"Lena, just press that green button to open the chamber door," was all I said. The group from Chicago stepped in closer and watched with amazement as the door opened. Then I handed a new high-tech cassette for dispensing sterilant to another prospect and said, "Woody, just insert it here, and the machine will pull it in the rest of the way." Again the group let out some 'oohs' and 'aahs' after Woody had inserted the cassette. Next I said, "Diana, please put those trays in the chamber." Diana slid two bright blue trays into the deep chamber and commented, "This chamber holds much more than I thought it could." The group nodded in agreement, and I continued my sales presentation.
The presentation described above took place in 1994 in the sterilization area at Long Beach Memorial Hospital, in Long Beach, California. I was with a group of prospects from Chicago who had flown out to see a brand new low-temperature sterilization technology called Plasma Sterilization. That day, quite by accident, I discovered a very powerful selling technique that led to many more sales in the years that followed.
When we are demonstrating the capabilities of our products in a sales presentation, the more physical involvement we can get by the prospects during the process, the more we can lead them toward a feeling of ownership. Tactile involvement used early and often during the entire sales process engages more of our prospects' senses, which in turn creates greater emotional involvement.
Emotional involvement can generate greater sales. Customer motion leads straight to customer emotion and vice versa. Physical involvement also helps us find out how receptive prospects are by watching their non-verbal actions. Most prospects are not skilled actors, so when we involve them physically, we can gauge where they are in terms of moving from resistance toward acceptance of what we're offering.
Usually it is easier to get a prospect involved in a product sale than in a service sale. But if we use our creativity, we will be amazed at the ways in which we can involve a prospect. Below are some ideas to consider.
INVOLVEMENT IN THE PRESENTATION SETUP
1. Ask for help with an easel, projector, or video machine.
2. Ask for something-a pencil, paper, Magic Marker.
3. Ask them to plug something in or move something.
4. Accept the offered coffee or soda.
5. Use the setup time for humor and small talk too.
INVOLVEMENT IN THE PRODUCT DEMONSTRATION
1. Get them to run the demo.
2. Get them to push the buttons.
3. Get them to work the copier, drive the car, walk the property.
4. Get them to hold something.
5. Get them to help you assemble something.
6. Get them to actually use the product and experience the benefits.
Even though we know how to do it, we are not going to impress the prospect much with a whiz-bang demonstration. All we're going to do is bore them if we don't get them physically involved. We must try to get the prospect to lead the entire presentation if possible. The more involved we get them, the more ownership they experience, and the closer we move to an affirmative decision.
The group members all loaded the Plasma Sterilizer with wrapped surgical instruments, and we left for lunch. We returned an hour later, and the prospects were shocked to find the sterilization cycle completed. The process they all had been using back in their Chicago hospitals often required as long as 18 hours to deliver sterile instrumentation. "Go ahead, open the door, unload her, and examine YOUR load," I said to the group.
Those eight sterilization professionals excitedly pushed the buttons, opened the door, unwrapped the load, and then acted almost like kids at Christmas operating a new toy. They had all moved a giant step closer to purchasing the new technology. In fact, seven of the eight prospects did eventually purchase Low-Temperature Plasma Sterilizers, which represented more than a half million dollars in sales revenue.
What I learned that day is to always get more of the sales prospects' senses involved. I learned you have to follow the title of the popular song by Olivia Newton-John, "Let's Get Physical!" if you want to generate more sales.
Get Physical: Involve the Prospect for a More Effective Presentation - To learn more about this author, visit George Ludwig's Website.
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George Ludwig
(Visit George's Website)
George 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.
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