How To Present Your Product With No Resistance
How well do you tell your sales story with power, believability and behavior?
How effective are you at virtually guaranteeing that your prospects become customers?
In order to do this successfully, there are two simple principles to keep in mind, no matter what
you are selling. Here they are:
- People buy anything they will buy for their reasons, not yours (or mine)
- Prospects expect salespeople to exaggerate the value of their product or service (you and me, included!)
Once you understand and accept these two realities, what can you do about them? The first
principle can be dealt with very easily and systematically by remembering two things:
- The more you are in front of qualified prospects, the better off you'll be…and
- The secret is to ask the right questions of the right people (qualified prospects) related to what
- they'll buy, when they'll buy, how they'd like to buy, under what conditions they'll buy - and then ensure your product or service meets those exact standards.
The second principle, though, creates a little larger obstacle. Most salespeople are accustomed
to "telling and selling" instead of "involving and asking." It is true that people learn a lot more from
what they experience and actually do than from what they simply hear, isn't it?
The same is true about your product or service presentation. In fact, I prefer to use the term
"application" rather than "demonstration" or "presentation." The former means a mutual discovery
or learning experience as your product or service is unfolded to your prospect while the latter
terms refer to a standard, sterile and boring monologue related to your product or service's
features or, perhaps, even irrelevant benefits.
It has often been said that features "tell" and benefits "sell." Unfortunately, it is far deeper than
that! You need to determine which benefits actually do sell! You also need to discover the role
that active participation, involvement and education play in the effective presentation of your
product or service.
Always remember that people are far more likely to believe what they experience, do, feel, touch,
smell, think or immerse themselves in, than what they simply hear from you!
Will, a college student, recently experienced a wonderful, 21-day tour of Europe. He and
his friends traveled from Rome to Paris and from Paris to London. Then they went to Munich,
Austria and back to Rome. What did Will learn?
- That travel is expensive (much more than he thought)
- That travel is fatiguing (much more than he thought)
- That Europe is rich in history (much more than he thought)
- That he was happy to come home (much more than he thought he'd be)
- That he can be independent even in a foreign culture (much more than he thought)
What does this mean to you as a sales professional? Simply this - never underestimate the
importance of allowing your prospect to learn all they can about your product or service.
To serve as the tour guide, interpreter or facilitator. To allow them to reach their own conclusions,
draw their own comparisons and discover precisely how your product will address their concerns,
enhance their profits, solve a problem or meet a need.
Some tips? Let me give you six very specific things you can do today. Here they are:
- You need to know how to prepare your "lesson plan" (your presentation) by addressing only the
specific issues your customer has.
- Your product or service must be seen strictly from the perspective of your prospect or customer
- not you, your marketing department, R&D staff or anyone else within your organization.
- Keep your presentation simple yet elegant. Don't confuse your prospect!
- Make your application interactive. Show and tell, ask and explain - educate and involve.
- Ask feedback questions to ensure your prospect or customer understands and emotionally accepts your solution.
- Questions like, "What do you think?" "How does it feel?," "Do you understand?" Do you have any questions?" or "Would you like to try this yourself?" are all essential to ask.
- Don't talk too much, talk non-stop or talk in jargon; your prospect or customer will not understand.
Always remember that people don't want to be sold. But they love to buy.
Ask the right questions ("What do you want to buy?" "When do you want to buy it?" "How will you
buy?" "What do you need?") then present only the right solutions - and allow them to experience
your product or service. Then, they will buy! And you won't have to sell them anything.