Written by Sean McPheat |
When you have found out precisely what the client is wanting in terms of solutions to their problems, you have earned the right to present those solutions. And much of what you say comes down to demonstrating the viability of your product to serve the needs of the client.
So many presentations I have seen fall short of what I consider the baseline for this most vital stage of the sales process. Many salespeople think the product will sell itself or they don’t plan enough to become flexible to the needs of the specific client, and so the presentation becomes a boring list of features that were obviously given to the last prospect and the one before that and the ….. etc.
So, here’s a list of things you should do and things you should steer clear of in order to make your product presentation come alive:
Firstly, don’t do these…
Don’t highlight too many features that the prospect hasn’t expressed an interest in: You will know these from your analysis of the REAL needs of the prospect
Don’t demeonstrate your product to people who don’t have the need or the decision-making authority: It’s a waste of your time and if they need to sell that onto others, they won’t be able to answer questions the way you will be able to.
Don’t drown the person in jargon: Even if the propsect is tech-savvy, ensure tyhey have a clear understanding of what you’re refering to. Their acronyms may be different to yours!
Now to the things you should be doing!
Do use the product to back up the claims you have made earlier: It should prove that what you have demonstrated will achieve their goals.
Do create an atmosphere of decision-making: This means that everything you demonstrate should aid the prospect to see how buying it will make their lives easier, richer, more productive, less costly, or whatever their buying decision is based on.
Do have a sequence or flow for the demonstration, and make it pertinent to their business: If it’s a scripted demo, the prospect will immediately see through it and you’ll lose credibility.
Do employ ‘Murphy’s Law’, which states that if it can go wrong, it probably will: Have back-ups to support your message. What if your laptop dies, or the bulb goes out, what if…what if…you get the picture.
Do demonstrate how the product will affect their business for the better: If there are things the product will do that will assist them in getting closer to their overall goals, get those out on the table and get the prospect to agree on how they will help.
You need to identify what value the product will offer to this specific user. If you can personalise your offering to make their business or lives better, they are more likely to pay attention and see the benefits you are offering.
The UK’s #1 Authority On Modern Day Selling
Originally published: 6 June, 2011