Sales Department Presentation/Demonstration

Dr. Nikki teaches how to build value by providing the customer with key features and benefits.

According to a recent study in the automotive industry, up to 80% of the buying decision is made during the presentation/demonstration, so pay attention.

Ron Rauscher
Barrhead Motor Sport, Ltd.
Barrhead, Alberta CANADA

Ron, after reviewing your test results we noticed you scored very well on the Sales Department Presentation/ Demonstration online course. What is the purpose of doing a presentation/demonstration?

After you have welcomed a customer to the dealership and found out what they’re looking for, it’s time to do a presentation/demonstration. The purpose is to build value by providing the customer with key features and benefits.

What is the difference between a feature and a benefit?

Features describe what it is. Benefits explain what it does for the customer. For example, if the feature is fuel injection then the benefits may be better throttle response or increased fuel economy.

What are some important tips regarding features and benefits?

Never give a feature without giving the corresponding benefit. I think the radio station says it best, WIIFM — What’s In It For Me. Customers want to know how they will benefit. Also, it is important to remember that you can overload a customer with too many features if you’re not careful. This is called "feature overload" and should be avoided.

Chalk Talk With Dr. Nikki

Features & Benefits

#1  Look for customer hot buttons while presenting the product. These are features that really get the customer excited.

#2  Features describe what it is. Benefits describe what it does for the customer.

#3  Giving features without giving the corresponding benefits is called "feature overload" and can make the customer feel uncomfortable.

#4  Never use adjectives before stating price: terms like MSRP, starting price, asking price, list price, etc. all invite customer negotiations and devalue the product.

#5  Having strong product knowledge is a critical component of giving a successful presentation demonstration.


Where does the demonstration part come in?

The demonstration is where you begin to show the customer exactly how the product works. This helps to tap into the customers emotions and gives them the feeling of ownership. A great way to demonstrate the product is to have them sit on the unit and begin showing them how all of the instruments and controls work.

What else did you learn in the course?

I learned how to handle price on the showroom floor. When a customer asks, "How much is this unit?" you can really build value if you tell them the price, then give a good feature and benefit, and then ask a question. The feature and benefit after the price builds value, and the question helps keep the customer focused on the product, not the price.

How important is product knowledge?

It’s impossible to build value and give a successful presentation/demonstration if you don’t know about the product. Our customers are oftentimes very educated about the products because this is such an enthusiast-based business. Without product knowledge you can lose credibility with the customer.

You May Also Like

Mitas Pulls Extra Power Into Its SPORT FORCE+ RS Tire Line

The two new rear sizes in the Mitas SPORT FORCE+ RS tire range are designed for more powerful motorcycles.


Mitas announced two new sizes in its SPORT FORCE+ RS tire range, made to bring extra power to track day riders. The new rear tires in 180/60ZR17 and 200/55ZR17 are specifically designed for more powerful motorcycles, bringing the SPORT FORCE+ RS range up to eight sizes available for every kind of bike.

QuietKat’s Apex HD and XD Unveil New E-Bike Features

These cutting-edge e-bikes are pioneers featuring a host of first-to-market capabilities that redefine durability, power and utility in the great outdoors.

Zero Motorcycles and REV’IT! Collaborate on EV Apparel Collection

Zero and REV’IT! have joined forces to bring new premium protective technical apparel to electric motorcycle riders.

Krämer Motorcycles USA Adds to Dealer Network

Colorado Springs Powersports joins the company’s North American dealer network.

AIMExpo 2025 Returns to Las Vegas

AIMExpo is set to rock the Las Vegas Convention Center Feb. 5-7, 2025, for what is shaping up to be a third record-breaking show year.


Other Posts

SW-MOTECH USA Accessories for the Suzuki V-Strom 800DE

From luggage to protection and comfort accessories, SW-MOTECH has everything riders need for their next adventures.

Suzuki V-Strom 800 DE accessories
LAND Partners With Bloom to Supply Electric Battery Solutions

The LAND and Bloom collaboration spurs efficiency, growth and innovation across the light electric vehicle industry.

LAND logo
At Greenville Motor Sports, Hunting and Farming Vehicles Thrive

Family-owned and -operated, Greenville Motor Sports is the go-to destination in the Mississippi Delta for powersports needs.

Greenville Motor Sports
Moto Guzzi USA Announces Northeast Demo Tour

Attendees will have the opportunity to get behind bars of the newest Moto Guzzi models.

Moto Guzzi Northeast Demo Tour, Moto Guzzi 2024 motorcycle models