When the sale is on the line, there are four common pitfalls almost every sales pro has fallen victim to at one time or another.
Here they are and how to avoid them — so you can deliver value propositions that turn reluctant prospects into loyal buyers.
Pitfall #1: Not accounting for the prospect’s pressure points
The best presentations make a clear connection between a prospect’s specific goals and how the offer can help him/her achieve each of those goals. Some salespeople prefer to address each of the prospect’s goals point by point, to ensure nothing falls between the cracks. It ensures each presentation is tailored to the prospect’s specific needs, while emphasizing how the salesperson’s key selling points can satisfy those needs.
Pitfall #2: Failing to look at the sale from several different angles
These days, a lot more purchasing decisions need to be approved by a top-level executive or an entire board of decision makers. Even in cases where that doesn’t apply, chances are the buying decision will impact more than just one prospect. Top salespeople consider all the parties involved in buying decisions as well as which departments those decisions could potentially impact. Based on that info, they establish contact with as many decision makers and/or department heads as possible. Approaching the sale this way helps salespeople learn about the company’s buying process from several different angles. And it may also help them gain more internal champions, who can build the momentum necessary to gain a consensus and move sales forward.
Pitfall #3: Performing an info dump
Statistics are a great way to reinforce a presentation’s primary focus, but some prospects will tune a salesperson out if the entire presentation is based on numbers. A sales pro’s best bet may be to only include stats that have a clear bearing on how the offer can benefit prospects. Another idea: Put the data in an easy-to-read chart, so prospects can make the connections themselves without feeling bogged down by numbers.
Pitfall #4: Focusing on style, instead of substance
At some point, most salespeople have heard a prospect say, “Your presentation was great, but I think we’re going to hold off for the time being.” While a reaction like that could be due to any number of factors, it sometimes occurs because a presentation relies too heavily on visuals and not enough on driving home key selling points. Modern resources like PowerPoint are ideal for creating presentations with dynamic graphics and strong bullet points. But relying on that type of resource too heavily can actually take away from the overall presentation. Determine what your key selling points are first, then consider whether PowerPoint slides or other visual aids can actually serve to strengthen those points.
Can you think of any other presentation pitfalls salespeople fall victim to? Share your thoughts in the Comments Box below.