After finding out your customer or prospect’s needs and wants, every good sales presentation (whether it be by phone or face to face) must include the following ingredients:-

1. Benefits of the product or service to the customer
which are relevant to the customer’s needs

2. Testimonials (what other people have said)

3. What the real value is (from a monetary sense)

4. Some expression of urgency, why they should
buy now.
Testimonials make your sales presentations more credible both on the phone and face to face.
When salespeople call me to tell me they are the best in their field or they are the leading supplier of a particular product, I find that a complete turn off. However, if they quote someone else as saying that about them, it seems to sound okay.

It sounds much more credible to say:-

“According to an article written in this month’s “Choice magazine” our company is the supplier of the best quality digital cameras in Australia.”

Rather than I say my E-Book “Top Telesales Techniques that Work!” is the best information ever written on doing business by phone. It has much more credibility to say that Managing Director of Australian Sales masters, David Jackson, said it is the best information he has ever seen on how to do business by phone. He purchased a copy for every salesperson in his office as soon as he saw it.

Let’s say you are promoting a time-management system. Rather than telling your customer that the system might save him 10 hours a week, you need to make this much more impactful by telling a real life success story about someone else using the system. E.G. ” John Smith from AB Plastics told us he now has 10 hours a week more than he had before implementing our system. He can now find the time to do what he really wants to do.”

If you don’t want to use the person’s name for privacy reasons, you can say “I had a client, recently ,who said that he now has 10 hours a week spare to do the things he really wants to do.” You are having more impact here by putting words into what a third party said rather than giving your own opinion.

I could tell you that all my coaching clients have massive successes after our sessions together but then I would be blowing my own trumpet and it would not have much impact on you. I think this email I received yesterday from my coaching client, Julie de Paola of Photography by Julie in Brisbane would have more impact. Julie said ” With the new telemarketing script we created, I had the confidence to call 5 prospects to see if they could attend our promotional evening. 4 said yes and I left a message on the other one’s service. The response was far more positive this time round – I felt I had control of the call and having the definite day and time that they were to come made all the difference. None of them even raised any objections. Thanks again.”

Your Action now is to reflect on your success stories to be able to incorporate them into your presentations

Here are some more ways to make your presentations more credible:-

1. When you state a claim you must demonstrate proof that this is for real. For example, I can’t just say “Our training is better than our competitors”. I have to give proof by saying “Our training is better than our competitors because we include a follow-up coaching programme to reinforce the training and we offer a 100% money-back guarantee if the clients are not completely satisfied.

2. Be specific with numbers. For example, it is no good saying you have serviced hundreds of companies. Better to sound more credible by saying you have serviced 860 companies in NSW so far.

3. If you have been rated against any of your competitors on a scale of one to ten, make sure you get that into your presentation somewhere. Your clients need as much proof that you are good as you can give them.

Jenny Cartwright – International Sales Trainer / Speaker / Coach

Author of “Don’t Get Hung up! – How to sell products and services by phone” and “Secrets of Top Sales Professionals.”

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