Presentation
1. Showtime
Once you understand what the customer needs or wants begin showing items or explaining services that you think will fit the customers needs. Don‘t forget that if the customer asks about a specific product or service then focus on it. Don’t just sell what you want to sell, but sell what the customer wants and needs.
Show Big. Show the customer the big stuff first, then sell down to were they are happy. Don’t hide the price, be upfront. If you assume that a customer is only going to spend $100, then they will only spend $1000 or much less. On the other hand if you assume the customer will spend $1000, they may only spend $500, but that is better than the $100. Customers will tell you their budget. They may not say it right out, but you can pick up on clues by how they act. Begin to narrow the search by using your tools, and features and benefits.
2. Tools
What are your tools? In every store it will be something different. It may be a brochure. It may be a tape measure, or jewelers loupe, fitting room, or a model. It can be just about anything. It is anything that your company uses to help the customer understand, visualize, and make a buying decision on your product or service. Whatever your tools are use them.
One other tool you have is knowledge. Know your product or service. Winging it will only get you so far. You must know your products and services. Study and read everything you can about your products and services and those in your industry. Talk to other colleagues and always be looking for opportunities to be trained. Don’t be just a salesperson, be an expert.
3. Features and Benefits
Features are the facts about your product or service. These facts can include things like the shape, color, size, length, time frame, success rate, and any other fact about your product or service.
Benefits answer the question “So What?” Customers need to know why they should care about this feature of your product or service. Benefits can also remind customers of the features they've already stated they wanted.
Sometimes the features and the benefits will be obvious and sometimes they won’t. If you don’t tell the customers about the features they may not know what is being offered. If you don’t tell the customer about the benefits they may not understand why the feature is important to them. Features and Benefits create value in your product or service.
Examples of Features and Benefits:
“This diamond is a 1 carat, so your girlfriend is going to be so excited to have such are large stone on her hand.”
“This car has a V6 engine, so you’ll get a lot more power when taking off.”
"These jeans are an athletic fit, so you will get a sleek look with comfort.
Remember when the time comes for the presentation you must be a showmen. It’s time to show what you have, what you know, and what it means to your customers. It’s time to shine. Show Big, Use Your Tools, Know Your Products and Services, and Give those Features and Benefits.
