Remember, there is a lot of competition out there. Your presentations need everything you can put into them to make them exciting to hear, to watch, to experience!
When you do what it is you do so well that people who see you do it will want to see you do it again, and will bring others to see you do it, you can have unlimited abundance.”
When I was a little boy, my brother gave me a small magnifying glass. It didn’t take me long to learn that that little piece of glass contained a secret that gave it tremendous power.
TARGETED POWER IS CONCENTRATED POWER
But I learned something far more valuable from that discovery than how to create holes. I learned the tremendous power of concentration – the power of focus – the power of targeting! And nothing can add more power to your presentation than focusing all your energies toward a limited set of targets.
TARGET #1: Target the customer
We need to develop the importance of playing everything in the preparation and presentation to the customer.
People buy from those salespeople who help them discover what they want and how they can get it through their products and services. If there is one master key to unlocking the sale, it is to sell benefits. Remember this, the customer always wants to know,” what’s in it for me? (WIIFM)
All of the design, engineering, manufacturing, and management skills of your company amount to nothing unless you can show the customer how the product or service will benefit him or her!
One successful salesperson I know explains her technique for targeting the customer like this. She says, “I always pretend that the product was designed specifically for that customer; that it was built exclusively for that customer, and that today is the day of the great unveiling of that product for that single person. That’s targeting!
Most sales are made one at a time, to one person at a time. To do that we must ask every question, make every statement, demonstrate each feature and benefit to the one person to whom we are talking at the moment.
TARGET #2: Target the key issue!
As you ask questions and listen closely to the answers, and as you observe the customer usually one major concern of interest will stand out above all the rest.
Call it the major problem, call it the point of interest, call d the most obvious desire – it all boils down to one thing: What interests that prospect most? Whatever it is, let that be the primary focus of your entire presentation and close.
If that prospect wants to talk savings, talk savings. It that prospect is most interested in making a profit, talk profits that can be made by using your product or service. If that consumer is most interested in convenience, demonstrate every feature that product has to make everything more convenient for him or her and then take it one step further: make d possible to purchase that product.
Remember: there are four basic reasons people buy. People buy out of fear; people buy because of pride of ownership; people buy because of something they stand to gain from the product or service; and people buy to imitate others whom they respect. Memorize those four things because one of the four things is most likely to be the key issue towards which you will want to target presentation. Be on the alert for fear, for pride, for a desire for gain, and for a desire to imitate.
Now, do you remember the four main reasons people don’t buy? These too, can be key issues. If you recognize any one of these as the customer’s key concern, you can focus most of the attention of the presentation to deal with the key objection. The four primary reasons people don’t buy are: they don’t have confidence in the salesperson, the company, or the product: they don’t have a need for the product or service; the cost is too great: or they are not in a hurry.
There are two reasons people buy, or don’t buy products – the reason they tell you, and the real reason. Learn to focus the key issue, and direct all of the energy of the presentation to deal with that issue, and you will put power in your presentation.
TARGET #3: Target the “hot button!”
What does your customer like about your product? Discover that as early as you can, then focus as much attention as possible on that one exciting feature.
Brian Tracy tells the story of a couple who are looking to buy a home. As the couple walks up to the home the woman exclaims, ‘Wow! There is a cherry tree in the back! I have always wanted a cherry tree!’ The salesman makes a note of this and walks them into the home. The husband says, “The kitchen is too small” and the salesman replies, “Yes, but look through the window and you have a perfect view of the cherry tree.” The husband walks into the backyard and says, “We don’t want to have to take care of a swimming pool.” The salesman says, “Yes, but you can put a chair right here and sit under the cherry tree anytime you like.” The husband was using logic and the salesman emotion. The couple bought the house because of that.
It’s called building value! You start with the primary point of excitement, and you enhance that excitement in every way you can. Then, you add on the other features and benefits that supplement the primary point of interest.
Some successful salespeople like to think of targeting the `hot button’ as finding the most vulnerable point. They zero-in on the customer’s weakest point of resistance.
Perhaps a more positive approach is to take what is most exciting about the product to a particular customer, and make that the strongest part of your presentation.
TARGET #4: Target your timing!
Every good presentation is a masterpiece of timing. It starts with showing up exactly on time, or a few minutes early for the presentation. This says to the customer that you think his or her time is valuable.
The most useful tool of timing is the art of brevity – learning how to say what you want to say in the shortest possible time to be effective. Wordy salespeople might do well to remember that the writer of Genesis told the whole story of the creation of the world in just 442 words. Now that’s brevity.
TARGET #6: Target your answer to every question the customer asks!
One of the best ways to build trust is to give a definite, direct answer to every question the customer asks.
The most powerful way of doing that
is to – repeat their question, not sounding as a parrot, however:
“ just to make sure I understand your question… “ then you repeat the question, and answer it fully.
At the end, when you’ve finished your answer, you’ll ask: “ Does this answer your question?”
Make sure you answer the question then and there, and you’ll eliminate an objection or a “smoke screen” at the end!
TARGET #6: Target your facts!
Sometimes we get so excited and so enthusiastic about our products and services that we tend to exaggerate about the wonders of what we are selling.
Professional salespeople, who’ve been selling for a long time, say that the best rule is to never tell a lie. Sooner or later, those little misrepresentations always come back to haunt you. Better to lose a few sales by telling the truth, than to gain the reputation of one who cannot be trusted.
Target you facts! Don’t make claims and promises you can’t back up.
Put power in your presentation by targeting your customer, your key issue, the customers’ “hot button, your timing, your answers, and your facts.
When you focus all of your attention on the most important factors in a presentation, you can concentrate all of your energies where they will do the most good- When you learn how to do that as a professional salesperson, just like that little magnifying glass I talked about, you can burn a hole in the customers resistance.
Targeted power is concentrated power, and concentrated power leads to more sales.
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