“So … that’s it. What do you think?” doesn’t cut it anymore. Today’s customers can find information virtually anywhere at virtually any time, and they’re usually focused on the next task that needs attention after your presentation. So, your ending needs to follow a specific pattern to engage and create a perception of expertise. Below are five steps to follow.
- Begin the ending early. That statement is confusing on purpose – I want to make sure you’re paying attention. As you start to wrap up the presentation, ensure that you have plenty of time. If you start this part of the presentation with two minutes left in the meeting time, you’re in trouble. At about five minutes to go, the audience gets restless. Wrap up the presentation with about ten to fifteen minutes remaining, allowing you plenty of time to spark dialogue in this ending.
- Deliver a Vision of Success. Even with the best intentions, some sales presentations get too much into detail and might confuse the audience. That’s where we bring it together with the Vision of Success.
It’s very easy:
Step 1. Make the simple statement of “Here’s how it works.”
Step 2. Define how their process works today and compare it to how it will work with your solution.
Example:
Here’s how it works. Today you have cable. You have over 300 channels, but you must watch whatever is on there at that time or what you might’ve recorded in the past. With our streaming service, you can watch virtually any movie or any episode of any TV show ever made at any time you want. And it’ll probably be less expensive.
- If reasonable, ask each person to share the benefit they see from the system and any concerns they might have. While it’s obvious why we have them share benefits, we also ask them to share concerns because we want to know their concerns now. Also, many people will not share benefits unless you invite them to share concerns.
- Define next steps. As the salesperson, it’s your job to manage the action items. To make sure that you have captured everything and to make sure they know that you’re in charge, state each action item with a timeline and person responsible. (When you send a debrief email, do the same thing.)
- Get outta there! If you’re really an expert, then you must be in demand. Nothing says desperation more than a salesperson hanging around after a presentation. Once you’re done, pack up and leave. Don’t sit in the parking lot. Get in your car and drive away immediately. You want to create the perception of a busy, competent salesperson who is in great demand.
Most sales presentations – even the great ones – end in mediocrity. Follow these steps and not only will you improve the quality of your presentations, but you’ll uncover benefits and concerns, capture all action items, and be perceived as an expert in the industry!
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