For some selling professionals, the vagueness of their initial prospect meetings carries through to their eventual presentations. They fail to establish clear connecting links between the elements of their proposed offer and the specific aspect of the prospect’s requirements. Instead, their presentations focus too narrowly on their product or service, their company’s capabilities, and in some cases, on themselves. Much like the magician who waves a magic wand in the air and then, with a puff of smoke, produces a rabbit, the salesperson “waves” a rhetorical magic wand (a long list of features and advantages) and then, with some verbal smoke, produces a (supposed) solution.
On the surface, those sorts of presentations may look impressive. They typically include great graphic design and carefully worded proposals, which can be accompanied by a host of multimedia presentations with charts and graphs, and maybe with illustrations and animations. All of this is designed to support that which is being presented. But upon close examination, this can fall apart.
Prospects don’t much care about the features, and they certainly don’t care about the animations.
They want to know what specific, pressing problem you are going to resolve… and how you are planning to pull that off. You must be crystal clear about the strategies and tactics you plan to use to accomplish the outcome the prospect desires.
If you don’t establish a clear and unambiguous connection between the “what” and the “how” during your presentation, you’ll lose the opportunity to the selling professional who does!
Reach out to Ken Smith with any questions. Call 301-590-8700, x101, or email firstname.lastname@example.org.