The difference between a good presentation and a great one is whether it creates the type of urgency that compels a prospect to buy now. 

In competitive selling situations, the salesperson who creates that type of urgency will walk away with the sale.

Here are five presentation skills top salespeople can use to overcome reluctance and compel prospects to buy now:

1. Connect benefits to needs. Every salesperson brings different benefits to the table. But the best salespeople up the ante by making a strong connection between how each benefit applies to a prospect’s specific situation. They talk about how each benefit can help a prospect save costs or generate revenue, and, ultimately, grow the prospect’s business in the months and years ahead.
2. Show prospects what they’re missing. A lot of prospects aren’t even aware of the areas where their current suppliers are coming up short. One way salespeople create urgency is by pinpointing those areas and demonstrating how prospects can reduce energy and labor costs, or save time. Providing prospects with a reasonable estimate how much revenue they’re losing on a regular basis by not making a change is a great way to encourage them to make a change now rather than later.
3. Pay attention to past buying history. Thorough salespeople research past buying history as a way of understanding what motivates prospects to buy, how their buying process works, who the key decision makers are, and how they prioritize specific benefits. Once salespeople know who the key players are, they can explain their offer in terms of how it benefits each person involved in the final decision.
4. Win the sale one commitment at a time. Some wars are meant to be won one battle at a time. Rather than attempt to close a sale before they’ve won a prospect’s trust, top salespeople attempt to gain small commitments along the way. That may mean having the prospect agree to a demo. It may mean drawing up a contract just to see if it meets the prospect’s specifications. Or it may mean something as simple as having the prospect agree to a second meeting. The key is to slowly gain prospects’ trust and invest them in the selling process. With each commitment the salesperson moves closer to finalizing a sale, and the prospect grows less skeptical of making a final buying decision.
5. Begin at the end (and meet in the middle). One of the most important things for prospects who are considering a buying decision is the security that they’re making a sound investment for their company. Rather than build up to an “Aha!” moment after prospects have already formed their own opinions, proactive salespeople should consider providing examples upfront of all the areas where they can provide a substantial return on investment. That way prospects are engaged from the get-go.

Based in part on “Presenting to Senior Level Decision Makers,” by Colleen Francis.

What compels prospects in your field to buy? Let us know in the Comments Box below.

Tags: Aha! moment, presentation, presenting, Return on investment, skills