The presentation
Standardize the presentation format as much as possible but flexible enough so
that it may be adapted or personalized to every customer.
This standardization allows you to continually polish and improve your
delivery.Your presentation needs to accomplish the following:
- Present the essential elements of your program in a logical and structured
fashion - Identify the prospects needs with the program
- Incorporate tie downs
Using tie downs means to relate directly specific features and benefits of
your product or service to your prospects needs (Using needs that you
already have determined during the introductory phase).
Keep reinforcing these points.
Don't assume the prospect will recognize the tie downs without your help.- Involve the prospect
- Excite the prospect
- Summarize your selling position, its features, and its benefits
- Invite the customer to buy
- Trial close
Handling objections
Customer objections are normal and to be expected. Don't view objections
negatively, but rather as a positive opportunity to provide the customer with
more information so that they can make a buying choice closer to their needs.
(See The Art of Selling—Handling Customer Objections)
The sequence of handling objections is:
Acknowledge the objection
Listen to the objection
Restate the objection
Understand the objection
Overcome the objection
Close on the objection