Solve The Problems and Assume The Sale - Part 1
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In this article I will begin to teach you the most effective way I know to present any product or service, so you can be assured of closing the sale.
The first part of a properly done presentation is the introduction. In the introduction you should thank the prospect for meeting with you, and let them know how happy you are to be there. At this point in the sales process your excitement and enthusiasm should rise and come through clearly to your prospect.
And then tell them how excited you are, because based on their answers to your questions in the qualifying portion, your product or service is the answer to all their problems, i.e. Increasing sales, reducing errors, cutting overhead, whatever your product can help your prospect do, and they are going to be happy they met with you.
The next step is to put the prospect in the experience of owning what you’re selling. You see, it’s not really about purchasing your product or service, or owning your product or service until the prospect has actually felt or experienced what it’s like. So, do every thing you can during your presentation to help the prospect feel and experience what it will be like owning your product or service.
How do you have people feel or experience your product or service? There are actually two ways. One, you paint a picture, a word picture putting them in the experience.
With my personal sales training program, “Make Your Living in Sales”; I might use something like this;
“It’s forty five days from now. You’ve gone through “Make Your Living in Sales”. It’s been two weeks since you completed the program and you’re applying the 12 steps to sales mastery every day. You’ve invested the time and effort working through the steps in the modules. You’ve practiced, drilled and rehearsed, putting every thing you’ve learned into your day to day sales activities, and everything is fantastic”.
“Your business is really starting to crank, you have stacks of quality leads, your pipeline is filling up, and you’re closing
deals easier and faster than ever before”.
“You reach the end of the month and you know there’s a commission check on its way for this past month. Based on the momentum you’ve created in the second half of the month, you know it’s going to be the biggest commission check you’ve had all year, and next month’s is going to even bigger”.
“You’re happier, more confident and basically you feel as they say, “on top of the world”. Actually, you’re thinking if things were any better, you’d think the deck was stacked. And what’s even more exciting, with the momentum that’s building, things are getting better and better every day”.
Let me ask you, do you like the picture you see?
Do you enjoy seeing yourself in that position?
Does it excite you?
Can you see the power of painting a picture and putting the prospect in the experience?
I’m sure you can.
There’s an old saying: “a picture is worth a thousand words”. Instead of listing all the features and benefits for your prospect, you are painting a picture for them, which allows them to actually feel and experience the benefits of owning your product or service.
The second way to have your prospect feel and experience your product or service is to ask those questions that put them in the experience. Questions like; “you know what it’s going to be like when you live in this home”, or “what it’s going to be like owning this product or service?”
Another element that adds to their feelings of owning your product is the fact that you believe 100% in the product or service you are recommending to solve their problems.
You see your belief and enthusiasm about your product or service will come across to the prospect. That’s why it’s so important to believe with all your being in the product or service you sell. Your enthusiasm and excitement about your product or service should come across loud and clear.
A common mistake made by sales people who are very familiar with their product is to talk in a monotone voice. The prospect will lose interest very quickly if you present this way. I suggest using a voice recorder to record your presentations. You may be very surprised at how you sound when you’re giving a presentation.
Find ways to make your presentation more interesting; get the prospect involved, be creative, and come up with some unique ways of presenting.
Do you agree that presenting the features and benefits of your product in this way is so much more powerful than saying, this is the “whatchamacallit”, and it does this or that?
When you paint a picture for your prospect with enthusiasm and use powerful feeling words, they will be so anxious to own it, they will close themselves.
Another way to paint a picture for the prospect and have them feel or experience your product or service is using testimonials. I’m not talking about showing them a bunch of testimonials on paper.
Although I do suggest you collect written testimonials from current clients and carry them with you in a binder. These testimonials do come in handy and showing them to a prospect can make the difference between making the sale or not.
The best way to use testimonials is to prepare ahead of time some real life stories, how some one else in a similar situation as
theirs used your product or service to solve their problem.
This is a very powerful way to help the prospect understand how you have helped some one else like them achieve the same outcome they are looking to achieve. If you have helped someone else prior to them, you will gain credibility and a much stronger position when it comes time to ask for the order.
If the success story you are telling them is about one of their competitors or a well known company, or person in their industry, it’s even better. People don’t want their competitors to have something better than they do. Also, if it’s a top company or person in the industry, they will figure if it’s good enough for them to use, it must be a good product or service.
Next time, I will teach you how to create tremendous value in your product or service and eliminate the objection that your price is too high.
