Selling To A Group Is Different To One-On-One

Written by Sean McPheat | Linkedin thumb

Professional business meetingYou will often have to sell to more than one person. The decision-maker may be one of the team, but not necessarily. In order to sell to a group of people, you have to bear in mind a number of differences between selling in this situation and selling to just one person.

Remember, a group is anything more than just one person. Whether it’s 2 or 200, keep to these tips and you’ll increase your chances of success:

Dress appropriately. Make sure that what you’re wearing is suitable for the occasion. You want your message to be remembered, not your attire.

When you are introduced to people, try your best to remember and recall their name. If you mention their name during the presentation, it will be memorable and impactful, because they won’t expect it.

Find the people who you have to impress the most. These are the power people, the decision-makers, the ones on whom you are going to have to make an impact. Establish eye contact with these people most, as they are the ones who you have to build rapport with.

Decide if you are going to take questions during the presentation or afterward. If someone asks a question that you will answer in your presentation, mention that the answer is coming up soon, and that will normally suffice.

Remember that there will be different learning types in the audience. Some may be drivers, so you have to be clear on results of your proposition. Some will be analytical, so mention the numbers. Some will want to see things in operation, so deal with these people too. The more styles you use in spreading the message, the more likely you are to appeal to the group in general.

Make your materials as high quality as possible. Nothing will turn the group off more than black and white photocopies that mean you couldn’t be bothered. Group analytics prove that if one person doesn’t like something, it will quickly affect many others. Make your materials outstanding so that the message is enhanced.

Ensure you cover as many people’s concerns as possible. It may not be possible to answer every question, but highlight as much as you can and then allow specific questions afterwards.

So, a group presentation relies on you making an impact on more than one level. If you can do that, you have a great chance of impressing as many people as necessary to help them make the right decision.

Happy Selling!


Sean McPheat

Sean McPheat
Managing Director

MTD Sales Training

450 sales questions free report

Originally published: 20 December, 2010

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