Posted on: Monday, October 22, 2001

60 Seconds on Business
Presentation strongly influences sales

By Dr. Drake Beil
President, Solutions Inc.

Want more keys to ensure your sales success? Here are three more critical components that your sales approaches must contain if they are to be successful.

First, make your sales presentations concise and easy to follow. There are several patterns you can use to organize your "must say" points, and the best ones start with a conclusion and then share supporting details. In most cases, you'll lose people if you share too many details before coming to a point.

We know from learning theory that when receiving new information, most people) will remember the first, and maybe the last thing you said. So remember to highlight your key points at the beginning of your pitch, and again at the end.

Second, of course you're going to share why they can't live without your product, but your clients may also be interested in what will happen if they don't buy from you. If the benefits don't sell them, maybe the fear of not having them will. Fear of losing a special discounted price or fear of limited availability can be effective in selling.

Some people make decisions and move toward benefits when they buy, but many more take action to move away from fears, real and imagined. So use both benefit and fear pictures in your pitch, and you'll be more likely to reach customers, regardless of their preferences.

Third, show enthusiasm ... it can be contagious. Make sure each customer gets eye contact and a smile. If you smile, chances are, they'll smile. If you're bored, or don't care, they'll feel it and you've really got problems.

Reach Dr. Drake Beil at drake@60secondsonbusiness.