Hitting the Target
How do you get your message across when you are in a client meeting? Do you use PowerPoint? Explain a brochure? Deliver a pre-prepared speech?
This post is about how to massage the message so it becomes compelling to the client. It’s about improving your conversion rate and the time it takes. This is about getting sales and making money, whether you are presenting online, face to face or cold calling.
Too many people ‘just’ deliver. But what we need to do is prepare. What is the purpose for the presentation, is the content is appropriate to the target and is the structure of the presentation effective? The most important part of the preparation is identifying your Unique Buying Point. Not what differentiates you from the competition but the reason why people buy from you?
Unique – there is little that can be considered unique except the client. He or she is only interested in his or her own pain. As far as the client is concerned it is he or she who is unique (not your company)
Buying – when you go into a presentation, it is important to recognise that it is the customer who is in control. It is your job to provide all the information to make it easy for the customer to buy, which means that in the end, you will be agreeing with them ways that will help them solve a problem they have.
Point – What is the point of what you do? Your client really doesn’t care why you think he or she should buy from you. Put yourself in their shoes. What is important to your customer? Think about their world and what matters to them in it.
If you are not sure what your clients’ unique buying points are, then do a customer satisfaction survey and ask previous clients why they bought from you, what they wanted you to do for them, what you actually achieved and what that meant to their business. These statements can be used as testimonials in the presentation if you ask them nicely for permission!
The combination of structure and substance produces powerful results.
Start with a short pre-introduction to give the client time to turn his attention from his business to you. An empathetic question can work well especially if it links to the problem you are aiming to solve. Follow quickly with a stunning benefit statement; one that solves the very problem. Use the words that your prospects use, or might use to describe the problem. He will recognise those words.
Try getting the client to envision what he or she would like the future to look like if the problem didn’t exist. Together, you are owning the end results. It is tempting to leave out visioning but it is important to frame what the end result will look like in the client’s eyes.
Identify the first steps towards getting to that position includes,of course, your solutions. Establish your credibility with relevant case studies and testimonials. It is important to choose those that match your prospect’s problems.
During the presentation, the focus is on the client rather than you. He or she is the one subject that keeps their attention high. They are just not that interested in you. Who cares if you do have the biggest whitest van in Dorset?
Warning – be prepared to close! When you focus on solving the client’s problem, the close can arrive at any point in the course of this presentation. Be prepared! You might have to cut short to sign the deal. At whatever point, always end the presentation with what you have discussed and agreed.