A Sales Leader uses literature and samples very differently during various phases of the sales process. Early in the process, you should use literature and samples to highlight issues related to quality, design, and profitability. Later, you should select sales tools that educate the builder on ways to install the product as efficiently as possible.
Sales Leaders take time before the sales presentation begins to analyze the various sales tools available. They determine how each source can be used for various audiences at different stages of the purchasing process. (One of my favorite exercises to conduct with salespeople is a critical analysis of the various sales tools supplied by marketing departments. We commonly discover that the literature and samples are poorly designed for use in the field because they lack focus on a particular audience or timing issue.) Analyze your sales tools before you use them. For example, a car salesperson provides a glossy color brochure while the customer is taking test drives. The owner’s manual is provided only after a decision to buy has been made.
To make your presentations more meaningful and impactful, begin with the following exercises:
If you remember that every presentation is important, you have taken a big step toward becoming a seasoned speaker. Brainstorm with associates to discover all the attributes of your product and service. Then take time to prepare presentations, regardless of how short they might be, before you enter the field of battle. During your meetings, focus on the attributes that will be of most interest to your audience at that moment. Follow these guidelines and you’ll discover that your presentations accomplish more in less time.
Rick Davis is president of The Leaders Group, a Chicago-based sales training organization. 773.769.4409. E-mail: rdavis@leaders-group.net.
