What question matters most in a sales presentation?

When you’re giving your sales presentation, do you really know what the customer is thinking or what they’re asking themselves as you’re presenting? More

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What question matters most in a sales presentation?

Posted 4/14/14

When you’re giving your sales presentation, do you really know what the customer is thinking or what they’re asking themselves as you’re presenting?

I doubt it. You’re too busy trying to sell.

Shake the hand. Smile the smile. Show the slides. Talk the talk. Do the demo. Ask the superficial questions. Try the close. Try to overcome, “the price is too high.” Propose the proposal. Do the sales dance.

Meanwhile the customer is thinking. He or she is asking themselves questions about the validity of your product and your offer. They’re thinking about how your stuff might fit into their company. And while you’re talking they may be Googling.

While you are trying to prove a point, they are trying to verify your information. And in these times, they can do it in a nanosecond. And you can’t stop them.

While you’re talking, they may be wondering if you have a Twitter account. So they do a quick search and find out that you do not. What’s that about? How validating is that? If they ask you about it, you’ll just brush it off. Suppose the customer is exceptionally Twitter active? How does that make you look?

That’s a small “tip of the iceberg” example of the thoughts that differentiate your sales presentation from the customer’s decision to buy. But let me take it deeper.

All customers, not just the decision maker, have a buying process. It’s a strategy and a process by which they make a purchase. And that purchase is based around the trust, safety and comfort your customer feels when buying something from you.

In order to gain that trust, and that feeling of safety, they asked themselves a bunch of questions without ever saying a word. You answer those questions by the words you speak. Your job as a master salesperson is to answer those silent questions in a manner that drives the customer to say, “I’ll take it!”

The following list of questions is exactly what goes through the mind of a prospective customer during your presentation. The list is long, and every customer may not ask themselves every one of these questions, but since you don’t know specifically which ones they are going to ask themselves, you better be prepared with answers to all of them.

Here are the questions the prospective customer is asking:

• What do you offer?

• What do you offer that no one else has?

• What do you offer of value?

• How does your product compare to others I have seen?

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