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Once you have an audience, it’s time to make a sales presentation. Most people approach sales as a one way transaction while in reality it should be a two way conversation. Making a sales presentation involves presenting the facts and information, fielding objections and getting a commitment.
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After you have made contact with your prospect and
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have assessed their problems, it is time to make your sales pitch.
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This part consists of three tasks that often happen simultaneously.
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Presenting the facts, information and anything related to the product or
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services, and link any objections raised by the prospect without seeming
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aggressive, and finally getting a commitment from them to buy.
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Let's consider the presentation first.
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When we use the words sales pitch, it brings to mind a one-way conversation.
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You're pitching all this information to a prospect in the hopes that
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they will go for it.
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That's not how it should be.
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Think of it more as a conversation, where you talk about 20% of the time,
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and listen the other 80$.
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If you listen effectively, then you know how best to deliver your product.
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How you sell your product depends on the feedback you're
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receiving from your prospect.
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If price is their biggest concern, sell them on cost savings, time or
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risk reduction and increased profits.
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Better yet, quantify these points in ways specific to their situation.
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This might require more homework on your part, but
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it will increase your chances of getting the sale.
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Not all people are focused on price though.
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In that case, sell them on the unique features of your product and
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how those features can help their business.
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While you're making your presentation,
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your prospect might object to your sales pitch.
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It is your job to be prepared for any type of objection.
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Take some time to prepare a script beforehand with answers to
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the most common objections, until you are well-versed with your product.
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Now some people are against scripts,
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saying it sounds more natural if you don't read off of it.
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A good compromise is to just list out important points you want to raise,
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as well as any objectives you want to hit.
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That way you can just refer to the list as you go along.
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You should know the strengths and weaknesses of your product or
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service, who your competition is, and why you can do a better job.
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What is your unique selling proposition?
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As your prospect raises each objection, you should circumvent it by providing
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the appropriate answer to the question without coming off as aggressive or needy.
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No one likes clingy or overly excited salespeople.
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Finally, you want to get a commitment.
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Your sales efforts might be successful all the way up to the end, but
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unless you get a commitment from your prospect you haven't made a sale yet.
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To be best prepared to do this,
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go into a sales call with a commitment objective in mind.
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The objective can be anything you want the prospect to agree to.
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Now, this might not necessarily be getting an order.
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It could also be scheduling an appointment with all the relevant decision makers,
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getting the prospect to attend a product demonstration, and
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anything that gets you closer to your ultimate goal, which is making that sale.
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The sales process is not a one-time process, and
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that's where you can go wrong.
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For example, most people are daunted by cold calls because they think they have to
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pick up the phone, call a random person, and make the sale right there.
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That's not how it works.
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Making the sale with a single prospect can take multiple sales calls,
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each with its own process and commitment objectives.
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Once you've made the sale, you proceed to the last step of the sales cycle,
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and that's servicing your client.
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This isn't really a last step.
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If you have an ongoing relationship with your client, and
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you should, then you leave the door open for future sales.
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