5 Biggest mistakes sales professionals
make in their presentations
Tips to help the design professional close the sale every time.
Like Hollywood actors, sales
professionals put themselves and their
companies on the line with every word.
Just like actors, even the best, most
experienced salesperson benefits from
script review, rehearsal and coaching.
Here are the five most common mistakes and ways to avoid them:
1. Unclear thinking. Imagine that a
busy executive says, “You have exactly
ten minutes to tell me I need to know
about your company.” You should know
in advance what your prospect is really
asking. The real question is, “What do I
need to know about how your company
can improve our company? Will your
products or services solve a problem,
create new opportunities, increase
savings, maximize earnings, simplify our
processes, develop our human capital,
or increase market share?” Accomplish
this, and you can present your options
2. Talking too much. The key to connecting with a client is conversation and
asking questions. The quality of information received depends on the quality
of your questions and waiting for and
listening to the answers! A successful encounter early in the sales process should
be mostly open-ended questions — the
kind that require essay answers rather
than just yes and no. And never rush
on with preprogrammed questions that
ignore the answer you’ve just received!
3. Wrong structure. Do not build
your talking points and presentation structure around your company.
Structure them around your prospect’s
interests, challenges, or opportunities.
Put their words into your presentation.
Yes, you will be talking about your company, your satisfied clients, and your
uniqueness to prove that you can appeal
to their interests, solve their challenges
and maximize their opportunities.
4. No memorable stories. People rarely remember your exact words. They remember the mental images your words
create. Support your key points with
vivid, relevant client success stories.
Create a movie in their minds by using
satisfied clients as memorable characters. What was their starting situation?
Their problem that your prospect can
relate to? What are their results since
you worked with them?
5. No emotional connection. Your customer or client justifies working with you
for analytical reasons. What gives you the
edge — what I call the unfair advantage
— is an emotional connection. Build an
emotional connection by incorporating
stories with characters they can relate
to, by using the word “you” as often as
Sales expert Patricia Fripp can be reached
at fripp.com, frippvt.com, firstname.lastname@example.org.
com and (415) 753-6556.
possible, and by talking from their point
of view. Congratulate them on their
success. Thank them, not for their time,
but for the opportunity to present your
solution. Don’t say, “I will talk about
. . .” Say, “What you will hear is . . .”
Remember, their unspoken question is,
“What’s in this for us?”
Avoid these, and you’re on your way
to being a sales star, delivering a daz-
zling performance every time.