Tailoring your product presentation to your audience is a key skill for technical sales professionals. It can help you demonstrate your value proposition, address specific pain points, and overcome objections. But how do you customize your pitch without losing focus or clarity? Here are some effective ways to tailor your product presentation.
Before you design your presentation, you need to understand who you are talking to. What are their roles, goals, challenges, and preferences? How familiar are they with your product and your industry? What are their decision-making criteria and process? You can gather this information from various sources, such as your marketing team, your sales research, your previous interactions, and your social media networks. Use this data to create buyer personas and map their buyer journey.
Imagine this: a buyer feels seen, heard, and understood. Their pain points? Addressed. Concerns? Anticipated. That's the magic of customizing your pitch. It's not just selling software, it's building trust and confidence, step by tailored step. The result? A smooth sales journey and a happy customer who knows they found the perfect fit.
D'après mon expérience connaitre son public vous donne une longueur sur ce qu'ils sont, ce qu'ils pensent et sur ce que peuvent être leurs attentes. Cela vous permettra également d'adapter votre présentation en fonction du public qui sera devant vous. La manière dont vous aller présenter votre produit devant les décideurs ne sera pas la même que celle que tu vas faire devant les utilisateurs finaux.
By understanding your clients workflows, goals, and day-to-day operations, you're able to tell a story that resonates with the client and paints the picture as to exactly how they'll manage their workflows, reach their goals, and run their business with your platform.
Once you have a clear picture of your audience, you need to align your message with their needs and interests. What are the main benefits and features of your product that are relevant to them? How does your product solve their problems or help them achieve their outcomes? What are the common objections or questions they might have? How can you differentiate yourself from your competitors? You should craft a value proposition and a unique selling proposition that highlight your product's value and uniqueness.
Ici je penses qu'il faut montrer la valeur ajoutée du produit pour chaque acteur ou chaque utilisateur du produit. Un produit qui a été bien présenté au bon auditoire ne suscite pas des préoccupations ni d'objection. Si on montre a chaque acteur ce qu'il peut retirer de notre produit, et en quoi cela peut lui faciliter la vie; il n'aura pas de raison de créer une résistance.
Another way to tailor your product presentation is to adapt your format to your audience's preferences and expectations. How do they like to receive and process information? Are they visual, auditory, or kinesthetic learners? Do they prefer facts and figures, stories and testimonials, or demonstrations and trials? Do they want a formal or informal tone, a linear or interactive structure, a short or long duration? You should choose the appropriate media, tools, and techniques to deliver your presentation in a way that engages and persuades your audience.
Tailoring your product presentation also means anticipating your audience's feedback and preparing for it. How will they react to your message? What are the possible objections, questions, or concerns they might raise? How can you address them effectively and confidently? You should have a list of FAQs and SAQs (should ask questions) that cover the most common and important issues. You should also have supporting evidence, such as case studies, testimonials, data, or samples, to back up your claims and prove your credibility.
Finally, tailoring your product presentation means validating your audience's needs and confirming their interest. How can you check if they understood and appreciated your message? How can you measure their level of engagement and satisfaction? How can you move them to the next stage of the sales cycle? You should use various techniques, such as asking open-ended questions, summarizing key points, requesting feedback, suggesting next steps, and proposing a call to action, to validate your audience's needs and close the deal.