The Sales Presentation
The Sales Presentation
The sales presentation can take many forms, ranging from formal, structured meetings with many visuals and props, to casual, informal discussions. Here are a few critical components of a successful sales presentation.
Have a Clear Objective
Begin your presentation by clearly communicating your objective. This is critical, otherwise people will form their own objective. Your objective should always be centered on meeting customer needs and adding value. Focus on action not theory, and potential not possibilities. Get to the point and be brief. Organize your presentation and pre-plan it extensively. The concepts should flow together well and key ideas should be grouped together.
Meet Customer Needs
The most important part of a winning presentation is that it meets the unique needs of your prospect. Those needs have been identified during the qualifying portion of the sales process. Focus on answering customer questions and communicating how your service or product will add value. This is based on the customer's definition of value, not yours. Facilitate the discussion so that you can continue to qualify. Keep the presentation interactive and dynamic. Use appropriate materials based on client needs and expectations.
Keep your ego out of the presentation. Remember the sale is not about you, it's about your service and product meeting customer needs and adding value. You are a tool to make this happen. Let go of expectations and focus on meeting customer needs and adding value.
Focus on Benefits and Adding Value
The presentation defines exactly how the prospect's business can be improved and how you can add value to their business. Value is expressed in terms of benefits. People buy benefits that make sense to them. You should know your prospect's hot buttons and be pushing them frequently in your presentation. The customer should be listening to you. Keep the customer focused by making the presentation personal and targeted on the customer's needs. Request feedback and be honest and genuine. This will lead to trust and credibility.
Use the prospect's name at the right time and compliment them often. Use power words and relate to personal experiences of others and benefits they have received. Speak in the customer's language. Make ideas tangible by giving concrete examples of how your product or service can add value.
Be Prepared to Listen
Clear your mind as you listen to the customer and mirror back what they say to you. Do not resist their feedback. If a presentation begins to fall apart, be prepared to walk away. Do not compromise on your core principles or values to make a deal.
Objections During the Presentation
Objections will often arise during the presentation phase. Don't panic and begin thinking you have come this far and now the deal could end. Remain calm and work through the objection process as you did during qualifying. (See the objections article from the February 17th issue of InBIZ).
Practice the Presentation
Rehearse and review your presentation until it becomes as natural as conversation. Do not wing it or come to the meeting unprepared, this could cost you the sale! Take the time to practice until the presentation flows with ease and confidence.
The goal of the sales presentation is to meet customer's needs and to put you in the position to close the sale. By following these guidelines effectively, the close will be a natural progression. Tom Wood-Young, MBA is a sales trainer and marketing consultant in Colorado Springs helping companies increase revenues. He is a management and marketing instructor at the University of Phoenix and can be reached at 719-481-4040, or email at tom@woodyoungconsulting.com. Visit his web site at www.salestrainingplus.com.
The Sales Presentation - To learn more about this author, visit Thomas Young's Website.
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An effective sales process is comprised of prospecting, qualifying, presenting and closing. Prospecting is the task of finding new customers. Qualifying narrows your search to those most likely to buy. The sales presentation is your opportunity to present the key benefits of your product and service. It is how you communicate to the customer the value they will receive from moving forward with the sale.
The sales presentation can take many forms, ranging from formal, structured meetings with many visuals and props, to casual, informal discussions. Here are a few critical components of a successful sales presentation.
Have a Clear Objective
Begin your presentation by clearly communicating your objective. This is critical, otherwise people will form their own objective. Your objective should always be centered on meeting customer needs and adding value. Focus on action not theory, and potential not possibilities. Get to the point and be brief. Organize your presentation and pre-plan it extensively. The concepts should flow together well and key ideas should be grouped together.
Meet Customer Needs
The most important part of a winning presentation is that it meets the unique needs of your prospect. Those needs have been identified during the qualifying portion of the sales process. Focus on answering customer questions and communicating how your service or product will add value. This is based on the customer's definition of value, not yours. Facilitate the discussion so that you can continue to qualify. Keep the presentation interactive and dynamic. Use appropriate materials based on client needs and expectations.
Keep your ego out of the presentation. Remember the sale is not about you, it's about your service and product meeting customer needs and adding value. You are a tool to make this happen. Let go of expectations and focus on meeting customer needs and adding value.
Focus on Benefits and Adding Value
The presentation defines exactly how the prospect's business can be improved and how you can add value to their business. Value is expressed in terms of benefits. People buy benefits that make sense to them. You should know your prospect's hot buttons and be pushing them frequently in your presentation. The customer should be listening to you. Keep the customer focused by making the presentation personal and targeted on the customer's needs. Request feedback and be honest and genuine. This will lead to trust and credibility.
Use the prospect's name at the right time and compliment them often. Use power words and relate to personal experiences of others and benefits they have received. Speak in the customer's language. Make ideas tangible by giving concrete examples of how your product or service can add value.
Be Prepared to Listen
Clear your mind as you listen to the customer and mirror back what they say to you. Do not resist their feedback. If a presentation begins to fall apart, be prepared to walk away. Do not compromise on your core principles or values to make a deal.
Objections During the Presentation
Objections will often arise during the presentation phase. Don't panic and begin thinking you have come this far and now the deal could end. Remain calm and work through the objection process as you did during qualifying. (See the objections article from the February 17th issue of InBIZ).
Practice the Presentation
Rehearse and review your presentation until it becomes as natural as conversation. Do not wing it or come to the meeting unprepared, this could cost you the sale! Take the time to practice until the presentation flows with ease and confidence.
The goal of the sales presentation is to meet customer's needs and to put you in the position to close the sale. By following these guidelines effectively, the close will be a natural progression. Tom Wood-Young, MBA is a sales trainer and marketing consultant in Colorado Springs helping companies increase revenues. He is a management and marketing instructor at the University of Phoenix and can be reached at 719-481-4040, or email at tom@woodyoungconsulting.com. Visit his web site at www.salestrainingplus.com.
The Sales Presentation - To learn more about this author, visit Thomas Young's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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