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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The Tuesday’s Sales Truths are taken from Bill Brooks’ Book Entitled: Universal Sales Truths

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“Coach” Bill Brooks
February 6, 1945 - October 27, 2007

We deeply mourn the recent passing of our founder, “Coach” Bill Brooks, but his legacy – his brilliance, his ideas and his energy – will live on here at The Brooks Group. Bill had been battling cancer with characteristic tenacity for the last 18 months. Although he was determined to beat the cancer and get back to the work he loved, Bill took steps during those 18 months to install a sound management structure to ensure The Brooks Group would thrive with or without his exceptional leadership.

Through Bill’s illness The Brooks Group has proved vibrant and successful, perhaps more so than ever. 2006 was a record-shattering year for sales and to ice the cake; Selling Power Magazine honored The Brooks Group as “Sales Consulting Organization of the Year.” In his typical fashion, Bill joked, “Who would have guessed all these years I was the one holding this business back; I just needed to get out of the way and let you guys run with it!”

And run with it we will. The best tribute those of us at The Brooks Group can pay to our founder is to continue helping our clients build strong, profitable sales teams using the ideas, methods and systems that he so passionately worked to develop throughout his life. It won’t be quite the same without his thunderous laughter, but we will carry on in his unconquerable spirit.

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