Presentation Skills for Great Sales People

By Frank Mims

Who is Frank Mims V FRANK MIMS V is a former Private Country Club Clubhouse Manager. For the last 20+ years he has earned his ...

THE EYE OPENER

The Sales Presentation is the oral blending of a customer's needs with the features of another's products/services to create an application to cause a buying action. You will not find this definition in Webster's New World Dictionary or Wikipedia, the free Internet encyclopedia, but maybe it should be there. This function is preformed day after day by hundreds of thousands of salespersons throughout the world.

Formal sales presentations consist of six features/actions. Energy, a great beginning, compassionate needs, examples, cost analysis, and an assuring close. Sound like a lot to do for a simple sales presentation? Well, there is no such thing as a simple sales presentation. The sales presentation for many of us is the first and last time we have the opportunity to present our solution to the person who can say yes or, better put, the person who can sign the check for your goods.

The sales presentation is the climax of months, sometimes years, of work. It all comes down to that one or two hours where you show your wares. So these six steps should not be underestimated or taken lightly. I have won and lost based on my presentations. I won because I came prepared and skilled in all six actions. I lost because I was deficient in just one. Quickly review the six actions.

Feature dumping is not one of the six. Feature dumping is where you dump all your products/services features on the table of the customer as if to say, HERE THEY ARE, PICK ONE. This is also called the show-up and throw-up selling method - sounding like an auctioneer selling to the highest bidder. Many "salespeople" practice the form of presenting daily and don't reality it.

ENERGY- A well-received sales presentation is one that projects the presenter's spirit, audaciousness, and vivacity to the audience. Energy of this type is derived from knowledge, confidence, and impudence about the customer's needs. It is knowing that all of the components in your solutions will fix and your solutions are devoid of any untruths and free of beguilement.

A GREAT BEGINNING - Sorry, this is not where you tell your favorite joke or jape. But a statement that will bring a smile or a bit of humor to the audience seems to go over well. Something about the time your presentation will take or a reason your boss is or is not here. Keep it light, simple, clean, short, and above all keep it respectful. This serves to identify the demeanors of key individuals in the audience, mainly those who can say no to your solution, and adjust your presentation to accommodate them by asking questions directly to them.

COMPASSIONATE NEED - The only reason for a formal sales presentation is because you hold the keys to the solutions to the needs. You should have the ability to explain with compassion and in great detail the causes and effects of both the needs and the solutions and benefits. This is the starting point of your oral sales presentation.

EXAMPLES - To sell your product/service, use examples. Include examples of exact working cases using the same features and deriving the same exact benefits. Close counts only in horseshoes. An example that is similar or close to the your solution can mislead and diminish your recommended solution. When you use exact examples, you add true value to your solutions, your company, and yourself.

COST ANALYSIS - There are three types of cost analysis in evaluation. You may choose one of the three types to illustrate the values of your solutions. Please understand this is the working positionof your sales presentation. Your goal is to convey the cost of your solutions in a manner that is comfortable and appetizing to the prospects. Knowing your audience's likes and dislikes is key. What works for one may not work for another.

Also here is where accuracy is a point of paramount significance. Think of it like a dinner party you are hosting for six of your closest friends. You would not serve lobster to them if they were allergic to shellfish. A wrong assumption or miscalculation can be corrected, but the best cost analysis is one that has been scrutinized and examined for accuracy.

1. COST ALLOCATION

The question answered is "How much does the solution cost?" A breakdown in cost only - no comparisons, no benefits, and no effects.

2. COST-EFFECTIVENESS ANALYSIS

The questions is "Which of the alternatives is the cheapest or most efficient way to get the benefit?" Here you are offering a comparison analysis. Comparing your two solutions or comparing your solutions to your closest competitor's. Giving both the pros and the cons to make your case.

3. COST- BENEFIT ANALYSIS

The question answered is "Do the economic benefits of providing this service outweigh the economic cost?" and "Is it worth doing at this time?" Presenting this type of cost analysis requires the most detailed information. Use information on the company's financial projection, profit and loss, and yearly forecast. All can be had by reviewing the quarterly and annual reports. What does the customer lose by waiting is the real question in this cost analysis.

ASSURING CLOSE - Tell them what you told them. Sum up your sales presentation in ten benefits sentences. Show the questions as part of your presentation and give them a hard copy of the benefits.

FRANK MIMS V is a former Private Country Club Clubhouse Manager. For the last 20+ years he has earned his living as a career sale professional with the Xerox Corp., Wiltel/Worldcom and the Canadian based Mitel Networks Inc. an international communication company. He has sold in both the domestic U.S. and international markets worldwide with his focus on large enterprise corporation account penetration.

Today Mims is President of The Mims Morning Meeting a SALES SKILLS ENHANCEMENT COMPANY designing training technique for meetings to stimulate sales and productivity for sales and marketing organizations. He is also a guest lecture at colleges and universities. Mims is a master storyteller and the author of the soon to be publish book "THE BEST WAY TO GET ON YOU FEET IS TO GET OFF YOUR ASS AND SALE SOMETHING". Frank Mims V a is contributing author to the book 'The Magic of Sales & Marketing REVEALED' by Rory Sheehan. You can view some of Mims midget sales skills enhancement stories booklets online at http://ezinearticles.com/?expert=Frank_Mims

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