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What are the best practices for presenting your product to potential clients?

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As an outside sales professional, you know how important it is to present your product in a way that captures the attention and interest of your potential clients. But how do you do that effectively and consistently? Here are some best practices for presenting your product to potential clients, based on the principles of product knowledge, value proposition, and storytelling.

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Gerard McNamara

Chief Revenue Officer

1 Know your product inside out

Before you can present your product to anyone, you need to know it inside out. You need to be able to explain its features, benefits, and differentiators in a clear and concise way. You also need to anticipate and address any questions, objections, or concerns that your potential clients might have. To do this, you need to invest time and effort in product knowledge and training. You need to learn from your company, your peers, and your customers. You need to study your product's specifications, use cases, testimonials, and competitive advantages. You need to practice your product pitch and demo until you can deliver it with confidence and enthusiasm.

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Gerard McNamara

Chief Revenue Officer
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Credibility is key to gaining trust, trust is key to being able to make a sale. Knowing not only your product, but your market, and your competitors will make it much easier for you to be taken seriously. When opening calls, replace social chit-chat such as 'how's the weather where you are' with something related to their business such 'I saw from your earnings call that...' or 'I see your company was in the news recently...'

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Marcos Monterroso Godinho

CEO at Tikedo Spain | Global Executive | Managing Director | Board Member | International Expansion | Change & Transformation | Leadership | Industry | Retail | FMCG | Packaging
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Para presentar tu producto a clientes potenciales de manera efectiva, es crucial entender sus necesidades y desafíos específicos. Personaliza tu presentación para destacar cómo tu producto o servicio puede resolver sus problemas y mejorar su situación actual. Utiliza ejemplos concretos y casos de éxito relevantes que ilustren los beneficios tangibles que ofrecen tus soluciones. Además, mantén la presentación clara, concisa y centrada en los puntos clave que son más relevantes para tu audiencia. Sé receptivo a sus preguntas y comentarios, y demuestra tu conocimiento y pasión por lo que ofreces. Una presentación persuasiva y centrada en el cliente aumentará las posibilidades de cerrar la venta y establecer una relación sólida a largo plazo.

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2 Tailor your value proposition to your audience

Knowing your product is not enough. You also need to know your audience. You need to understand their needs, goals, challenges, and preferences. You need to research their industry, company, and role. You need to find out what they are looking for, what they are struggling with, and what they value most. Based on this information, you need to tailor your value proposition to your audience. You need to show them how your product can solve their problems, help them achieve their objectives, and deliver value to them. You need to use relevant examples, data, and stories that resonate with them. You need to focus on the benefits and outcomes, not just the features and functions.

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Gerard McNamara

Chief Revenue Officer
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The key to value-based selling is to relate the features and advantages of your product (what the product is and what it does) to the benefit (how it specifically helps your prospect). This can only be done when you have uncovered a pain that needs to be addressed. Ideally this pain would be turned into a business problem for extra value to be seen in your solution. This is done by asking further questions on the impact of the pain on the business. Eventually the problems surface and the product much more than a 'nice to have', but becomes a 'need to have'.

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3 Tell a compelling story with your product

One of the most effective ways to present your product to potential clients is to tell a compelling story with it. A story can capture their attention, engage their emotions, and persuade them to take action. A story can also help them remember your product and differentiate it from others. To tell a compelling story with your product, you need to follow a simple structure: start with the problem or situation that your potential client is facing, then introduce your product as the solution or opportunity, and finally show the results or benefits that your product can deliver. You need to use vivid language, sensory details, and emotional triggers that make your story realistic and relatable. You need to involve your potential client in your story by asking questions, soliciting feedback, and inviting them to try your product.

By following these best practices, you can present your product to potential clients in a way that showcases your product knowledge, highlights your value proposition, and tells a compelling story. You can also increase your chances of building rapport, trust, and credibility with your potential clients, and ultimately closing more sales.

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Gerard McNamara

Chief Revenue Officer
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Telling (anonymised) stories on how other companies you have worked with have faced similar challenges and overcome them with your product/solution is much more memorable and much easier to sympathise with than focussing only on the prospect's business. It will help open up the prospect and make them more likely to answer your discovery questions.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best practices for presenting your product to potential clients?

1

2

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4

1 Know your product inside out

2 Tailor your value proposition to your audience

3 Tell a compelling story with your product

4 Here’s what else to consider

Outside Sales

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What are the best practices for presenting your product to potential clients?

1

2

3

4

1 Know your product inside out

2 Tailor your value proposition to your audience

3 Tell a compelling story with your product

4 Here’s what else to consider

Outside Sales

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