Okay. Now that you’ve gone over the Consequence and Transition Questions, you’re finally ready to begin presenting your solution.
But as you do this, though, rather than overwhelming your prospects with useless information that takes hours to cover, you’re going to keep your presentation focused on how your solution addresses the key challenges they’re facing. And again, these are their actual issues which you uncovered while asking the Problem Awareness Questions.
In other words, the purpose of the presentation is to show your prospects how the specific advantages and benefits of what you offer will solve their problems.
Now, the amount of time that you spend on your presentations may vary. For instance, depending on the nature of your specific product, service, or industry, a one-call close or a two-call close may make more sense. Or, if you have a longer sales cycle in which it’s common to have several appointments, you may need more time to go over your presentations.
With this in mind, then, here’s an example of how to lead into a one-call close:
“Well, with your permission, I can go over a few of the things that we’d be able to do for you in order to help you with your situation and solve those [repeat the actual problems they’re facing]. Would that help you?”
Now, if a two-call close is more appropriate for your solution, you would simply explain whatever the next step is. For example, if your next step is to schedule a demonstration, it could look like this:
“Alright. This is a good first call that helps me better understand your situation and the challenges you’re going through, compared to where you want to be.”
“Really, the next step would be to set up another call to go over a demo of our ABC platform and how it solves those same problems for our clients, so that we get you where you want to go. Would that help you?”
Or, if your next step is to send over a proposal, you can say this:
“Really, the next step would be, if it’s appropriate, for us to go back and put together a proposal for you with different options that show what we could do for you in order to solve all of these [repeat the actual problems they’re facing] and help you get [repeat back what they actually said they wanted]. Would that help you?”
Now, before you begin the actual presentation, it’ll help if you keep in mind once again that you don’t want to bore your prospects by demonstrating all of the features and benefits of your solution that have nothing to do with solving their problems. But instead, you’ll want to focus directly on the specific issues which your prospects mentioned they’re facing.
So, with that said, here’s a three-step approach that you can use to conduct your presentation:
First, you’ll say, “One of the biggest problems that people have when they come to us is that they don’t know how to/don’t understand/are having issues with [insert what they don’t know how to do, the big problem that most prospects have, or their main challenge]. And as a result, this causes them to [insert the consequences they face if they don’t do anything about their situation].”
Next, you’ll say, “So, the way we solve that for our clients like you is we [go over how your product or service solves this particular part of their problem].”
And lastly, you’ll say, “And what that means for you is [repeat the benefits and advantages of what your product or service does, and what that would mean for them once their problem is solved].”
Then, after the last phrase, in order to make sure that your prospects are still engaged in the buying conversation with you, you’ll want to check for their agreement and understanding. And you can do that simply by asking, “Do you see how that could help you?” Or, “Do you see how that works?”
Alright. After you’ve finished conducting your presentation, you can move on to the final stage of the sales process by asking Commitment Questions. These are the questions that will help your prospect commit to taking the next step toward purchasing your solution.
So, here’s an example of what this series of questions might look like:
“So, do you feel like this could be the . . . answer for you?”
After the prospect responds, ask, “Why do you feel like it could, though?”
Again, once the prospect responds, ask, “But besides [repeat back the answer that they gave to the previous question], what specific parts of what we went over do you feel are really going to help you [repeat back what they said they wanted]?”
And after the prospect responds, say, “Well, it looks like we’ve covered the basics of what you’re looking for in [type of product or service you offer]. Really, the next step is we’d make some type of arrangement for your [name of your product or service]. You can use a [insert all of the payment types that you accept, such as credit card, debit card, or wire transfer]. Then, at that point, we would [repeat back your next step] so that you can [repeat back what they said they wanted].”
Lastly, you ask, “Would that be appropriate? Or, how would you like to proceed from here?”
And that concludes this series of questions. Now, at this point, after gaining the prospect’s commitment, you should be making the sale!