Course Outline
Module 1 – Structure of a Business Sales Presentation
- The role of the presentation in the sales process
- From product presentation to presenting customer value
- Structure of an effective sales presentation
- Adapting the message based on the client, industry, and counterpart
- Setting objectives and key messages
Practical exercise: Analysis and restructuring of a sales presentation
Module 2 – Customer-centric Selling & Value Proposition
- Understanding customer needs and priorities
- Identifying customer problems and opportunities
- Turning product features into concrete benefits
- Building a compelling value proposition
- Presenting Tchibo differentiators in a client-relevant way
Practical exercise: Building a Value Proposition for different types of clients
Module 3 – Storytelling for Commercial Presentations
- How to create a memorable commercial story
- The 'Problem – Solution – Value' structure
- Using examples, cases, and data to support the message
- Avoiding overly technical or product-centric presentations
Practical exercise: Transforming a product presentation into a client-focused story
Module 4 – Presenting the Portfolio: Coffee & Equipment
- Integrated solution presentation: coffee + equipment + services
- Adapting the presentation for different client types and locations
- Highlighting commercial and operational benefits
- Presenting alternatives and recommending the right solution
- Handling technical information without losing focus on the commercial objective
Practical exercise: Presenting a complete solution for a B2B client
Module 5 – Communication & Presentation Skills
- Structuring the message and communicating clearly
- Using voice, pace, pauses, and non-verbal language
- Enhancing presenter impact and credibility
- Managing emotions and difficult situations
- Effectively using 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
- Responding to difficult or unexpected questions
- Maintaining control of the conversation without becoming defensive
- Turning objections into sales opportunities
Role-play: Simulating a client meeting and handling objections
Module 7 – Persuasive Closing & Next Steps
- How to close a commercial presentation
- Formulating a clear call to action
- Gaining agreement and setting next steps
- Follow-up after the presentation
Practical exercise: Closing a presentation and obtaining a concrete next step
Module 8 – Business Presentation Simulation
- Simulating a real client meeting
- Presenting a Tchibo solution tailored 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
- Familiarity with the company's portfolio and solutions
- No advanced technical presentation skills required
Testimonials (4)
The energy of the trainer and how he conducted the course
Lawrence Rhein - LKQ Polska Sp. z o. o.
Course - Public Speaking 101: The Art of Mastering Self-Expression (With Social Media Relevance)
interaction and discussion with each other in different groups, together with some games.
- Netherlands Business Support Office (NBSO) Indonesia
Course - High-Impact Communication Skills
The people aspect: How important it is to try to find out what the audience is expecting and what questions they could ask. And how important my attitude towards presenting and the audience is for the success of the presentation. I think I understand now much better how to have successfull presentations and the importance of regular training/preparation.
Manuel Wymann
Course - Presenting with Confidence
Useful practical situations, great trainer and organisation
