Sales Presentations That Close Themselves
Sales presentations which follow a small, but exact, handful of underlying principles, virtually close themselves.
But which among the many are the magic principles that define a truly winning sales presentation, and among these, which are the most magic al of all?
There are just two major goals to focus upon when delivering a sales presentation:
- Get the prospect fully familiar with your product, service or idea; and
- Focus on the specific features of your product that are most likely to satisfy the exact needs and wants of the particular prospect in front of you – the specific needs and wants you discovered about the prospect before you began your sales presentation.
There are about two dozen do’s and don’ts to apply while working toward the two major goals above. These are the do’s and don’ts which will assure the effectiveness of your sales presentation. The following are key among them:
- Don’t introduce terms which the prospect is likely to misunderstand, and if you have the need to introduce any such terms, be sure to define them as you go.
- Introduce your product in a gradient way, to be sure that you have not gone over your prospect’s head and lost him along the way.
- Get your prospect as physically involved with your product or service as your product or service will allow. If the product itself is available, get him to touch it, handle it, try-it-out, etc. Or, if the product itself is not at hand, or if it is a service rather than a product that you are selling, use some sort of representation of it, such as a model, “before and after” illustrations, etc.
- Show your conviction. Make it clear to the prospect how much you believe the product and the company are the right ones for satisfying his needs and wants.
Some principles are notably more powerful than others when unfolding your sales presentation. One of the most powerful principles is to get as much of your prospect’s agreement as you possibly can and to get it on every major point you make:
SALESMAN: “So, Mr. Jones, wouldn’t you agree that this model is exactly the shade of blue that you were hoping for?”
PROSPECT: “Yes, it is precisely the shade I’ve been looking for.”
And some principles are so powerful that the implementation of these, alone, will assure the success of your sales presentation. None is more powerful than the principle of persistence. The application of this single principle is so powerful that a salesman can do an astounding number of things wrong and still have a successful sales presentation if he will simply continue to try to interest his prospect in his product, service or idea, no matter how many objections he runs into, until the prospect finally builds up enough interest in the product to make the purchase.
The full listing of ingredients for how to create a super-effective sales presentation is covered in Chapter 6, Presenting, in the all-inclusive sales training manual, HOW TO SELL – Clear and Simple. In Chapter 9, Handling Objections and Other Trouble Shooting, a simple, two-step procedure is laid out, which enables any salesperson to continue to persist, despite any and all sales resistance he might run into, until the prospect either buys the product or is no longer a legitimate prospect for the product. And it is laid out in such a way that it ensures the prospect will experience the procedure in as smooth and agreeable a fashion as is possible.
In successful selling, there are a small number of procedures that can be left up to chance, but one of them is not the sales presentation.