Many salespeople
believe that great presentations will always result in great
deals, but often presentations have little to do with whether or
not a prospect buys the product. Prospects are looking for
solutions to their problems, not fancy presentations. The only
time that a presentation sells a deal like the salesperson wants
is when they happen to meet all of the prospect's needs in their
presentation (or with their product).
Sometimes the
prospect buys in spite of the presentation! In sales, this is
called a random act of kindness or need – not a good plan of
action. Don't expect the presentation to close the deal with
your prospects. Even when they decide they will buy, the result
is still a battle over prices with you being viewed as a
commodity. It is wise to know how to present your product or
service well, but always keep in mind that the presentation is a
minor (but often necessary) part of the sales process.
To get sales the way you want (and at the price you want) takes
more effort than just a great presentation; however, keep in
mind that hard work can enhance your presentation. If you want
to sell your product or service at your price, you have to
provide value. Value is perceived by the prospects and cannot be
named. To help them see the value of your product or service,
you have to work with your prospects to help them to solve their
problems.
The only way to
create solutions to their problems is through conversation – ask
them question after question until you fully understand their
situation and help them to see how your product or service can
help. That will close deals the way you want them to close.
Much of our sales training focuses on knowing the features and
benefits and being ready to present them, and so we (as
salespeople) often focus too much on the presentation. But the
truth is that sometimes we are the only ones who pay any
attention to the features and benefits! Prospects only care
about the presentation if they see how these benefits are
applicable to them. If you aren't talking about the features and
benefits that affect the prospect, you probably won't close the
deal.
Forget the idea that
a prospect will be wowed by your presentation and buy, and
instead put your efforts into learning about the prospect's
needs. That will make an outstanding presentation, which will
equal great sales.
Sandler Systems, Inc. All rights reserved.
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