Are you confident that your sales presentations are more compelling than your competition’s? As I work with clients to transform their sales presentations, I often need to remind them that, “Powerful sales presentations are always focused on your client’s problem, goal or challenge – NOT on your product or the service you provide.” Here is an article from Sandler Training that reminds us all that successful sales presentation are in fact successful because they focus on how a product or service meets a prospect’s needs.
Nobody Cares About Your Products or Services
By Sandler Training
Prospects aren’t interested in nor are they buying products and services for their unique aspects, features, benefits, or advantages. They are buying products and services for what those products and services can do for them—for what it helps or enables them to accomplish. They are not buying the product or service; they are buying the intended outcome of using the product or service.
Does a prospect care about the pounds of pressure in the hydraulic cylinders of your scissor lifts? No. What they care about is whether the lift will raise three pallets of parts twelve feet in the air to reach the top shelf of the storage bins. Does a prospect care about the process by which your diamond tipped concrete-cutting saw blades are made or that 38 State road construction departments use your blades? No. What they care about is how many feet of four-inch concrete pad they can cut before needing to replace the blade. They care about the end results of using your products or services.
What’s the point?
All too often, salespeople become so caught up in, even fall in love with, the “unique selling points” of their product or service—code words for features, benefits and advantages—that they pay scant attention to the outcomes the products or services are designed to achieve. Prospects care about outcomes before they care about or consider “unique selling points.”
It’s OK to “love” your product or service and speak passionately, emotionally, and convincingly about it…after you’ve determined that it provides the outcome your prospect is trying to achieve.
© 2009 Sandler Training
Learn to speak as an advocate for your client. You might use the “situation, solution, success” formula explained in my previous blog post, Situation, Solution, Success – Sales Presentation Strategy. You’ll never go wrong in appealing to another person’s rational self-interest.
Do you need to improve your sales presentations? Are you good at sales negotiating? The Successful Sales Call Package value pack can help you. It includes the Inside Secrets of SuperStar Sales Presentations, How to Master Price Negotiations and Super Sales Presentations.
Other CDs, DVDs and digital downloads to improve your sales presentations are available here: https://fripp.com/store/sales-presentations/
For more information on Fripp events to help you with your sales and business presentations visit: https://fripp.com/public-speaking-events/
Executive Speech Coach and Hall of Fame Keynote Speaker, Patricia Fripp is hired by individuals and companies who realize that powerful, persuasive presentation skills give them a competitive edge.