State the Selling Point and Introduce the Sales Aid
This means stating the full selling point including the feature and potential benefit and then introducing the sales aid. For instance, “To demonstrate this benefit, I’d like you to take a look at this video” or “This graph summarizes the increased performance you will experience with the Honda S2000.” This prepares the buyer for the visual aid and informs him or her that attention is required.
Present the Sales Aid
This involves presenting the sales aid to the customer and allowing a few moments for examination and familiarization before saying anything. For example, when using printed materials, place the material directly in front of the customer and allow it to be reviewed momentarily in silence. Allow the customer to review the sales aid and satisfy their natural curiosity before using it.