All salespeople believe a good sales presentation is pivotal to getting the prospect on side and to making a sale based on the presentation is perceived and received by the prospect. A well structured sales presentation is pivotal whenever the salesperson undertakes to meet with the prospect, or prospects, at a prearranged time and day.
Here are the five things the salesperson should consider before embarking on any sales presentation, whether it’s a the domestic, commercial, or relational field.
- Don’t Get Side-Tracked
One of the easiest things I find common amongst average sellers is their ability to get side-tracked. On the other hand – The professional knows while he’s selling he can’t let anything distract him In turn he will tune out all exterior elements not relevant to the sale; he will be totally aware of the prospects actions and re-actions all the time; ringing telephones and other interruptions will not bother him or his presentation, he just waits out the interruption and picks up the sale where he left off. But to be on the safe side, a short revision is usually in order.
The only focus the seller should have during the selling process is to sell – nothing else.
- Keep Control of the Call
If for whatever reason the prospect moves ahead of the seller with a question unrelated to what is being pitched at the moment, the seller can put the presentation on track by stating, “I appreciate your comment, and I’ll answer it in a minute, but at this point you’re on page 10 of my presentation while I’ve only reached page 5 – please slow down and give me time to catch up.” Then smile with the last part of the sentence.
A statement of this nature will not anger nor offend the prospect. On the contrary, it will flatter his ego, making him feel he is much smarter than the average person you normally deal with. This in essence is a very factual way to maintain control
- Value Building
At every point of the selling process the seller needs to be constantly building value for and in the product or service. Value building is the only way the seller can or will ever justify the price-tag. The value building needs not only be constant, but also show and deliberate throughout the entire presentation, while at the same time aligning to the merits and potential of the product.
In summary; first, build the value; second, favourably compare the product; and thirdly, sell the product – sell it hard if need be – but sell.
- The Buyer is Not a Statistic
For far too long, I’ve seen robotic presentations by inexperienced sellers and number crunchers masquerading as Sales Managers. Neither have gotten anywhere near the reality of salesmanship.
A depersonalised sales presentation makes out the prospect to be a number in a reservoir of other numbers, nor is the prospect another statistic. This mental backwater perpetuated by the seller will quickly filter down through the office to the back-up staff. The customer in turn will be treated as just another number (or even an imposition) and receive second rate treatment and/or service. In time, both the prospect and the seller will be looking elsewhere.
- Integrity, Truth and Honour
I’d like a dollar for every time I’d heard someone tell me that at the point of close, “You look them straight in the eye and tell them anything , as long as it sounds good – the piercing eye contact makes it seem plausible and truthful.”
That’s cute, and sounds very macho, but all the professionals I know will tell you a truth is a million times stronger than a lie. But it doesn’t stop there. The truth is the most powerful sales weapon known to man. Here are just some oth the side benefits of telling and selling with the truth as a firm foundation:-
- The truth will exert all the pressure the seller will ever need.
- The seller can (if the situation warrants it) beat the prospect senseless with the truth – and if the prospect knows it’s the truth, most times he will take the punishment.
- In essence, the truth is the only 100% guaranteed closing weapon available to the seller. And if you want to close more sales, more often, you must learn to honour, respect and use only that which is truth – a stretched truth is precisely that. That’s the truth.
This Article is by Peter Collins – In a sales career spanning more than 50 years, Peter Collins has focused on helping and bringing out the best in others – whether it involves training or mentoring salespeople, managers, business consulting to SME’s. Since the 1970’s Peter has built a reputation as a Nationally and Internationally Published author, and has 65 books to his credit, but he is mainly known for one book based on the Audio Tape series of the same name, Over 50 Ways of Closing the Sale. In his personal life, Peter has been sought after as an encourager and motivator that has given of his time and talents freely despite his busy schedule. Subsequently, he has assisted churches, pastors, community and charity groups, as well as individuals through his teaching, training, development and on-going mentoring.
Peter can be contacted through his website – profitmakersales.com