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Stop selling and start helping

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What makes a good sales presentation? Many salespeople get the idea that if they are able to dump everything they know about the product onto the customer they have made a good presentation. If we have good product knowledge, are able to keep control of the conversation, and give them every possible bit of information we'll get the sale… right?  Wrong.

We have often heard the statement "Products are just solutions to peoples' problems." Think about other products. When you go to the hardware store for a 3/8 inch drill bit you don't really want the drill bit you want the 3/8 inch holes! We don't want insurance we want peace of mind. We don't want the hamburger we want to get rid of our hunger.

How does this apply to our presentations? Well if we don't know what the customer's problems or needs are, how the heck are we going to show them that our product and its features meets those needs? If we are doing all the talking how are we going to know if they even care about anti-lock brakes, towing capacity, or 15 cup-holders? Sales managers often complain about the product knowledge expert who consistently talks his/her way out of the sale. They take a shotgun approach to the presentation hoping that something that they throw against the wall will stick. We need greater focus on the interview process.

Focus on questions. In sales conversations the person asking the questions has the control. Why? The average person can speak at 125 –150 words per minute but can think at 500 – 600 words per minute. So while you are talking on and on they can listen and think of lots of other things: objections, criticism, doubts, fears, and difficulties.

What happens when a sales professional asks a good open-ended question? It has an interesting psychological effect. It is not possible for the customer to answer without diverting their whole attention to the question. Not only do we maintain the control and flow of the sales process by asking good questions, we actually learn all about the client's needs, wants, and motivations. Now we can really start helping them with that transportation "problem". How does the client feel about being asked lots of good questions about their needs?

Well the quote that says it all is:
"People don't care how much you know until they know how much you care"


Automotivaters is highly recognized and one of the most respected automotive training and consulting companies in Canada. Since 1987, the company has acquired an international client base throughout Canada, the United States, the Philippines, Indonesia, French Polynesia, Malaysia, Thailand, and New Zealand.

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Copyright © 2008 by ISI/PAL Automotivaters Inc.
Copyright © 2017 by ISI/PAL Automotivaters Inc. If you share this, print it out, or reproduce it in any way, please retain this copyright statement.

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