The heart of the selling process is the meeting that takes place between the prospect and the salesperson. At this stage of the selling process the salesperson will spend a considerable amount of time presenting the product. While the word “presenting” may imply the seller is taking center stage and does most of the talking by discussing the product’s features and benefits, in actuality successful sellers find effective presentations to be more of a give-and-take conversation.
Additionally, the meeting is not just about the seller discussing the product, rather much more takes place during this part of the selling process including:
- Establishing Rapport with the Prospect – Successful salespeople know that jumping right into a discussion of their product is not the best why to build relationships. Often it is important that, upon first greeting the prospect, the salesperson spend a short period of time in a friendly conversation to help establish a rapport with the potential buyer.
- Gaining Background Information – The salesperson will use questioning skills to learn about the prospect and the prospect’s company and industry.
- Access Prospect’s Needs – Taking what is learned from the prospect’s response to questions, the salesperson can determine the prospect’s needs. To accomplish this task successfully, sellers must be skilled at listening and understanding responses.
- Presenting the Product – The salesperson will stimulate a prospect’s interest by discussing a product’s features and benefits in a way that is tailored to the needs of the customer. Part of this discussion may include a demonstration of the product.
- Assess the Prospect – Throughout the presentation the seller will use techniques, including interpreting non-verbal cues (e.g., body language), to gauge the prospect’s understanding and acceptance of what is discussed.