STAGES OF SALES PRESENTATION

Accelerate your business with these expert tips on the "Sales Presentation Stage". Analyse and discover this TIP!

The sales presentation stage is the key stage in any commercial action. That's why we have to take care of all the aspects that make it up so that everything runs according to your objectives.

What might these objectives be?

• Getting your prospect (potential target customer) is aware that he or she has a need or problem.
• Get him to understand that you can solve that problem or meet that need.
• Gaining trust for you and your company.
• Convince him to buy or hire your service.

The presentation of sales from the point of view of the neuroventa:

 Emotions are fundamental!!!

We need to establish an emotional connection with customers. This will enable us to gain their trust, reduce their misgivings or objections, etc.

We must highlight the customer's needs and make them understand that the product is made for them. If they are not aware of this need, you have to awaken it by highlighting what they are missing out on. Make the customer imagine what their life will be like once they have the product. Female clients require more arguments than male clients.

FEAR USED WELL IS IMPORTANT:

WHAT DOES IT MEAN NOT TO HAVE THE PRODUCT?

Let your customer speak freely

In any sentence it can give you a useful key to the sale. 

Offer alternatives if you can

Don't overdo it. You could get him or her involved and lose the sale because of indecision.

Manage the social side of the relationship well:

We are talking about establishing the right chemistry in the relationship with the customer.

Confirmation and Re-Discovery of the client's needs:

It is important that in the At the time of the presentation you already have a clear idea of what the client's needs are, but be sure and ask questions, validate your assumptions! Only from That way you will be able to properly offer your product or service and persuade the customer that yours is the best solution. 

Information about the customer and their needs can be obtained in multiple ways. If you are starting out, it is because you have already identified those needs, so in theory you have already gone a long way. However, remember that every customer is unique and it is important that when you make a sales presentation adapt your entire presentation to the specific needs of the client in front of you.

Spend time thinking about who can give you the information and what questions you should ask them. Develop your full capacity to active listening when you question the customer himself in a pre-briefing meeting, a company technician, a current supplier of the customer, or even a customer of your prospect. Any source of information can be good to find out everything you need to know about your client and the problems and needs you can solve.

Customers are not always aware of a problem or a need.

The client may feel that he/she is in a state of homeostasis (balance and satisfaction), with their current suppliers or with their way of doing things. Only knowledge of something new that can bring about an improvement in their processesThe fact that a cost reduction, a time saving or the creation of new value for the customer will make you realise that there is indeed a problem, that there is something to improve. Your skill is to make him see the advantages of your product and the benefit he can get from them.

The sales presentation is not the most appropriate context to inform you about customer needs. This is done before, however, it can help you to introduce your proposal and confirm those needs. But we recommend that you bring the homework done to the meeting with your client. A added value not least, you will be demonstrating to the customer that you will you bothered to get to know him before you sat down in front of him.

The 10 minutes before your meeting with the client, practice immersion, stop whatever you are doing, forget your worries and... focus 100% on the person you're going to talk to!!! Review any notes you may have, last conversations ..... refresh everything you know about him/her. Waiting times can be a good time to do this exercise. 

OFFER THE MOST APPROPRIATE PRODUCT OR SERVICE:

When you offer a product or service to a customer in a sales presentation, you canor you do it because you understand that it is the most appropriate according to the needs identified. But it is also important to ensure that your product matches the customer's buying motives.. These reasons may be rational or emotional and manifest themselves in the form of of preferences.

The most common can be brand preference, quality preference, price preference, design preference, etc.

• Presentation strategies:

The marketer satisfies the customer's needs through three strategies: information, persuasion or recall.

• Information strategy:

The seller must ensure that the message is well understood by the customer. It uses information brochures, photographs, catalogues, demos, comparative data or graphs, expert testimonials. Sometimes, sales presentations are carried out using multimedia resources such as videos, PowerPoint presentations. It is a appropriate strategy for complex products. The salesperson can even be accompanied by an expert from his or her organisation to provide knowledge about the product, its advantages, how to use it, etc.

• Persuasive strategy:

The goal is to influencing the client's beliefs, attitudes and behaviours in order to make the decision we are looking for. This is a delicate strategy, since it can be interpreted as a pressure sales and this can lead to rejection.

• Recall or reinforcement strategy:

When the client has already gone through a process of information or persuasion, the recall strategy helps to reinforce key concepts conveyed and puts the client in a position to decide. Regardless of the strategy selected, it is essential that the salesperson develops argumentation skills.

THE FOLLOWING ADVICE SHOULD BE TAKEN INTO ACCOUNT IN RELATION TO THIS ISSUE:

1. Do not start arguing until you have the client's attention: People coming in and out of the office, mobile phone calls, etc. are enemies of the salesperson and it is advisable to wait until the interruptions stop.
2. The fewer arguments the better: the retentive capacity for information is reduced, so a profusion of arguments should be avoided and only those necessary in each case should be used.
3. When using a canned selling strategyThe arguments are the same for every client. A good argumentation takes the client into account and adapts to the client's specific needs and circumstances.
4. Use the strongest arguments at the beginning. And don't shoot them all, save cartridges to save doubts or to redirect.
5. Make use of objective information supporting evidence to back up your arguments.
6. Argue more about advantages and benefits than about features. This is hard for technologists to understand. The important thing is not what the product is but what it does.

Approaches to sales presentations:

We have already looked at presentation strategies. Let's talk about the various dominant approaches and orientations in sales presentation. In any case, good salespeople use all these approaches with ease, depending on the moment of the sale. 

Let us look at the most important approaches:

• Stimulus response:

It consists of customer guidance towards a predisposition towards the purchase of the product based on questions that we know the answer to in advance. The continuity of answers always in the same direction makes it difficult for the customer to refuse the purchase.

Example: An insurance salesperson could use this string of questions to sell life insurance: You don't want your children to stop going to university when you're gone and the family is homeless because you can't pay the mortgage, you don't want your children to stop going to university when you're gone and there's no one to pay for their studies, you don't want your family to be left without resources to get by when you're gone, you don't want your family to be left without resources to get by when you're gone, you don't want your family to be left without resources to get by when you're gone?

The good salespeople talk too little and listen too muchThey ask questions until they are clear about the need, and only after they are clear about the need do they start talking. It's not about throwing a lot of mud to see if you get it right.

• Formulated sales or pressure sales:

It is an approach in which the customer's needs take second place and the important thing is to sell. The argumentation adheres to the so-called structure AIDA (Ation, interest, deseo and action).

• Need - Satisfaction:

The salesperson discovers the customer's needs and how to satisfy them. He is therefore a adaptive sales style.

It is the most widely used approach because it is an adaptive approach (to different customer profiles); the salesperson can position him/herself as an expert consultant in the eyes of the customer and can also take advantage of the best of other approaches.

DEMONSTRATION IN SALES:

The demonstration is a sales presentation tool which allows the customer to see the product in operation. Increasing competitiveness in the business environment has meant that the demonstration is a prerequisite for selling. The automotive industry uses demonstration to give potential customers a taste of cars and a sense of ownership. Promoters who give us a taste of a food or drink in supermarkets follow a demonstration strategy. 

In any case, the advantages are shared: The customer can evaluate the product, use it, touch it, smell it, taste it. The salesperson has a reliable proof of his arguments. 

The demonstration awakens the customer's eagerness of owning the product, saves time on presentations, wakes up trust of the client and reinforces the seller's imageof the product and of the company.