How To Present A killer Sales Demo - A Fail Proof Template for Consistent Sales
In the blog post titled, "How The Buyer's Journey and Sales Process Should Be In Sync For More Sales" I discussed at length the buyer journey, their thought process, and what types of content helps them to make a buying decision.
This is a long article full of great information so let's just get on with it!
Once your prospect gets far enough along on the buyer journey, there will come a time where you will want to present your solution as an answer to their pain. I have been in sales for a very long time. I have always been taught to do a demo no matter what. When I sold new homes, we were taught to actually demo the house, its' features and benefits so we would be able to paint a picture of how the house met the prospective homeowners' needs and dreams of home ownership.
I have always taken that approach to demo and subscribe to the straight line method of sales. The best way I know to do that is to have a prepared demo where we dictate the presentation and guide our prospect and paint the picture for them.
Now the sales process supports the buyer journey. If you do a demo too soon, before the prospect has gathered the information they need, they won't buy but defer and put it in the pile of information they have gathered, to be sorted through so a decision can be made.
Before doing a demo you want to make sure a few things are in place so that you aren't wasting your time:
I like to put it in an acronym I call BANT
The B stands for Budget- You need your sales presentation to convey that the value they will get from your product/service is greater than the cost AND their budget (what they are willing to spend to make the pain go away) is doable.
The A stands for Authority- Is your prospect able to make a buying decision if it's the right solution?
The N stands for Need- You understand the problem the prospect has and how to solve that problem for your prospect.
The T stands for timing- When does the prospect what their problem solved?
When all four of these items are aligned, when you do a demo, your chances of getting a new customer are greatly enhanced. The problem often comes when we get too eager, or we don’t do our due diligence or don't do enough follow up to make sure BANT is in place.
What is a Demo?
A demo or presentation is quite simply the act of showing or explaining your product or service in such a way as to determine a match with your offering and their need AND prove it to them.
Yep you heard me right. A good demo goes so far as showing proof that if they don't buy, they are losing out on THE one and only best solution to make their pain go away and answer their problem.
So you want to not only show explain your solution as a good fit, you want to go a step further and show proof that your solution is THE perfect match for their problem and pain…
How Can I Prove That My Products/or Services are THE Answer to Their Pain?
One of the best ways you can prove your products/services are their ONLY solution is by creating a systematic sales presentation/demo that you can tweak and use over and over again.
This will help you accomplish a few things:
Firstly, it will make sure you don't get off track and led by the prospect. Have you ever been on or conducted a sales meeting where you went down a rabbit hole? That happens when there is no structure to the meeting or the agenda hasn't been defined. It starts off the cuff so to speak. Now don't get me wrong, you can do that, however your close ratio and success rate will be much, much higher with a demo designed to prove your solution to them.
Human nature dictates that when logic hits us in the face, coupled by emotion of our primal lizard brain which is programmed to avoid pain at all costs, it's hard to say no. What we need to do in the sales demonstration is prove that this will make their pain go away but ALSO we must make the current situation unbearable to the prospect's lizard brain. This sales presentation template I am about to show you will appeal to their logic and their lizard brain. The idea is that their current situation is unbearable, and it's so logical and makes so much sense to move forward, your prospect would be an idiot if they didn't move forward and purchase your product or service.
So How Do We Accomplish All This In Just One Presentation?
When you have the perfect demo template, sales presentations follow a pre-defined format. You don't have to recreate the wheel each time, but rather tailor it to your prospects particular situation/pain. Here is an outline for the perfect sales presentation. It has notes and tells you exactly what to switch out with what.
Slide 1 - Introduction: Introduce yourself and your services. This is the time to sell you, share your street cred and what makes you THE perfect fit for their pain. You can go into results you have gotten, or if you are new, borrow third party authority and use that not as your own but as facts to build your case.
Slide 2 - Answer 3 key questions: You want to say something like this. "Before we get finished today, I want to accomplish 3 things with you.."
- First, help you determine if your business could use our services.
- Second, help you determine if its cost justified.
- Third, help you determine if ours is the BEST solution out there for your problem within the budget you have .
Wrap up that portion of the slide by saying something like, "If you answer Yes to all 3, then and only then it makes sense to move forward, can we both agree to that?"
By getting your prospect to agree, you basically are getting mini agreements along the way. This helps when it comes to getting a YES at the end of your presentation.
Slide 3 - Main Issues Defined: This is where you lay out their problems. You have to know their pain NOTE: This why the customer persona or customer avatar is soooo important.
This is where you say something like this, "based on what we discussed or based on my experience, here’s what I heard you say some of the challenges you are facing are:
- Summarize pain point 1- make it sound painful (sum up their pain and the stress it is causing based on what you understand their issues to be). Get agreement from them here.
- Summarize pain point 2- Pick at the scab so to speak (This is where your salesmanship comes into play and you want to convey their pain back to them so that they know just how much they need something to make their pain go away). Make sure to get agreement by saying something like this: "Is this still going on? Or, is this still an accurate picture about what's going on and what you want a solution for?"
- Summarize pain point 3- Keep picking at that scab. The idea here is that you want them to be able to psychologically feel the pain and stress that their problems are causing them. You have heard the saying no pain no gain, this is true here. If they are comfortable with their situation, they will not make a buying decision. Your job is to get them to see how much they need a solution to make their pain go away. Bring them back to reality.
Also on this slide, you want to ease off a bit after point number 3. You can do this by saying something like, "I don't want to be all doom and gloom here, BUT I do know that if you keep doing what you are doing, things are pretty much going to get worse or stay the same, you know the definition of insanity and all. Wouldn't you agree?"
Slide 4 - Solution: This is where you lay out your solution. You can start off by saying something like this: "So what's the solution? I believe you really need to focus on these key things…" Now that you are in the solution, sell the solution! Make sure to get agreement from your prospect. This is where you want some back and forth dialogue and hopefully they will be asking questions or taking notes until the end.
Slide 5 - How Effective is This Strategy? This slide is basically proof or testimonials. If you have a testimonial from a happy customer, this is a good place to use it. If you don't have testimonials, you can use third party proof or industry proof from another source.
Slide 6 - ROI: This slide is all about proving ROI. You have built a case, shown them the emotional pain of their current situation, given them a solution and proof that it has worked for businesses like theirs. Now is the time to prove it to their purse strings. You can calculate a very simple ROI by asking them how many new clients they could reasonably expect minus the cost of acquisition (your costs) = return. Let's break it down:
Let's say your prospect is a CPA. Let us also say that this CPA charge $250 an hour for each billable hour. They probably earn 3-4k per year on a business client for doing taxes and other accounting services. So 2 new clients per month equals 24 clients per year x 3000 and that equals $72,000 per year. Your fees are $1000 per month. so we would take $6000 - $1000 = $5000 per month or $60,000 per year. So by hiring you they would make an additional $60,000 per year on a conservative estimate. That's how you would break it down. Find the lowest possible number of leads or sales they could expect to gain and use that as a conservative figure. You can stress that its' conservative.
Slide 7 - What Would An Extra _____Do For Your Business? This is where you want to show them emotionally how much better their life and business would be if they had the extra money as a result of using your services. Paint a picture with words. Says something like this, "Imagine what your business could do with an extra $60,000 per year in revenue. Would you hire someone? Would you take some time off? Would it relieve some stress knowing you have a way to generate new sales?"
Slide 8 - Key Takeaways & Questions: This is where you want to overcome any objections before they are verbalized. Basically, you want to drive the point home that:
- It will work for them and,
- It is cost justified.
Slide 9: Let's recap and next steps: This slide is all about proving your case. You can start by saying something like this: "Remember at the beginning of our meeting I told you I wanted to accomplish 3 things…
- First, I said I would help you determine if your business could use our services. I did that by outlining a solution that not only would work, but provided proof on how successful it really is…
- Second, I said I would help you determine if its cost justified. I did that by showing you an annual return of $____________.
- Third, I said I would help you determine if ours is the BEST solution out there for your problem within the budget you have. I did that by sharing proof of how it's worked for others with essentially very similar business models."
Now it's your turn to go for the close. Here is a sample close you can use: "My question is, if this makes sense, will solve your problem of _________(restate their problem), and it is within your budget, AND will produce a positive ROI, then…. shall we just go ahead and move forward?"
Wait for the yes or an objection and work through them.
Now, once you get done with your presentation, you will either be writing up an order, or have to follow up which is an entirely different issue altogether, but of course that is a great subject for another article!I hope you have found this article helpful.
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