3 techniques to make your sales presentation persuasive

In her book ‘Perfect Selling’ Linda Richardson, in talking about introducing our solution to the prospect, said “structure, in and of itself, is persuasive.” With that quote in mind I’d like to talk about the well structured sales presentation.

The more tightly structured, or organized, your presentation is the easier it is for the prospect to follow your persuasive line of reasoning. Let’s look at three techniques you can use to effectively organize the persuasive content of your sales presentation.

These techniques apply to the body of your presentation after you have accomplished the three critical pieces of the presentation opening (read about how to begin your presentation here).

The body of our presentation should deliver to the prospect three key reasons for buying (read about the rule of three here). You have uncovered these three reasons in previous meetings and conversations and now you are at the point in the sales process where it is appropriate to deliver your persuasive solution or recommendation.

Let us assume that you have determined the prospect has three key issues that you can resolve: 1)Reducing production time  2)Improving inventory management 3) Increasing ROI.

Problem/Resolution. Method one for organizing your persuasive content: for each point you will introduce the problem and then prove to the prospect that you can provide the needed resolution, i.e. “You’ve told us that currently your production cycles are too long, let’s talk about how our automated assembly process will cut your production time by 25%…” Now use statistics, customer examples and customer quotes to prove to the prospect that your company has the capabilities and expertise to improve their production cycles.

Now transition to the prospect’s second problem: “Next, let’s discuss your inventory management challenges and how our real time reporting can improve this process…” Once again use evidence to prove to the prospect that your real time reporting capability will eliminate their specific problems.

Finally, transition to the ROI issue in the same manner and provide the solution and evidence. You have now provided the prospect with evidence that proves that you can effectively address their top three key issues.

Question/Answer. Another method to organize your content is to ask the prospect a rhetorical question about each of their three key issues i.e. “How can our automated assembly process reduce your cycle time?” Then answer the question with the evidence that will make the prospect certain you can deliver the solution they need. Use the same question/answer pattern for the next two issues

Feature/Benefit. The final method is to introduce the feature that you know will address the prospect’s specific needs and then show how that feature resolves their issue, i.e. “Let’s talk about our automated assembly process (feature) and how it will improve your production cycle (benefit)…”  Then, once again, use evidence to prove to the prospect that your feature will deliver the specific benefits they desire. Follow the same process for the next two key issues and you’ve built a persuasive case for the prospect to transition to your solution.

In each case you are designing a structured pattern of delivery for your content. Prospects find these structured patterns very easy to follow and because they are easy to follow and well organized they are also persuasive.

Speak Your Mind