The following sales presentation tips will help you make a connection with a prospective buyer based on the timeless selling principles developed by David. H. Sandler.
Be a Good Listener
You want to seem knowledgeable, but the best strategy in the initial stage is to ask questions. Dave Mattson, the CEO of Sandler, says “sell today, educate tomorrow.” Your first objective should be to find out why and under what circumstances your prospect would buy from you.
Next, put that knowledge to work and focus on the prospect in front of you, adapting your presentation to their needs. Let the specific prospect guide the presentation, not the materials. Only use materials in a presentation that specifically help you fulfill something your prospect needs based on desires they’ve communicated to you.
Let the Other Person Do the Talking
In a sales meeting, your prospect should be the one talking about 70% of the time. A prospect who’s seriously considering buying will be asking a lot questions. In fact, a prospect who’s listening probably isn’t a good prospect at all.
When asked a question, before you answer directly (and put pressure on yourself) think of answering with a question instead. The idea is to get to the bottom of what they’re really asking. A prospect might be looking for a weakness in your offer. For example, if they ask if you have experience working with a certain type of client, they may be wondering if you give the same cookie-cutter services to each one.
Share the Right Information at the Right Time
Don’t show off intimidating knowledge too early on in the process. Don’t use terms or data before you know if your prospect is comfortable with those terms. They won’t feel comfortable making a decision.
In a presentation, you only review the material that’s already been discussed. Don’t make unnecessary revelations that might scare the prospective buyer off. For example, if you’re selling a software programs, you know that updates are a part of life. Your client may not know that and become nervous if it’s mentioned.
At the same time, there are some issues that cannot be avoided and shouldn’t be hidden from. If you know an issue is going to arise, get ahead of it! This raises your status and trustworthiness. As mentioned before, open the floor to the prospect to find out what their questions/concerns are before launching into an explanation.
Never Ask to Close a Deal
Asking questions can be a powerful tool, but only when used to understand your prospect. Asking for a prospect to finalize an order puts you in a lower status by making it seem like you’re asking for a favor. Closing a deal should feel mutual – a natural recognition of a mutual benefit. The way to achieve that mutual agreement is by helping them eliminate doubt and speculation about alternatives. Over time, you should build trust, rapport, and show your knowledge can guide them to the best decision.
For more information, read our free in-depth article about why “Why Sales People Fail.” Learn more about how to apply these principles from Sandler training solutions.