Course Outline
Module 1 – The Structure of a Business Sales Presentation
- The role of the presentation in the sales process
- Moving from product presentation to presenting client value
- The structure of an efficient sales presentation
- Adapting the message based on the client, industry, and stakeholder
- Setting the objective and key message
Practical exercise: Analyzing and restructuring a sales presentation
Module 2 – Customer-centric Selling & Value Proposition
- Understanding client needs and priorities
- Identifying client problems and opportunities
- Turning product features into concrete benefits
- Building a convincing value proposition
- Presenting Tchibo differentiators in a way relevant to the client
Practical exercise: Building a Value Proposition for different client types
Module 3 – Storytelling for Commercial Presentations
- How to craft a memorable commercial story
- The “Problem – Solution – Value” structure
- Using examples, case studies, and data to support the message
- How to avoid overly technical or product-centric presentations
Practical exercise: Turning a product presentation into a client-oriented story
Module 4 – Portfolio Presentation: Coffee & Equipment
- Integrated solution presentation: coffee + equipment + services
- Adapting the presentation for different client types and locations
- Arguing commercial and operational benefits
- Presenting alternatives and recommending the right solution
- Handling technical information without losing commercial focus
Practical exercise: Presenting a complete solution for a B2B client
Module 5 – Communication & Presentation Skills
- Structuring the message and clear communication
- Using voice, rhythm, pauses, and non-verbal language
- Increasing the presenter’s impact and credibility
- Managing emotions and difficult situations
- Efficient use of PowerPoint and visual materials
Practical exercise: Mini-presentations with individual feedback
Module 6 – Handling Questions, Objections & Difficult Situations
- Active listening and clarifying questions
- Managing objections during the presentation
- Answering difficult or unexpected questions
- Maintaining control of the conversation without becoming defensive
- Turning objections into sales opportunities
Role-play: Simulating a client meeting and managing objections
Module 7 – Persuasive Closing & Next Steps
- How to close a commercial presentation
- Formulating a clear call to action
- Securing agreement and setting next steps
- Follow-up after the presentation
Practical exercise: Closing a presentation and securing a concrete next step
Module 8 – Business Presentation Simulation
- Simulating a real client meeting
- Presenting a Tchibo solution adapted to the client’s needs
- Handling questions and objections
- Closing and setting next steps
- Individual feedback and improvement plan
Requirements
- Experience in sales, Key Account Management, or B2B client relations
- Experience in delivering commercial presentations or client meetings
- Knowledge of the company’s portfolio and commercial solutions
- No advanced technical presentation skills required
Testimonials (3)
Improved to present things
Malte Meiser - Oaklins International
Course - Public Speaking 101: The Art of Mastering Self-Expression (With Social Media Relevance)
How to keep calm, control emotions and focus on the topic
Andriy Hosko - Dr Irena Eris S.A.
Course - Public Speaking 101
interaction and discussion with each other in different groups, together with some games.
