Like Hollywood actors, hardwood flooring industry sales professionals put themselves and their companies on the line with every word—taking a risk in the hope of a favorable outcome. Just like actors, even the best, most experienced salesperson benefits from script review, rehearsal and coaching.
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Like Hollywood actors, hardwood flooring industry sales professionals put themselves and their companies on the line with every word—taking a risk in the hope of a favorable outcome. Just like actors, even the best, most experienced salesperson benefits from script review, rehearsal and coaching.
Here are the 10 most common mistakes seen on the sales stage and ways to avoid them:
Unclear thinking.
Imagine that a busy showroom manager says, “You have exactly 10 minutes to tell me what I need to know about your product.” You should know in advance what your prospect is really asking: “How will your product improve our company?” Will it solve a problem, create new opportunities, increase savings, maximize earnings, simplify our processes or increase market share?
Talking too much.
The key to connecting with a client is asking questions. The quality of information received depends on the quality of your questions and waiting for and listening to the answers. The questions should be mostly open-ended questions—the kind that require essay answers rather than just yes and no. Never move forward with preprogrammed questions that ignore the answers you’ve just received.
Wrong structure.
Do not build your talking points and presentation structure around your company. Structure them around your prospect’s interests, challenges, or opportunities. Put their words into your presentation. Yes, you will be talking about your company, but deliver the information in a way that explains how your product solves their challenges.
No memorable stories.
People rarely remember your exact words. They remember the mental images your words create. Support your key points with vivid, relevant client success stories. Create a movie in their minds by using satisfied clients as memorable characters. What was their problem that your prospect can relate to? What are their results since they bought your product?
No emotional connection.
Your customer or client justifies working with you for analytical reasons. What gives you the edge is an emotional connection. Build it by incorporating stories with characters they can relate to, by using the word “you” as often as possible and by talking from their point of view. Congratulate them on their success. Thank them not for their time, but for the opportunity to present your solution.
No pauses.
Good music and good communication both contain changes of pace and pauses. As counterintuitive as it may seem, you actually connect in the silence. This is when your audience digests what they have heard. If you rush to squeeze in as much information as possible, your prospects will remember less. Give your clients enough time to ask a question or reflect.
Hmm, ah, err, you know, so, right.
Non-words and low-quality words often fill spaces where silence is needed. How often have you heard a presenter begin each new thought with “Now!” or “Um” or “So” as they figure out what comes next. Rehearse in front of your colleagues and ask them to call out whenever you hem or haw, or record yourself and note any digressions. You will never improve what you are not aware of.
Lack of specificity.
Specificity builds credibility and helps position you above your competition. Don’t say, “With our program, you will really grow your business.” Instead, say, “There are no guarantees; however, our last three clients increased sales an average of 32% in seven months.”
Weak opening.
Engage your audience with a powerful, relevant opening that includes them. For example, “You have an awesome responsibility,” or “Congratulations on your company’s recent success.” Then launch into your presentation focused on their needs: increasing sales, expanding their market, etc. How can your product help?
Weak closing.
After reviewing your key ideas, answering their questions, making suggestions for the next logical step and thanking them for the opportunity, make your last words linger. Conclude with a strong, positive sentence embeds in their minds. Do not introduce a new idea. Reinforce one of your main advantages or benefits; e.g., “Remember, 157 profitable quarters,” or “We are large enough to satisfy all your requirements and small enough that you will be a valued client.”
Avoid these 10 mistakes, and you’re on your way to being a sales star, delivering a dazzling performance every time.
Sales expert Patricia Fripp helps professionals create memorable sales presentations. For more information, visit www.fripp.com.