“The best presentation you will ever do is the one the prospect never sees" - David H. Sandler.
Closing sales has more to do with asking thought provoking questions than, the flash and sizzle presentation of your features and benefits. When the time comes for the Buyer to make a purchasing decision, sales people need not rely on features and benefits with "tie-backs" to the prospect's problems. In most cases -buyers have already made their buying decision, they are using your presentation to confirm their "buy" or "don't buy" decision. Meaning your chance to influence the decision has already passed! Instead, earlier in the sales call, salespeople should manage conversations that uncovered and addressed both the logical and emotional reasons why the prospect is looking to buy. The earlier we ask the questions in the decision process, the greater chance we have to win. Before we ask good questions we must establish a bond and rapport which allows us to make comments like… “What you are describing sounds rough, how may I help you?” This soft question enables the Buyer to relax and tell you even more information. You might hear things like, “yeah it is rough, I am on the road all the time and I cannot get the data I need and we have no centralized place to house our data.” Salesperson again, use restraint this is not the time to start talking about "features and benefits", let the buyer keep sharing with you. Respond with questions like “How long has this been going on? What would be your ideal situation?”. This dialogue should continue until the salesperson has the sense that the buyer has covered all of their concerns. Interestingly, at this point your presentation has been done, as the buyer understands, that through the questions asked you share their experience and understand the keys to their decision making for the buyer. Salespeople get comfortable asking better questions and the buyer will do the presentation for themselves instead of having to convince the buyer you will hear….."I want it.”