Many sales are lost by getting too technical in the presentation stage. When we start a sales position, often the company starts us off with technical training. Once we know all about how things work and the tiny details of our products, we can't wait to share that information with our customers. The problem is that customers want to buy solutions and not technical data.
For example, when you buy a car, you probably make your choice based on things like comfort, safety, ecconomy. You probably don't care what the torque to the rear axle is as long as you get the "feeling" you like while driving. Color was probably a bigger factor in your decision that the way the paint was applied.
Your customers probably feel the same way about your products and services... they care less about the technical data and more about a no hassle, reliable solution to their wants, needs, fears and challenges.
In view of this, many sales people are selling what the customer isn't buying. Are you selling valves and metal and motherboards when your customers wants results and feelings and security?
One more example, I just have to use. Pretend you are a young male and you see a beautiful woman walking down the street. You want to know all about her. You are full of feeling and emotions that want to take a step closer. In this example, what do you know about how this woman "works". Do you want to know about her liver or her bone density? Would you walk up and ask to see her teeth? Its easy for us to see we don;y buy the technical in most cases but it is tough to convince us to sell that way.
I am not saying your shouldn't know all about your products and services but use the information sparingly and use feelings and solutions more often. For example, you will sell more homes if you say, "this home has lots of insulation to keep you and your family comfortably warm on the coldest winter night" than if you say, "this house has R64 blown-in urea insulation".
You may have heard that a famous company did a study of what people want when they buy a drill. The answer was they want a hole and not a drill. Be sure you are selling what the customer is buying. Sell the hole and not the drill.
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This sales training article by Carl Davidson discusses how to structure a sales presentation so it is more effective. You can sell more and close more sales by presenting what the customer wants to hear.
http://www.salesandmanagementsolutions.com
