The Ultimate Sales Machine - Chet Holmes [91]
An audience likes a speaker who appears to be in command. In a small group or one-on-one sales meeting, you also want to take control. Unless you are a yoga instructor, it would be awkward to ask one or a few people to stretch. But it’s still a good idea to ask them to move. Since you never want anything between you and your prospect in any sales situation, ask them to move out from behind their desk. I’ve asked hundreds of CEOs to do this, and only one of them has ever said no.
I’ve been in situations presenting my film ideas to top movie studio executives. In one such meeting, I had a seasoned producer come with me to meet with an executive whom I asked to come around his desk so that he could better see the material I wanted to show him. The producer nearly fell over in astonishment. But, sure enough, this top studio executive came around the desk and sat next to me. That gave me far greater control, not to mention a much better opportunity to build rapport. So if you’re presenting one-on-one, simply say: “You know what? I think I can show you this better if we sit side by side.”
Eight Common Mistakes Presenters Make
Mistake 1: Thanking Prospects for Their Time or Apologizing for Taking It
I know other trainers say to thank prospects for their time, but I do not agree with that philosophy. This shows that you consider their time more valuable than yours. It also suggests to them that listening to you is far less important than other things they could be doing. It belittles everything you have to say. Never apologize or thank them for their time. If you do a good job, then they will thank you. I was traveling with a salesman who was selling to lawyers. He would start off the meeting saying: “The first thing I want to do is apologize for taking your time. I know you charge for your time, so this is valuable time for you.” It was straight uphill from there. The attorneys would take the postition that their time was very valuable and every thing after that was rushed. Big mistake.
Mistake 2: Presenting with Your Hands in Your Pockets
This makes you look like a slacker. Always keep your hands above your waist and out in front of your body.
Mistake 3: Presenting from a Sitting Position
People will pay more for the same product when it is presented to them from a standing position than when it is presented from a sitting position. So stand up when presenting. It’s a position of greater authority. Even in one-on-one meetings, it will change the dynamic. “Do you mind if I stand while I present this? I think better on my feet.” I’ve never had anyone say, “No, don’t stand.”
Mistake 4: Being Led Around by Your Nose
If the prospect asks a question in the middle of your presentation, a common mistake is to interrupt what you are saying and answer it right then and there. I’ve seen this 100 times. If the prospect takes control of the meeting, you will not make the sale. Don’t let him lead. In any sales situation, you need to take the lead. Even if you are selling retail, you’re never going to close someone if you’re following him around the store. Instead, ask him what he’s looking for and lead him to that item in your store. Get him to follow you and you’re on your way to a close. You must lead to close even if leading means asking a lot of questions. You’re still the one controlling the meeting.
Mistake 5: Letting the Materials Upstage You or Guide You
Many salespeople cling to the presentation as if that would make the sale. The presentation is never going to make the sale. You are. Visual aids are just that, aids. You are the presenter.
One thing I do when interviewing salespeople is to have them present something to me. I’ll give them 10 panels of a presentation (core story) and allow them a few minutes alone to practice them. And then I’ll come back in and ask them to present. If they read the bullets mindlessly, they’re in for big trouble out