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Critical Mistakes committed by a Salesperson during Sales Presentation

Prospecting is the first step in the sales cycle. The salesperson uses various modes and information in getting a good prospect list, which undergoes various stages of evolution till the final one is ready to be actioned upon. The art of prospecting is a process that needs in-depth analysis and requires more focus for a good and healthy sales cycle.

After the initial prospecting step, the salesperson moves to the next steps leading to the face-to-face meeting with the client. During his conversation before this meeting, he would have used some really good statements that got the prospect’s attention and won him the much-needed face-to-face meeting. But, the entire effort can go wrong if this step is not handled correctly. Again, we have to go much more profound and in more detail to get a fair hold of how to have a successful face-to-face meeting which can lead to further steps in the sales cycle.

This section will discuss some of the common errors committed by a salesperson, which will cost him the sale and the customer. They are

  • Talking too much about their product, offering, or the company
  • Not able to understand what the customer expects from you- W.I.I.I.F.M
  • Giving more importance to the “NO” s than “YES” s told by the customer.

It gives immense pleasure and satisfaction for everyone to talk about themselves. Salespersons are no exceptions. They are pleased to discuss their company and the offering. Give any salesperson a patient and uninterrupted hearing, and you can see how passionately he talks about this company and its products. He can hardly stop. This is good when you talk to your friends, relatives, and those in your close network. But such behavior will not help you convert a prospect to the customer or even get an appointment.

The customer is least interested in your company and its greatness. He would look for the credibility of the brand in most cases. He would have considered the brand before giving you the time for the face-to-face meeting. But, if you continue to brag about your company, the most typical response from the customer might be, “so what?” It is always advisable to talk more about the company and other credentials only if asked for by the prospect or if he has any reservations about the brand you represent.

 The prospect will be more interested in knowing W.I.I.I.F.M- What Is In It For Me.

Your product may have many features, but what matters to the customer is how the product benefits him. The salesperson has to understand the prospect’s need and should position his offering as one which satisfies that need. He expects you to tell him how your offering can help him eliminate his pain points, satisfy his need, or reduce a particular cost.

The salesperson can go a step further by identifying the hidden pain points of the customer- those needs of which even the customer is not aware. If a salesperson can do this, he will take the process to a higher level of customer delight. It has been revealed that many times it is the sales experience that leads to the successful completion of a sale. The price, brand, and other features come secondary. The effectiveness of the sales process depends very much on the skill of the salesperson and ho the company and the leader groom him.

Preparedness to face objections and rejections should be one of the essential qualities of a salesperson. If a salesperson is easily let down by the rejections, he should rectify this or choose a different career line. It is usual for a salesperson to hear lots of “NO” s and objections from the customer during the product presentation. The critical point is, the customer also tells a lot of “YES” s during the conversation. These “yes” s indicate his likes and wants. But the first “no” from the customer can derail the salesperson’s focus, and he misses out on the “yes” s that gets told by the customer. These are the critical statements that can help the salesperson identify the prospect’s pain points and hidden needs and present his offering accordingly.

So next time when you meet a prospect, do so with the confidence that the “NO” s are just the appetizers, the actual meal is in the “YES” s, and they are yet to show up. Wait for them patiently, and do not lose your focus on the smokescreen created by the “NO” s and objections.

5 thoughts on “Critical Mistakes committed by a Salesperson during Sales Presentation

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