A successful sales presentation starts with careful preparation and
ends with guaranteeing customer satisfaction, says Shari Posey, president
of Executive Insights, an audio-tape production company in Long Beach,
California, specializing in products for entrepreneurs. Here are Posey's
top five sales strategies:
1. Write out your sales presentation. Making a sales
presentation "isn't something you do on the fly," warns Posey. Always use
a written presentation. Think about the six major selling points of your
product or service. Develop leading questions to probe your customer's
reactions and needs to each selling point. "This will help you determine
what objections your prospect might have, so you can show how your product
or service can meet their needs."
2. Write down objections. Show your prospect you are truly
listening to what they are saying by writing down their objections. In
this way, you can specifically answer their objections by showing how they
will benefit from your product or service. It could be, for instance, by
saving money, raising productivity, increasing employee motivation, or
increasing their company's name recognition.
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3. Offer a first-time incentive. Offer your prospect something
significant, so if they do like your product or service, they'll be
inclined to make a decision now, rather than wait a few days or put off
the decision indefinitely. First-time incentives might include: "10
percent off with your purchase today" or "With today's purchase, you'll
receive one free hour of consultation."
4. Offer a 100-percent guarantee. Let your customers know their
satisfaction is guaranteed. "A good return policy minimizes customer
objections and shows that you believe in your product or service," says
Posey. Product guarantees should be unconditional and should not include
hidden clauses, like "guaranteed for only 30 days." You can use a
guarantee even if you're selling a service: "Satisfaction guaranteed.
You'll be thrilled with our service or we'll redo it at our expense."
5. Close with two choices: Rather than ask, "How does this
sound?," give your prospect a choice. For example, if you're selling
educational books to preschool owners, ask if they want to purchase the
book series or the book and tape series together. When they state their
choice, write the order. "Your prospect is not likely to stop you," Posey
explains, "because mentally they realize they've committed and they've
said 'yes.' "
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