What is a sales presentation?
Giving a sales presentation can be compared to moving a building that is made out of stone. A foundation would have to be laid at the new location to put the building upon, and then the building would be disassembled, the stones numbered, then moved to the new location and then reassembled upon the new foundation in reverse order so that the building is the same as you started with.
You have a certain end result in your mind when you meet a perspective customer. This is usually a picture of a happy customer that feels good about their new system and is excited enough to show it to their neighbors and family. And, someone who feels very good about the investment that they have made in providing safety and peace of mind to their family. The presentation would be taking this result, and moving it from your mind to theirs.
There is an example used for sale training to demonstrate how to close a sale by asking only four questions. This example makes the assumption that an alarm salesman has been called to give an estimate. The questions are:
1) Why did you call me? - This has the potential customer tell you why they think you can do the job (establishes your credibility).
2) What do you want me to do for you? - The customer will tell you the type of security system they want (establishes their emotional need).
3) How much would you be willing pay for a system that can do what you want? - The cost the customer wants to pay will be based upon two things: First, how much credibility they place in you to do the job; and second, how much emotional satisfaction that system would bring them. The higher your credibility and their emotional need, the higher the price (value) they will put on the system.
4) When can I install your system for you? If the customer has decided you are the person for the job, the system is what they want, and the price that they are willing to pay will give you a fair profit, then the only thing left to decide is how they will pay you, and when you will do the installation.
This is a very simple example; however, these four questions establish all of the elements of a successful presentation. The only problem is that you can not ask these questions, because in most cases the potential customer does not know the answers. It is your presentation that will educate the potential customer, which will expand your credibility, and establish the emotional desire and build the value of the system. (Note: a successful presentation will build the value of the product (system) so high that when the customer is told the price, they feel it is less than they expected and is a real bargain.)
Here are the steps of a successful presentation.
1) The Introduction (laying the foundation) - This would include a history of your company, your experience, some of the accounts that you have and what you want to present to them. This has to be done in a way that puts the potential customer at ease while building credibility.
2) Establishing the need. Here you could give some statistics about crime in their city (or their neighborhood) which is available at the police department, and ask them if they personally know anyone who was burglarized or robbed. This starts building confidence in you as a representative who knows what they are talking about.
NOTE: Once this dialog is established, this is a perfect time to qualify this person to see if they are a potential customer (if this had not been done over the telephone). This can easily be done with a few questions; such as:
Do you rent or own this residence?
Would you be the one to make the decision to acquire a security system, or is there another individual that should hear the presentation, etc.
These qualification questions should be a part of this initial introduction stage. In my first year of selling, I made my best presentations to people who were not in any position to make the decision to buy anything. This was done because I forgot to qualify the person, and it resulted in a tremendous waste of time.
3) Showing the potential customer the features and benefits of your system, and making sure that they understand these points. This is where you start building value for your product (system). (NOTE: THE PRICE OF A SYSTEM IS NEVER DISCUSSED UNTIL YOU HAVE THE FINISHED PROPOSAL AND ARE READY TO CLOSE THE SALE.)
4) Survey the area that will be protected (take notes, and free-hand sketch the building), and establish the customer's main concerns (hot buttons). In each of these areas, give three or four general ideas on how the area can be protected. Also, use examples from other systems where the same type of protection was installed. This continues to build confidence (peace-of-mind).
5) Unless the potential customer has called you to come and put in a system right now, make an appointment to return at least one or two days later with your proposals. Why? Because you are a professional, and you want to take some time to consider all of the possibilities to properly protect the premises.
6) Present your proposals. Have three plans to present to your potential customer, each with a drawing showing the location and coverage of each device. The most expensive proposal should be given first, as it has the most protection (including the long range radio options). Make sure that each proposal is completely understood before going on to the next one. Note: If each device is thoroughly understood (both purpose and coverage), the potential customer will be more reluctant to delete items as the proposals get simpler and less expensive.
7) Close the sale. Once the potential customer has decided when the system that they want installed, establish the cost, manner of payment and get the contract signed.
8) Install the system.
9) Turn you new customer into a sales representative. Personally make sure that the customer is thoroughly trained on their system and is delighted with it. Offer a tangible incentive (some free monitoring, cash, gift certificates, etc.), for each of their friends or family that get a system from you.
Establishing the need (hot buttons)
It is very important at the beginning of the presentation to establish the concerns (needs) of your potential customer. These concerns are referred to as "hot buttons". These are the reasons that this person wants a security system, and will have to be addressed both in your presentation and in the close of the sale.
One of the BIGGEST mistakes that a salesman can make is to assume they know the motivation (emotional need) of their potential customers. This need is established through the most powerful tool of a salesperson: ASKING QUESTIONS!
