How To Make The Correct Sales Presentation 100% Of The Time by Bill Brooks The Brooks Group Have you ever gotten confused and ended up on the wrong road? For example, have you ever been going East when you wanted to go West? Have you ever been heading toward High Point and thought you were driving toward Greensboro? If your answer is yes, then you'll know exactly what I am about to describe. Your prospect is interested in something that weighs 40 pounds, is green in color and costs $40.00. You show them a product that weighs 60 pounds, is yellow and costs $60.00. You're on the wrong road! The real issue, though, is this...how did you get there? There are five possible ways... You didn't ask the right questions to determine what they really wanted...or You didn't listen to what the prospect had told you he or she wanted to buy...or You don't have the product they are interested in and you're trying to sell them something they don't want or need...or There is a contest that rewards you for selling the 60 pound, yellow, 60 dollar item...or The 60 pound monster carries a larger commission or bonus. In each of the five cases you have made a cardinal mistake in sales. In the first, you decided to tell rather than ask, in the second you weren't tuned in to the prospect, in the third you were trying to put a round peg in a square hole, in the fourth scenario you were just plain self-centered and in the fifth you were simply greedy! Identifying why you made the mistake is one thing. Knowing precisely what to do about it is quite another. Let me give you an analogy. Imagine two ships leaving the same port for the same destination. However, both are just one or two degrees at variance in their navigation. They will end up miles apart when they reach their intended destinations, and neither one will land at the right port. The secret is for each captain to have the skills and ability to get back on course if it is required. The same is true with you and your prospects. Here is precisely what you need to do to ensure you don't end up at the wrong port: Always ask questions related precisely to the goals, objectives and outcomes your prospect is trying to achieve. Issue a statement that clearly communicates your understanding of what you heard them say. For example, "What I hear you telling me is that you want a product that weighs 40 pounds, is green and costs $40.00. Corroborate your understanding of what you heard with the question, "Is that correct?" If your understanding is correct - proceed. If your understanding is incorrect - redirect to your qualifying questions and ask, "What is it, then, that I misunderstood?" And then make the correct recommendation. Use the power of feedback questions during your presentation to ensure you are on the right road. Questions like: "Does this look like something that will work for you?" Or "How does it look so far?" ...are great questions to ask. Using these strategies consistently and effectively should empower you to be 100%, absolutely, positively that your recommendation is right on target...and give your strategies to "course correct" should you be off target. Top sales professionals always make a recommendation that stays, like a laser driven missile, right on target and never goes "down the wrong road!" Every profession, including sales, has a few key words or phrases that are essential for success. There is little doubt that one of these words for the sales professional is the word "recommend." The next time you are getting ready to present your product or service as a solution to your prospect's problems be sure to use the word "recommend" in order to position your recommendation. For example, after you verify that what you heard your prospect say is correct, simply say, "Then based on what I heard you say, my recommendation is..."Then go ahead and present the product or service that matches up precisely with what your understanding of it was. There is little disagreement that patients generally take the medication or undergo the treatment that is recommended by a physician. There is little differentiation between a physician and well- positioned salesperson. They both ask the right questions and then recommend a solution. That is what you do, isn't it? If it isn't, I urge you to start doing it now. This one, single modification in your sales approach could launch your sales career to new, greater heights. I recommend it! FREE FAX OFFER: Receive Bill Brooks' video tape The Psychology of Peak Performance. Fax request on your business letterhead to 336-282-5707. ©1999 Bill Brooks, The Brooks Group, Greensboro, NC For almost two decades Bill Brooks has been one of America's most in-demand sales speakers. The reason behind Bill's tremendous popularity is that he has successfully accomplished what other sales speakers merely talk about. He enjoys real-world, legitimate sales success, executive experience, in-depth topic expertise, academic preparation, as well as the highest speaking and consulting accreditations. Bill has been a sales executive and marketing manager, an international sales award winner, CEO of a 300 million dollar corporation and successful college football coach with a 70% winning record. He has managed a national sales force of 4000. Bill is author of over 100 video and 200 audio programs, and 9 books. He has hosted over 300 satellite television shows. For more information about Bill Brooks' speaking, training and consulting services; or learning tools, call 800-633-7762 or e-mail sales@brooksgroup.com or visit his website at www.brooksgroup.com.