This week, we will be delving into the subject of presenting to your client and progressing that opportunity into signing the deal (or perhaps walking away).
The purpose of a sales presentation is to facilitate a decision, not to inform or educate (you've already accomplished that!). The challenge for most salespeople is their clients' lack of progress or decision-making.
Often, salespeople give an outstanding presentation but then get ghosted by the client.
Remember, the goal is for the client to make a decision. (Did I mention that already?)
Here are the seven steps
1. Begin with the end in Mind.
What do you want the client to do, say and decide at the end of the meeting.
At the end of your presentation, you want your client to clearly understand the proposed plan, feel confident in your ability to execute it and be excited about the potential results and impact on their organisation.
To achieve this, you need to have the specific steps that will take to implement the plan and provide concrete examples of how it will benefit their business.
It would be best if you also were prepared to answer any questions the client may have and address any concerns they may raise. By the end of the meeting, the client should be equipped with all the information they need to make an informed decision and feel comfortable moving forward with the proposed action plan.
What questions must you ask your client to gain Agreement at the beginning of the meeting?
- Hello Mr Customer! It is great to be here today and understand this project's importance. We want to receive your candid feedback on whether we got it right or not. Please let us know what we need to change to get it right if we didn't.
- We have all been working together on this proposal, and in our last meeting, you requested that we provide you with the complete solution presentation. Today, you must decide whether to work with our company or consider other options. Is this also what you were hoping to decide?
Sounds great right? You and your client are aligned to the end results.
2. Create an Agenda in advance of the meeting and Gain Agreement of the agenda with the client.
Create an agenda that outlines your end goal and how to achieve it. Obtain an Agreement from your client on the agenda before the meeting. If changes need to be made, inform everyone so that they are aware of the updated plan and how to achieve the desired outcome.
- Hi Mr Customer. I am preparing for our presentation to you and your team. I have prepared an agenda and would love to get this past you. We assume you are counting on us to provide you complete information to decide whether our solution makes sense for your business. Is that what you are expecting as well?
- We appreciate the opportunity to present our solution to you. I have created the agenda and would like to confirm with you that the purpose of our presentation is to provide you and your team with complete information on our solution, so that you can make an informed decision on whether to proceed with us.
The great thing about this step is, your client will ensure that the right people are in the room during your presentation.
3. Know what emotional and intellectual key beliefs your client needs to have to make a decision.
Visualise what your client needs to believe, emotionally and intellectual, to enable them to make a comfortable decision.
To make a comfortable decision, it is crucial to understand what your client needs to believe emotionally and intellectually. While emotional beliefs can be more challenging to pinpoint, they are often the driving force behind a client's decision-making process. Your client needs to feel confident that they are making the right choice for their organisation, or they may need to feel secure in the knowledge that they are making a financially sound investment.
On the other hand, intellectual beliefs may be more straightforward, such as the need for evidence-based data or a clear understanding of the product or service you are offering.
By visualising and addressing these beliefs, you can ensure your client feels informed, empowered, and ultimately comfortable with their decision.
4. What are the actions that you need to take?
What action and proof do you need to provide to ensure that your client has gained the critical belief to enable them to decide.
📢To ensure that your client has fully embraced the key belief necessary to make a decision, there are several actions and forms of proof that you can provide.
- Provide real-life examples or case studies that demonstrate the effectiveness of the key belief
- Offer testimonials from other satisfied clients who have experienced the benefits of adopting this belief
- Provide scientific or statistical evidence that supports the validity of the belief
5. What are the questions that will help you enable your client to make a decision?
What are your questions?
How will you ask?
Anticipate what questions are the client likely to ask?
How will you respond?
⚠️What to watch out for:
What are the reasons the client has for not deciding or deciding not in your favour?
(Remember you have implemented the qualifying questions on Investment. Is it a Logistic issue or a Value issue?)
There are two types of questions to plan for:
- Questions we want answered by our client
- Questions our clients will likely ask
Questions for the clients
Think through what you really want to know.
- Are you clear on your clients' criteria for deciding to work with you?
- Have you resolved all constraints?
- If you could only get answers to 3 questions, what would they be?
- Then prepare how and when you will get answers to those questions during the presentations.
📢One powerful question you can ask your client.
6. Managing Objections
One of the most challenging, rewarding and fun once you master it! It is the art of managing objections.
Research shows that objections are the results of inaccurate or insufficient information.
Check your win/loss data, and you will be surprised that leads are mostly lost not because of price issues but of other factors such as understanding the client's business or providing enough information to the client to progress.
How do you turn an objection in a client's best interest?
These three steps outline a strategy for handling objections during a sales pitch or negotiation.
Step 1: Acknowledge the objection by repeating it back to the client. This shows that you have heard and understood their concern.
Step 2: Understand the objection by asking clarifying questions and gathering more information. This helps you better address the root issue.
Step 3: Resolve the objection by offering a solution that meets the client's needs and interests. This turns the objection into an opportunity to demonstrate how your product or service can benefit the client.
7. Progressing to the Next Steps
After you present your solution, what happens next?
3 things will happen
- Yes, let's do it.
- No, thank you.
- Or can't decide.
No matter what they take, there are actions we can do to create a positive relationship to move forward.
So how do we move clients from "Can't decide" to "Yes, Let's do it?"
We will get into that next week!
Our first SCC Live!
Elite Sales Athletes are no different to Athletes. We need to train and practice to be the best in the field.
So I'd like to host a live event for this community next month.
May 4, 2023, Thursday at 1 pm NZ/11 am AEST/9 am SG/PH
What topic should I cover to start our first Sales Curiosity Club Live Session?
- Building relationships with CEOs and important client stakeholders
- Qualifying Complex Deals
- Managing Objections
The format is a collaborative Q&A, and we will unlock all your most pressing challenges.
🎉Sign-up here link
Thank you for taking the time to read this. Your interest is greatly appreciated.
We hope to see your beautiful faces at our first SCC Live event!