09 FEB Do not just talk about it show it
Up to 70 per cent of sales are being lost because of a disinclination to demonstrate a product or service effectively. I've been looking into some of the reasons why sales people are evading one of the most successful ways to close a sale.
When I analyse the sales pitches from small firms up to blue chip enterprises, one of the main reasons why sales aren't being closed is down to a poorly planned demonstration, or lack of one altogether. The two main reasons for this, which I found somewhat surprising, are either complacency or a lack of confidence.
Firstly, complacency has no place in the sales arena. When demonstrating a product or service, it is crucial that the sales person has undertaken sufficient research into the customer in order to accurately display how the product or service will resolve all their problems, leaving them eager to buy. The extra effort put into a successful sales demonstration will pay off with a closed sale.
Secondly, a lack of confidence must be addressed in order to achieve success. This is what surprised me the most in these findings, but it's certainly not uncommon to find the absence of conviction from a sales person when trying to sell their product or service.
There are two key ways sales people can overcome a lack of confidence when it comes to a live demonstration. Initially, by introducing a manager or technician to undertake the actual demonstration. By bringing in an 'expert' to take care of the physical aspect of the demonstration, the sales person can solely focus on the sales approach.
Another way is to show by example during the demonstration. Highlighting to the customer how a product or service has been successful on previous occasions, is an extremely efficient way of getting the point across and proves the effectiveness of what is on the table.
No successful sales pitch should be without a live demonstration. The advice I’ve given here will help sales people to overcome their anxieties in front of the customer, so they can focus on putting in the blood, sweat and tears in order to close the sale.