Persuasive communication

Persuasive communication is at the breast of the sell process, and the gross revenue mapation/demonstration is the critical center salute or Showtime for salespeople. After asking the customer qualifying questions to expose specific needfully, the salesperson presents the products and services that will vanquish satisfy those needs highlights their features, advantages, and benefits and stimulates desire for the offerings with a skillful demonstration. Prospects are primarily interested in the benefits being offered them.Product features and advantages are important only if hey can be bind directly to a specific benefit the scene is seeking. For instance, pointing out a flat-screen monitor feature when demonstrating a new desktop computer does non mean much to a prospect unless the salesperson explains the related benefits of fetching up less desk space, reducing eye strain, and increasing employee productivity. Success in this stage requires development of carefully tail ored and practice sessiond strategies, including a convert product demonstration.Its been said that a picture Is worth a gigabyte words, and a demonstration Is worth a thousand pictures. One winning sales representative of all time carried a hammer ND a plate of his companys unbreakable glass with him to demonstrate Its strength. One day, Instead of smash the glass with the hammer himself, he let the prospect do it. From indeed on, his sales soared as he continued letting customers swing the hammer. Salespeople should always try to get their prospects involved in demonstrating the product or nerve-wracking it out, so they can gain confidence in using it.A dog-and-pony show, no matter how elaborate, seldom succeeds because prospects usually see its focus as selling the product instead of solving their problems. Salespeople who use skillful questioning and activated listening while prospects scribe their needs can often arrange their sales presentation and demonstration on the fly to provide the best customer solutions. Various sales presentation strategies are presented In postp unitary 4. 6, but most passe-partout BIB salespeople find the consultative professional strategy to be most effective, along with tactics that anticipate in all probability Interactions between buyer and seller.Like an actor or athlete, the salesperson needs to diligently practice the sales presentation with a sales associate or friend. Some salespeople enroll in sales presentation training programs offered by impasses like Empowerment Group (www. Empowerments. Com/ presentation_training. HTML) as a way to advertise develop their proficiency (Figure 4. 3). Adaptive versus Canned Sales Presentations. Traditional salespeople campaign to make relatively standard sales presentations that dont vary much from one prospect to another.Top-performing salespeople try instead to adapt each presentation to the contingent prospect and selling situation. 16 Salespeople who modify their presentations according to specific prospect or customer needs and behaviors are more effective than those who do not. 7 This point may seem obvious, but only salespeople who are Inclined to adjust their sales presentation to the customer are credibly to do so during the sales call-1 8 Successful salespeople regularly practice adapting their sales presentation to different customer feedback during the presentation.For example, if the purchasing manager for hertz (womb. Hertz. Com) shows more interest in safety than in gas mileage, thence an observant salesperson for General Motors (womb. GM. Com) can quickly adapt the sales presentation by emphasizing the safety benefits of GM cars. Although adaptive hurt is generally best, canned (or programmed) selling can be appropriate for well-nigh types of prospects, selling situations, and salespeople.In fact, the most effective sales presentations often blend the canned and adaptive approaches. 19 Many professional salespeople use progra mmed multimedia to present general information efficiently and effectively and to enliven their sales presentations. During the multimedia presentation, salespeople are able to closely observe the prospects reaction and accordingly best(p) adapt later stages of the sales presentation. To gauge how adaptive you are as a salesperson, take the test in Table 4. 7.