If you, and your sales team, desire increased sales… If you, and your sales team, want to do this without increasing call frequency… You only have one choice—excel at persuasive presentations!
Recently I conducted a presentations training for a technology company. Their business is strong, and they have an experienced sales team. But, few truly understood the basic mechanics of persuasive presentations. As such, they were leaving dollars on the table at every call.
Selling is simply determining another’s problem and persuading them that you have the solution to their problem. Then asking them to accept your solution—the close—it’s quite simple. Unfortunately, not enough salespeople understand the basics.
There are three key elements in persuasive presentations:
- An arresting opening benefit statement.
- Explaining benefits with features.
- Asking for the business.
Right about now you might be thinking, “Thanks Ed, but tell me something new!” Force your sales team to practice their sales presentations in front of each other at your next gathering and you’ll most likely say, “Wow! They really do not know these basics!”
The opening benefit statement is really a hook, one that catches the prospect’s interest. In reality, a salesperson is saying, “Please give me a few minutes of your life.” If the prospect sees no potential value, why in the world would they want to needlessly give up minutes of their life? The first thing a salesperson says either catches the prospect’s interest or it doesn’t. Grab their interest instantly with a promising opening benefit statement.
How sales people love to share features—about them, their company and about their product or service. Most prospects are thinking, “So what!” The prospect only cares about how the salesperson’s offer can make their life better—that’s it! For every feature, the logic, there also had better be a benefit, the emotion. Otherwise your salespeople are just visiting for a cup of coffee rather than solving problems and selling.
Ask for it:
These are the three great words that will change the lives of any salesperson that is confident enough to use them. I continually wonder why so many salespeople are afraid to ask for the business. Could it be because they have not yet sold themselves? Could it be they are afraid of being pushy? Could it be that they don’t want to deal with the rejection of a prospect saying no?
The answer to the above three questions is a resounding, yes. Challenge your salespeople to a day of presenting in front of each other. Have them do at least two presentations in a day. And, if you want it to be really powerful—have all your salespeople complete feedback forms on each other.
Ed is the Founder and CEO of the 501(c)(3) non-profit public charity, Cigar PEG Philanthropy through Fun, and president at Rigsbee Research which conducts qualitative member ROI research and consulting for associations and societies. He has been called “the dynamite that broke up our log jam” by association executives—rarely politically correct and almost always provocative—and from a dozen years as a United States Soccer Federation referee, Ed calls it the way he sees it. Exceptional resources at www.rigsbee.com.
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