Modern Sales Presentation Techniques
Different Sales Presentation Styles
It is stating the obvious that a particular style of sales presentation cannot appeal to all categories of prospects in equally satisfying manner. While some prospects would find certain sales presentation methods very attractive, others may find it unimpressive and inconsequential, based on their perceptions, religious inclination, value judgement, social status, investment expectations, and etcetera.
“One man’s meat,” they say, “is another man’s poison.” Some prospects would yet prefer a short, direct-to-the-point and value-oriented sales presentation method, while others would prefer a more detailed sales presentation speech. This simply affirms differences in taste and style.
Obviously, the aspects of a service or product that appeal to certain categories of customers may not necessarily appeal to others customer segments due to differences in culture, value judgement, perceptions, needs and investment priorities. I observed, for instance, that business people respond more favourably to sales presentations that focus on security of funds, value, sustainability of service, delivery on promise, customer relationship management, return on investment and professionalism, depending on the nature of the product or service.
On the other hand, civil servants and certain categories of professionals look out for professionalism, security of funds, improved status, customer relationship management, family financial protection, happy retirement life and delivery on promise. While the business community emphasise more on gains, the civil servants place emphasis on delivery on service, satisfaction and customer care.
I have had several instances in which change in sales presentation style led to change of heart even by the same prospect. When I presented life assurance service to a medical doctor using value and detailed presentation, he ignored me for four years as if I was talking trash but when I used needs and solution approach in presenting the same service, he invested immediately and also prevailed on his wife, a pharmacist, to invest as well.
In designing sales presentation, these factors that have to do with individual traits and perceptions should be taken into consideration. This way, the salesperson would address such difference and by so doing prevent loss of businesses that could emanate from inability to recognize individual tastes and characteristics. Email letters and face-to-face presentation, for instance, cannot be the same in content and sequence. Telephone presentation and hard copy correspondence cannot be the same in content and delivery, although each would seek to convey the same idea or message.
In order to address differences in individual traits and perceptions, I have designed different sales presentation styles for each segment of my target markets, taking cognizance of their characteristics and needs. What I do most of the time is to alternate these presentation styles based on the characteristics of each prospect or audience, employing the language, words, tone and style considered most appropriate in the circumstance.
Certain sales presentation methods such as telephone and email presentations, for instance, may not afford the salesperson the privilege of observing and adjusting instantly to prospects’ gestures and needs, while face-to-face sales presentation would allow you the opportunity to evaluate on the spot, the impact of your utterances on your prospect, mirror his gestures and utterances and adjust as may be appropriate in order to achieve result.
Paramount is the need to learn the skills for designing sales presentation styles in a manner that would be appropriate for the taste and perceptions of each of your market segments, taking into consideration their social status, needs and religions inclinations. Such approach will also address investors’ peculiar challenges and motivations. It is only by so doing that your utterances or sales offers would sound meaningful, invaluable and attractive to prospects.