Before the Presentation


End-Presentation_003

Before the Presentation

Before the Presentation

What is a sales presentation? What do you present? How do you present? When do you present? How do you decide the material to include in your presentation? How important is your presentation?

The presentation is often overlooked within the “business to consumer “sales world. This is one of the most important aspects of the sales process. Many people assume that all that must be accomplished with the customer is here is what you need. What is stopping you from completing this? From health and wellness, car sales, to the construction trades and everything in between fails miserably with the presentation.

It appears that the concept from these business people is; I am the expert why are you not listening to me? Did you hear me? Especially with the service construction trades such as plumbing, HVAC, or electrical the presentation is lost or disregarded and more emphasis is placed on being the authority figure /expert.

When a customer does not have faith or belief in you, your authority level, or expert opinion will not matter. Your ability to influence is greatly diminished. Learn to communicate with confidence and give reassurance that you are the right person for the job. The customer mjust know and understand that you are the best person for him or her.

Your presentation starts at the very beginning. The initial phone conversation with your CSR establishes the first professional contact and will go a long way with determining the customer’s willingness to participate with you.

Next is the way that you portray your professionalism. The way you hold yourself and communicate with your customer will determine immediately if the customer will decide to listen to you or tune you out. Once you’re tuned out the customer will question your price and ability to do the job. You will believe that the customer only wants the inexpensive fix. The real truth is the customer wants you out of their home. The customer also wants their product fixed. What this means is you fix the problem with a cheap fix that may not last and most likely will not last long.

The presentation includes your up-front time that you may call discovery time. This is the time where you discover what is making your customer tic and it is the time for the customer to become comfortable with you. Discover everything that you possibly can discover about your customer. During this time it will not matter if you are learning more about your customer or their issue that they are experiencing at this time.

The chief goal is to unearth out why the customer has called you at this time. What is driving the customer to get this taken care of now? Why not yesterday or tomorrow? Something happened that finally forced the customer to call you and set the service appointment. Repeatedly you will discover that it is not the broken down product that made them call today.

Regularly the service technician believes the problem is the product needs fixed. It is broken and I can save you money by fixing it today. Get a real grip people. If that was the real reason someone would have fixed the issue when it originally broke down. Many times people that become customers have had the issue for a very long time. They get used to it working the way it works. Why is it no longer convenient?

At some point you will present a price however the time is not now. People will have a price point no doubt about it however the service technician cannot and should not make that a central point of their presentation. At this point in time you do not know or understand what it is the customer wants. They may think they want it repaired. They may not understand how easy it is to change or replace. They may not know what is available to replace the product or if there is a superior and more reliable product for their use. You have not explained what can be done other than the inexpensive repair that you think the customer wants. The significant point is you think you know when the strategic point is you should know exactly what the customer wants or needs.

What precisely is it the customer wants? What selections will the customer know are possibilities to him or her? Will the customer understand without me informing him or her that the 2 things necessary to make a solid repair is equal to or is a little less than a replacement? What parts are warrantied and what guarantee is made with the rest of the product before it totally fails? What is in the best interests of the customer? You’re at the point now that you understand what the customer wants, and your up-front time explained why they want the issue taken care of.

You are still not ready to present. You must discover what other things the customer may want from this product. This means it is essential to discover how the customer wants it to work. The questions you should be asking will help you discover any and all other uses for this particular product. Using a kitchen sink as an example; the customer catches and cooks a lot of fish. Wouldn’t it be great if the customer had a cutting board that fit on his or her sink? This would allow the mess to be contained in or at the kitchen sink verse the kitchen counter .I know this would be an asset for the homeowner. You are saving the customer from having to clean the counter which saves time and effort. The cutting board might be of interest to any person that puts in a lot of time and preparation to cook. Without asking the right questions you cannot help the customer in their best interest.

The presentation is still waiting on the sidelines. What else can you do for your customer while you are there? How else can you help him or her? Once you have discovered everything that you can do for the customer you are ready to present the solutions.

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About practicebetterbusiness

Author of Outside the Business Box: All about Sales Build a better you and increase your earning potential

Posted on April 30, 2013, in electrical sales, How to sell HVAC, How to sell plumbing, plumbing sales, practicebetterbusiness.com, Selling HVAC, Selling Plumbing, service industry and tagged , , , , , , , , , , , , , , , , , , , , , , . Bookmark the permalink. Leave a comment.

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