You have an incredible product/service. You have a phenomenal presentation showing the features and benefits of your product/service. However, you are not making any headway. Why?
Is this scenario familiar to anyone? Let’s take a closer look at this often occurring situation.
What we must all accept, is that consumers today are aware and educated about our products/services even before they meet us. Therefore, if you are still highlighting the features of your product/service, you are putting your audience to sleep as they in all likelihood know as much, if not more, than you may. Do not sell on features. If you do have to mention features, keep it to a minimum. When you have a good feel for the minimum, cut it in half.
“Absolutely, but how can you provide the solution, if you don’t know what the challenge is.”
However, how many times do we go into a presentation with: “This, (insert product or service) will solve all of your challenges.”
Asking questions is a skill. Like any skill, it must be developed and then practiced. It is not only the question but the timing of the question. Doctors, police, hostage negotiators and interrogators practice questioning techniques consistently as part of their training. Business is no different; it is the question and the timing of those questions which will differentiate you from all others.
There is no doubt that there has been a steady increase in the individuals involved in making any kind of decision in most businesses. There are now more committees or boards that have to be somehow integrated into the decision making process. According to CEB, a global best practice insights company, there is on average 5 people that have to formally sign off on purchases. With this in mind and with the fact that you are paid on the ability to get the prospect to make a decision, purchase or not, does it not make sense to have a clear understanding on how that decision would be made?
Recently in a session of The Action Suite, we discussed the ‘art of losing.’ You may ask: “Why would we ever do a session on losing and compound that by calling ‘losing’ an art form?” There are many reasons.
I have stated many times, that there is a large difference between a salesperson and a sales professional. Some of these may require you to not only change the way things are being done but may also require a change in mindset.
I was at a networking event recently and when it came time to share strategies about how to develop a relationship with existing customers, someone stated that they give away free web design. Yes, they would develop, test and implement a full functioning website for the customer and would charge them nothing for this service. By the way, web design was not their primary business. They were in app development for your phone.