Your Presentation is NOT a Talking Brochure
Following is a point I need you to allow to sink into your subconscious. And if it makes you feel a little uncomfortable, that’s OK. I want it to resonate in such a way to conjure up doubt or reluctance. Not so much in the subject matter, but in the sales myths or falsehoods you have believed. You grow when you open yourself too new perspectives.
Here's the question: Why do you insist on being a walking, talking brochure? Spewing forth features and benefits like it is the only thing a prospective customer needs to know. This practice is in total contrast to one of Steven Covey’s “7 Habits” … “Seek first to Understand, then to be Understood”. But even worse, it is a self-centered, ego driven mistake sales people make … often with the best intentions.
There are countless sales training guides that emphasize sales people need to be good listeners. Also, the teachers will make points like “those who talk the most care more about the way a prospect (or client) perceives them rather than identifying exactly what the prospect wants”. In other words, the sales person is trying to assert their confidence, expertise, and credibility instead of efficiently determining if what they are selling will solve the prospect’s problem(s). Granted, this is typically a rookie mistake, however it’s something that can occur anytime a salesperson is off their game. Let go of your need to be right, to be perceived as an expert, to establish your credibility with extensive product and industry knowledge, and allow yourself to serve your prospects wants. You do this not by “performing” like a talking brochure or encyclopedia, you do this by asking the right questions, at the right time, to ensure that you gather all the necessary data needed to make an intelligent decision. AND perhaps more important, you are listening to the prospect to help them decide if they want to buy your product.
Why do even the most well-intentioned sales people fall into talking brochure trap? Because humans want to be liked, heard, and understood. So, the untrained salesperson follows their instincts, building presentation competence, communicating the knowledge and expertise, but failing to understand the following truth: A sales call is not an event whereby a salesperson is tasked with CONVINCING a prospect to do something. It’s an event whereby the role of the sales person is to facilitate a conversation that effectively leads to efficient decisions. And those decisions always lead to one of three clear outcomes: The prospect decides YES, the prospect decides NO, and the salesperson decides whether or not they can solve the prospect’s problems (communicating “I can definitely help you solve your challenges). And SURROUNDING these like a golden veil is the commitment to clearly defined next steps. A sales call is all about a skillful CONVERSATION (that means tons of efficient questions being asked the prospect) not a presentation.
In summary, avoid the “talking brochure” trap of creating elaborate presentations about you, your product, and your company. Instead, train yourself to engage in a conversation. Ask the right questions, at the right time with a sincere and authentic outcome in mind (one that serves both you and the prospect equally), and you will help your prospects make the right decisions every time. The RESULT: You will close significantly more sales, make substantially more money, and your client and referral base will continue to grow. Why? Because you will place the wants of the prospect first, and your need to be right (or AN EXPERT) will disappear.
If you want to dig deeper and learn more, contact me here: michael@michaelupp.com