I was working with a new client this week, and I listened to a recording of their presentation and it went like this:
- Hello, how are you doing—brief rapport building
- Deep dive into their presentation—including features and benefits
- Qualifying to see what the client was most interested in.
How does this sound to you?
Is this the way your presentations go?
After we went through the call, I suggested it would be much more effective for the rep to know the client’s buying motives (his or her needs, wants, and wishes) before giving the presentation.
Here’s why:
- By knowing the buying motives before your pitch, you’ll be in a much better position to “speak to those buying motives” during your presentation.
- While tailoring your pitch to your prospect’s specific buying motives, you’ll also be able to stop after making a point, and, using tie-downs, check in to see how your presentation is going.
- Near the end of your presentation—right before discussing pricing—you’ll be able to use a trial close to see if your prospect is bought in. Something along the lines of: “So, based on what you’ve seen so far, does this sound like the solution you’ve been looking for?”
If you want to immediately improve your conversion rates, then make sure you understand—in advance—what your prospect’s buying motives (and potential objections) are.
Then, spend your presentation targeting those needs, and checking in often to see if you’re meeting them!