Sales Training Tip: 5 Keys to a Naturally Structured Sales Presentation in Philadelphia PA?
As I’ve said in countless sales seminars, I’m not overly in favor of using sales scripts. However, I do believe that utilizing a consistent sales structure is essential. The reasons most sales resist formal scripts is because they know that when their presentation flows naturally, it sounds more sincere, thus they close more effectively. When using a “canned” script/sales presentation, they lose that natural flow and the prospect immediately becomes more resistant. While working with a telemarketing team in Philadelphia, PA, we solved the problem of helping less experienced sales reps replace the “un-natural” script sound with a structured presentation that covered all the essential sales points while also allowing it to flow naturally and with individual personality.
How to Structure a Sales Training Presentation in Philadelphia PA
There are five main steps to the selling process: Attention, Interest, Conviction (Facts & Benefits), Desire, and the Close. When a sale is made, these steps take place in one form or another. Sometimes the salesperson skillfully leads the prospect through each. Other times the prospect quickly recognizes their needs are being met and takes themselves through each of the 5 phases. Most salespeople have heard of each step, but all too frequently, they skip one or two and unknowingly are dependent on the prospect to bridge the gap (i.e. the prospect may learn about the product through advertising and walked in with a high desire level). The five steps are a structured and consistent way to sell. Most importantly, they have been proven to increase closing percentages.
Why Each Step is Essential to Closing the Sale
- ATTENTION: Unless the prospect is attentive, and unless they listen to you, don’t make the presentation. If they aren’t listening, they aren’t hearing you. If they aren’t hearing you, you can’t sell to them.
- INTEREST: You get the prospect’s interest to keep their attention. They will happily listen to you if they believe your product is going to benefit them in some way. In this phase you must ask questions to get them talking about their needs and desires early in the presentation.
- CONVICTION: Your prospects need to be convinced that it is smart for them to buy your product. They need to know that this is the smartest move they can make due to the benefits gained from owning and using the product. You have numerous facts to discuss as well as related benefits. Remember: The prospect will only give you a relatively short amount of time and only cares about the facts and benefits that satisfy their main priorities. Therefore, asking questions during the Interest phase is the key to your success.
- DESIRE: Even if the prospect is interested and convinced the product is great, they may not ask to buy. It is your job to not only interest your prospect in the product and convince the prospect that it’s worth it to buy, but you must also make the prospect want to buy it. In other words, you must arouse desire in your prospect. Remember, people buy for emotional reasons over facts and benefits. Tap into the emotional motivations.
- CLOSE: Even if the prospect is convinced they should buy the product, and it’s a product they want, they still may not proactively ask to buy. It is your job to close. Ask for the sale. Remember you may need to ask several
Some Other Things to Note in Regards to Structuring the Sales Presentation:
Sometimes two steps can be combined into just one. Generally, the attention step and interest step flow right into one another.
The steps may not necessarily need to be finished in this exact order. In some cases, the prospect takes themselves through several steps. It’s best to read the situation, and if you feel conviction and desire have been achieved, close earlier and start asking for the order.
All five steps always need to happen. Sometimes the prospect takes the step before the salesperson which is why recognizing structure is more effective than being locked into the script. For example, if you’re selling a well-known product, your prospect may already know countless facts and how the related benefits satisfy their needs, and therefore skipping over to the conviction step might be a more natural option. Note that the conviction step happened, but it was taken by the prospect before the salesperson.
If you are not completely comfortable with the presentation structure of the five steps, it’s best to familiarize yourself with it before looking to call on another prospect. Make sure you’re comfortable with your sales presentation structure before moving forward. It will help you maximize your opportunities with qualified prospects, recognize where they are in the sales process, and guide you on what is needed to close. The result will be that your sales closing percentage increases.
Mark Anthony has been helping sales teams in Philadelphia, Pittsburgh, and Allentown, PA for over 25 years. He also lectures nationally and all programs are customized to each company, their industry and the experience level of the team. Call 877-358-4472 or firstname.lastname@example.org.