There are many cases where salespeople are forced into giving presentations before adequate discovery has been completed. Here are a few sales presentation techniques that will yield valuable buyer motivations without formal discovery meetings. The Playbook:
The best sales presentations are the ones that create a relaxed environment for the buyers. The more relaxed they are, the easier it is for salespeople to uncover their real buying motivations and communicate stronger value propositions.
Every B2B solution provider should assume any organization interested in its products or services has a similar set of issues or needs. The discovery process should focus more on uncovering how those issues and needs relate to the strategic goals of the buyer’s organization and why they’re suddenly important enough to warrant a financial commitment in solutions like yours. Presentations that make buyers comfortable enough to fork over that information give your sales team a greater advantage.
Use the following discovery techniques to gain an edge in the sales process.
Play to the Buyer’s Perceptions
In B2B, buyers have a perception that you work with many organizations just like theirs and have a lot of knowledge on how other organizations do things, what works and what doesn’t. Play to that perception, especially in the early stages of the sales process and make it a part of your presentation.
Instead of the typical introductory sales presentations that tout a company’s accomplishments, offerings and marquee customers, introductory presentations should be structured around topics that are meaningful to buyers such as trending business practices and how industry dynamics are driving similar organizations. They should cite specific examples of how other successful organizations do things in unique ways, and finally, how their solutions play a role in that success.
Eliminate the “Sell Factor”
Presentations that bring new and helpful insights to buyers exude credibility and immediately eliminate the “sell factor.” Buyers become much more comfortable letting their guard down and having a conversation with salespeople about their business and discussing where they want to go and why it’s important to their organization. The approach exemplifies consultative selling.
The purpose of sales discovery, especially in the early stages, isn’t to verify that a buyer’s needs map to your solutions. That’s a foregone conclusion in most cases. The ultimate goal is to understand how those needs relate to the strategic goals of the organization and why they’re so important. The more you can help your buyers contribute to the goals of the organization, the stronger your value proposition.
If you want your sales team to learn how to facilitate business conversations with customers and prospects that improve their consultative selling quotient, contact Proficientz to discuss our one-day sales discovery workshop and how it can help your salespeople understand buyer motivations better than the competition and position unique value.