Make a successful sales presentation. Part-II

Selling enterprise software or custom software development services requires a long drawn consultative selling process. Consultative selling is a 5 stage process, and in each stage, a sales man needs to do a different sales presentation. In my previous blog on making a successful sales presentation , I had written about the importance of preparation in developing a successful sales presentation. The next step in the sales presentation is the actual presentation itself.

Before getting into the details of how to do a sales presentation, let me just reiterate the goals of a salesman. First goal of a consultant salesman is to establish a relationship with the potential customer and then make the potential customer make a purchase. Second goal is to maintain the relationship with the customer as that this "first-time" customer will make repeat purchases. Third goal is to intensify the relationship so that the "regular customer" becomes a customer champion and will make enthusiastic referrals. Presentations are an important part of relationship establishment and growth. (not to mention - dinners/lunches/games etc.)

Based on the above goals, presentations may be categorized by its primary purpose:

1. Persuasion - make the customer take some type of action
   
2. Informing - give new & valuable information to customer
   
3. Reminding - make the customer aware of the successful relationship

A successful salesman will therefore have a set of presentations to make - but uses them with discretion based on different stages of selling process, different levels of relationship, and his goals.

Remember, that the presentation can take several formats:

• PowerPoint Slides: For in-person, one-on-one or group selling.
  
• Printed material - Brochures, letters delivered in person or by mail, which provide additional information to customer.
  
• Telephone conversations: Talk to customer - reminding him, keeping relationship.
  
• Computer data: e-mail, sharing documents, interactive sessions etc.

Developing a Persuasive Presentation

During your presentation, following guidelines will be useful:

Place Special Emphasis on the Relationship
Good rapport between the salesperson and the prospect is a necessary foundation for the use of a consultative sales presentation. People prefer to comply with requests or suggestions from people they know and like. They also will communicate more openly and freely when a relationship is one of rapport.

Sell Benefits and Obtain Customer Reactions
People do not buy things, customers buy benefits from the product. Don’t make the mistake of listing a number of features and assuming that the prospect will interpret them into benefits as you perceive.
Make sure that you:Translate features into benefits: E.g.. We have a large meeting room (feature) which means to you (translation words) that your meeting attendees will be comfortable and relaxed (benefit).

Obtain a reaction from the buyer
Follow the above translation of features and benefits with a question. For e.g. Ask "Is that what you had in mind?" This confirmation question allows you to check to see if you are on the right track. It allows the prospect to object to what you said and, thus allows you an opportunity to clarify what the customer really needs.

Minimize the Negative Impact of Change
Most customers resist change. By introducing new products/services and new solutions to the buyer, you are threatening the status quo. In most selling situations the prospect is being asked to consider change. Change is more acceptable to people who understand the benefits and do not see it as a thereat to their security. So whenever possible, help the customer to view change in a positive and realistic way.

Place the Strongest Appeal at the Beginning or End of the Presentation
Research indicates the beginning or end presentation of something is the most memorable. Appeals are the propositions which are of the highest concern or interest to the prospect. A strong appeal at the beginning with get the prospects positive attention and set the tone for interest in the presentation. Placed at the end, an appeal sets the tone for the closing or asking of the order.

Use a Persuasive Vocabulary
Words like partnership is a current positive and appealing word. The prospect feels good about terminology like this. Research has shown that the twelve most persuasive words in the English language are: "you", "money", "save", "new", "results", "health", "easy", "safety", "love", "discovery", "proven", and "guarantee".

Use Metaphors and Stories
A metaphor is figurative language that suggests pictorial relationships between objects and ideas. You can quickly paint vivid, visual pictures for prospects that will command their attention and keep their interest. For example, "This is the Mercedez-Benz of CRM solutions" which suggests high price and high quality/reliability of the product/service. Stories illustrate in a similar manner but also colorfully enrich the seller/buyer relationship.

General Guidelines for Creating Effective Presentations

• Enhance the presentation with effective demonstration.
• Pre plan methods for negotiating and closing the sale.
• Plan for the dynamic nature of selling. Pre-plans may have to be altered on the spot – during interaction with the prospect as circumstances change.
• Keep your presentation simple and concise
• Summarize the presentation.
• Use time wisely (since you have a presentation format to guide you, any long side diversions can quickly be brought back on topic as appropriate)

Closing Thoughts

Presenting a Sales presentation is an acquired skill. It takes time, practice for one to excel in giving presentations. In B2B selling - it is mostly a consultative selling process where the behavior and approach of the salesman makes a huge difference. I will be writing more about the actual human aspect of presentation in the future articles.