How can you make sure your sales presentation is a success?

Thursday, 28 August 2014

Delivering a Successful Sales Pitch

Here are a few tips prior to meeting your customer.

Feel comfortable with the product you are selling.
You can't sell effectively if you don't know what you're selling. Once you feel comfortable with the basic features, make a list of benefits of owning the product or its unique selling points. Show passion and motivation for what you’re selling and transfer this feeling of enthusiasm onto the customer.

Know your customer's business inside-out. 
Potential clients expect you to be very-well informed about their business, including their products, challenges, customers and competition. Thoroughly research your customer’s industry and go through any annual reports, publications or catalogues issued by the client. The internet is a golden ticket for all your questions answered. Naturally, your client is also a vital source of information - don’t shy away from asking your client directly.

Write out your sales presentation. 
Think about the three major selling points of your product or service. Develop leading questions to probe your customer's reactions and needs. The basic structure of any sales presentation involves: Building rapport with the potential client, introducing the topic, asking questions to better understand their needs, summarizing the key selling points, and closing the sale.

Make sure you are talking to the right person. 
This seems pretty obvious, but it is a common mistake. After carefully setting your sales trap, your buyer wriggles off the hook by saying that s/he needs approval from their superior, their partner, or anyone else in the decision-making process. When you are setting the appointment, always ask "Are you the one I should be talking to, or are there others who will be making the buying decision?"

In essence, these 4 elements determine the success of your sales presentation

  1. Rapport: building a relationship with the customer through genuine interest, and active and attentive listening.
  2. Need: determining what factors will motivate the customer to listen with more keenly. Identify needs by asking questions and researching the customer beforehand.
  3. Importance: how enticing and important the customer views your product. The product’s unique selling points should mirror the needs of the customer. Tailor your presentation according to your audience.
  4. Confidence: ability to gain your customer’s trust in that the risk of purchase will be less than the reward of purchase. Establish an air of confidence and enthusiasm – this will be transferred on to the customer.
To learn more on how to deliver a more successful sales presentation, check out the recently-launched accredited ISMM Certificate in Sales and Marketing.

Adapted from Entrepreneur

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