The sales presentation of one's product or service is where sales people create value and build desire for ownership. The presentation is where the picture of mental ownership is painted and it is were one creates the "I must have this" state of mind. Why? Because the buyer has fallen in love with the solution being presented. The buy at this point has also become certain that the product or service will solve their problem(s). The presentation of one's product or service should
- handle every concern,
- build value and
- motivate the prospect to ownership.
Sometimes after a sales presentation a sales person may feel like they never connected with the prospect. Other times the prospect didn't seem all that interested during the presentation or, even if they were interested, they didn't want to buy from the sales person.
From Grant Cardone who's published 5 books on sales and success one of which is a New York Times Best Seller, are five tips to help avoid those things from ever happening to a sales person again. These tips will also help any sales professional to give sales presentations which consistently do what they are supposed to. Which is sell.
Number 1: Tailor the presentation to your prospect's dominant buying motives.
Before anyone can give an effective presentation, one must first find out what is driving or motivating the buyer the most. Some great questions to ask at this point would be:
- "What is the single most important thing you would like to resolve?"
- "If there was one thing you could fix, what would it be?"
Before the presentation of the product or service, ask as many questions as needed to and dive deep into the answers as to really understand the problem(s) the buyer trying to solve. Understand that no one buys anything without trying to solve some sort problem, even if they don't see it as a problem.
Number 2: Use the "magic question" in the presentation.
This is the "magic question" that will make the need for many presentations and proposals simply go away. That's why Grant calls it the "magic question." With this question, simply ask, "Just suppose that I give you a presentation on our products and services, and you see they're a perfect fit for you, what would happen next?" The answer to this question will often indicate the next best step. That it is time to launch into your presentation or which could be more likely, you have more work to do with this prospect.
Number 3: The 20% + 10x rule.
If a sales person gives a typical/standard, one-size-fits-all sales presentation with the hope that something he or she says will be relevant and hit the buyers hot button, chances are the prospect won't even be listening. By giving a standard presentation, sales people are leaving it up to the prospect to figure out what is relevant. Unfortunately, most prospects simply can't be bothered. The professional sales person will assume that 20% of the product will sell 100% of it. She will then find out specifically what that 20% is and the proceed to hammer it home. To give highly relevant presentations, only present those aspects of the product and services that are completely relevant to the prospect's specific and unique problem. Get rid of the rest, but then be sure that what is presented demonstrates 10 times the price of the product.
Number 4: Paint pictures of ownership.
With the first tip, Grant says to only give a presentation once the sales person fully understands the buyer's motivation for solving his problem. During the presentation, sales people can then simply paint the picture of how the prospect will use the product or service to solve the problem. Painting pictures of ownership: "Your people will use this daily and save your company money." Sales people can reflect back what the buyers has told them about what the problem is costing and how the new product will save them money or make them money. Assuming the product / service actually makes sense financially or otherwise (and one should not be giving a presentation unless it does), the prospect will be very motivated to do business.
Number 5: Always, always, always write up (present a proposal) the buyer after the presentation.
For many, this final tip may seem obvious. Selling and closing a transaction will not happen without a write up or a proposal. This is one of the first things Grant's online programs, Cardone On Demand and Cardone University looks to improve when they work with a sales team or organization. It is one of the biggest mistakes made by sales people and companies. To not present a proposal or do a write up after a presentation means the presentation was a waste of time. Grant will get to a price proposal 100% of the time even if he has to force it. In this way companies will also give themselves a competitive advantage because so many companies have been taught to wait until all the stars are perfectly aligned before presenting price.
Apply these five tips and notice how the sales presentations will begin to consistently sell!
Grant Cardone works with Fortune 100 companies customizing sales processes and improving customer experiences. His clients include Google, MorganStanley, Ford, Chrysler, WebFlings, WellsFargo and more. For more information about Grant Cardone, his books and online solutions, contact Sales & Marketing Manager David Bradley at 310-777-0352 or firstname.lastname@example.org