The Foundation of the Sales Presentation

I have searched for an article or post that presents the foundation or framework of the Sales Presentation. I didn’t find one, so I thought I’d write and share my own.

For those seasoned sales representatives, this may seem “Old Hat”. Yet, for the newest members to the sales family, it will be that foundation to everything you build. There will be some of you who hopefully appreciate a refresher.

I am amazed by how many new salespeople have no clue on the basic framework that is essential to being successful in sales. Here is the platform to build upon.

1.      Opening Statement

An opening statement is an authentic sentence or two that piques the interest of the buyer and allows you to advance to the next step of the sales process. It must sound natural, second nature, and be presented with a smile and enthusiasm. This is not the introduction, this is the cornerstone that intrigues the buyer to say, “Tell me more”.

2.      Fact Finding

Asking questions is the number one most important step in the sales process. There are two types of questions:

Open-Ended: Questions that encourage the buyer to answer them by explaining their situation, experience, need or want.

Closed-Ended: Questions that are used in conjunction with Open-Ended questions to confirm understanding and allow you to take the next step.

3.      Features and Benefits

Once you ask the right question(s) and earn the right to advance, it’s now time to present. To start, you must think about how the product or service fulfills a want or a need.

Features are the traits of the product or service that make the product unique or appealing to the want or need of the buyer.

Benefits are the solutions that the features solve.

4.      Confirming Questions

At this point, it’s now time to tap into the buyer’s level of interest based on features and benefits. This is the perfect opportunity to ask more questions! Don’t be afraid to ask direct questions that force you out of your comfort zone. The buyer will appreciate your boldness and the respect of their time.

5.      Objections

You want objections--they are what define the skill level of a salesperson. The buyer may give you fake objections, just to simply get rid of you.  Or, they will have genuine objections/questions, that beg you to give them more information. Handling objections can only be perfected when you encounter them or practice them (role-play). Most people who think they can be a salesperson, avoid bringing out objections because the fear of rejection. 

DON’T think that way!

6.      Ask more questions

You want to confirm conversationally that you handle their objection(s) or concerns for the product or service. If you did, proceed. If you didn’t, go back to handling the new objections.

7.      Pre-Close

Many salespeople debate over whether pre-closing is necessary. I believe it is crucial. Some sales professionals think it’s cheesy or fake, but it is only these things if you do it without sincerity. Pre-closing is simply put…” If I could…would you?”  Pre-closing, if done correctly, is a recap based on the want or need of the buyer and the solution you have to offer. A pre-close allows the buyer to tell you one more time “yes” or “no”. If it is a “no”, then it’s time to ask more questions and work your way through the process again.

8.      The close

Ask for what you want from the conversation. They already know you are selling something, so don’t disappoint them and waste their time by not asking what you came there for (or called for) in the first place.

9.      Thank you.

It amazes me how many salespeople don’t say thank you. I don’t mean a quick thank you and out the door or off the phone, I mean a true appreciation for the opportunity to meet the buyer and provide a solution to their wants or needs. Make this a production--don’t cut this part short.

10.   Follow-up

Based on what you sell, follow-up in a timely manner to see how the product or service was received, and if it is working for them. A big mistake salespeople make is not following up. If you want a sale or referral for the future, make sure to follow-up in a timely manner. 

This is merely the foundation of the sales presentation but mastering these basic techniques will allow you to add more advanced skills as you grow. More to come on the advanced techniques.