A successful sales presentation starts with careful preparation
and ends with guaranteeing customer satisfaction, says Shari Posey,
president of Executive Insights, an audio-tape production company
in Long Beach, California, specializing in products for
entrepreneurs. Here are Posey's top five sales strategies:
1. Write out your sales presentation. Making a sales
presentation "isn't something you do on the fly,"
warns Posey. Always use a written presentation. Think about the six
major selling points of your product or service. Develop leading
questions to probe your customer's reactions and needs to each
selling point. "This will help you determine what objections
your prospect might have, so you can show how your product or
service can meet their needs."
2. Write down objections. Show your prospect you are
truly listening to what they are saying by writing down their
objections. In this way, you can specifically answer their
objections by showing how they will benefit from your product or
service. It could be, for instance, by saving money, raising
productivity, increasing employee motivation, or increasing their
company's name recognition.
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3. Offer a first-time incentive. Offer your prospect
something significant, so if they do like your product or
service, they'll be inclined to make a decision now, rather
than wait a few days or put off the decision indefinitely.
First-time incentives might include: "10 percent off with your
purchase today" or "With today's purchase, you'll
receive one free hour of consultation."
4. Offer a 100-percent guarantee. Let your customers know
their satisfaction is guaranteed. "A good return policy
minimizes customer objections and shows that you believe in your
product or service," says Posey. Product guarantees should be
unconditional and should not include hidden clauses, like
"guaranteed for only 30 days." You can use a guarantee
even if you're selling a service: "Satisfaction
guaranteed. You'll be thrilled with our service or we'll
redo it at our expense."
5. Close with two choices: Rather than ask, "How
does this sound?," give your prospect a choice. For example,
if you're selling educational books to preschool owners, ask if
they want to purchase the book series or the book and tape series
together. When they state their choice, write the order. "Your
prospect is not likely to stop you," Posey explains,
"because mentally they realize they've committed and
they've said 'yes.' "
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