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Last week I shared with you how to create tremendous value in your product or service and eliminate the objection that your price is too high.
This week I will teach you the final steps in your presentation and how to assume the sale.
At any point in your sales presentation, if you receive a strong response to a trial close, and you feel the prospect is ready to
buy, close the sale. Some sales people will not close at this time thinking “I haven’t finished my presentation yet”.
Many times they will then proceed with the presentation and talk themselves right out of a sale. There’s an old saying, “strike while the iron is hot”.
Trial closes are an excellent way to see if your prospect is ready to be closed, or if you need to give them more information before they’re ready.
You have gotten the prospect involved in feeling and experiencing your product or service. She understands the benefits and how they will solve her problem and either relieve her pain or give her pleasure.
Now it’s time to;
- Summarize the primary points in the body of your presentation.
- Review the major benefits.
- Tell her about any bonuses or discounts she may receive for
buying today.
- Assume the sale and ask the prospect;
“What do you see as the likely next step”?
“When would you like to take delivery”?
Shut your mouth, and wait for them to answer. Even though it may seem like an eternity, don’t speak until the prospect speaks first. Remember, the first one who opens their mouth and speaks loses!
This is the time in the presentation when the prospect will be either sold on your product or service, or raising some objections. One important point to remember; objections are not as bad as many sales people think.
An objection is actually good. It means the prospect needs some more information or clarification before they can make a decision. If the prospect is raising objections it means your still in the game.
However, what’s not good is if at this point they are trying to get rid of you. That means you haven’t done your job properly at some point in the sales process.
If the prospect is not raising objections and is in agreement with what you are proposing, move on to the final step in your
presentation and assume the sale.
Don’t ask for the sale, don’t close the sale, ASSUME the sale.
Move forward and begin filling out the order form, or what ever paper work is required to finalize the sales of your product or service. Keep moving through the steps you would take on any sale until the prospect stops you, or the sale is complete.
Don’t wait for the prospect to ask you where they sign. This is a mistake many sales people make, because they are afraid or don’t know how to ask. Some prospects will ask you how to proceed, however, most of the time this won’t happen.
If you’ve done all the steps in the sales process and the prospect is sold on your solution to their problem, you have earned the right to assume the sale and earn your commission.
When you are sitting with a prospect either building rapport, qualifying or presenting your product or service as the solution, you are in the heart of the sales process. The heart is where your personal preparation meets selling opportunity, where you are in front of someone who can say “Yes” to you and your product or service.
With all this at stake, wouldn’t it make sense to make perfecting these skills one of, if not your highest priority? The average
sales person doesn’t think so. They spend their free time watching TV instead of working on bettering their skills.
If you want to be among the top 5 or 10 percent of sales people, put down the remote and get to work studying and perfecting your skills. I know I talk a lot about practicing, and practicing is good to get you prepared to go to battle so to speak. However, the best way to really hone and fine tune your skills is in front of real live prospects.
Next week, I will share with you the major reason why prospects don’t buy. You won’t want to miss this!
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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.
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