Hello And Thank you for visiting my blog.
Today we are going to dig deeper into the product presentation.
In almost every sales instance, the customers has been in contact with our product category before.
Either they are already using a competitors product or they have been approached by other salesmen before and said no.
We are in a tough situation
We have to show our customers that our products are better than the competition and while remaining professional.
Most salesmen will when meeting a customer that is using a competitors product start racking on that competitor and will often completely forget about telling the customer about what is good about the salesman’s own product.
Put yourself in your customers shoes
That customer has earlier made the decision to purchase this other product and now this salesman comes in starts saying what an idiotic decision that was.
As anyone they often react with anger and will of course not purchase the new product. To be honest they don’t have a reason to either as the salesman hasn’t said anything positive about their own product.
Don’t make the customer feel stupid
It is important when speaking to a customer who has purchased another product to enforce their confidence. Just as anyone they will try to defend their decision. You have to make them understand that they made the right decision at the time, but now they have the chance to make the right decision again.
Show them how your product will help them with all the problems they have now and will save or make them money in the future.
It is important to build their confidence if they are to be able to make a new decision in changing to your product instead of the one they are using right now.
You have to take the time to go through the different aspects of your product and show them how much it will increase their effectiveness or how much money it will save them compared to what they are using right now.
To do this you have to have an extensive knowledge of your competitors. You have to know about their product and you have to know about their presentations. If you know their strong and weak sides you can match your strong points to their weaker ones.
This way you can find a way to differentiate your product and give your customer a reason to purchase your product.
Ones you have differentiated your product you can move on with the sales process and start answering the questions your customers have.
More on that in my earlier article Sales Process, Part 6 – Sales Arguments, Can you handle the heat?
To your sales success!
//Daniel M. Wood