Finally, you have succeeded in getting your prospect to sit down for a meeting. Now it’s time to show them how your products or services will serve as a solution to their needs. Do not underestimate the importance of this presentation and regurgitate the same old thing! Customers have seen it all before, so if you don’t put in the time to make sure your presentation is on the mark, it could cost you the sale. Here are a few things to keep in mind:
Do your research. Your audience has access to a greater amount of information today, thanks to the Internet, blogs, social media and other sources. Understand their position and their needs – find out what products they are using and in what areas, learn their industry trends, pain points, and what is on their wish list.
Find out who is in your audience. What roles do they have in the organization and in this sales process? What is important to each of them? Further, you should know what they know about your company and products. Starting with ten minutes of “About Us” may bore a well-informed and prepared audience to tears.
You have probably sat through more than one lecture or presentation where the speaker has said, “Please hold all your questions until the conclusion of my talk. We will have Q&A then.” This says to the audience: “Please do not interrupt me because what I have to say is more important than your question.” Don’t send that message.
Remember that you are the main attraction, or more precisely, your message is the main attraction. Do not clutter up it up with 80 PowerPoint screens for a 20-minute talk. In addition, refrain from a handout that is measured in weight rather than pages.
As vital as a concise and dynamic presentation is for the sales process, follow-up is just as important. As you conclude your remarks and answer any questions that were yet to be covered, build in some time to discuss the next steps. Try not to end the meeting without firming up the next appointment, demo, or interaction.