Marketing
Ten Ways to Make Your Presentation Irresistibleby Mark Smith
1. Discuss specific benefits your prospect would gain that would allow them to meet the needs they've outlined. Customers do things for their reasons, not yours. You might have a hundred good reasons for them to buy from you; their decision will hinge on the three or four factors they think areimportant. Present proof that you can fulfill these few criteria and you can safely ignore everything else.
2. Show exclusive or superior features. Don't waste time on basics. Only discuss what your competition can't do that's important to your prospect. Use the magic word, only. "We are the only supplier that has a warehouse within same-day shipping radius of your plant."
3. Project that your company is a reliable vendor. You do this with your professionalism and a positive approach to selling. Negative remarks about your competitors undermine your credibility by implying that you don't really have a better product.
4. Position what you sell as having the right price. That doesn't mean the lowest price. Make sure your caller understands the value you provide for the price you ask.
5. Demonstrate that the time is right to buy now. Do this through special this-week pricing or promotions, or by immediately solving one of your caller's problems.
6. On the basis of your notes, match your product's benefits to the caller's needs using proof statements. "With this new technology, our product takes less time to do the job than you're taking now, saving you hundreds of dollars."
7. Use visual aids. Yes, you can do visuals. Guerrillas use their web site and the fax machine to deliver instant visuals. "I'll fax you a chart that shows your savings over the next three months." "Go to our web site and I'll talk you through our catalog to help you find exactly what you're looking for."
8. Present an emotional appeal. Emotion puts the motion in motivation. Explain not only the features and advantages of your product or service, but also put the prospect in the picture. Demonstrate how they will personally benefit. Help them imagine themselves using the product, benefiting from it, andenjoying it.
9. Dramatize with success stories. These are especially effective when they're from your caller's industry or location. "Widgets Inc., has slashed its production costs by 10 percent with this product."
10. Offer a demonstration. If a picture's worth a thousand words, then a demonstration's worth a thousand pictures. Arrange for a demonstration either by inviting them to your location or by going to visit them at their home or office.
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Mark S.A. Smith is a partner in The Guerrilla Group, Inc., and is co-author of three books, including GUERRILLA TELESELLING, GUERRILLA TRADE SHOW SELLING, and GUERRILLA NEGOTIATING. You can reach him at 800-247-9145 or Mark@GuerrillaGroup.com. Get your FR
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