Sales Presentations: Focus on Dominant Buying Motives
By Brooks Group on 08 Nov 2007 at 11:06 am
The average sales presentation consists of 6-8 features or benefits. Is that good or bad?
Well, when you consider that 24 hours after your presentation, 39% of your prospects remember only one of them, the answer should be very clear. And the fact that 49% of the time they remember something that you didn’t bring up at all makes it even more obvious…
Most of us are quite simply overwhelming our prospects with details about things they really aren’t interested in!
The truth is that people will buy your product or service for one or two primary reasons. Commonly called dominant buying motives, these are the only real reasons why that prospect would really want to buy your product or service, anyway.
The bottom line? Keep your presentation within the context of what the prospect is specifically interested in, and target it to the primary dominant buying motives – don’t overload your presentation with features and benefits. Pick only the ones that precisely pertain to the primary dominant buying motives your prospect has.
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This post is so true. We are all guilty of doing too much talking, and at times missing the sale.
I agree it’s important to determine the features and benefits the prospect cares about prior to delivering them.
The “needs analysis” must be done up front or the focus is impossible.
Carl (http://www.1stcourses.com)
just to add to the stats - only 5% of the sales presentation is remembered, once you have left their office.
Focus, and guide them to focus on what YOU want them to remember, and do that by repeating important phrases, put images that stand out in your power-point presentation.
The memorable 5% will entice your audience to look you up, and find more information that is of interest to them, about your product or service.
Raz Chorev( http://continuityprograms.blogspot.com/ )
As a Sales Trainer/Coach, I tteach al my cleints that the sales starts in the first 30 seconds. You have to build rapport, stop talking, and start listening. Get the prospect to talk about things they are interested in, and start building a relationship built on trust and honesty. Your different and better story should be your sales process. Let the experience sale the prospect. Stop selling the “product” and start selling the experience.
I apologize for the typos in my previous response. I am a speaker - not a typist…haha! I get so excited when I talk about sales, by mind moves quicker than my fingers.