Gitomer: What’s the benefit (to them)?
Friday, May 24, 2013 7:00 AM
How much of your presentation is “standard”?
Whether you sell a product or service, whether it’s simple or sophisticated, how much (what percentage) of your presentation is the way you usually present it? Void of personalization? Void of customization? Void of interaction? And all about you?
What kind of presentation do you think your prospects want?
• They want to know what the value is to THEM.
• They want to know how this fits into THEIR business or life.
• They want to know how THEY benefit.
• They want to know how easily your product will be put to use in THEIR environment.
And NONE of those elements exist in your standard (canned) presentation. Rats.
Why are you giving a “we-we” presentation (all about you and how great you are), when the customers want a presentation in terms of them?
HERE’S THE REALTY: When you walk in empty-headed, you walk out empty-handed.
IDEA: Take all the boring crap you were going to say to the customers, and send it to them in an email saying, “Here’s my presentation for the part you could find on Google or on our website, so that when we’re together I don’t bore you. Rather, I’ll be prepared to give you ideas that lead to (state how they win). Fair enough?”
Now you’re a real salesperson. Now you’re forced to go in with ideas and information about THEM that they can use for their own productivity, enjoyment and profit. And you now have a better than 50 percent chance of making the sale.
CAUTION: Unless your presentation is customized and personalized for the customers AND in favor of the customers, there will be a disconnect. Their dominant thought will be, “This guy doesn’t understand me and/or my business.”
Here are some keys to understanding whose favor your presentation is geared toward:
WE-WE – Statements about you that boast rather than prove.
WE-WE – Unfavorable statements about the competition.
WE-WE – Self-serving questions. “What do you know about us?”
THEM – Questions about THEM that reveal their history, their situation and their motives – their past experience, their wisdom, their opinion. True engagement.
THEM – Testimonials that overcome specific objections – price and quality.
THEM – Great (current) social media presence (your reputation that helps put buyers at ease rather than on guard), including direct interaction with customers.
KEY POINT OF UNDERSTANDING: Features are about you and benefits are in the middle. They can be stated either way. But value is about them. And value, customer-perceived value, needs to be the focus of a “them-based” presentation.
Here’s how to measure your customization reality:
1. Amount of time spent on pre-call research. How well do you know the person and the company you are visiting?
2. The two great ideas you are walking in the door with will benefit them whether they buy or not.
3. The variations that you made in your presentation that adapt to their company, their present situation, their needs, their productivity and their success.
3.5. Your knowledge of customers’ buying motives are as good as or greater than your selling skills.
Them-based presentations are the most difficult sales presentations of all. Marketing departments have no concept of them, and most salespeople aren’t willing to prepare them.
That’s great news for the 5 percent of salespeople who are willing. They’re easy to identify. They’re always the highest performers and the highest earners.
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