There are as many variations in the content and structure of a sales presentation as Beyonce has wardrobe changes, but when it comes down to the question it must answer in your prospect’s mind, it will typically fall into one, two or all three of the following:
Why should I buy this product or service?
Why should I buy from you?
Why should I buy now?
Knowing which question(s) you must address is critical to how you structure and position your message — one reason why doing a thorough discovery is so important. (For tips on the 5 things you must do in your discovery call, click here.) Here are the key things to take into consideration when addressing each type of question in your presentation:
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Why should I buy this product or service?
Your prospect may not yet be convinced that your product or service is the answer to his problem. For example, he may be experiencing a drop in sales revenue and while your CRM platform is one consideration, so is hiring more salespeople, and ramping up marketing efforts. Or, the challenge may be even more basic: your prospect has not identified a compelling need for a solution or feel like the problem warrants solving – in other words, the status quo is acceptable.
A “Why buy?” scenario is like any good recovery program – you must first get your prospect to admit he has a problem. Parading out all your pretty features and benefits won’t matter unless you have that base level buy in. Waste no time in painting a vivid picture of the contrast between the prospect’s status quo and a new and improved future with your solution. Using an analogy or customer success story early in your presentation is an effective way to begin to shift a buyer’s perspective.
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Why should I buy from you?
In this situation your prospect is in agreement that the type of service or product you provide could solve his problem or address his needs, but he is not convinced that your particular product or service is the best choice.
In this type of presentation you are at risk of falling into a feature vs. feature smackdown if you are not deliberate about establishing value early on. Know your competition well and position a competitive advantage upfront in your presentation. If you have the opportunity to deliver your presentation before your competition (recommended) be sure to disarm any potential landmines your competition might be planning on setting by addressing them upfront.
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Why should I buy now?
Like “why should I buy from you?” this prospect has identified a need, but like “why should I buy this product?” this prospect is content to live with the problem for the foreseeable future. While he may concede that you are the preferred vendor, until he has made the decision to buy a priority and not just a theory, hold off on the victory dance. Your presentation’s focus should be around creating urgency by highlighting the risk of inaction or the cost of delay. As you go through the body of your presentation explore each challenge your prospect is facing and the impact of not resolving the problem now.
Don’t be afraid to ask the necessary questions to find out which question you must address in your presentation. Knowing well before you start planning will help you avoid disappointment and unpleasant surprises, and increase your success rate.
