Of course, the best sales presentation shows the
prospect how much better off
he will be if he buys
and, simultaneously, how much worse off he will be if he
neglects to buy.
For example,
in selling a car, you could show what a wonderful automobile it
is, how beautiful it is, and how well it drives. If the prospect likes the car but is
still hesitant, you could point out that this is the last one available for at least two
months, or the last time this
car will be sold at this low, low price. Often a
prospect who was indecisive about buying will make an immediate purchase
decision when confronted with the possibility that he won’t be able to get it at its
current price—or get it at all.
Are You Believable?
Believability is perhaps the single most crucial
requirement in your sales
presentation. No matter how convinced you are that your product or service will
do what you say it will do, the customer will still be skeptical. Your job is to
raise your credibility to the point at which the customer
will have no reluctance
in going ahead.
Just imagine, if a prospect was absolutely
convinced that he would be far
better off as a result of purchasing your product,
and was absolutely convinced
that you would stand behind the product or service 100 percent, virtually nothing
would stop him from buying. Increasing your credibility to this point is your
main mission in the sales process. And this requires that you identify needs
accurately.
Appealing to Customer Needs
Each customer has certain basic human needs that motivate him or her to take
action, including buying action. You must identify the
most important needs that
your product or service can satisfy for each particular
customer to whom you
speak. You must then convince him overwhelmingly that this particular need
will be fulfilled by your product or service better than by
anything else available
in the market at this time or at this price.
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