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Reading makes a person knowledgeable, conversation makes resourceful, and the habit of writing makes accurate.

Bacon Roger

Of course, we are not one of those who will agitate to acquire something unnecessary. A person must get what is useful to him in work, life, on vacation, etc.

But in order to explain to him that this thing or this service is really useful to him, he needs a well-structured presentation of the product.

How to properly present a product?

There are no trifles here, everything is important: how you arrange people, and what material they will see on the screen, at the stands, what documents they will receive in their hands, etc.

Set the right goal for yourself

Your task is to convince customers of the need to purchase a product or service. Do not try to make the presentation of the product to the buyer too colorful (music, cartoons and other attributes are optional).

Build your stages of product presentation, a system of arguments, and follow this "thread" from point to point, not letting listeners get distracted from the desired topic. Lead people to ask the questions you need, and answer them in a way that will once again clarify the benefits of what is presented today.

Determine the contingent of those present

The plan for the presentation of the product, the complexity of constructing the description, and the angle at which the material will be presented, and the arguments that convince to acquire this and that, depend on this.

Product presentation: an example of what to focus on

1. For example, if this is a story about a new overseas tour, be ready to tell how much customers will save if they travel in a group, tell about the conditions for this specific audience (young people - about pubs and discos, travelers with children - about a water park and playgrounds).
2. If the contingent of listeners is mixed, arguments for each microgroup should be prepared: to someone - "This will allow you to optimally organize the work of the team", to someone - "With the help of our device, you can do the same work with less stress."

Never consider yourself a master!

This is, alas, a fairly common mistake. A person made five, ten, twenty presentations - and said to himself: "And what is there to cook? I already know how to present a product, because I have said so many times about it that ..."

Overconfidence often fails. You need to check everything: maybe you should supplement the text of the product presentation with new digital data, try out some new advertising move, just check the state of the audience (whether the light is on, whether paper and pencils are laid out), whether the computer is working, not erased whether the slides you need by mistake.

The embarrassment when a model of a new sanatorium is presented to the audience, and a popular expletive is written on the model in red pencil, is remembered for a long time. Correct product presentation is a well-planned algorithm of actions and suggestions. It is absolutely necessary to prepare for absolutely every presentation.

And more specifically?

It is clear that the rules of product presentation state that its standard text should be addressed to a given industry, group, or problem. Talk about the problems of this particular group of listeners - and how the remedy you are proposing is helping to solve them.

Do not go into too much detail, there is a very high risk of error, noticeable to professionals, but the fact that you understand their problems and offer a specific solution to them greatly contributes to the commercial success of the presentation.

Your task is to solve the problems arising from clients

You are not just offering a product or service - you are striving to make life easier for customers, optimize their workdays or make holidays unforgettable. The more tempting an advertisement for a product, a presentation and a solution to a problem, the more likely your product or service will be purchased.

Appearance, speech rate and amount of information

Our task is to ensure that the client is not distracted, so abundant makeup, provocative clothes, sharp perfume are not for us. Something neutral, elegant without pretentiousness, so as not to distract attention to yourself.

Product presentation shouldn't be boring. To sprinkle with numbers, to show graph after graph is wrong. Always remember the rule of "bad at the last desk", that is, speak clearly, at a moderate pace, without overloading your speech with arguments. Too much data distracts the listeners' attention.

Carefully select only what needs to be explained, and more detailed information can be posted after the presentation on the Internet or distributed in the form of a colorfully designed brochure so that the person can familiarize himself with all the aspects at his leisure and, even if during the presentation he could not be convinced, himself " matured "to the right decision.

Tell us about those who have already used your services

You don't need to name specific names (or you can name them if they are impressive!), But written acknowledgments, especially if they talk about cost savings or high efficiency of your products, will support the presentation.

Why is your firm preferred?

An effective product presentation always includes information about how many years the company has existed, about additional services provided by you, about warranty periods, delivery, and installation.

In a word, the whole set of arguments urging to buy something from you should be with you. And, of course, these should not be empty words - only what you can actually accomplish.

Don't forget the little things

Too abundant food is, in fact, bad - "a well-fed belly is deaf to learning." But to put in front of each listener a bottle of mineral water and a glass, during a break, if there is one (undesirable, but it happens!), To organize tea-coffee and candy-cookies - these are the very little things that show that the company does not interrupt from a penny to a penny that it is a solid institution.

You can prepare a folder or a package for each participant, handed over at the end of the presentation (there will be a small souvenir and a set of necessary advertising documents) Everything affects the perception of the presentation, even an inoperative air conditioner or noise in the corridor.

Suggest possible options for continuing the conversation

This can be either a personal consultation, or an additional meeting, or a test of the proposed product in practice. Interest in your products must be maintained!

A well-organized and successful product presentation is the key to your commercial success!

A leader is a seller of hope. Napoleon

We continue to study with you, Dear Friend (or dear girl), my author's sales methodology, which suits absolutely everyone. Even to those who do not like and do not want to sell. For those who do not like and do not want to sell - we do not sell, we create solutions. So you did the “Research” and found the “Problem and Need”. After that, it is desirable to “Create a Solution” together with the buyer and he will gladly give you the money. After all, you helped him solve a problem or get a need. This is a general scheme, or

2 Sales Basis - to make sure that your potential buyer is interested and comes to you himself. Author's Method: I.P. I.P. I.P.

3 Sales Basis - this is how to present the created solution so that the buyer has no doubts that this is exactly the SOLUTION. There is an author's technique for this: 4- "P". And in this article we will take a closer look at her second "P" - Presentation.

Every customer can get a Ford-T in any color, provided that color is black. Henry Ford

In any case, you need to learn how to PRESENTATION. A presentation is a way to beautifully tell and show the solution to the client. Make him happy and sure that this is exactly what he needs.

For this I have developed the 4-P system. You have to go through 4 simple and straightforward steps.

Stage 1. Prelude.

I already wrote about this stage in a previous article. Just like in sex, in sales and presentations, foreplay often determines everything else. If you prepare well and prepare a potential buyer, then the purchase is almost inevitable.

The purpose of the foreplay is to explore needs and problems. Establishing contact and trust. Awakening and increasing the interest of the buyer. Sometimes, if the foreplay is carried out correctly, the buyer himself asks the seller to complete the process faster. He already wants to buy. Simply because the seller has aroused such great interest and confidence in him that the buyer is ready to simply give everything to the seller.

There was a case when an elderly woman was walking down the street. It started to rain and she went into the store. It happened in New York about 100 years ago. The shop assistant saw an elderly woman, brought a chair and invited her to sit down. From this moment began one of the most successful careers that time. The elderly woman turned out to be the mother of Andrew Carnegie (America's richest man at the time). And the polite salesman who brought her the chair was Charles Schwab. After this incident, his mother recommended Andrew to hire this very pleasant and polite person. A few years later, he became the manager of the Andrew Carnegie business. With a salary of $ 1 million a year.

Stage 2. Presentation.

The prelude is over and the buyer is waiting for an offer. Ideal - he asks him to quickly offer a solution to his problem.

I propose to give the buyer a lot of S.A.L.O. The goal of this stage is to provide the buyer with logical arguments and evidence that your solution is right for him.

As you already understood FAT is an abbreviation for the first letters of certain words.. The purpose of this SALO is to convince the client that your proposal will solve his problem.

Use the following arguments. They usually convince adequate and normal people:

1. Specialists and statisticians. These are facts. This is what experts and scientists say. This is what inspires respect and trust in any normal person. I always start with this kind of proof. He is the most reliable.

2. Authorities. After that, it's good to refer to influencers. There are people (Philip Kirkorov and other comrades) whose opinion is considered authoritative. But this kind of evidence is hard to guess. Because the authorities are different for everyone. If experts and statistics are trusted by all normal people, then the authorities are different for everyone. And for some there are no authorities at all.

If you don’t know how to listen, you won’t be able to sell anything. Carolyn Marland, Managing Director of the Guardian Group

Everyone lives by selling something. Robert Louis Stevenson

3. Personal experience. You can tell your personal experience. You will be sincere and truthful. But often this is not enough. A very good and effective way to give a little personal experience to the buyer. For this there are "probes" or the first hour (day, week) for free. If the buyer likes it, then the rest of the evidence is no longer needed. Unfortunately, this method is not always possible to apply.

4. Public opinion.People cannot be wrong. This is how we were taught in childhood. Society stands on this assumption. Therefore, if everyone thinks that this is so, then it is so. When the number of participants in my trainings approached 100,000 people, and the number of books that people bought exceeded 200,000, I myself realized that they definitely work.

I really like to confirm the correctness of my ideas with public opinion. For this I use popular wisdom. Sayings and proverbs. Those expressions that most Russian-speaking people have absorbed with mother's milk. These ideas are usually 100% credible. Therefore, it is very good to use them on the market. For example, high-priced goods can be promoted by the proverb - "the cheapskate pays twice" or "we are not rich enough to buy cheap things."

For almost any presentation, you can find folk wisdom, which confirms what exactly you need to buy from you and right now.

• 1-P - Prelude
• 2-P - Presentation

In the next article I will write about 3-P - Make a Decision... It's about helping a buyer make a decision RIGHT NOW.

And in order for you to remember this information well - do the exercise and write the answers in the comments.

An exercise. Find S.A.L.O. for the following ideas:

1. Why is it worth going through the online program:

2. Doing sports every day is vital: Specialists - Statistics: Authorities: Personal experience that proves that you need to take this program: Public opinion:

JOKE
- Full Name?
- Mamedov Abram Ivanovich.
- Nationality?
- Buryat.
- Religion?
- Catholic.
- And what do you want?
- I want to become a woman!
- Listen, you are already forty-seven years old.
- So what?
- Look for yourself for a long time ...

We hope our tips will help you improve your skills and make your sales more effective! We Know - You Can!

Product presentation is a critical step in the sales cycle. It can be called a performance and even a show with you in the lead role. The purpose of the presentation is to arouse interest in the product in a potential customer. Even the largest world companies spend colossal sums on organizing presentations, preparing presentation models, samples, printed materials; make up commercial offers; create animations and videos.

There are different types of presentations: from self-presentation (when the person conducting the presentation introduces himself before the performance) and handing the client an advertising brochure and a short story about a product or service indicating the main points (the so-called "") to large-scale events with concerts, songs, buffets, etc. etc. Which presentation you choose depends on the specifics of your product, corporate policy and the amount of investment in your product.

In this tutorial, we'll cover the main points of presentations, as well as provide some valuable tips on how to avoid common mistakes.

The first steps

So, your task is to make a presentation. You have already made an appointment with the client, and he is ready to listen to everything you tell him. Keep in mind that the client's consent to an appointment does not at all elevate you to any special rank, and, of course, does not guarantee that the deal will be closed. Considering that the client will evaluate you in any case, you will need, first, to conduct a self-presentation, i.e. correctly introduce yourself and briefly tell about yourself, and, secondly, convince the client, because literally every day he can listen to dozens of various proposals.

In some cases, you will interact with a person who has the power to make decisions, for example, with a manager or just a private person. In others, with ordinary employees who play the role of intermediaries between you and whoever has the final say. It may also be that you will be one of several managers giving a presentation to one client, which means that you will have competitors. Therefore, even before the meeting, you need to find out who will be present at the presentation, and whether you will have rivals. Thus, you will be aware of how best to prepare, who will be easy to convince, and who will have to "tinker" with. The next step is to establish a key figure.

Establishing a key figure

When you start giving your presentation, thank the person who invited you, look at everyone present if there is more than one, and try to understand who is the key player - the decision maker.

In any group, even in the smallest, there is always a leader, and you can recognize him in relation to others, non-verbal signals, addresses, etc. You can also identify a leader by looking at the one who took the best place, for example, opposite you, or at the head of the table. Experience is needed here, and with practice you will learn to recognize the "main thing" in the first minutes.

Brevity is key

The main part of the presentation should be as short as possible, because keeping attention on something for a very long time, all the more, if initially it is not too interesting, it is quite difficult for any person. The rest of your presentation should be occupied with engaging potential buyers in communication through questions, demonstration of prepared materials, offers to touch the product, etc.

For this, many companies today use special software that allows them to quickly analyze customer needs. For example, when selling financial or insurance services, financial or insurance calculators are used, where you just need to enter specific data about a person in order to get an instant result - the level of profitability or the cost of an insurance policy. Work in such programs with clients so that they can clearly see how and what is counted and are passionate about the process.

But what if you don't have such programs? What if you only have a few flyers or brochures on hand? And there is a way out of such situations.

First, there is no need to “stock up” a potential buyer with everything that you have to read, otherwise the person's attention will be focused on what he is holding in his hands, and not on your words. Use printed material as an auxiliary tool - point with a pen to information about what you are discussing at a particular moment. You can put the materials aside altogether by telling the client that you will leave the brochure to him and he will have time to read it. This will keep you in control of the situation and keep your focus on your speech.

Sellers of intangible goods must learn one very useful skill - the skill of creating positive images in people's minds. If you cannot demonstrate something tangible to a person, “paint” him a picture of how his life will change after purchasing your product. For example, you sell insurance policies - create an image of calmness and confidence in the future for a person, an image of the security of his health or property. Selling fitness passes? - let the person feel strong, energetic, healthy, beautiful, young after classes in your club!

In short, when selling any kind of intangible product, the most important thing for you as a seller is to let the potential buyer understand and feel what exactly your unique product is and how exactly it will be useful for him.

And to summarize our lesson today, we want to give you a few useful tips presentations to help you avoid the most common presentation mistakes.

Common presentation mistakes and how to avoid them

The experience of many managers and salespeople is replete with a huge number of mistakes, the cause of which is a banal lack of precautions. The tips below, of course, do not exhaust the topic, but they will still serve you as good food for your mind and help in your work. The essence of these tips is that preparation for any presentation should also be based on a number of preventive measures:

• Make sure the visuals are of good quality. Fingerprints, bloopers, stains, dangling corners and other "highlights" on your visual aids will tell the client not about your originality, but that you are not following the details, and will make a bad impression. You should not shock the audience with such things, as well as rubble on the table or a bunch of bags in which you dig all the time to get something. Everything, from leaflets to the projector, should be in order and make you want to touch and see.
• Understand how, what and where it connects. If your presentation involves the use of any equipment, be sure to prepare a place for it, cables and extension cords, find outlets, find out which wire and where to insert. Check the battery charge level. Many potentially successful presentations were thwarted by basic technical flaws.
• Pay attention to the little things. Imagine that you have been using an excellent computer program for presentations for a long time, but suddenly it came into effect, and something happened that disrupts your plans: a short cable, no additional outlets, a broken router, etc. In other words, even if you are 100% sure of everything, arrive at the meeting point at least half an hour or an hour earlier so that in case of force majeure you have time to eliminate it. Strive to provide for absolutely everything, even if it is to a certain extent.
• Personalize your presentation. People negatively (or, at least, uninterestingly) perceive a text that has already been told to someone hundreds of times; they feel like just another line on your list of people to sell. To impress each individual, strive to tailor your presentations to those with whom you communicate: exclude elements that seem unnecessary to you, add something new, compose examples based on the interests of your client or group of people. This is a truly professional approach, and anyone will immediately notice that you have come to it.

And finally: any of your presentation should be rehearsed in the most thorough way. You must have comprehensive information on any question about your product, up to the device of a specific mechanism. Rehearse your performances as much and often as possible to perfect them. But at the same time, do not forget to avoid monotony, use different behavioral techniques, use creativity and, learn to work with the public. There is no specific time frame after which you can be sure of the effectiveness of your presentations, because everything here depends on your desire and enthusiasm, effort and perseverance. And remember to take the necessary pauses if the presentation is long.

Always him in preparation. But at the same time, be prepared for surprises, setbacks, unforeseen questions and tricky situations.

Test your knowledge

If you want to test your knowledge of the topic of this lesson, you can take a short test consisting of several questions. In each question, only 1 option can be correct. After you have selected one of the options, the system automatically proceeds to the next question. The points you receive are influenced by the correctness of your answers and the time spent on passing. Please note that the questions are different each time, and the options are mixed.

“Innovation is so cold!

The CEO cannot sleep,

Rocking in BMW. "

Japanese-style economic three-verse. T.A.

Presentation. I think it can be compared to moving from point A to point B. Point A is the beginning of the presentation, point B is the conclusion of a mutually beneficial deal that you and the buyer need. Like any trip, the presentation is unpredictable: you never know what happens on the way! To make this process clearer and more predictable for sellers, you need to use such a tool as innovation. The combination of innovation in the presentation body and the actionable methods you use increases your chance of selling. This kind of presentation is one of the foundations of the sales success of effective salespeople.

An effective salesperson, one way or another, participates in the innovation process. Almost the entire presentation chain for creating the value of a product or service and its benefits for buyers is permeated with various types of innovations. You need to be clear about this and not think that innovation is something distant and unnecessary for you. It is better to accept this fact and develop a presentation development strategy from the angle of innovation.

So what are innovative incarnations? It is simply a change or grouping of already known elements into groups that did not exist before. Figuratively speaking, kaleidoscopic activity - after all, the next picture in a kaleidoscope always turns out to be different, and the components do not change - only the order in which they are located after the kaleidoscope is shaken changes. And the constant innovative search in any effective presentation is based on the fact that it helps to continuously find or combine elements that you have not used before. Another definition is also possible: to introduce innovation means to give the customer what he wants, but in a form that is unexpected for him.

Innovation must answer the questions: “What do you need to add to make our presentation more effective? What small changes could make the presentation so powerful? "

Most salespeople claim to be capable of delivering well or excellent presentation. They believe they can speak well and persuade a customer to make a purchase ... and that's why they do it badly.

The average salesperson uses the same clichés and arguments during presentations. From this, he naturally misses and languishes. Such a seller believes that if he already understands everything, then the buyer should generally grasp the presentation ideas on the fly, without much strain. What's incomprehensible here? The grief seller does not even know exactly what ideas help him sell and, of course, does not focus the buyer's attention on these ideas. He does not like to repeat them - and so everything is clear. However, here's the catch: the consumer is not at all professional enough to know everything about the goods or services the seller presents.

How does an effective salesperson behave? He uses a strategy of repeating working ideas, their new combinations and presenting “fresh” arguments for each new (and old) customer. Unlike the usual bored would-be salesperson, an effective salesperson is interested in what he does, the task of recombining arguments is interesting, and the “kaleidoscope” at work is interesting. He knows it will always work. He is always looking for new options for constructing sentences, the words of which will reach the buyer.

The most important, or what is the heart of innovation

No one has yet canceled the assertion that one can make a first impression on a customer only once. The success of "your enterprise" depends on this skill. We discard the visual part - when visiting customers, you must always look perfect.

It's about the ability to speak and persuade, about the presentation of your products or services. Effective salespeople know how to persuade, know what to say, how to speak, and when. Most importantly, they understand the entire chain of action required for a good innovative presentation. What is the basis for a successful innovative presentation? A crystal clear essence of the offer and precisely shown the benefits of the buyer. In other words, the buyer must absolutely clearly understand what is being offered to him and what benefit he will get from it.

Ah, these presentations! They happen so often and so poorly in salespeople. The overwhelming majority of sellers in most cases of presentations do not take into account the following considerations and suffer from such disadvantages:

1. There is no clear working or new idea of \u200b\u200bpresentation for the buyer. (I just want to ask the would-be seller: "What are you talking about, dear?"
2. The seller does not ask the question "What is the use for the buyers?"
3. The seller expresses his material illogically and jumps from one to another.
4. The presentation of the material is either too detailed or too long. (Let me remind you that a presentation is movement. Both the excess of details and protractedness scatter the attention of the buyer and make him regret wasted time.

Algorithm for preparing an effective presentation

1. Step into the shoes of your customer, "get into his skin."Look from his position at yourself, your company, your speech. Earlier we looked at methods of determining consumers, now is the time to use the information received. Always, in any cases of contact with customers, as well as when preparing a presentation, you need to proceed from the understanding of your customers.

A presentation is effective if you know the buyer: his interests, problems, lifestyle, dreams, how and why the buyer could use your product or service, or, say, how your product could help him achieve his professional goals.

2. Follow the rule of sharing features, benefits, and values.Feature is the essence or property of your product. Features are of interest only to you as a seller. Benefit is how your product is useful to your customer. The value of a product is determined by the buyer during your presentation. But the seller must know by heart the proof of value. Remember that buyers are primarily interested in benefits and value, not features.

Attention, useful know-how! At trainings on effective sales, the "match method" is often used - while a match is on (albeit a fireplace, which is twice as long as usual), the seller must briefly but convincingly tell about his offer, about why it is simply impossible for the buyer not to buy what is offered. Remember this method! By practicing in this way in your company, your salespeople will acquire a very important skill - to speak clearly and convincingly about their product or service.

3. Before the presentation, determine: "Why will what I sell will be needed by the buyer?"This allows you to focus on the benefits rather than the features of the product or service. For example: "With our product range, we can guarantee your income stability during the seasonal downturn."

4. Determine the time of the call to action to buy. What you want the buyer to do is make a purchase. For example, if the seller convincingly describes the features of the product and the benefits that can be obtained from it, the desired goals will be achieved by themselves. But that's not all. You need a bright ending - a call to action, without which the presentation will not be complete.

5. Determine the most appropriate way to develop your presentation. When selling, the following types of presentation development are most effective:

• Principle, concept, function... It brings your business proposal to the fore. This principle is suitable for the presentation of any product or service, with many application possibilities.

I will give an example

Mushrooms from LLC Lipovka... Farmers Zherebtsovs were the first in the Sverdlovsk region to master mushroom production. How do they sell? Offer to buyers of different groups:

“Our champignons are more expensive than Polish mushrooms because of the high cost of raw materials and their transportation. But they are fresher than mushrooms brought from afar. We supply products for 120 rubles. per kg by weight and 130 rubles. - packaged in branded packaging. At first, when we offer a product to retail chains, commodity experts refuse: it is expensive. We have to explain that putting the product on the shelf, they will not go wrong. After reading about environmentally friendly products, buyers began to pay attention to the origin of the goods. "

• Principle, features, advantages. It is traditionally used when launching a product to the market. The presentation introduces the features of your product or service and describes the specific benefits that they will bring to the customer.

I will give examples

In 2005, Anatoly Komm renamed the Green restaurant into AnatolyKomm, called the signature series of dishes "gastronomic performances" and declared himself, literally, the only restaurateur offering fine dining in Moscow. So he presents it to his guests.

Komm also became interested in the molecular cuisine fashionable in the West and was the only one in Moscow to offer "molecular" dishes. Would you like pasta-shaped shrimp? Comm says the new shape will help open up new flavors of flavor.

Velardi brand (unites 11 beauty salons in St. Petersburg). According to the owner of the chain, Dmitry Suvorov, the presentation of the salons was based on the following arguments: “We took our client with some kind of naivety, sincerity. We tried to create a soulful atmosphere in the salons, we decorated them on our own. A handwork always more appreciated. "

6. Choose a specific method to start your presentation.The following seven classic ways are best suited:

1. Aphorism. Recognizable winged expression.
2. Question. The question asked to the buyer.
3. Fact.An unexpected statistic or little-known fact.
4. Show perspective. Draw a look into the future.
5. Joke. On the topic (market, competitors, situation ...).
6. Quote. Cite a statement that is appropriate for the occasion.
7. Analogy.Comparison of two seemingly unrelated things to help clarify an unclear topic.

7. You need to deal with the issue of price. When to cover it, at what stage of the presentation (or demonstration)? In a good presentation, the question of price is brought to the very end of the presentation, after the stage where the solution to the buyer's problem is explained. The new (or still existing) value of your product or service is determined. The buyer is aware of it.

In the early stages, this question seems meaningless. Effective sellers try not to mention the price while the potential buyer is not yet ready to use the proposed solution to the problem, it can only complicate, even negate all the seller's efforts. Most often, buyers ask about the price at the beginning of the presentation, so it is advisable to learn how to delay the reasoning about the price. Talking about prices without defining the need and value of the purchase is a big mistake.

8. Plan.What salespeople hate is planning their sales, their presentation! They do not look ahead, even into the very near future. As Gogol wrote, “A rare bird will fly to the middle of the Dnieper,” and only effective sellers plan everything in advance! These guys (girls) calculate their success with the equanimity of a computer. Planning is necessary, so you need to know how to do it!

First of all, each presentation has its own written form. Planning and writing is difficult at first, but over time you will get used to it and it will become second nature to you. You will understand that you are writing down your Success on paper and it will become very interesting for you!

Next, you need to plan your actions for presentations. Write everything down on the computer (paper), do not rely on your abilities, on improvisation. After writing down, memorize your plan as best as possible and repeat it before going to the buyer. After all, this is the path along which you will go - which means that you need to imagine it well. Cram! The benefits of cramming will be discussed in more detail below.

9. Take care of visual aids (or goods, if you take any with you).Always a necessary thing that affects the buyer emotionally, showing the buyer the level of preparation of you and your company. "It is better to see once than hear a hundred times".

10. And the last thing.To be successful in your business, you need to keep this in mind: Presentation confidence and persuasion will grow with constant practice. No wonder it is said: "Repetition is the mother of learning." To hit the target all the time, initially give the presentation at least 30 to 40 times. Think back to your school years, remember your cramming skills - and forward to victory!

Repetition will polish your presentation and give it the shine it needs. After each repetition, you will discover all the new facets of your narrative and you will have the opportunity to make your presentation more concise and clear.

Tactics

Presentation tactics for effective salespeople are based on a few simple rules. The main thing is not only to remember these rules, but to constantly adhere to them and develop them. So:

At first, constantly ask different types of questions. This is necessary to maintain control over the course of the presentation and the audience (over the buyer).

Secondly,actively use the methods of extinguishing various objections that are in your arsenal. Especially it is necessary to highlight such a tactical move: when preparing a presentation, mark the places in the text of your presentation speech where you yourself, ahead of the buyer, voice this or that objection and immediately respond to it. (It is appropriate to use rhetorical figures like "Of course, the following objection may arise here ...") Each type of product or service always raises its own "set" of typical objections, and after several presentations of something specific you will learn what this "set" is, which means you can anticipate it and deflect objections in advance. Effective salespeople differ from the general mass in that they are able to find these objections even before they sell and know how to deal with them. And most importantly, always answer a question with a question - don't approve.

Thirdly, constantly work on the text of the presentation, replenishing it with bright images and fresh, unused words. Words that will be clear to your audience. Create stories. Let your customer compare themselves to the characters in your stories.

Your customer wants to improve their life. And your story should tell about him, your customer, and not about your company, to which he doesn't care. Your customer has problems or needs. So let him overcome them and come out the winner. With your help!

Secrets of working with objections during a presentation

When preparing for the presentation, it is necessary to accurately determine the time and place for answering possible objections.

When and how is the best way to respond to objections in a presentation?

Prevention.I say all the time that the best defense is offense. If you do not prepare and do not know where the main types of objections for your product or service arise during the presentation, then it will be difficult. When you are preparing your text, then in certain places you yourself express the usual objection, thereby not giving the initiative to your opponent. Moreover, you formulate all your prepared objections in the form of questions. Thus, your buyer will not have to "enjoy" your ekanie and meekaniya (and this is what happens if you are not prepared and do not know verbal improvisation). He will focus on the presentation itself.

Quick response to objection at the beginning of the presentation.Many buyers ask questions about you, your company and your product (service) at the beginning of the conversation. It's about the weight and prestige of your company or quality. Let's say the customer starts: "I heard that your product (service) does not meet our needs due to its poor quality." An unpleasant question, isn't it? Or: "As far as I know, your company's image in our market is not that high?" Directly on the forehead, straightforward. It is best to answer such objections directly, without evasion, with the provision of prepared arguments and questions so that the buyer remains satisfied.

Another example:

"I heard that your company is out of warranty, although many of your products do not function as expected when used."

This is where the various reviews of your other buyers come in ( better companies, which in terms of rank are about next to this), - reviews of those with whom you have already established yourself as a reliable partner. Always be prepared for such questions or statements.

Objections during the presentation.No presentation goes smoothly. Unless one where only you speak. Certainly, boomerang, some of your arguments will come back to you in the form of objections during the presentation. As I said, if you present your usual product or service, then you already know in advance where and what objections will follow. If you are selling a new product, prepare more carefully - memorize several responses to each perceived objection. You should be prepared for such a development of events and when an objection (and perhaps more than one) is raised, try to answer it figuratively and convincingly (preferably in the form of a question) before proceeding to continue the presentation. If suddenly, as in a fairy tale, the buyer has no objections, then you can make a knight's move. Choose from the questions you have prepared in advance the one that you think is best: “Many (you can specifically name the company of a participant in your market) ask on what basis I can make such a statement. There are reasons (arguments) for this ... "... And only forward! It will make a lasting impression. Of course, from the outside you might think that you yourself are digging a hole for yourself or chopping off the branch on which you are sitting. But in reality, you are just being prudent! An effective salesperson, like a musketeer, needs a certain amount of courage and courage. In this way, just in case, you "lay a straw" for yourself at the place of a potential fall - and at the same time, you win the trust of the buyer. That is, you kill two birds with one stone!

Objections you answer after the presentation.The finale is close, the excitement is growing. This is where many people make mistakes, thinking that all the buyer's objections have been settled. The final stage of the presentation involves a final objection. Something remained unclear, or these are just random questions that do not require an exhaustive answer. It is best to ask the buyer to move the answers to the very end and answer them after the presentation: "Can I return to this question later?" If you are given consent, you can continue the presentation, if not, then we answer as described above.

Do I need to answer at all? There are objections that should not be answered immediately. Let's wait! If any objection appears at an early stage of the presentation (as a rule, it concerns the price), do not rush to answer. Sometimes a customer only asks questions to show that they are listening. Some objections will seem completely irrelevant to you. But, if your customer returned to them, it means that it is important for him and needs to be answered.

Effective sellers grasp when and what objection the buyer is applying and present arguments in a logical order, and objections are answered only when the time is right.

There are two other prerequisites in the sales world for a successful presentation. It's your enthusiasm and listening skills!

Enthusiasm infects!

Enthusiasm is not a loud speech or a show of Chinese firecrackers.

The word “enthusiasm” itself consists of two Greek words “en” and “theos” - “God within”.

It is impossible to gain the required number of passing points in negotiations without enthusiasm.

Only your sheer enthusiasm will generate a reciprocal enthusiasm towards you. After all, we are all so gullible. If the tone of your voice is sluggish, indifferent, then let's face it, the buyer (negotiator) will not express interest in your product or service. Enthusiasm sells and sells! It is like "flu" - it infects!

It's better to listen than chat

Being a good listener during a presentation is one of the basic prerequisites for making a deal. Salespeople who do not understand the basics of the sales process are convinced that being a good speaker is enough in the trade. But, as practice shows, it is much more important to be able to listen carefully to the buyer. The average salesperson tries to lead the conversation, and the effective salesperson has the ability to listen.

Listening has a wonderful effect on human relationships, allowing customers to relax and open up more. The initial alertness and isolation of your customers disappears. Your buyer will feel more relaxed and confident, which will create the necessary conditions for the sale.

13 Aug Sales presentation. 9 chips that will make a sales presentation. Sales techniques and techniques

Hello dear colleagues and friends. In this article, I want to work with you on a very relevant and interesting topic in sales. This theme -.

When you talk about your product, it's all a presentation. But very often, managers, and even the heads of the sales department, talk so unconvincingly about their product that the client has no desire to buy it. And managers, especially inexperienced ones, often do this - they go to the boss and say: “You know, our product is not for sale. The price is not the same, the conditions are not the same, the terms are not the same, and so on. "

There were times when we were led by the managers and we made the product better. They lowered prices, arranged some promotions, and the like. Do you think sales have changed?

Often - did not change at all... Because it wasn't about the product, it was about presentation skills.

How to make a sales presentation interesting? How to motivate a client for a targeted action?

Selling presentation. Feature 1. Red button

What does the red button mean? Each client you communicate with has something in your specific offer -most important, most significant, most valuable for him. This is the red button.

When you communicate with a client, you must understand what is most important and meaningful for this particular client.

Yes, other characteristics matter too. But there is a certain core, the most important thing. And if you are a good salesperson, if you learn to grasp what this red button is for the customer, you will have a truly selling presentation.

Present not everything, but only the most important... Your presentation should be centered around this red button.

How to understand when you are communicating with a client what is most important to him?

If you read the article then you know Linda Richardson's advice: learn to listen. The most important thing you should do islisten to the client... Listen and hear.

An error often occurs here. A manager, when he listens to some information from a client, and realizes that for him, for the manager, it is not significant - he concludes that the client just voiced it and does not pay special attention to it. And therein lies a big mistake.

If the client said it, said it out loud, it means that it matters to him. Write down the words, phrases that the client says - and then use them in the presentation. This is a surefire way to build your sales pitch around a red button.

Selling presentation. Feature 2. We are you

Inexperienced managers often build a presentation around themselves... They come to the client or call him, or correspond in social networks - it doesn't matter. And they say: how good we are - we, we, we ...

Sometimes it is given the apt name - "MOUCH". That is, to say “We” all the time, to talk all the time about us, about the company. "We're so great." "We have a good product, it is in great demand." "We have a very long history of the company." Etc.

Translate all phrases into "the language of Benefits" - that is, say "you", talk about the client. Not “We have 100 types of products in stock”, but “You can get more than 100 types of products at any time”.

This is the simplest feature. Perhaps it is even obvious to you, but, unfortunately, many managers do not know or do not use this trick.

Check your presentation. Translate it into “the language of Benefit”. Get rid of MOUNTING. And you will have a strong, selling presentation.

Do the same with your scripts, sales on social networks - wherever possible, say and write "you".

Selling presentation. Feature 3. Characteristics - benefits - emotions

A good sales pitch should be built on an incremental line.

First you saycharacterization some product.

Then you add benefit.

And you finish emotions.

How it works? For example, I need to sell you one of my webinars. Perhaps even free - that is, not to sell, but to invite you. I periodically host such free webinars - you can find out when the nearest one will be by clicking on .

Feature and benefit

One of the characteristics of a webinar is duration. I can tell you: "The duration of the webinar is 1 hour." It -characteristic.

How can this characteristic be madebenefit? I can say: “The duration of the webinar is 1 hour.During this hour, we will analyze in detail a step-by-step plan for developing a commercial proposal. You will learn 1, 2, 3 steps that will help you create a commercial offer ". Do you feel like I went from characterization to benefits? I'm talking about you, about what you will get - and I am sharing some specifics.

How do you add emotion? Often, even advanced managers have no emotion in their presentation. They listed characteristics, added benefits, and that's it.

Emotion and call to action

If I addedemotion to invite you to the webinar, it would sound something like this: “The duration of the webinar is 1 hour. During this hour, we will analyze in detail a step-by-step plan for developing a commercial proposal. You will learn 1, 2, 3 steps that will help you create a commercial offer.And at the end of the webinar, you may want to take your old commercial proposal and either throw it away altogether, or radically rework it. Because you will have a complete understanding of how to write a truly engaging and selling business proposal. In just 60 minutes. Register for the webinar - and you will find out «.

You can see how the presentation was conducted - incrementally, from characterization to benefit, and from benefit to emotion. And pay attentionadded a call to action at the very end.

Many people lack a call to action in their presentation. Also, instead of a call, you can use the client's involvement in the conversation, ask a question. But, after emotions, it is the call to action that works well.

See if you have this incremental transition: characteristic - benefit - emotion. If not, be sure to think about what emotions you can evoke in the client. And then your sales pitch will be really good.

Selling presentation. Feature 4. Technique "Tee"

If you are fond of fishing, or at least have seen fishing hooks - you have an idea of \u200b\u200bwhat a "tee" is - a triple hook.

The “Tee” technique means that your selling presentation should affect the interests of at least three parties - we are talking about B2B sales. It:

• Benefits for the company (business)
• Benefits for the decision maker with whom you communicate
• Benefits for other employees of the company

This is especially true if you are presenting your product to the first persons of the company - managers, owners. In addition to the benefits for the business, you must identify some kind of benefit for the decision maker personally - I'm not talking about kickbacks, bribes, and the like. No, you have to show that the decision maker also personally receives something. For example, it may be some kind of convenient functionality specifically for the management. This can be the removal of some routine tasks. There may be some additional guarantees. And so on, depending on what you are selling.

What does the decision maker get? What do other employees of the company get, how does your product affect them? What does the business get as a whole?

If your sales presentation answers all three of these questions, if your presentation has bait for all three of these hooks, it will become more convincing, more interesting to the client. And all this will be taken into account when making a decision.

Selling presentation. Feature 5. More feedback!

Very often, when managers present their product - especially over the phone - they simply conduct their monologue, trying to tell everything about the product.

But there is absolutely no need to tell everything... First, you remember that your presentation should be built around the "red button" - the most important for the client.

Secondly, if you tell the client everything in a row,it loads and stops perceiving information.

Therefore, do not burden the client with a monologue. Ask more engaging questions.

For example, let's go back to the webinar presentation. I say: “You will learn a step-by-step plan for drawing up a commercial proposal. By the way, Ivan Ivanovich, do you use commercial offers? "

That is, I am asking an engaging question. The client gets involved, and after that I move on to the next part of the presentation - and then ask for feedback again.

Unfortunately, in my experience, it's very common that managers don't ask for feedback at all. They just present and at the end they ask: "How do you like it?" And the client replies: “Well, I don’t know. Need to think". And this is where the presentation ends.

Check your presentation. Remember how often you ask for feedback. When you have told the client something - ask a question, ask for feedback. And your presentation will be selling.

Selling presentation. Feature 6. Social proof - social proof

If you are in the business of marketing, then most likely you are familiar with this concept. The article I've talked about the power of social proof.

To enhance your presentation -show that your product is already used.

Unfortunately, here, in Russia, the profession of a seller has a bad reputation from the outset - I won't say that it is undeserved. And when customers communicate with sellers, they initiallysellers don't trust.

If the seller says: “Ivan Ivanovich, our product is the best on the market!”, How will the client react to this? Of course, he will think: "I see, praise-praise your product, this is your job."

Or the seller will say: “Ivan Ivanovich, there are many products on the market, I myself follow the ratings. By the way, our product was recognized by such and such a rating as one of the best. " Agree, in that casethere will be more confidence in these words.

As you can see, the same thought - "our product is the best" - was said in different words. But in the second case, the sellerreferred to available evidence.

Therefore, be sure to check what social proof you are using. These can be links to reviews, articles, expert opinions, ratings, and the like. Your social proof marketing presentation will be much better.

Selling presentation. Chip 7. Reducing client fears

Your sales pitch should be sure to lower your customer's fears. In my course there is a lesson called this - “4 client fears that prevent you from closing a deal”.

It is not customary to talk about fears. And clients, very often these fears are not voiced to you. In most cases, they don't talk about it.But that doesn’t mean customers don’t think about it..

What is the meaning of this chip? Think about what stops customers, what are they afraid of? Write these fears down on a separate piece of paper - and develop these fears in your presentation.

Let me give you a simple example: there is one travel company with which we built sales. They recruited a group for a tour - a trip around the world.

When we analyzed successful and unsuccessful trades, we saw one interesting thing. Some clients were reluctant to buy a round the world tour because they thought the group would be mostly young. The clients wanted their fellow travelers to be older, quieter people - and thought that they would not fit into the group.

It became clear only later, after listening to calls and control calls. And the manager lost this client because he did not catch this fear and could not overcome it. If the representative of the travel agency caught this fear, this doubt that the client will not fit into the group, then he could reflect in the presentation: that their groups are different, that the participants are absolutely not attached to each other, they can plan their day themselves, and so on. ...

As a result, due to the fact that this fear was not dispelled, the company lost tens of thousands of dollars on such clients.

Therefore, at the preparation stage, think -what fears the client has and how they can be dispelled in your marketing presentation.

Selling presentation. Feature 8. Use visualization

Be sure to use visualization - photos, images, diagrams - anything that can illustrate your product.

Visual materials for a sales presentation are bestprepare in advance, before meeting with the client... As a last resort -draw during the meeting.

If you follow myInstagram You saw how many books I ordered recently.

And among them was "Draw to Win" by Dan Roham, just about visualization. It has a whole chapter on selling with pictures. A well-known fact that few people think about - 90% of information we receive through sight... And our brains are best suited for processing visual images.

Remember now how you convey a thought visually?

It happens that the client is simply sent a commercial offer in the form of text in Word. No diagrams, no drawings, no photographs. That is, in general - there is nothing obvious in such a commercial offer. And the same bare text is brought to the meeting.

At one time, I derived a formula for creating an effective commercial proposal - you can read about this in the article One of the very important components is visual design. It is important to beautifully package your ideas and meanings, your marketing text. After all, this significantly increases not only the likelihood of reading your commercial, but also, according to the results of our experiments, allows you to increase the average transaction bill.

Therefore - your marketing presentation should be illustrated. Show the client diagrams, graphics, images and photographs of your product. Draw during the presentation yourself - even simple circles, squares and triangles with arrows will liven up your communication with the client.

Selling presentation. Feature 9. Simple and easy step

Divide your buying process into a few easy steps. Often we try to sell immediately global cooperation - and you need to sell a simple and easy step. I regularly talk about this in various videos on myyoutube channel , in the articles in my blog on the PoraRasti website - so, most likely, you are already familiar with this method, and apply it. But, if you don't, then do it.

Sometimes, in the comments below mineReal calls , they write - "Well, of course, you offer such delicious freebies that it's stupid to refuse." But this is the selling point.Offer what the client is foolish to refuse.

You have what you can offer the client. This could be:

• "Let's just count to compare ..."
• "Let's make an approximate layout with you ..."
• "And let me now send you such and such useful materials ..."

Etc.

In this way, You can make progress - forward to the deal - with a simple and easy step at the end of your presentation..

Even if you already want to conclude an agreement, you can say: "Ivan Ivanovich, let's take your details now, we will prepare a draft agreement and agree with you."

This is a less stressful step for the client. You can say: “If you are not satisfied with some conditions, you can always revise them. Let's start now. "

With this approachprobability of closing a deal and the success of your presentationincreases multiple.

Lead Magnets

Now I often work with clients in the PPP program - ... We build sales departments and we have a completely new approach to sales, including cold calls.

How do you usually make calls? They call and offer some kind of cooperation. We are doing it differently now. We have developed a line of lead magnets. This is something free - but at the same time useful and valuable for the client.

And, in cold calls, it works very cool. That is, you are calling to send the client this lead magnet. Some useful collection of materials. Some kind of schemes. Some interesting ideas for his business with your products. And so on, there can be many options here.

And, under this pretext, you qualify the client and build further sales with him.

As you can see, the "Simple and easy step" feature works both in the presentation itself, directly in the communication process - and in the sales system as a whole.

Selling presentation. Conclusion

Dear friends,i have prepared for you ... Many readers and viewers from myyoutube channel collect such cheat sheets and mind maps. Download and use in your work when communicating with clients.

I thank you for your attention to this article. I hope you learned something useful from it, and with the help of these chips, your selling presentation will become stronger and more effective.

Write your questions and suggestions in the comments, on my pages

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