Quite a few salespeople are think they can fast-talk their way through a sale presentation. But In a previous post, we saw how incorporating a visual demonstration in the sales presentaiton made the difference between a mediocre sales performance and selling excellence.
So keep this basic sales concept in the back of your mind when you are coaching your salespeople: Telling is not selling.
Here’s a tip: The majority of people you engage absorb and digest information visually. Leverage that aspect when delivering your prescription.
Doesn’t matter if you are an inside salesperson or out in the field. There are always ways you can rework your prescription for a visual presentation. If you are an inside salesperson, you can always get something in your prospect’s hands first. Online webinars are also a good option.
If you are out in the field, a PowerPoint deck is always an option. For ways to make your PowerPoint deck more visual, get a copy of Beyond Bullet Points by Cliff Atkinson. Or you can do what the owner in last week’s post did where he used a physical prop, a balloon, to show how his company added value.
Back in 1999, B. Joseph Pine II and James H. Gilmore wrote a book entitled The Experience Economy. In it, they detailed how sales and marketing interactions had become performance art. It’s still the case today. Look for ways where you can showcase your prescription with a visual presentation that will engage your prospect through their eyes while using language to engage their ears.
Sales Training Exercise – Using Analogies in your Visual Presentation
Here’s a training exercise we do in our Persuasive Presentation Skills program that can help you assemble visual information for your prospect. During the session where we help participants discover ways to convey complex information, we teach them how to use analogies. They take a physical characteristic of an object in the room or something that the audience can visualize, and relate that characteristic to the idea or concept that they are trying to convey.
For example, while explaining just how important the opening of a presentation is, the trainer heard a plane flying overhead and ran with this analogy:
As take-offs and landings are critical to a pilot flying a plane, so are the openings and closings when you are delivering your presentation.
So here’s your exercise this week. Get with a member of your team or your sales manager. Then, identify the product or service that you want to promote. When you’re ready, have your teammate identify an object in the room.
Once you have the object, take an aspect, quality, or characteristic of that object and relate it to an aspect, quality, or characteristic of your product or service, making it easier to understand, much like the owner of the moving company in this post did when he used a balloon to highlight the ride quality of his trucks.
Remember, telling is not selling. Show your prospects what your product or service can do. Relate it to something that they already know and remove the friction that’s keeping your sale from moving forward.