Never ever hand the prospect a piece of literature or a catalog until the end of your presentation or at least only when you have something you must show them in the literature. And once you’ve shown that feature, take the literature back from them until the end of your presentation.
It is a sales skills fact that as soon as you hand the prospect some literature, they go deaf, start looking at the literature, and quit listening to you.
Be prepared for the normal questions and objections. Build them into your presentation so you answer them before the customer has a chance to ask them. This way you control the question and can shape the answer to your product’s benefit.
Feature: Our storage unit side is made of XX-gauge steel.
Advantage: We’ve been manufacturing high-end storage systems for 50 years and our engineers design our products to have the perfect strength and weight steel to fit a professional’s needs.
Benefit: I imagine you agree that is the best way to manufacture a great system, don’t you?
The above is a lot better than having the prospect say, “The other system I’m looking at uses XXX-gauge steel, why don’t you?
In the end, the more you can impress your prospect that this product is going to benefit them personally, the easier it will be to close the sale.
About the Author
Alan Sipe
President, Toolbox Sales and Consulting
Alan W. Sipe has spent the last 42 years in the basic hand tool industry including positions as President of KNIPEX Tools North America, Sr. VP Sales and Marketing at Klein Tools, Manager Special Markets at Stanley Tools and sales management at toolbox manufacturer Waterloo Industries. Currently Sipe is the owner of Toolbox Sales and Consulting specializing in sales strategy, structure, development and training. Sipe can be reached at [email protected] or 847-910-1063. Connect with Sipe on LinkedIn.