harju maakond, Tallinn, Kesklinna linnaosa, Tornimäe tn 3 / 5 / 7, 10145

PitchBob, Inc 2261 Market Street #10281 San Francisco, CA 94114

All of the Following Are Components of the Salesperson's Presentation

Question 44

All of the following are components of the salesperson's presentation mix EXCEPT:

A) persuasive communication. B) unbiased conviction. C) participation. D) demonstration. E) dramatization.

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Q39: In order to make the sale, it

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28.15: Components of the Marketing Mix

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Learning Objectives

• Define product
• Define promotion
• Define place
• Define price

In the marketing mix, the term “product” means the solution that the customer wants and needs. In this context, we focus on the solution rather than only on the physical product. Examples of the product include:

• The Tesla Model S, a premium electric car
• A Stay at a Holiday Inn Express, a low-price national hotel chain
• Doritos Nachos Cheese, a snack food
• Simple, an online banking service

Each of these products has a unique set of features, design, name, and brand that are focused on a target customer. The characteristics of the products are different from competitors’ products.

In the marketing mix, the term “promotion” refers to the communications that occur between the company and the customer. Promotion includes both the messages sent by the company and messages that customers send to the public about their experience. Examples of promotion include:

• An advertisement in Cooking Light magazine
• A customer’s review of the product on YouTube
• A newspaper article in the local paper quoting a company employee as an expert
• A text message sent to a list of customers or prospects

Marketing professionals have an increasingly difficult job influencing promotions that cannot be controlled by the company. The company’s formal messages and advertising are only one part of promotions.

In the marketing mix, the term “place” refers to the distribution of the product. Where does the customer buy the product? “Place” might be a traditional brick-and-mortar store, or it could be online. Examples include:

• Distribution through an online retailer such as Amazon.com
• Use of a direct sales force that sells directly to buyers
• Sales through the company’s Web site, such as the shoe purchases at Nike.com
• Sales by a distributor or partner, such as the purchase of a Samsung phone from Best Buy or from a Verizon store

In today’s world, the concept of “place” in the marketing mix rarely refers to a specific physical address. It takes into account the broad range of distribution channels that make it easy for the target customer to buy.

In the marketing mix, the term “price” refers to the cost to the customer. This requires the company to analyze the product’s value for the target customer. Examples of price include:

• The price of a used college textbook in the campus bookstore
• Promotional pricing such as Sonic Drive-In’s half-price cheeseburgers on Tuesdays
• Discounts to trade customers, such as furniture discounts for interior designers

Marketing professionals must analyze what buyers are willing to pay, what competitors are charging, and what the price means to the target customer when calculating the product’s value. Determining price is almost always a complicated analysis that brings together many variables.

Practice Questions

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Contributors and Attributions

• Components of the Marketing Mix. Provided by : Lumen Learning. License : CC BY: Attribution
• Practice Questions. Authored by : Robert Danielson. Provided by : Lumen Learning. License : CC BY: Attribution
• Screenshot of Simple Banking. Provided by : Simple Banking. Located at : https://www.simple.com/banking . License : All Rights Reserved . License Terms : Fair Use
• Screen Shot of Facebook Logo. Provided by : Facebook. Located at : http://facebook.com . License : All Rights Reserved . License Terms : Fair Use
• Screen Shot of Sonic Burger Ad. Provided by : Sonic. Located at : www.sonicdrivein.com. License : All Rights Reserved . License Terms : Fair Use

13.1 The Promotion Mix and Its Elements

Learning outcomes.

By the end of this section, you will be able to:

• 1 Define the promotion mix and explain its importance.
• 2 List and describe the elements of the promotion mix.

What Is the Promotion Mix?

We are all consumers, and we have all been the target of promotional campaigns. To connect with consumers of a target market, companies conduct extensive market research so that they may better understand the consumer. When companies understand the consumer, they can better structure a message to appeal to the consumer and also find the best channels for reaching the customer.

The created messages aim to get consumers’ attention. Sometimes they create awareness of a new event, a new product, a new idea, or a place to visit. Sometimes they are asking consumers to make a purchase. Marketing promotion is all around us.

According to the marketing firm Yankelovich Inc. , the average digitally connected person is exposed to around 5,000 ads per day. 4 Among the biggest promotional spenders in the United States is Disney . 5 Disney produces ads for everything from its movies and toys to its vacation clubs and theme parks. While we should be flattered that these companies are thinking of us and trying to figure out how to reach us and what messages they should send, many consumers are busy trying to figure out how to shut out the messages.

When you sit down to watch television, you are typically exposed to ads that a company believes that you will respond to based on the research it has done about the audience watching the show you tuned in to watch. During your time scrolling through your news feed on Facebook , you are being served ads that correspond to your Internet search history and even products you may have mentioned while your phone was on and your news feed open. Digital advertising relies heavily on algorithms of your search history and site visits.

As recipients of these marketing messages, many consumers believe that marketing is only advertising or sales. However, advertising and sales are simply two options in a marketer’s arsenal of communication tools used to connect with the target market. Developing a marketing communications strategy is something marketers should only do after they have developed the rest of the marketing mix.

In fact, marketers have a wide variety of strategies to use from the overall promotional mix (see Figure 13.2 ). Most companies choose to use a combination of the promotional mix methods to create an integrated marketing communication message that reaches the customer in many different ways. When the messaging is integrated, the consumer receives the same message no matter which method of promotion is chosen. If the consumer is watching the news and hears a story about the company or product, public relations has impacted them. If they then scroll through their social media accounts at the end of the day and they see an ad for the same product, advertising has impacted them. When they sort through their email and have a message from the company, they have received a direct marketing communication.

No longer does promotion need to rely heavily on just one method of marketing communication. Marketers can be much more targeted and more cost-effective in the promotional methods they choose. Using a combination of methods to send the same message allows the marketer to be more strategic in their messaging and in their budgeting.

The best products are nothing until the consumer knows about them. Without good promotion, the best products are just secrets. We all have things we want to say, and on any given day we make phone calls, create Instagram posts, upload TikTok videos, send emails, shoot off text messages, and talk face-to-face with people. And just like us, marketers also have things to say. Usually, they want to tell consumers about their new brand extension of Reese’s, a trade-in allowance for a new Toyota Camry that just hit the car lot, or even a buy-one-get-one-free promotion for your Starbucks latte. How marketers decide to say and send the message is the promotion mix.

The promotion mix is the set of strategies marketers use to communicate with their customers. With combined strategies, the promotion mix creates a powerful method of connecting with the customer and conveying all the other marketing mix elements for a holistic marketing approach. The promotion mix allows marketers to reach customers in many different ways, ensuring that the message is seen, heard, and understood. After determining and defining the target market, creating a good product, selecting a pricing strategy and optimal price, and deciding on the distribution method, the marketer is ready to communicate with the customer.

Messages sent by multiple methods provide a better opportunity for consumers to see and hear the message and make the connection back to the company. When a message is only sent by one method, the potential for interference, noise, and avoidance is more likely to occur. Marketers use a multichannel approach to send an integrated message.

Promotion Mix Defined

The full set of strategies that combine to make up the promotion mix include advertising, sales promotion, personal selling, public relations, direct marketing, and Internet/digital marketing. Each of these methods is intended to produce different results when used. Combining the elements creates an overall integrated message designed to reach consumers at various points in their path to purchase. Marketers call this integrated messaging integrated marketing communications.

The Importance of the Promotion Mix

Of all the marketing mix variables, the promotion mix can be further divided into different message channels that allow for connection and communication with the customer. When the promotion connects with the customer, it is the moment when all the marketing activities come together. When the messaging and method of delivery reach the customer and create the desired result, the marketing has achieved its purpose.

The strategies in the promotion mix provide the marketer with an arsenal of methods to achieve their marketing objectives, such as increasing sales or introducing a new product. However, consumers are bombarded with marketing messages throughout the day, and these are combined with the business of everyday life events like news, music, work, chores, family, and friends. With this busy pace and activity, the consumer is very difficult to reach. For the busy consumer, one communication method alone is not likely to cut through the clutter and noise to reach them and make an impact. Marketers must combine the various communication elements to connect with the customer and meet the communication objective.

Elements of the Promotion Mix

When analyzed individually, each of the promotional mix elements is powerful. They each have a part to play in the overall success of a company. When combined and carefully executed, they create powerful brands with legions of loyal fans and followers—the consumers. What do each of these promotional mix elements do, and how do they contribute to the whole process of connecting with the consumer?

• Advertising

Advertising is a multibillion-dollar industry. According to Statista, in 2020 alone, worldwide advertising spending reached $586 billion. 6 Advertising is paid, nonpersonal communication from an identified source that allows for creative messaging about all aspects of a product, service, idea, person, or place. Consumers are able to quickly point to advertising as a form of promotion. It is perhaps the element of the promotional mix that we are most familiar with and the one we have been most exposed to throughout every phase of our lives.

From our very first commercial showing how much fun it is to build with LEGO to imagery of a toddler walking the Disney streets with a costumed princess and Cinderella’s castle in the foreground, we know what advertising looks like. And while advertising can take many forms, it is important to note that advertising consists of carefully designed messaging from the company to the consumer. Advertising is meant to produce a response in the viewer. And advertising is all about what the company wants to tell us.

Advertising can be the pop-up window while we are doing a Google search. It can be the Chick-fil-A billboard we pass every day on our way to work. Advertising can be the trailer we watch before our movie starts. And advertising can be the fun Doritos spots we look forward to during the annual Super Bowl.

While advertising can be a costly means of communication with the customer, it is relatively inexpensive based on the number of people reached. When NBC priced the 2021 Super Bowl at $6 million for a 30-second spot, with a record 96 million viewers, the price averaged out to around $0.06 per person reached. 7

Advertising is effective based on the frequency with which it is usually viewed. And because of the media, the advertising message can usually be repeated many times, depending on the budget. Due to its repeatability, production costs have a better return on investment (ROI) the more an ad is used, and the recall of the ad increases significantly.

Sales Promotion

Most consumers love a sales promotion . It creates a feeling of excitement and often includes a bit of a gaming experience into the purchase decision. Marketers value the benefits of sales promotions because the results are immediate and they have a wide variety of options when using this promotional mix element. A sales promotion is a method for a marketer to induce sales in the short term. Sales promotion is not a long-term strategy but is geared toward specific calls to action, typically aimed at getting the consumer to buy something immediately or enter a sweepstakes or contest (see Figure 13.3 ).

Using sales promotions can be an effective method of getting the consumer to try a product or buy more of a product, or it can be a way to quickly deplete an inventory to make way for new products.

While sales promotions have many tactics that the marketer can employ, several commonly used examples of sales promotion include the following:

• Buy One Get One (BOGO) . When Domino’s Pizza offers the customer a free pizza when they buy a medium one-topping pizza, this BOGO deal is used to get an immediate increase in sales for Domino’s pizza. Consumers may buy Domino’s over other pizza brands because they can get more pizza for their money.
• Enter to Win . PepsiCo needed to gain traction with the millennial audience. It needed to boost the Lay’s brand of potato chips and compete with new flavorful organic chips that were getting market share in the category once dominated by Lay’s. To generate new interest in its brand, Lay’s launched a campaign for consumers to create a new flavor. New flavors could be entered, Lay’s would create samples, and the winner of the new chip flavor would win $1 million.
• Coupons . This method of promotion has come a long way with the use of technology. While consumers are still able to “clip” coupons and redeem them at the point of sale to receive savings on the products they are buying, many companies are making coupons available through mobile apps and discount codes to apply at the point of sale through an e-commerce store. Using coupons is a great method of inducing trial of a new product and increasing market share.

For National Ice Cream Day (see Figure 13.4 ), Cumberland Farms wanted to increase the sales of its house brand of ice cream, Ultimate Scoop . 8 It offered consumers a digital coupon for $1 off a pint of the ice cream. Cumberland Farms’ existing customers received their coupon via text message, and new customers could text in to get the coupon.

• Rebates . Companies offer rebates to induce purchase and generally to receive something in return besides the sale. When a rebate is offered for the purchase of an Energy Star–certified product, the consumer gets a designated dollar amount off the price of the product, and in turn they must submit the proof of purchase along with identifying information about themselves.

Personal Selling

Personal selling is one of the most expensive forms of promotion because it is a one-on-one, person-to-person form of communicating with the customer. The role of the salesperson is to inform and persuade the customer. This is usually done in what is termed an exchange situation. The salesperson is exchanging knowledge and something of value, while the customer is exchanging money for the item of value. Personal selling is ideal for products that can be customized, are complex, and have a relatively high price point.

Typically, personal selling is most often used in business-to-business (B2B) markets. Business buyers have longer buying cycles, more complex buying situations, and larger budgets. The pharmaceutical industry is well-known for using personal selling. Company representatives must have a high degree of training and knowledge about the products they are selling to physicians and hospitals. It is also very common to have a sales force to sell equipment and machinery to manufacturing plants. Businesses rely on the knowledge and service of the sales force selling them products.

In the business-to-consumer (B2C) market, personal selling is used for items that cost more or items that have a high degree of variation. We find sales representatives when we buy automobiles, home improvement products, and insurance. The job of the sales representative is to determine our needs and provide solutions that fill those needs.

When compared to advertising, which has a very general message directed to a very large audience, personal selling is an individualized message for one or several people within the buying group. When evaluating the costs of personal selling, it is typically hundreds to thousands of dollars per person reached.

The process of personal selling can be time-consuming. The process of selling and the tasks of the sales force can be complex. The sales professional is tasked with prospecting to identify the right customers and then qualifying them to make certain they are a good fit for the product.

It is not uncommon to hear people say, “You talk a good game. You could sell to anyone.” In reality, salespeople do not want to talk people into a product. A good sales force only wants to sell to customers who want and need the product. The best sales force knows that when the customer is a good fit, they will bring repeat business and good word of mouth.

While some salespeople have a natural inclination for selling, others are highly skilled with the technical knowledge of the products they are selling. Understanding customers, the buying situation, and the product being sold are a few of the skills needed to master the art of selling. Good sales professionals know that the real work of the sale is to service the needs of the client long after the sale has been made.

Public Relations

Public relations is a nonpaid, nonpersonal form of promotion. Because it is nonpaid, it has a high degree of credibility and is beneficial because a typically credible, non-biased third party is the messenger. While there are many tactics that marketers might use for public relations, some of the most commonly used include press releases, press conferences, events, and annual reports.

Many of the other promotional tools focus specifically on communication with the customer. By contrast, public relations includes efforts to work with the community where it operates, media, government officials, educators, and potential investors.

When Nordstrom opened its flagship store in Manhattan, it unlocked the doors a few days early for a VIP celebration that included Vogue ’s editor, Anna Wintour , along with actresses, models, and designers. Some of the noted attendees included Zoe Saldana , Katie Holmes , Olivia Wilde , Karlie Kloss , Joan Smalls , Winnie Harlow , Tory Burch , Tommy Hilfiger , and Stacey Bendet of Alice + Olivia . Guests formed long lines around the store in an attempt to access the party. 9

TOMS shoes has long been a leader in cause marketing (see Figure 13.5 ). When you buy from TOMS, one-third of the profits go to Grassroot Good . 10 TOMS’ annual report highlights the people the company helps and how it helps them. Investors and any interested parties receive the annual report that details the work TOMS does right along with the profits it is making.

When celebrities wind up in the news, it is public relations, and it works to keep their name before the public and their fans. So the headline that hits the front page of the New York Times or is a leading story on the NBC nightly news both create publicity for the celebrity. Businesses also use publicity. A business might have a product as part of a movie, such as BMW vehicles showing up in 37 of the highest-grossing movies of 2018. 11

Public relations can also include crisis communication when negative issues occur. One of the biggest public relations issues happened in 1982 to Tylenol . A malicious person or persons in the Chicago area tampered with a few bottles of Tylenol Extra Strength capsules by replacing the actual capsules with cyanide-laced capsules. Consumers who unwittingly bought the Tylenol ended up dead. Johnson & Johnson , the maker of Tylenol, was facing issues that could easily have destroyed its business. The issue was the leading story for every news outlet.

Johnson & Johnson faced the issue head-on and made the bold move to have Tylenol removed from all shelves. The recall resulted in the removal of 30 million products from store shelves. 12 In the end Tylenol was a hero and won the trust of a nation.

Direct Marketing

Direct marketing allows for direct communication with the customer. Messages can be tailored to specific market segments and even personalized toward individual consumers. Early tactics of direct marketing included telephone and mail; however, technology has allowed for new methods of connecting with the customer to include text messaging and email marketing.

In 2019, the Data & Marketing Association (DMA) reported that the direct mail industry was valued at $44.2 billion. 13 It’s the second largest channel for ad spend in the United States, and it continues to grow. Transformed by technology, direct marketing is finding new methods to connect with the customer. Most connection includes a call to action that provides for immediate feedback on the effectiveness of the method.

Internet/Digital Marketing

Internet/digital marketing includes uses of technology to reach customers at many different points of interaction. Marketers have at their disposal a variety of methods to reach their customers and brand products. Some of the tools include websites, landing pages, social media pages, widgets, and customer relationship management (CRM) systems. All the digital properties work together to drive traffic to the branded properties and engage the consumers.

Digital marketing is geared toward very specific market segments and is primarily interactive. Think of digital marketing as the mechanism that produces the immediate interaction with the customer and produces some type of feedback. Digital is considered two-way communication between the company and the customer. During the early stages of launching the SPANX brand, Sara Blakely primarily used digital marketing with a heaving emphasis on social media. 14 She involved her women friends who were in her target market demographic and had them post about the brand through their social media.

By contrast, Internet marketing is sending a message to a mass audience. The Internet is used to for digital marketing and includes websites and digital ads as well as the two-way communication of social media. Other forms of digital marketing include mobile technology such as SMS and mobile apps.

When a consumer completes a Google search for shoes and then jumps to Facebook to scroll their feed and are served shoe ads from Nordstrom, Macy’s , and Steve Madden , they have been targeted by these shoe companies. The targeting, immediacy, and changeability of the messaging makes digital a quick and efficient method of reaching consumers. Digital promotional tools are extremely effective and can cut through the clutter and reach the consumer when they are in the demand phase of the buying process and have signaled an intent to purchase.

According to a 2020 chief marketing officer (CMO) survey from Gartner , two-thirds of promotional budgets are being spent on digital. 15 Because of the tremendous analytics available, marketers are able to assess the effectiveness immediately. Messages can be tested for effectiveness and quickly changed if they are not producing results. It is very difficult to get the same quick feedback with any of the other forms of promotion. Through careful tracking and robust customer relationship management (CRM) systems, marketers are quickly able to promote products, increase brand awareness, and move consumers down the sales funnel to instantly purchase through online e-commerce sites.

Utilizing mobile app technology, marketers are able to push promotions to customers while segmenting them by their behaviors and simultaneously filling their CRM with insights and analytics that can help drive promotions and sales.

Careers In Marketing

Integrated marketing career.

An integrated marketing communications (IMC) professional builds and manages campaigns that integrate all the facets of marketing—advertising, public relations, digital campaigns, sales, etc. If you’re interested in this job role, check out this article to learn about the qualifications, experience, and salary . You can also refer to programs offered by educational organizations that specialize in integrated marketing. A few examples of those educational organizations include San Diego State University , Marist , Northwestern , and Eastern Michigan University, to name a few. Check out this list for the Best Marketing Communication Colleges according to Best Accredited Colleges .

Additional resources to explore include the following video:

Knowledge Check

It’s time to check your knowledge on the concepts presented in this section. Refer to the Answer Key at the end of the book for feedback.

• have all of a company’s marketing and promotional activities project a consistent image and message to its target market
• control all facets of a product’s distribution
• communicate with customers only through television commercials
• have complete control over all facets of the marketing mix
• communications about a good, service, or company
• paid forms of nonpersonal communication about a good, service, or company
• communication that moves the product from the wholesaler to the retailer
• communication from a company sales representative to a company buyer
• Sales promotion
• Personal selling
• Public relations
• sales promotion
• public relations
• personal selling
• Internet/digital promotion
• advertising
• direct marketing

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Access for free at https://openstax.org/books/principles-marketing/pages/1-unit-introduction

• Authors: Dr. Maria Gomez Albrecht, Dr. Mark Green, Linda Hoffman
• Publisher/website: OpenStax
• Book title: Principles of Marketing
• Publication date: Jan 25, 2023
• Location: Houston, Texas
• Book URL: https://openstax.org/books/principles-marketing/pages/1-unit-introduction
• Section URL: https://openstax.org/books/principles-marketing/pages/13-1-the-promotion-mix-and-its-elements

© Jan 9, 2024 OpenStax. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution License . The OpenStax name, OpenStax logo, OpenStax book covers, OpenStax CNX name, and OpenStax CNX logo are not subject to the Creative Commons license and may not be reproduced without the prior and express written consent of Rice University.