Careful sales pitching is somewhat of a nurturing process. Prospective customers need to develop confidence as well as get past their aversion to all the risks involved in investing time, people and money in what you have to offer.
Organizations, seek a product or service to solve a problem or meet a need. You might think that somewhere in your large PowerPoint sales presentation the customer will have that desirable “Aha!” moment. On the other hand, it is likely that your presentation exceeds or does not exactly match the customer’s perceptions of his problem.
So the better idea is to keep your presentation under wraps and ask some probing and detailed questions first. The questions should be variations of the theme: What is the customer’s problem? How, specifically, does my product or service solve the problem?
And then there’s the fear psychology that can influence any purchasing decision. That psychology is all about fear of taking risks both at the organizational and personal levels and it must be addressed and assuaged before the sales pitch can begin in earnest:
- Organizational fears revolve around the real worry that a poor purchasing decision will have a negative impact on the customer’s organization. The customer does not know you and may have been burned by a previous vendor that over-promised and under-delivered.
- Personal fears typically come from concern over job security and professional reputation. No one wants to be personally responsible for a purchase gone awry, for obvious reasons.
So after you have asked the right questions and scoped out the customer’s problem, you need to tailor your sales presentation to address the natural reluctance to take risks. Include the following assurances in your sales pitch to overcome the aforementioned fears:
- testimonials from previous clients who had positive results from your product (references, really)
- how the client will achieve a noticeable increase in productivity by using your product (its return on investment)
- how the individual purchaser can show peers and management that the purchase was worth it (the ego/social factor)
So what this all boils down to is getting your sales presentation to show how you have the solution to your client’s problem. Then you address the sales resistance that grows from fear of failure and aversion to risk taking. You have then laid the groundwork for your next step: constructing a deck of slides that will have the most positive impact on your customer.
Read more about killer sales presentations in our free e-book. Once you get your presentation tailored and ready, contact us. We’ll show you how we close the loop between your presentation and the customer’s real-time interest in any part (or all) of it.