Introduction. Step One. Step Two Step Three Step Four Step Five Step Six Step Seven Step Eight Step Nine Step Ten Step Eleven Step Twelve

Step eight

The presentation

So now you are at the appointment on time, prepared, presentable, you have warmed up and relaxed the prospect. You asked the questions that will tell you exactly what to focus your presentation on. Now it is time to dazzle with your knowledge of your offering specifically how it applies to benefiting the prospect. You will tighten your control and alpha status with the flow of your presentation. You must maintain control to close the sale.

Now is the most appropriate time to discuss  a major foundation of my selling belief. It is the fundamentals of the leader/follower relationship. After much study in my personal selling career I have realized that there are leaders and there are followers. And the interesting thing is that there are so few true leaders. By my experience, less than five percent of the people I have run into are leaders which means ninety five percent of the populace are followers! So what does it mean to you in the context of a structured selling system? Everything.

You see, by nature followers are told what to do. They do almost everything by some one else's direction. There is nothing wrong with this truth, it is how the masses work. Give them an imaginable idea that betters them and they will get in line. Now the leader that knows this can move lots of people to do what they want, provided that it is reasonable, and the follower must reap benefit from it. Many leaders help the followers move to action simply by telling them that it is OK to act. The vast majority of the population are followers, take my word for it. Start paying attention to this fact and how in sales, if you can predictably lead prospects you can control more of the outcomes.

So what does this mean here and why is it so important. If only five percent of the population are leaders that means that only five percent of reps are predictable closers and true leaders. Typically they are some of the highest earners in your company and in the country at large. The rest of the reps, who do mediocre at best, are only selling people that are weaker than they are, a much smaller pool of prospects that can be closed. 

Now sales is like acting, and here comes the golden rule for success in closing;  You either are a leader or you act like a leader. With ninety five percent of the populace being followers you have to learn to be a leader, and the more leadership you project the better the results. If you are not a natural leader, learn to be a leader. Talk to leaders. Read books on and by leaders. Take leadership training courses. Do what ever it take to become a leader. Start acting like a leader right now. And the best way to have the confidence to be a leader is to be completely prepared and polished with your knowledge and presentation.

Think of it from this perspective. When you have a Broadway show running and the professional actors have to perform in the afternoon matinee show and then do the show again in the evening, if you record the two performances how close to the same do you think they would be?  And when they practice the play do you think they skim over the script or do they practice like they perform? The answers are obvious. They would be dead on to the beat. You are an actor and you can be whom ever you want to be while you are with the prospect or with anyone. Don't be meek. Have no fear, perform the show you will have polished to a shine. The prospect has no idea what he next thing you will do or say, so A.B.C. Always Be Closing. Every action you take with your prospect should be calculated so that it will move you closer to the sale.

So the best way to start your presentation is to establish what you will do for the prospect, and what you will expect from the prospect. The best way to do that is with the use of what I call, "The yes, no, maybe statement". It goes like this from the end of step seven:

"Thank you for your answers and the information. Now I can tailor my presentation to specifically address your wants and needs and show you our solution as it pertain specifically to you. WFA

"Now I'm sure that you would agree that an educated decision is the best decision, right?" WFA  "So do I"

Now (Prospects name), I just want you to know that I take my position with my company very seriously. I have been educated in our solutions/offering and I regularly update my training to give you the best possible information about our  solution and services. Now, my goal today is to share and educate you on all aspects of our offering, because as we agreed, an educated decision is the best decision.     

"So, I will cover everything and I will answer any and all of your questions. What I would like to ask of you is this. At the end of the presentation (or in business to business sales at the appointment were you will be going for the close) if my solution works for you and you can see the value and benefit then I would like you to say, yes, and let's get started. If you don't think that what I have will suit your needs then I would like you to tell me no, it doesn't work for us. The only thing I ask is that you not to tell me that you need to think about it, because I can assure you I am going to be very thorough and the best time to make the clearest, most educated decision will be at the end of our time together today. So at the end, after everything is discussed and you've asked all your questions and everything is crystal clear, if everything works for you please just tell me yes and if it doesn't work for you tell me "no" it doesn't work for us, either way we will part friends, fair enough?" WFA

So many representatives question me about his statement. It is the best qualifying statement there is. It establishes the ground rules. It also does something that very few representative understand before it is explained to them. This statement makes the prospect feel like you let them have an out. They will gladly commit to making a yes or no educated decision. So if they like it they can say yes and if they don't they can say "no". A hard and fast rule; Followers have a very difficult time saying the word no they are programmed to conform. Knowing this you can now understand that after you correctly execute "the yes, no, maybe statement" the prospect is thinking you just gave them a way out if they choose to say no. Psychologically the follower generally does not say "no". So it is an out for their mental comfort only, that they will rarely ever use. Followers want to be guided as to what to do. Giving them a simple way out is just another way to make them comfortable with you. Do a dazzling presentation and make it easy for them to say yes.

Note: Keep in mind, with all situation were you will have to return for the close, such as if you only met with your champion or were a plan needs to be generated before the close can happen, you will have to reiterate this statement at the closing appointment.

This leads me to another important difference in my system. I believe in the following statement. If I tell you something, to you it is hearsay, if you confirm what I tell you, it is fact to you. My belief is that you must follow this formula for presenting any part of your offering.

FEATURE-BENEFIT-CONFIRM

This is the formula to riches in sales.

Tell the prospect every feature of your offering, one by one, tell them the benefits they will enjoy, and then confirm that they see the value of that feature and it's  benefits. FEATURE-BENEFIT-CONFIRM. Follow this formula and, at the close, you will be able to show every prospect that they really have already made the decision, methodically, one feature and benefit at a time. Now all they will have to do is take action to enjoy all of the benefits of your solution. So don't just talk about how great your solution is, confirm that they see the value every step of the presentation.

So after the yes, no, maybe statement and before your product or service demonstration, it is time to talk about credibility and all of the reasons that make your the right company with whom to do business. List all of the licenses, bonds, and insurance your company carries. Talk about years in business, experience, what makes you the expert, and any other important information that will help the prospect move to action and do business with you.  Lastly let the prospect know that you will be their point person at the company. They will be able to rely on you if issues arise. Present the credibility as follows:       

"Let me tell you a little about my company (build credibility) we are rated by _____________________. We have (licenses) ________________________. We have ________ clients. We have worked with programs like yours for ________ years. I will be the one that will manage all aspects of your project.

You are looking for a company that has been successful in this business for as many years, aren't you?"

So are we the kind of company you like to do business with?" WFA "Great"

"So to best fit your needs it seems like the _______ would work best for you however the ______ might also suit your purpose so I'll discuss both so that you will have options. How does that sound?" WFA "So let me show you the .......... (proceed into the product presentation and present every feature as follows.) "The (feature) does (benefit)"  and then confirm "That's' what you are looking for, correct?"

If you only remember one thing, after you show any feature or talk about any benefit you always ask a closing question to confirm your point is accepted. If you say something it is hearsay but if they confirm with an educated agreement, then it is fact. What do I mean by educated confirmation? Let me give you an example.

In any sale the best way to get a positive agreement at the close is to have full agreement, at every point, before you talk about the money at the close. So let's say the prospect didn't understand something and we all know the confused mind says no. So because of some confusion that should have had no bearing on the sale, the client will object at the end. Here is how you make sure everything, even technical points are crystal clear:

In every sale there are obvious points and technical points. Technical points are harder for the prospects to follow, so the best way to confirm that they understands anything and everything you told them is to ask as follows:

"(Prospects name), now that I have shown you the (Feature)  do you agree that it would help you ____________?" They respond yes, but it just doesn't seem like a convincing yes but kind of a dull yes. Continue with a one word question, "Why?" Why will tell you if they really understand. If they can't answer right away, don't leave them hanging. Continue with "let me quickly review what the (Feature) features and benefits real quick so we are perfectly clear." And go right back into explaining the feature. After you review, confirm again that they want it and why. The confirmation makes their words facts and these facts close sales. Always remember to ask every confirming question.  

You must keep eye contact and speak clearly or slowly for confidence, and your confidence will come from always knowing what to say next. It needs to be scripted and polished for maximum positive return. The pitch will flows out of you naturally, because your presentation will simply be confirming their needs and presenting a solution that fits for them from the answers to the questions in your questionnaire. Structured selling system will allow your pitch to flow out of you naturally and with complete confidence.

I must make a very important statement at this point. It is absolutely essential and of the utmost importance to have their agreement on every point. Otherwise that will be their objection at the end. So that being the case, if you get to a juncture anywhere in the presentation, where you cannot get agreement and you try and try and give it all you have, and the prospect is being belligerent or lying to you, you must be prepared to pack up and leave. You never have to lower yourself for any one. You cannot legitimately sell non qualified prospects, if you don't have full agreement.

This will not be something that will happen often because if you are presenting the prospect should be qualified. But if they don't see something the way you need them to see it, in order to close, that will be the objection at the end, every time. Don't waste time on unqualified prospect. It would be better for you to have the strength to get up and leave and take the time finding a new qualified prospect.

If this happens you should call the office and tell the manager the reason you are leaving. Very often if you say the reason you are leaving, out loud in front of the prospect, the third party can give you ideas to get the appointment back on track. If you cannot get the prospect back on track then you need to walk. 

However, as we said the vast majority of the people you see will really be looking for solutions that you can provide. Take your time, look them in the eye, and confidently set the stage with your "yes no maybe statement" followed by your company credibility information. Then present your offering with the formula FEATURE-BENEFIT-CONFIRM.