Week 9: Persuasive Presentation Activity

This document provides guidance on developing a persuasive presentation for a product. It includes information on persuasive communication techniques, developing a simile/metaphor/analogy, personalizing the relationship with customers, making the presentation fun, demonstrating the product's suitability for various industries, getting the buyer to participate, appealing to all five senses, using visual aids, and presenting marketing plan details.

Week 9: PERSUASIVE PRESENTATION ACTIVITY
-3%
Due Week 10
Students are to bring their product to class week 10 in the form of a mock-up or image.
Reminder from previous assignments
3 Essential pieces of information in the Sales Presentation or “pitch”
1, 3FABs
2, Marketing plan – complete marketing plan details
3. Business proposition- comprehensive business proposition
Communicating the information through Persuasive Communication
Persuasive communication using logical reasoning
Logical Reasoning – persuasive techniques that appeal to the prospect’s common sense by
applying logic through reason.
1. Develop a persuasive suggestion for your product using one of the following persuasive
communication techniques:
 Suggestive proposition – implies that the prospect should act now. Shouldn’t you buy before
all of the stock is depleted?”
 Prestige suggestion – has the buyer visualize using the products that are used by people
whom the prospect trusts - Fortune 500 companies use our product. Medical association
endorses this medication.
 Autosuggestion – has the prospect imagining themselves using the product. Imagine how you
will look with this self tanning product and how your customers will react and want to purchase
the product.
 Direct suggestion – suggests the buyer buy rather than telling them. “Let’s consider this. We
ship you 5 dozen cases of the new beer to each store to start and then will replace your sales
immediately.
 Indirect suggestion – a statement by the salesperson recommending that the prospect
undertake some action while making it seem that the idea to do so is the prospects? Should you
buy 50 or 75 cases of the Mac make-up?”
 Counter suggestion – evokes an opposite response from the prospect.””Do you really want
such a high quality product as Mac?”
2. Develop a simile, metaphor or analogy for your product.
Develop a Simile, Metaphor or Analogy for your product
Britannia 50-50 is a delicious sweet and scrumptious salty cookie that can be best understood by taking a bite. The
mouth watering taste will make you love the cookie.
Your persuasive suggestion

 Simile – a direct comparison using the words “like or as” This carton folds as flat as a
pancake.
 Metaphor – an implied comparison that uses a contrasting work or phrase to make a vivid
image “You are at war with your competitors. We can help.”
 Analogy – a comparison between two different situations that have something in
common.”Our sun screen for your home will stop the sun’s heat and glare before it hits your
window. It is like having a shade tree in front of your window without blocking the view.” OR
“These new machines are so quiet that your employees will think they are in a soundproof
room.”.
Describe how you will:
1) Personalize your relationship – be sure to demonstrate that you are looking out for your
customers best interests. Show them you love them. CARE - customers are really everything.
How will you do this?
To personalize the relationship with the customers, it will be important to build trust and show love
and care. Firstly, warm greetings will enable connect with the customers then followed by a brief
introduction. The introduction will highlight the importance of the presentation to enhance
customers’ willingness to pay attention. The introduction will also highlight the features, benefits
and advantages for the products to the specific customers. Highlighting the features of the product
will create trust by being transparent of the components/ ingredients that the product is made of.
Stating the product advantages and benefits will show the customers how the product cares about
their specific needs.
The Britannia 50-50 cookie is a sweet and salty cookie that is scrumptiously salty and deliciously
sweet. The cookie has 71g carbohydrates, 19.5g sugars, 483 energy and 19g fat per 100grams.
The cookie has not cholesterol.
In the world of sweet cookies, you need something that stands alone. Britannia cookie combines sweet and salty
tastes that claim a special taste from the rest.
Your simile/metaphor/analogy

2) Make the presentation FUN! How will you do this? A fun presentation will make customers’
attention glued to the presentation. To make the presentation fun, I will use more images, props,
and story tell to captivate the audience attentiveness. The first strategy is to have more images
than texts in the presentation. Images are easier to understand than reading texts when
visualizing a presentation (Armstrong, Kotler, Buchwitz, Trifts, & Gaudet, 2015). Secondly, I will
use props to have a more vivid demonstration that interest and captivate people’s attention.
Lastly, I can use short stories in between the presentation to recapture the customers’ attention.
Story telling helps keep the customers attention eager to know what will happen hence regaining
focus on the main presentation.
3) Demonstrate (if possible)Good for food, sporting goods, tools, health and beauty products
To demonstrate if the product is good for food, I will highlight the product ingredients and compare it
to the nutrition per unit recommendations. This will include a discussion of the nutrients components
present on the products and the body requirements for the same at any specific time. For instance,
Britannia 50-50 cookies have 19gm/100g of sugar and the recommended sugar for an adult per day
is 90g. This demonstration will enable the customers understand the number of Britannia 50-50
cookies to eat and maintain a healthy diet. Therefore, Britannia 50-50 cookies are healthy snacks that
can be eaten at any time of the day.
4) Get your buyer to participate.What will you say to get the buyer to participate in your
presentation.
It important to get buyers participates for better understanding. To get buyers participate, I will ask
random questions and allow questions during my presentations. Asking questions will engage buyers
to think about the product that will enhance a better understanding (Cicala, Smith, & Bush, 2012).
Questions will also enhance attentiveness of the buyers. Secondly, I will take polls of the buyers. Live
polls of the buyers will make them to instantly engage and think about the products. The live polls will
also get buyers feeling that they were part of the presentation (Wymer, 2011). Therefore, the buyers
will stay attentive that will make it easier to persuade them to buy.
5) Appeal to all 5 senses if possible.Touch, taste, feel, sight and smell.
Appealing to customers 5 senses creates a unique and powerful experience that can enhance
persuasion. To appeal to the senses of the customers, I will present the real product to the
customers. The Britannia Cookie will be available to appeal to the customers’ senses. To appeal on

touch, I will allow customers to touch the sample Britannia 50-50 cookie. This will enable them feel
the cookies touch. The touch can also be expressed in words of how the touch of Britannia 50-50
Cookie feels like. Secondly, I will appeal to the taste by allowing one of the customers to take a taste
on behalf the other customers. Thirdly, I will appeal to the sight of the customers by showing them the
product branding and the real products so that they can easily identify it. Lastly, I will appeal to smell
senses of the customers by unpacking the cookies. The aroma of the cookies will be smelt by
customers hence appealing to their smell sense.
6) Use of Visual Aids what will you be using so the buyer can see your product in addition to the
product?
I will use visual aids to illustrate points and make the presentation more interesting. I will use charts
and props. The chart will be used to visualize the ingredient components of the Britannia 50-50
cookies. This will make it easier to illustrate and compare nutritional components when presenting.
For instance, the chart will show the unit of carbohydrates, energy, calcium, fat and chorestol that the
cookie has. The second props visual aid will be an imitation of the Live Britannia 50-50 cookie. This
will enable customers to see what a live Britannia 50-50 cookie from a distance and recognize the
brand and the cookies look (sight). The props will also capture customers’ attention and they will be
able to remember the cookie even after the presentation (Wang, Dou, & Zhou, 2012).
7) Present Marketing Plan Details.Marketing Plan Details including: location in store, advertising
details, in store promotional material, return policy, warranty, spokesperson, push and pull
strategy.
Marketing Objective The Britannia 50-50 cookies marketing plan for 2 months to
increase sales by 20% among students.
Location Store The Britannia cookies will be available in all major stores where
they can be bought.
Advertising Details Internet advertising i.e. social media, Display Ads, Mobile App
Ads and Video Marketing
In Store Promotional Materials Free Samples. Customers will be encouraged to buy one
Britannia 50-50 cookie to get another promotional free cookie.
Return Policy Customers can raise complains by emailing the business
Warranty N/A
Spokesperson
Strategy Push Strategy. This strategy will enable drive sales of the
Britannia Cookies to attain the predetermined sales.

References
Armstrong, G., Kotler, P., Buchwitz, L. A., Trifts, V., & Gaudet, D. (2015). Marketing: an introduction.
Cicala, J. E., Smith, R. K., & Bush, A. J. (2012). What makes sales presentations effective–a buyer-
seller perspective. Journal of Business & Industrial Marketing, 27(2), 78-88.
Wang, G., Dou, W., & Zhou, N. (2012). The interactive effects of sales force controls on salespeople
behaviors and customer outcomes. Journal of Personal Selling & Sales Management, 32(2),
225-243.
Wymer, W. (2011). Developing more effective social marketing strategies. Journal of Social
Marketing, 1(1), 17-31.