Written by Sean McPheat |
Let’s face it, when it comes to product demonstrations, many salespeople fall into the trap of carrying out a ‘one-size-fits-all’ presentation, with a prepared verbal monologue of what makes their product the best on the market. What can you do to put together a demonstration of the product that makes a real difference?
Here are some ideas:
1) Remember: A product demonstration should capture the imagination and attention of the prospect. It should be unique to that individual prospect, because each person and company have their own specific needs and wants associated with the product.
You need to ascertain what the prospect requires the product to do for their benefit, so you need to know what motivates the prospect, what keeps them up at night, what they hope to accomplish, what they feel they must avoid.
This all comes from quality research and questioning before and during the qualification stage.
2) Give your presentation a real attention-grabber, by outlining what the prospect will be able to DO as a result of using it.
Remember that the image you are portraying should make the prospect sit up and take notice, not just from a company point of view, but also from a personal point of view. What will the product do for them and their standing in the company, or in front of their customers? What are the main concerns that the prospect has that this product will be able to address? Personalise it to make it come alive!
Your demonstration should touch on the major hot buttons for the individual prospect.
3) If you are going to demonstrate the product in action, make sure it works! Prepare beforehand, so you’re not left in limbo if something goes wrong. Check that the power works properly before the demo. Have you got spare parts if it does go wrong? Is the battery fully charged on your laptop? If you’re presenting via powerpoint, take your own projector!
4) Make the demo applicable to the prospect’s business and their customers. This means knowing what they are trying to solve, from their customer’s point of view. Highlight the areas that will impress their customer. Make it come alive in their eyes.
5) Get the prospect to describe what it would be like to own, use and benefit from the product. When they start seeing the advantages of using or promoting the product themselves, then you have less ‘selling’ to do, as they effectively ‘buy’ the product without you having to revert to techniques to convince them it would be a good idea to buy. If it makes sense for the prospect to have the product, this is the time to open the long-term relationship with them and ask for the order (this part used to be called ‘the close’)
Making your presentation come alive in your customer’s eyes makes decision-making easy for them. Become aware of the value your products offer, and you can imagine the increase in sales that will be available to you.
Originally published: 22 November, 2010
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