Different Sales Presentation Styles
This makes it clear that a particular style of sales presentation cannot appeal to all categories of prospects in an equally satisfying way. While some prospects will find certain sales presentation methods very attractive, others may find them unimpressive and unimportant, based on their perceptions, religious tendencies, value judgments, social status, investment expectations, and so on.
“One man’s flesh,” they said, “is another man’s poison.” Some prospects still prefer the short, to the point and value-oriented sales presentation method, while others prefer a more detailed sales presentation speech. It just emphasizes the difference in taste and style.
Obviously, aspects of a service or product that are attractive to certain customer categories may not necessarily be attractive to other customer segments due to cultural differences, value judgments, perceptions, needs, and investment priorities. I have observed, for example, that businesses respond better to sales presentations that focus on safety of funds, value, continuity of service, promise fulfillment, customer relationship management, return on investment, and professionalism, depending on the nature of the product or service. . .
On the other hand, civil servants and certain professional categories seek professionalism, security of funds, status enhancement, customer relationship management, family financial protection, a happy retirement life, and promise fulfillment. While the business world places more emphasis on profit, civil servants place more emphasis on service delivery, satisfaction and customer service.
I have had several instances where a change in sales presentation style caused a change of heart even by the same prospect. When I presented life insurance services to a medical doctor using grades and detailed presentation he ignored me for four years as if I was talking rubbish but when I used a needs and solutions approach in providing the same service he immediately invested and also won himself . wife, a pharmacist, to invest too.
In designing a sales presentation, factors relating to this individual’s nature and perception must be considered. In this way, the salesperson will overcome differences and thus prevent the business loss that can arise from an inability to recognize individual tastes and characteristics. Email letters and face-to-face presentations, for example, should not be the same in content and order. Telephone presentations and hard copy correspondence should not be the same in content and delivery, although each will endeavor to convey the same idea or message.
To address individual differences in nature and perception, I have designed a different style of sales presentation for each segment of my target market, taking into account their characteristics and needs. What I do most often is to change the style of this presentation based on the characteristics of each prospect or audience, using the language, words, tone, and style that I deem most appropriate to the situation.
Certain sales presentation methods such as telephone and email presentations, for example, may not give the salesperson the privilege of observing and adapting directly to a prospect’s gestures and needs, whereas a face-to-face sales presentation will give you the opportunity to evaluate, see, the impact of your speech on your prospects. , reflecting his gestures and speech, and adjusting as necessary to achieve results.
Most importantly, it is necessary to learn the skills of designing a sales presentation style that suits the tastes and perceptions of each of your market segments, taking into account their social status, needs and religious tendencies. Such an approach would also address the specific challenges and motivations of investors. Only by doing so will your promotion or offer sound meaningful, invaluable and attractive to prospects.
For the purpose of variety and to serve the interests of different market segments of different classes, perceptions and needs, you can design different sales presentation styles based on the following methods:
Presentation of testimony;
Detailed benefit presentation.
As a guide to coming up with an effective sales presentation style, I have provided below, the process for designing and the steps for adopting different sales presentation styles, but in doing so, you must be aware of the nature of your product or service.
First, briefly write down the features of your product or service;
Second, list the benefits and value that your product or service represents;
List the values and benefits again but this time in compressed form, but keep the basic message focused;
Explore the possibility of compressing entire messages further with powerful words that are more concise but loaded;
Now write three different introductory statements to introduce your service or product in a way that will immediately catch your eye, before you begin to explain the benefits;
Ensure that each introductory statement focuses on the solution summarized using your product or service;
Telephone presentations require a thorough study of selling points so as not to sound unintelligent and incoherent;
Telephone presentations should be very short and to the point because you don’t know the mood your prospect is in when you call;
Letters and email correspondence should consist of carefully selected words and points that will convey your intended message. Unnecessary details that do not add value should be strictly avoided.
Your next step is to practice different presentation styles and techniques.
Write down the main points and memorize the values, key words and message focus;
Read these presentations over and over again until you can tell an interesting story about them.
While avoiding memorizing a presentation verbatim, you should basically remember the core benefits or values that your product or service represents because they represent your main selling point which must be perfectly stated. You should have these key selling points at your fingertips.
One effective technique for developing a distinct and effective style of sales presentation is to practice the various sales presentation styles that you might create even with your coworkers, friends, or wife as if they were your prospects. At the end of the presentation demonstration exercise, you should ask them for an unbiased assessment of the effectiveness of each presentation style based on this premise.
Show your observers the areas you need critical assessment of: such as language, accuracy, delivery, emotion, calm, confidence level, and message clarity;
Based on the results of the assessment, rearrange your presentation style to make it more concise, memorable, and interesting;
At this stage, you should judge your own presentation style based on wording and effectiveness;
At this point, look in the mirror and do a sales presentation while observing yourself;
You should repeat the presentation exercises until you begin to admire what you hear or see in the mirror;
Experience has shown that whatever impression you make of yourself in the mirror is the exact impression your prospect will have when you make a formal sales presentation.
In every sales presentation, there are indispensable attributes that must be present to be effective and attractive. They include but are not limited to the following strategies:
Use a delivery strategy that will touch your prospect’s emotional feelings;
Learn to highlight the reasons why prospects should buy and what’s in it for them; it takes thorough practice to make your speech the perfect and engaging package;
Learn to spot gaps in your prospect’s socioeconomic situation through questioning and then show him or her the possible future status upgrades he or she will achieve, using your product;
Kevin Hogan states that for a sales presentation to be effective, you must “… paint a clear picture of the future that results from accepting your proposal… How is your proposal a solution to their problem?”
In presenting your services or products to your friends and relationships, for example, you should adopt a strategy that will not give the wrong impression that you intend to take advantage of the relationship, but instead you want to help them, by helping them. to improve their socioeconomic conditions through investing in your products.
In addition, in presenting your product or service to a large audience, you must first evaluate their general characteristics and needs, and then put more emphasis on your invention to make enough impact and meaning to attract their interest and desire for the product or service. . You. Serve.
Therefore, the following proven sales presentation styles are designed to give you broad insight into strategies for developing and delivering compelling sales presentation styles to your various market segments. While you may not adopt them verbatim, they are meant to guide you in building your sales presentation based on the nature of your product or service, and also allow you to deliver the presentation in a way that will lead to the desired goal. .
Sales Value Presentation
The main purpose of any business transaction, whether B2B or B2C, is to add value to the buyer or customer. The value can be in the form of profit, free time, increased status, priceless possessions, fulfilled life, precious jewelry or other possessions.
Perceived value will, in most cases, depend on the desirability or investment characteristics of the prospect or target audience, and the seller’s ability to highlight and leverage the values represented by the product or service in convincing prospects of what it is trying to achieve. . for him.
However, you should be aware of the fact that in all sales situations, the assessment of the value and benefits inherent in a particular product or service will depend on the following factors:
The nature of the product or service;
Intention or motivation to follow the investment plan;
Status and characteristics of the target audience;
Assessing the value or perception of the target audience;
Investment expectations and prospect priorities.
Essentially, a sales value presentation should be able to highlight the values as promised by the seller, or the status that investors want to achieve, either now or in the future, if they invest in your product or service. On the other hand, such an approach requires you to place more emphasis on the immediate or future status that the prospect will actualize upon receiving the investment proposal.
In most sales situations, prospects first want to determine exactly what’s in it for them, as well as the process by which those values will be actualized based on the initial promises and guarantees made by a salesperson. The ability of the salesperson to effectively highlight these values in a persuasive and effective way that will convince prospects of the possibility of realizing their investment goals.
To acquire the right skills to make an effective value sales presentation, you must learn to adopt words-pictures, logic, valid selling points, physical demonstrations if possible, numbers if necessary, references and testimonials to take home your points.
It is strategically important that you learn the following strategies that will equip you with the techniques necessary to adopt and deliver an effective value sales presentation.
First, qualify your prospect to determine his financial status and the investment plan that best suits him;
If the deductible value of your product cannot be determined financially, you must use the status upgrade, free time that can be obtained from your product, or other type of benefit to bring home your points;
In using the sales value presentation, calculate the anticipated growth in either asset or value sequentially to convince your prospects that your promise is maintainable and achievable;
When adopting a value sales presentation, use a strategy that will show exactly what you are thinking through illustrations, depending on the nature of your product or service;
Learn to cite your customer satisfaction experience as a tool to convince prospects of the possibility of realizing their investment desires over a period of time, using available data;
The presentation of certain products such as life insurance services, for example, must focus on highlighting maturity values, death and maturity claims, interest and bonuses that can be accumulated to investment accounts and other facilities, as can be contained in the policy provisions, such as premium relief. , tax incentives and loan facilities.
When introducing real estate, for example, you must be able to show the projected value that the real estate will value over a certain period, based on available evidence from previous transactions with your client or the current market value of similar properties in the same premises. location.
On the basis of such projected values, more than anything else, you can convince prospects of the possibility of achieving their investment desires in the future. I bought a vacant plot of land in 2002 at a cost of N250,000.00 but as of today, the market value of the same plot of land in the same location is around N10.5 million.
I have invested in four different life insurance policies since 2003 and at maturity the investment account estimates show a total that will double my main investment figure – the amount covered. This is despite the fact that the policy is funded through a convenient installation payment arrangement that is staggered over the term of the policy.
In adopting the sales value presentation, you should pay attention to the following necessary steps:
First, analyze the value your service or product represents in specific terms and name them one by one;
Second, explain the logical process by which these values will be actualized by investors, using your product;
Justify your facts against past performance and organize them systematically in a persuasive, logical, and concise way so that your prospects can easily understand your point.
In situations where techniques for conducting value sales presentations are not part of your induction training program, it is your responsibility to study your service or product by examining its values, benefits and processes for actualizing them, and based on that information, design your valuable presentation. speech. plus.
The presentation of the selling value makes it easier to make purchasing decisions because it contains points and numbers which essentially insinuate the right solution for the situation of potential buyers’ investment needs and expectations. It appears to show tangible evidence of the likelihood of prospects actualizing their investment objectives, as well as the organization’s ability to deliver on promises.
In designing a value sales presentation, you should answer these related questions which are meant to guide you in discovering the inherent value and benefits that your product or service represents.
What specific values and benefits are derived from your product or service?
What investment goals or personal desires can be achieved by using your product or service?
What needs can be solved with your product or service and how;
What status, leisure or fulfillment can be actualized, using your product or service and how?
A sales value presentation brings realism to the table during a sales interview, and has the potential to neutralize the doubts, fears, and pessimism that prospects usually have in the early stages of a business relationship. More importantly, the value and evidence of possible realization of the investment objectives are helpful in driving profitable purchasing decisions.
Need Sales Presentation
A need sales presentation is a sales process that focuses on providing practical solutions to the identified needs and investment expectations of the target prospect or organization, relying on the benefits and value inherent in a particular product or service.
Each product or service is basically designed to solve a particular specific need, problem situation or investment expectation. Such a solution forms the basis for investors to accept any investment plan from the start. In most cases, some potential customers may not realize a particular need in their life or the importance of a particular product or service until guided by a competent salesperson to find that need.
The importance of presentation of sales needs stems from its ability to show an absolute solution to the situation of the prospect or target audience at hand as it is usually based on the investment needs and expectations set by the salesperson either before or during the sales interview.
You can discover or create a need during a sales interview through smart questions, precise qualification of the prospect’s need situation and by insinuating investment objectives in relation to the status or future benefits that can be realized by using your product or service. These benefits can be in the form of profits, fulfillment of personal desires, free time, valuable assets, increased status and so on.
The best method for finding a need that can be met using your product or service is to outline the core values and the benefits they represent through a thorough analysis of the following points:
What needs does your service or product achieve for customers based on your opinion?
What needs do you think the prospect would like to solve based on your question and your qualifications for that prospect;
What solutions do your customers actually get when they invest in your product or service?
Based on your prospect’s speech and wishes, what solution would you recommend using your product or service.
Take, for example, new couples, middle-aged couples, and elderly couples who have different investment expectations, family needs, priorities, and preferences. With increasing age, growth in sophistication or increasing social status, these groups of individuals develop into distinct social beings who will naturally develop different investment needs, priorities, perceptions, and expectations over time.
It states clearly that wealthy individuals, organizations, and governments have different categories and types of investment expectations, wants, and needs because of their different investment priorities, goals, responsibilities and goals. Government needs are very different from individual needs in both nature and scope. In the same way, organizations face completely different challenges or needs for individuals and governments, depending on the nature of their business activities.
Part of your primary function as a sales professional is to learn and acquire the skills and intelligence to appropriately meet the situational needs of different segments of your target audience, relying on customer profiles, research, experience and intelligence. This attribute requires you to engage in regular intensive capacity building designed to equip you with the necessary skills and intelligence.
A truly qualified lead will solve eighty percent of the challenges encountered during sales activity. The remaining barriers will be resolved by relying on your ability to adopt appropriate and effective sales techniques, which include compelling sales presentations, appropriate responses to objections, and effective closing techniques performed in a manner that will convince prospects that your service or product is outstanding. normal. product. a suitable solution for them. necessary in this situation.
A typical example of the essence of proper prospect qualification is the fact that when a medical doctor can accurately diagnose a patient’s illness, the problem is half solved; but until then, it is doubtful that doctors will be able to prescribe or administer effective drugs to patients. Until the disease is diagnosed, all attempts to provide a medical solution will be based on guesswork or trial and error.
The main objective of a sales-needs presentation should focus on exposing prospects to their current or future needs and at the same time recommending or positioning your service or product as the right solution for the identified gaps in the company’s personal, family or investment goals. your prospects. . In other words, the ultimate goal of a sales presentation requirement is to create a need and then clearly demonstrate how your service or product will serve as a viable solution.
To take full advantage of the benefits inherent in presenting a sales requirement, the salesperson must acquire the skills to apply the following necessary steps during a sales interview.
Learn how to use questions to discover the immediate and future investment needs of your prospects;
Learn techniques to satirize needs during inquiries, where you would introduce your product or service as a viable solution;
Learn to highlight needs in a way that will evoke emotional feelings and prompt urgent solutions;
Learn to discuss needs with prospects in a genuine way to ensure their honest opinion so that you can determine the extent of additional effort you must put in to get them to change their minds;
Certain needs are fundamental to some age group, social class, professional or individual group. A young couple needs a home, at least a car, a family investment plan and the acquisition of important domestic and other properties. On the other hand, middle-aged and elderly couples think more about retirement plans, health, and family welfare. Young and middle-aged women need certain domestic goods and property as necessities.
Through a study of their demographics and the appropriate qualifications of other traits, you should be able to determine the specific needs of each of your target market segments or strategic business units. Based on your findings, you can determine the right solution that you should recommend to them, depending on the needs that are solved using your product or service.
Need-sales presentations tend to open up many investment opportunities because they seek to demonstrate that a particular product or service can serve as a solution to a variety of need situations, depending on the nature of your product or service, and the target audience. For example, real estate can be acquired as a residential building or for commercial purposes: for rent or for resale in the future.
One can invest in stocks as a long term asset or for immediate financial gain through speculative trading. In the same vein, some individuals use certain products or services as consumables while others do not use the same products or services as raw materials.
While visiting one of my clients, I met a colleague who worked in another department. After introducing myself, I made them happy with a joke, to the delight of all of us. At one point, I requested an appointment from a colleague of my client so we could discuss my services. Instead of agreeing to a date, he asked to find out why I was seeking an appointment with him, saying he had no interest in life insurance if that was the reason I wanted to schedule an appointment with him.
With no choice, I decided to adopt a sales needs presentation approach and in a measured and emotional tone, I presented one of my services in a way that made him discover certain underlying needs that awaited his immediate attention. I started by asking a few questions about her children’s education, her retirement and fundraising plans, the family’s financial protection plan and her feelings if I could help her get a tax break.
He was honest enough to admit that he didn’t really think about such things, at least not until our chance encounter, and offered an unconditional apology for his previously unknown reaction. He admits that until our meeting, his main focus was on completing housing construction, helping his relatives and ensuring that his wife and children are enjoying the best life possible now.
That’s when he agreed to a promise, though I’m sure I’ve planted a seed in him that will germinate someday. Two weeks before our appointment, I received a sudden call from him, inviting me to his office. Once there, he told me that during a recent trip to Lagos, they had an accident near the plane, and while the horrible experience was going on, what kept happening to him were my words about financial security for his family and financial protection. . against disability.
He admitted to feeling momentary guilt for failing to accept my offer the first day we met at his colleague’s office, because at the time of the incident, he says, he had little or no real savings to support his family. up to six months, if anything untoward happens to him. Of course, he is now my client.
Every want, every want and every hope is automatically a need. In addition, salespeople must learn the skills and techniques to drive desire and drive for your product or service by satirizing the needs represented by what you’re selling, through strategic questions and sales presentations specifically designed to achieve them.
The sales needs presentation should be structured around the value and benefits that can be derived from your product or service, describing it as the exact solution that the prospect will achieve through their ownership.