Tool Box
Issue No. 40 - April/ /
How the show clinches the sale
by Craig Stubing
Putting on a good Show
There is an element of theatre in a good sales technique. This is especially so when a salesperson presents or demonstrates (that is, ‘shows’) their product or service.
Putting on a good Show keeps the customer connected and can make the difference between securing a sale and losing it. It’s important therefore for salespeople to develop their ability to ‘show’ well.
Here are some tips on putting on a good Show.
Show at the right time
The Show is a critical step in the sales process; however, it is not the only step (nor is it the first step).
Salespeople who don’t understand this point start ‘showing’ too soon. Smarter salespeople lead up to the Show properly by doing some preparation.
Firstly, this involves taking the time and trouble to properly engage their customer in order to relax them and create rapport. Then they ask questions, in a conversational way, to gain an understanding of their customer’s Needs, Wants, Preferences and Prejudices.
Understanding their customer’s Needs, Wants, Preferences and Prejudices leads the salesperson to their customer’s buying triggers; sometimes called their ‘hot buttons’, cold buttons’ and ‘sore points’.
A hot button is a point of interest or concern to the customer – something they want to hear more about and will buy; a cold button is a point of no interest or concern to the customer – something they don’t want to hear about and won’t buy; a sore point is an aspect of their current situation that they are unhappy with and would like to have fixed.
Only when they feel they have a good understanding of their customer’s buying triggers will the smart salesperson move into the Show.
Be enthusiastic
Enthusiasm is contagious; so is lack of it. If a salesperson shows their product enthusiastically they may infect their customer with t...
