The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible pdfdrive com

The Purpose of the Presentation
Your opening question is to discover whether or not a person is a prospect for
what you are selling. The purpose of subsequent questioning is to further qualify
the prospect and to discover the key reasons why he might buy.
Each product contains a variety of features and benefits. “Features arouse
interest, but benefits arouse buying desire” the saying goes.
The purpose of the presentation is to explain the features that your product or
service includes and to demonstrate the benefits that they offer to your prospect.
In a way, you are a bit of a detective. You are looking for clues that will lead you
to the sale. You are presenting features and benefits for the purpose of eliciting
buying interest on the part of the prospect. You are watching and listening to
uncover reasons why he would buy.
Present One Feature/Benefit at a Time
The process of your presentation is not to show all of the information
available on your product or service. It is to show one feature or one benefit at a
time and to find out which of these benefits are of greatest interest to your
prospect.
If you have ten features and benefits listed in order of descending importance,
from the most attractive benefit your product offers down to the least, unveil
your features and benefits in that order. If your prospect brightens up and
becomes intensely interested when you mention your second most desirable
benefit, you can then focus on that, and even start moving toward closing the
sale.

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Conclude the Sale
Once it is clear that your customer most desires a particular benefit that your
product or service offers, you don’t need to go through numbers three through
ten. When you have found the hot button, begin focusing on that specific benefit,
showing the customer how he can enjoy that benefit when he buys your product.
The prospect says, in response to a particular point in your presentation,
“Wow! That’s great. I’ve never seen that before. We need that around here. How
long does it take to get something like that delivered?”
When this happens, you can ask for the order immediately. You don’t need to
go on talking any further. Simply say, “How soon would you need this?” and
close the sale.

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