Have you ever noticed how much more you can observe about the countryside while traveling on a train versus driving? The same holds true in selling. If you don’t have a “sales track” to run on, it is tantamount to trying to observe the countryside while driving down the highway. You miss a lot of great sites along the way!
I wrote the sales presentation for my previous company, Newsmaker, with Michael E. Gerber, author of “The E-Myth,” a terrific must-read book for any small businessperson. We were partners at the time in San Mateo, California. Prior to that, I wrote the national sales presentation for Fireman’s Fund American Life Insurance Company in San Francisco. And of course, I created the sales presentation for Venmark Internatonal.
In every case, the sales presentations were a track to travel on. By knowing a sales presentation “cold,” it lets you truly observe your prospective customer. How do they react to your assertions? Are they being sincere about your affirmations? The track, just like traveling on a train, allows you the freedom to look directly into someone’s eyes, observe body language, read nonverbal responses, and really hear what they say.
If you don’t have an effective sales track to travel on, you don’t have the freedom to really observe your prospect and understand what they need and how to clearly convey that message and help them choose to buy. Ask yourself: during a sales presentation, do you take the train or drive ?
(C) 2013 Steven M. Stroum