If the greeting, needs analysis, and selection steps are properly executed the presentation should easily result in a sale. The actual selling starts with the presentation. No amount of presentation skill will make up for a deficient greeting, needs analysis, or selection step. Here are some of the techniques that top furniture and mattress salespeople use to make successful presentations.
Present Third – This actually belongs to the selection step but is so important that I decided to repeat it again here. You should show two other items that are less desirable based on your knowledge of what the customer needs and wants. Usually it is best if the other two items are more expensive than the item you have identified as the best solution.
The Better Deal – This is an extension of present third. All solutions are relative to other possible solutions. When you present the ideal choice third after two more expensive solutions it becomes a better value in the mind of your customer.
The Product is Your Script – Start with features and benefits that are easily seen. Then show “the rest of the story” that they can’t see. This is where you separate yourself from the competition.
Focus on Benefits – Customers do not buy features. They buy for the benefits that those features offer them. Your presentation should focus on the benefits your customer receives when she purchases your product. Always offer the benefits first then explain the feature. The customer will be more likely to listen to you when you open with what is in it for her.
Tailor the Benefits – Because you asked the right questions earlier in the sale you know her likes and dislikes so you can tailor your benefit presentation to only the one or two benefits that are important to her.
Don’t go Rabbit Hunting with a Shotgun – You might shoot the rabbit but there is nothing left. Do not overload your customers with too many benefits. You should never need more than three benefit stories. Using one benefit story that is relevant to your customer will be much more effective than numerous benefit stories that don’t hit the mark. I will post on my website a reprint from 1940 an article about selling upholstery. Its advice is as relevant now as it was then. Thanks to Jonathan DiPrinzio for the article.
The Lost Secret – Prior to explaining the benefit establish eye contact and tell the customer what benefits she will enjoy then use the directional force of your eyes to direct your customer to the feature you are speaking about. Always give the benefit first. Thank You to Jonathan DiPrinzio.
Confirm – After a benefit is explained you must confirm that the customer understands it. I like “Does that make sense?” Use your own words. Do not go any further until you are sure she understands. Some sales trainers call these tie downs.
Lets get Physical – Nothing is more effective than a presentation that gets your customer physically involved with the product. Have you ever pulled a chest of drawers open without touching the handles? If the drawers are easy to open, you can pull the top of the chest towards you and the drawers will open. This presentation will close the sale as long as they like the style, color, and price. If you show the customer how to test a mattress by laying down on it, you greatly increase the chances of closing the sale. As long as she follows your lead and begins to test the mattresses.
Wishing You Success,
Pete