Many salespeople make the mistake of believing that one of the objectives of a presentation is to educate the prospect in all the various aspects of the solution, even those that have played no role in the discussion up to this point. Actually, there should be only one objective for a formal presentation— secure a buying decision.
If you have effectively qualified this opportunity, discovered what the person wants, why they want it, all the budget issues, and all relevant aspects of the decision process, the only thing left to do is close the sale.
How? By demonstrating to the prospect how specific features of the product or service address the specific issues (and ONLY those issues) uncovered earlier in the selling process.
The presentation isn’t the place to introduce other features or benefits of the product or service that weren’t previously discussed or don’t specifically address the needs of the prospect.
Avoid the temptation to throw in lots of information. Even one piece of new information is enough to stall your forward momentum with a prospect. Don’t try to educate today. Sell today!
If you're interested in more, check out part 1 from last week!
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