In my last post, I covered how to make a cold call where I described about how to make an on the spot sales presentation. Now I will cover how to develop and deliver a sales presentation to a decision maker when you are on an appointed call.
Developing Your Presentation
When you start to develop your presentation, it is important to have knowledge about your prospects business. It is imperative to know your products and services; specifically how the prospect can benefit from them. As a sales person, it is your responsibility to uncover what the prospects needs are. The next thing that has to be done is to know how your company and your products compare to the competition. Product knowledge is a must. (You should also know what motivates the prospect to buy.) Based on who your prospect is currently using as a supplier, you can use this information to show how you are better than who they are currently using. Only after you have done this research are you ready move forward. Make sure the information in your presentation is thorough and can answer as many questions as possible. Your goal is prevent objections and questions by prospects by covering them in your presentation. Make sure to have testimonials from loyal customers with you. (Many times prospects will ask who else you have worked with before considering you.) Make sure to include product specifications and an ROI analysis if the product you are selling is a big-ticket item. You should also practice your presentation to make sure it sounds polished. Get your manager and colleagues to watch your presentation and critique it. Filming yourself and watching your presentation will help you improve. Remember to not be nervous and to convey your enthusiasm through your tone of voice and body language. Do not cross your arms and make sure to make eye contact with your prospect. Make sure to speak slowly, clearly and in a loud voice.
Delivering Your Presentation
Your presentation should include a demonstration of your product whenever possible. You should coordinate with your prospect to make sure there is a projector available if you are going to use visual aids. Also if you are going to use PowerPoint or any visual aids, make sure to use them only when necessary to supplement your presentation. Remember you are conducting the presentation, not the visual aids. Make it a point to get prospects involved in your presentation. It is about engaging your prospect. Have them plug things in, play with the buttons etc… You want the prospect to develop an attachment with your product.
Address any questions or objections that your prospect may have. Once you have done this successfully, ask for the sale! If the prospect says no or they want to think about it, find out why. If they say the money is not the budget ask if I can offer delayed billing or a payment plan would you be able to take delivery. If they say they are happy with their current supplier be sure to show how you are better than they are. I will further explain how to handle objections in my next post. (It is important to note that in big-ticket sales, you will have to make multiple presentations to multiple decision makers. If that is the case make sure you are there to present your product, do not leave this task to the prospect!)
After you leave, be sure to follow-up with a hand-written thank you note. Even if you did not make the sale, it is important to be grateful to the prospect for their time. You want to stay in front of the prospect because things always change. There is always a next time!
Thank you for reading!