You have to know that presentation of your solution does not take place on the first meeting with a prospect. It needs to follow a detailed interview that provides you with specific data essential to evaluate a problem and prepare good value proposal.
I – PRESENT YOUR OFFER FROM CUSTOMER’S POINT OF VIEW.
To describe your proposal from consumer’s point of view in interesting and respective way you need concrete information.
- Devote some time and effort to get to know your customer, his style, his business his likes and dislikes. It will give you a hint how to present your proposal – keep it formal or more casual, focus on main function or show more available extras, play with visuals or opt for more number data?
- Find out what his core values are and tailor your proposal with main focus on them. Make it a frame of your presentation and keep on refering to them.
- Stay aware of your client’s limits – his budget, resources and deadlines. Make sure he is ready to pay for proposed solution. He needs to fully understand the way it will meet his needs and here starts your challange.
- Do not pass to your customer all your knowledge about the product – they are interested only in information directly connected with their wants or limitations (budget, for example). If consumer is interested in more detailed information – they will certainly asked for them.
- Try to use wording that underline your product’s utility and other benefits important for a client, for example: “You can achieve…”, “It enables you to…”, “It provides you with…” Try to limit expressions like: “my company…”, “this product…”, “our offer…”.
GET THE RIGHT PERSPECTIVE!
II – WATCH YOUR LANGUAGE – MAKE IT UNDERSTANDABLE AND RELEVANT TO YOUR CLIENT.
It happens very rarely that majority of your customers represent same industry as you and capably use specialized vocabulary and professional jargon. Naturally, it is not out of question that you client has wide knowledge about your business and type of product that your offer. Point for you! In this case it is way easier to define client’s specific expectations and requirements in relation to your proposal. However, it is more likely that consumer is not familiar with the industry but they are interested in particular products (or they need them). In this situation your job is to make your proposal more clear and accessible for ordinary Mr. Smith:
- adjust your language to your conversationalist’s abilities – explain yourself clear but do not use unnecessary simplifications. Too complicated wordings can discourage consumer to purchase but excessive explication can make them feel embarrassed.
- control your parlance and manipulate conversation course – real tirck is to dialogue in the way befitting your interlocutor’s expectations and maintaining their attention.
- put your presentation in order to avoid chaos while describing particular functions (features) of the product. Usually, audience prefer to be presented with the content from general point of view into detailed picture. If you have the option to write during your presentation – use it! Remember, it is better to note one talked-about aspect after another instead of providing your listeners with a complete list of (still) mysterious, meaningless components. Well-organized presentation enables your consumer to memorize it better and relate it to their needs easier.
- Discussing your client’s profits start with the key one, gradually moving to less significant but also important. At the end mention some general benefits and sum your talk up from user’s point of view.
- Try to formulate short, meaty sentences; give up ornate language. Comparisons, metaphors and examples always work – they inspire consumer’s imagination and simplify the process of understanding the product.
Besides, pay attention to:
- use positive language – your statement needs to sound convincing. You don’t want your consumer to doubt your competencies or quality of the value that you offer,
- express yourself briefly – respect your client’s time and provide them with information they find interesting or consider important,
- be specific – make yourself unambiguous and refer to specific data (sales results, dates of last meetings) while informing your customer. Operate with specific data like names, deadlines, processes,
- control your manner of speaking – some habits like using exressions from other language or “corpo slang” can become an obstacle in smooth communication,
- excessive formal language is also not inadvisable. Casual talking decreases the distance between interlocutors and builds a relation.
DON’T BORE OR CONFUSE YOUR CUSTOMER – STAY SIMPLE!
III – REMEMBER ABOUT NON-VERBAL COMMUNICATION
Your body carries a message that is at least same important as what you are saying. Not only what you say but – mainly how you say it is responsible for maintaining your listeners’ attention. It also influences their opinion about presented content. That is why:
- make sure your tone of voice is diversified (modulate it, play with silence), speak dynamically and with engagement,
- keep eye contact with your listeners,
- use open gestures, highlightening the things that you are focusing on at the moment.
Cohesion of substantive content with non-verbal signals that you generate increases credibility of you, your company and your offer. Customer feels safe and takes you declaration serious.
IV – DON’T RESTRICT YOURSELF TO WORDS ONLY!
- Visualization of presented content applies better to customer’s imagination. So, whenever it is possible, appeal to images instead of text. No worries, you comment is enough support to simple, symbolic graphic. Thanks to pictures your listener stays focus on your speech, his attention is not being distracted by text on presentation.
- Samples, prototypes and models provide consuments with makeshift of interaction with offered product. They allow own experience of described functions and possibilities, better understanding of the way it works and adjustment to personal needs (customization). Make sure that material are accessible and understandable for everyone. Offer your assistance in case.
- Involving your audience by interaction is a great way to keep concentration high. Besides, turning an addresser into co-creator makes creation (content) more relevant to their needs. If you let your consuments to articulate their needs themselves and you guide them to the solution that you offer – the likelihood of their interest in your proposal will significantly increase.
- Adjust your support area to size of your presentation. If you expect more than 4 people – think about slide projector. Make sure that you are seen and heard by everyone and that interaction between you and the audience is not being disturbed.
LET YOUR IMAGINATION WORK – MAKE IT FUN FOR A CLIENT!
If you follow these rules be sure that your presentation will gain some efficacy and will stay long in your target’s mind, progressively creating a need to purchase.