Rules For Effective Sales Presentation
By James Hughes
- Grab the client’s attention in the first two or three seconds with a fact or an emotional statement that hits him where he lives or does business.
- Be well acquainted with the product or service. Knowing the product or service well helps you to be confident and sound convincing. Even if it is a new product or service to you, take time to familiarize yourself with it first before meeting the client. The last thing you want to be doing while presenting to a client is to be stammering or feel jittery.
- Find the vulnerable spot. Everybody has something that will make him or her move or say yes. It may have nothing in the world to do with his or her business life. It may be a dream, a hope, or a commitment to a person or a thing. Selling is finding the vulnerable point and pushing the yes button.
- Be cheerful. People are attracted to someone who is warm and friendly. There is a particular girl in my neighborhood who sells plantain, she is always greeting people excitedly, asking how was their day and would they love to buy plantain, even if they do not buy, she would still say thank you. That in a way is her unique selling point, people have come to associate her with that warmth and cheerfulness, anytime I am passing through that street, I usually look out for her. In contrast, remember how some market women insult customers just because you ask for a bargain and they do not agree!
- Find and emphasize common ground. You and the clients may disagree on many things. You may like Jesse Jackson, and he or she may dislike Jesse Jackson. You are not there to discuss what divides you. You are there to emphasize the values, hopes, and aspirations that bind you together. Successful selling is a matter of finding common ground, no matter how narrow it may be, on which you and your client can stand together.
- Preach the value of your product or service. You need to convince the client about how valuable your product or service is, that is when he would be willing to patronize you and even come back subsequently for more. Highlight the benefits of the product or service to him; take time to explain to him the benefits and functions of the product or service. This may be the reason why they say marketers have sweet mouth; depending on how the person has sensitized or convinced you, you find yourself making an order.
- If there are limitations or disadvantages of the product or service do not conceal these from the client, if you do, he may discover later and feel cheated; once there is breach of trust, a client would be unwilling to continue to patronize you.
- Go the extra mile. Clients are usually impressed by excellent delivery and performance, if you give a client the best and the excellent chances are that he would come back next time. For example, maybe your line of business is selling electronics, you could go the extra mile of offering installation services to clients for free or for a token a bit lesser than the usual charge. This would surely leave a lasting impression on them, anytime they have another demand for electronics they would likely patronize that person that went out of his way to help them install the previous one.
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