7 STEPS SALES PRESENTATION
7 STEPS SALES PRESENTATION
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STEP 4: The Presentation
© Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 4: The Presentation 865-776-7632
Lloyd Lofton has 30 years of door-to-door, call center; business-tobusiness and needs based selling experience. He is a successful business leader who has led large sales distributions who produced 50 million or more a year in sales, who has led recruiting efforts that resulted in hiring more than 2,000 sales professionals in one year and who has trained hundreds of managers, from field sales leaders to executive level leaders. As Seen In:
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Copyright © 2014 by Lloyd Lofton All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.
© Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 4: The Presentation 865-776-7632
The goal of Step 4: The Presentation is to personalize the solution using preferences stated earlier by the prospect during Step 2: The Commitment. It will be important to engage the prospect in determining the best solution. While explaining proposed your product/service solutions, it will also be important to provide visual material for the prospect to review. Materials should strengthen (not distract) from the presentation. In Step 2: The Qualification, the Fact Finder uncovered key areas for your product/service. In Step 4: The Presentation, your role is to articulate the specific needs uncovered for the prospect and gain their confidence regarding the solutions presented. NOW is the time to “sell” your product/services! To help gain your prospects confidence, it is best to use the prospect’s words whenever possible when presenting solutions.
Example: “Mr. and Mrs. (Prospect), you said earlier that you liked the idea of a [feature of your product/service] to save [benefit of your product/service].” As you present the solutions, the goal is to engage the prospect. To do this, ask their opinion about specific solutions and what questions they may have about any of the information being presented.
Example: “Of the two [product/service] we’ve reviewed, which one do you feel will meet your [family/business] needs, now and in the future, the most?” The key phrases in this lesson will help you develop The Presentation, including Handling Objections.
Step 4 Key Phrases: THE PRESENTATION Key Phrase 1: “Based upon the information you shared with me, I would like to show you the [product/service] I feel is best suited to meet your needs.”
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Using the appropriate sales brochure, describe all the benefits and features provided by the chosen product/service. When you are finished, summarize the benefits then state Key Phrase 2: “As you can see, this [product/service] provides the protection you
would expect a high-quality [product/service/plan]to offer. Do you have any questions?” © Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 4: The Presentation 865-776-7632
At this point you have used effective questioning to determine the needs the prospect wants to solve, presented a product that will adequately meet these needs and you have answered any questions that have come up during the appropriate presentation and as you completed the Fact Finder.
Here you can use one technique called the take away, which is you base the [price/cost/irate] on the prospects business health, so here you get an [contract/application/order] completed so when you give the [price/cost/rate] you can verify it is based on the prospects disclosures. Key Phrase 3: “But, before we go any further, let’s check and make sure you can [qualify].” It is now time to have your prospect complete your [contract/application/order] to accomplish two goals: 1. 2.
Ensure your prospect can qualify for your [product/service/plan] presented in Step 4: The Presentation. Gather information to provide an accurate [price/cost/rate] to be presented in Step 5: The Cost.
State Phrase 3: “But, before we go any further, let’s check and make sure you
can [qualify].”
Refer to your [contract/application/order] laid on the table/desk when you first sat down. Explain the first step in their qualification process is the Main Office has to review their information entered on the [contract/application/order], credit history (if applicable), any necessary scheduling interview or other contacts and make a final decision. Ask who will be completing the questions. Wait for a response.
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If the prospect asks any questions about your [product/services/plans] and/or features/benefits or indicates a lack of interest in the [price/cost/rate] at this point, it is important you repeat or rephrase the prospects concern, then: 1. Make sure it is a final concern. 2. Make sure you are at the end of the road. 3. Demonstrate you are listening. © Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 4: The Presentation 865-776-7632
The idea of answering objections is to:
Provide enough information for the prospect to make a buying decision
TODAY. The key is to ask questions based on the prospect’s previous answers to your questions. Tips to keep in mind:
The key is to ask questions. The person asking questions is in control. An old adage is the first one who speaks BUYS! Make a positive statement. Then an affirmative action. Close and stay closed!
After a decision is reached, you will notify your prospect, bring the [product/service/plan] schedule to the prospect to review and verify the [product/service/plan] includes the features, benefits and [price/cost/rate] discussed when the [contract/application/order] was completed. While the prospect completes the [contract/application/order] you can begin to develop a [price/cost/rate] based on the information from your Fact Finder completed in Step 2: The Qualification.
Step 4 Rebuttal Key Phrases: THE PRESENTATION Prospect: “I am not sure I want to pay that much [your product/service] before your company [your product/service benefit.”
Rebuttal Key Phrase: “Obviously you have a reason for feeling that way. Do you mind if I ask what it is?”
Then “clear the air” before you move on.
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Is there a point in figuring the price if the prospect: 1. 2. 3. 4. 5.
Does not believe they have a problem? Cannot qualify for one of your [products/services/plan]? Does not see your [product/service/plan] as a solution? Is not willing to spend the money on the solution? Has an unanswered question or concern?
© Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 4: The Presentation 865-776-7632
After you state the Rebuttal Key Phrase, follow up with: “If I can answer that question, in your mind, is there any other reason we should not make sure the [price/cost/rate] meets your budget and determine how you qualify to apply?” Unless the prospect is willing to move ahead after having the concern or the question, in their mind, satisfactorily answered, do you have reason to continue? You have to realize the value of time, both yours and the prospect’s. Don’t waste either. If the prospect’s question or concern is preventing you from moving forward make sure you do two things before you answer a question or concern: 1. Make sure it is a final concern. 2. Make sure you are at the end of the road. (Will a sale will result from you providing a rebuttal) NOTES: _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
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_______________________________________________________________________ _______________________________________________________________________ © Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 4: The Presentation 865-776-7632
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STEP 4: The Presentation
© Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 4: The Presentation 865-776-7632
Lloyd Lofton has 30 years of door-to-door, call center; business-tobusiness and needs based selling experience. He is a successful business leader who has led large sales distributions who produced 50 million or more a year in sales, who has led recruiting efforts that resulted in hiring more than 2,000 sales professionals in one year and who has trained hundreds of managers, from field sales leaders to executive level leaders. As Seen In:
Page
2
Copyright © 2014 by Lloyd Lofton All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.
© Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 4: The Presentation 865-776-7632
The goal of Step 4: The Presentation is to personalize the solution using preferences stated earlier by the prospect during Step 2: The Commitment. It will be important to engage the prospect in determining the best solution. While explaining proposed your product/service solutions, it will also be important to provide visual material for the prospect to review. Materials should strengthen (not distract) from the presentation. In Step 2: The Qualification, the Fact Finder uncovered key areas for your product/service. In Step 4: The Presentation, your role is to articulate the specific needs uncovered for the prospect and gain their confidence regarding the solutions presented. NOW is the time to “sell” your product/services! To help gain your prospects confidence, it is best to use the prospect’s words whenever possible when presenting solutions.
Example: “Mr. and Mrs. (Prospect), you said earlier that you liked the idea of a [feature of your product/service] to save [benefit of your product/service].” As you present the solutions, the goal is to engage the prospect. To do this, ask their opinion about specific solutions and what questions they may have about any of the information being presented.
Example: “Of the two [product/service] we’ve reviewed, which one do you feel will meet your [family/business] needs, now and in the future, the most?” The key phrases in this lesson will help you develop The Presentation, including Handling Objections.
Step 4 Key Phrases: THE PRESENTATION Key Phrase 1: “Based upon the information you shared with me, I would like to show you the [product/service] I feel is best suited to meet your needs.”
Page
3
Using the appropriate sales brochure, describe all the benefits and features provided by the chosen product/service. When you are finished, summarize the benefits then state Key Phrase 2: “As you can see, this [product/service] provides the protection you
would expect a high-quality [product/service/plan]to offer. Do you have any questions?” © Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 4: The Presentation 865-776-7632
At this point you have used effective questioning to determine the needs the prospect wants to solve, presented a product that will adequately meet these needs and you have answered any questions that have come up during the appropriate presentation and as you completed the Fact Finder.
Here you can use one technique called the take away, which is you base the [price/cost/irate] on the prospects business health, so here you get an [contract/application/order] completed so when you give the [price/cost/rate] you can verify it is based on the prospects disclosures. Key Phrase 3: “But, before we go any further, let’s check and make sure you can [qualify].” It is now time to have your prospect complete your [contract/application/order] to accomplish two goals: 1. 2.
Ensure your prospect can qualify for your [product/service/plan] presented in Step 4: The Presentation. Gather information to provide an accurate [price/cost/rate] to be presented in Step 5: The Cost.
State Phrase 3: “But, before we go any further, let’s check and make sure you
can [qualify].”
Refer to your [contract/application/order] laid on the table/desk when you first sat down. Explain the first step in their qualification process is the Main Office has to review their information entered on the [contract/application/order], credit history (if applicable), any necessary scheduling interview or other contacts and make a final decision. Ask who will be completing the questions. Wait for a response.
Page
4
If the prospect asks any questions about your [product/services/plans] and/or features/benefits or indicates a lack of interest in the [price/cost/rate] at this point, it is important you repeat or rephrase the prospects concern, then: 1. Make sure it is a final concern. 2. Make sure you are at the end of the road. 3. Demonstrate you are listening. © Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 4: The Presentation 865-776-7632
The idea of answering objections is to:
Provide enough information for the prospect to make a buying decision
TODAY. The key is to ask questions based on the prospect’s previous answers to your questions. Tips to keep in mind:
The key is to ask questions. The person asking questions is in control. An old adage is the first one who speaks BUYS! Make a positive statement. Then an affirmative action. Close and stay closed!
After a decision is reached, you will notify your prospect, bring the [product/service/plan] schedule to the prospect to review and verify the [product/service/plan] includes the features, benefits and [price/cost/rate] discussed when the [contract/application/order] was completed. While the prospect completes the [contract/application/order] you can begin to develop a [price/cost/rate] based on the information from your Fact Finder completed in Step 2: The Qualification.
Step 4 Rebuttal Key Phrases: THE PRESENTATION Prospect: “I am not sure I want to pay that much [your product/service] before your company [your product/service benefit.”
Rebuttal Key Phrase: “Obviously you have a reason for feeling that way. Do you mind if I ask what it is?”
Then “clear the air” before you move on.
Page
5
Is there a point in figuring the price if the prospect: 1. 2. 3. 4. 5.
Does not believe they have a problem? Cannot qualify for one of your [products/services/plan]? Does not see your [product/service/plan] as a solution? Is not willing to spend the money on the solution? Has an unanswered question or concern?
© Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 4: The Presentation 865-776-7632
After you state the Rebuttal Key Phrase, follow up with: “If I can answer that question, in your mind, is there any other reason we should not make sure the [price/cost/rate] meets your budget and determine how you qualify to apply?” Unless the prospect is willing to move ahead after having the concern or the question, in their mind, satisfactorily answered, do you have reason to continue? You have to realize the value of time, both yours and the prospect’s. Don’t waste either. If the prospect’s question or concern is preventing you from moving forward make sure you do two things before you answer a question or concern: 1. Make sure it is a final concern. 2. Make sure you are at the end of the road. (Will a sale will result from you providing a rebuttal) NOTES: _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________
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_______________________________________________________________________ _______________________________________________________________________ © Lloyd Lofton– 2014 http://lloydlofton.com/
7 Steps Sales Presentation – STEP 4: The Presentation 865-776-7632
