Written by Sean McPheat |
9 July, 2015
When salespeople approach new or existing clients, there is always a form of anticipation, as they wonder how their ideas, products, services and offerings will be accepted by the potential buyer.
On occasions, we see them very well-prepared, identifying goals and objectives before making the call, eyeing up opportunities that might present themselves. At other times, it seems like there’s little preparation, with their confidence bourn on the memory of the product presentations they have given a thousand times.
Having spent time on many sales calls, it has occurred to me there are three components that make up the excellent presentation, and it boils down to being different in some way from the masses of other salespeople who may be touting competitive products.
It’s too simplistic, of course, to suggest that total success comes from just three components, but if you get these right, they offer a much better chance of getting good results.
I call them the DVP’s.
The initials stand for your Differentiating Value Proposition.
Firstly, what does differentiating mean? Well, words that come to mind include Distinguishing, Separating, Setting apart, Becoming Specialised.
This gives the image of being standing out from the crowd, making an impression because of being different. We’ve often said that you don’t always have to be better; but you do have to be different.
Being different means that you’re noticed. Too many pitches blend together in a quagmire of mediocrity, so the one that stands out is the one that stands out.
Our brains have something called a reticular activating system, and it comes alive when it notices something different from the norm. If your presentation is simply a regurgitation of the same-old-same-old, features and benefits, then it simply won’t grab the attention and build desire.
Try differentiating yourself through the way you approach the client, how you present solutions, how your solution will make the customer’s business better, more streamlined, more profitable. If you’re able to stand out, you give yourself a better chance of making an impression.
Next is Value. Of course, this means different things to different people, but the usual meanings include things like giving a Satisfactory Return on Investment, The worth, importance or usefulness to someone, or the perception of something’s worth based on interpretation
Value is personal, so try not to generalise how valuable your products might be. Discuss results you have achieved for others, but don’t over-exaggerate the possible results, as this will fall flat if the prospect doesn’t see those results as valuable to them.
Finally, we need to think about the Proposition. This is an idea for consideration, or an agreement based on opinion or judgement.
It must be personalised and specific for the client and their business. A jaded looking document or one that just “bigs-up” your company won’t cut the mustard. It has to be concentrating on the results the client’s business will get. Without that specificity and close attention to personal detail, it will appear to be just another proposal to be added to the pile.
Think seriously how you can differentiate your offerings, so that when you propose the value they will receive, it will make you stand out from the average crowd.