Solve The Problems And Assume The Sale – Part 2
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Last week I shared with you the best way to start your presentation and how to put your prospect in the experience of owning your product or service.
This week I will teach you how to create tremendous value in your product or service and eliminate the objection that your price is too high.
You see, what you need to do during your presentation is to create tremendous value in your product or service. By creating more value you will eliminate the objection that your price is too high. You need to create enough value so that by the time you get to the end of your presentation your prospect is thinking they would be crazy not to buy.
There are many ways to increase the value of your product or service.
Does your company offer a guarantee that would reduce the risk of a purchase?
If you offer a guarantee, a prospect will be more comfortable making a purchase knowing if they’re not satisfied, they can return it for a full refund.
Do you work for a large company?
A large company would show the prospect you are financially sound and able to provide a higher level of support.
Maybe your company specializes in a particular part of an industry.
When you specialize in a certain portion of your industry, people feel more confident in your ability and expertise handling their particular problem. For example, if you have a problem with your heart, would you feel in better hands going to a General Practitioner or a Cardiologist?
When you are designing your sales presentation, make a list of everything about your product or service, your company, the people you work with, anything that you can think of that will be of value to your prospects. Then incorporate these points in to your sales presentation.
If possible, I would highly recommend having a sample of your product with you during the presentation. After you’ve painted a vivid picture for your prospect, you can hand them the product they will be using. This practice gets all the senses involved, and it will be easier for them to assume ownership.
And give a live demonstration whenever possible. There is no better way to help the prospect understand what your product can do, than to demonstrate its capabilities right on the spot.
The prospect can see exactly what the finished product would look like, and they are able to examine it in detail. They can also ask questions and see how they will use it.
You should make a list of the most common objections you receive from prospects. Then mix the answers to the objections in to your sales presentation. In this way you will disarm the prospect. You will have taken away many of the reasons they will have not to move forward with the purchase.
Be careful not to bring up too many objections. You don’t want to open the door to objections that don’t come up on a regular basis. You could end up causing yourself unnecessary problems.
Also, make a list of the common questions that prospects have regarding your product or service. Answer as many of these
questions in your presentation. The more points you can handle during your presentation, the fewer objections you will get when it comes time to ask for the order.
Be sure you demonstrate to your prospect the differences between you and your competition. This should be done without talking your competition down. There is a tactful way of showing how you’re different without knocking down your competition. Again, make a list of all the advantages you have over your competition.
You’ll find that many of the advantages are the same things you listed from the previous exercise of establishing value. Tell your prospect what they will get by using your product or service versus your competitors.
When making your sales presentation be sure and get to the point. Business people are far to busy to listen to sales people who ramble on. Know what the keys points are and learn how to make them quickly.
When I was in the mortgage business I worked with a guy who had many people who were ready to buy. Unfortunately, he would go on talking, and many times talk himself right out of a sale.
Remember to pause and give the prospect time to think about the points you’ve just made. If you’re rushing to crowd in as much information as possible in a certain period of time, you need to shorten your presentation. Pausing at different times in your sales presentation allows the prospect to understand what you’ve said, or to ask questions if they don’t.
Another good reason for having a well practiced sales presentation is the elimination of ah, err, um, and ‘you know what I mean?’ Practice your finished presentation in front of your sales manager, a colleague, or a voice recorder to get rid of the irritating non-words.
Yet another item to pay close attention to in preparing your sales presentation is the use of fluff or filler words. When we speak and write, many times we add words that are not absolutely necessary. The shorter the sentences and key phrases are in your presentation, the more powerful they’ll be.
A great technique I was taught was to imagine you were being paid $1000 for every word you could eliminate from your sentences. It gives you a whole different way of looking at your writing.
Get agreements along the way to the benefits of your product or service. These trial closes will bring up any additional questions or objections that can be handled prior to closing the sale.
When you prepare your presentation, decide where in the presentation you will insert your trial closes. Then decide which
trial closes you will use, write them out word for word, and then commit them to memory. Then when you come to the point in your presentation to trial close, you’ll know exactly what you will say.
By proceeding in this way, the only points left to cover are to present a summary and set action steps for yourself and the prospect.
Next week, I will teach you how to summarize the primary points in the body of your presentation, review the major benefits and assume the sale.
See you next week…
Great points on proper preperation and execution of a sales call. Looking forward to part 3.
TS
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