If your sales presentations don’t differentiate and motivate then you are probably creating well-informed prospects instead of customers.
In a competitive market you can’t afford to waste presentations that don’t lead to sales.Every presentation you give is an opportunity to reinforce and position your products in your customer’s mind. If your presentation is unfocused and general, the impact on your customer will be temporary. If your presentation is focused and specifically geared for that specific customer, you can etch an indelible impression in your customer’s mind. Therefore, your presentation must:
- Link your solution to the buyer’s issues and needs.
- Demonstrate how your solution is significantly different and better than the competition’s solution.
- Offer proof of your claims.
- Build urgency and motivate the buyer to act.
There are two closely related skills you must use while presenting your product. They are:
- Relating your product to the customer’s current personal or business needs to set up a relationship between the two. In short, you have to show the customer how your product will address his or her needs.
- Demonstrating that your product is the solution to your customer’s needs in a way that is clearly different from the solutions offered by your competition. It’s not enough just to present features and benefits. Your presentation must deliver strong feature benefit statements that distinguish your product as the best or only solution to your customer’s needs.
The goal is to give your customers the information that will help differentiate your product from the competition. Customers make decisions to buy through a process of differentiation among similar products. To differentiate among products, they have to see a distinction in the various product features and benefits. Your job is to help them see the unique strengths of your product that make it distinct from the competition.
If you don’t offer the information for customers to make that distinction, they may have to create one, or your competition may help create one. If customers are the ones making the distinctions about your product independently, you’re at a disadvantage. If your competition makes the distinction, they will score at your cost.
The critical difference in a consultative approach to product presentation is that you focus on finding a fit between your product and the customer’s wants and needs. Most traditional feature benefit presentations assume that every product feature has a benefit for customers. This traditional approach only works if customers have already recognized the value of the benefits you present. When you focus on the unique strengths of your product, you first have to decide what your customer really wants, and then tailor your presentation to deliver the features that fulfill those needs.
If your goal is to win your customers’ mind and business you must focus on aligning the benefits of your solution with their wants and needs. This can only be done by delivering sales presentations that differentiate and motivate customers to buy…fro you and only you.