"Demonstration"
Having recommended suitable solutions to the prospect, it is now time to bring the solutions to life. The “Demonstration” is the salesperson’s opportunity to begin taking control of the selling process. This is the time to show the prospect how your product or service solves their problem. It is a very wise practice to get the prospect highly involved at this point. If the item you want to sell is tangible, have the prospect make physical contact with it. Have them drive the car, try on the wristwatch, and so on. If the item is non-tangible, as in a vacation package or stocks, get them to actually picture themselves on vacation or profiting from the market. You can use catalogs, brochures, and the internet to aid in your demonstration. The sharp salesperson makes use of anything available to stimulate the prospect, thereby raising his or her desire to buy from you.
Goal: Highlight and showcase the item or service you previously recommended. Be sure to include specific examples of how the item or service is the solution to their problem.
Agreement: Both parties are fully convinced that the goods or services are, in fact, and without a doubt, the solution to the prospect’s problem.
Product: A motivated prospect who has verbally stated the item or service being discussed solves their problem.
It is very important that you are highly knowledgeable and enthusiastic about the goods and services you offer. Your prospect can immediately tell if you believe in what you are selling or not. Delivering an enthusiastic demonstration is something that a prospect has no defense for. Your results will be far more consistent when you master the techniques of a powerful, professional demonstration. Being highly knowledgeable about your product line, as well as the competition’s, designates you as the person who can deliver the solution for the prospect’s problems.
In the “Demonstration” phase, you are basically returning the results of your “Selection” phase questioning right back to the prospect. Have the prospect verbally state that your product fulfills their requirements and provides the ideal solution to their problem. Now is not the time to hope or guess; you must know and be completely certain that you are proceeding with the item or service that is the perfect solution to the prospect’s problem.
At this point, your prospect should be excited, motivated, and very interested in acquiring your product or service. You want him or her to be excited about the possibilities. Everyone likes to receive something new or something that makes their life easier, better, or more enjoyable. Capitalize on this and build momentum to carry you smoothly through the following steps.
“Educated” buyers may try to hide their excitement as a defense mechanism during or after your demonstration. Realize, however, that people are emotional beings and deep inside they really want your product; they just may not want you to know exactly just how much.
After concluding your demonstration, proceed immediately to the “Presentation” step. Be sure to position the item he or she is buying as close as possible to your presentation area. This keeps them focused on the new Rolex they are buying (that you so thoughtfully placed in front of them) and not entirely on finances.
To re-emphasize, be absolutely certain you have the GAP filled at this point by asking your prospect if the demonstrated item is, in fact, the solution to their problem. If the answer is “yes” move right into the next step. If the answer is “no” or uncertain, go back and find the item that gives the “yes”. Proceeding without knowing is like going forward blindly. Being certain will bring the results you are looking for.
The best way to conclude your “Demo” step would be as such; “So Mr. and Mrs. Smith can you see how this new pool would be the perfect addition to your backyard remodeling project?” Simply wait for a “yes” or a “no” and adjust accordingly. This type of selling is fun!
Key points to APPLY from the “Demonstration” step
**As a salesperson, you are around the product or service you are selling all the time; your prospect is not. Be sure to keep your enthusiasm level the same whether it’s the first time you’re presenting the product or the six hundredth. Enthusiasm is a hard tool to defend against! Remember, you are on stage when you are with a prospect. Be a star!
**Tailor your product demonstration to the prospect in front of you. Show them exactly how your product is the solution and make sure you ask the million dollar question; “Mr. Prospect, can you see how this item is the solution to your problem?”
A powerful exercise for self-improvement in the “Demonstration” step
"Put yourself there"
This exercise is mainly used a refresher to keep your demos exciting and effective. Go to a retail store and look at something that has been on your “wishlist” for quite some time. For example, a new S-class Mercedes or a pair of diamond earrings. Make mental note of how you feel when you are in the vicinity of something you really would like to own. There is a natural magnetism towards that item; you are excited. Salespeople tend to overlook the fact that prospects who visit your website, enter your store, or telephone are already interested in something you have or they wouldn’t be contacting you! By constantly exposing yourself to the feeling you get from wanting something helps you to focus on your prospects motives and desires. This allows the professional salesperson to deliver strong demonstrations, regardless of how uninterested the prospect appears. This in itself is one of the keys to success in any transaction. This drill also helps salespeople to notice signs of interest that the prospect is showing which were similar to the signs you may have displayed when you were sitting in the new Mercedes.
This text is copyrighted material from Six Simple Steps Simple Six Figures. Audio is from MSRP Action! Workshop.
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