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Sales Presentation Tips

As you move up the prospective account food chain, it becomes more and more important to "know your prospect." This can vary from simple information gathered from other employees of the prospective account, to being able to use the prospects own jargon.

A great salesperson speaks to an account in their own language. Your object isn't to make the prospect think you are their equal, rather to make them feel that you understand their problems, viewpoints, and needs.

Examples:

• When talking to the Controller of an Auto Dealership, you would refer to the position responsible for securing financing for consumers and completing the paperwork for the sale, as the "F&I person".
• When talking to the Controller of a Hotel, you would call the detail of the hotel charges "the folio".

Using a prospect's lingo is the most efficient way to establish rapport with many different groups of people. We identify with people who share things with us. We instinctively feel less fear and more trust in them. For this very reason, many successful salespeople target a type of business to concentrate their sales efforts on, so they catch onto the lingo.

How do you learn this lingo? Read trade magazines and make notes of any new words and viewpoints. Pay close attention to the editorials and letters to the editors, as they provide you with authentic viewpoints of people involved with that special interest.

Prior to contacting the prospect, you must first plan your presentation. One of the most important things you can do is research your prospect. Published directories will give you an enormous amount of information. Such directories are found in the business section of your public library.

Check out Who's Who, Standard & Poor's Directory and Dun & Bradstreet Million Dollar Directory for starters. When you arrive at the store, talk to the sales clerks and managers to obtain additional information.

Once you have researched your prospect, use the information you gained and apply it towards defining their need. Carefully uncover their negative feelings. Never work yourself into a situation where you're knocking their current process or service provider, because that's knocking their judgment. There's no faster way to chill your chances than to let your prospect know you think he or she has previously made a bad decision.

Example:

• Ask them what they would like to see improved or changed in their check program. Build your presentation around the things the prospect would like to see improved.
• Zero in on the Programs: Give them three choices. What is the most important to you; cost, complete coverage, or lowest decline rate in the industry?

Focus on their choice. Frequently salespeople tend to focus on the features their service offers.

Example:

• CrossCheck offers a Multiple Check feature. With our multiple check program you will be able to make four or five more sales per month.

A customer wants to know the benefit associated with the feature you offer. Remember, benefits sell your customer not features, and talking the talk will help to create the trust and rapport to make the benefits shine.

Good Selling!^SM

Paul H. Green

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