You have worked your way to the Customer’s heart
by properly following the MEET &
GREET stage. Thereafter, during the QUALIFICATION process you asked him the relevant questions
and listened to him effectively and made all the notes required for you to
understand what the prospective customer wants from his new car/ product.
Now you need to effectively convince the client
that your product meets all his requirements and hence you must now demonstrate
the product to him/ her. If you have understood all his needs/ wants, then
during DEMONSTRATION,
you should only focus and demonstrate those features of the product which will
satisfy his needs/ wants. This means that you should show the benefits that a
particular feature provides. E.g.; if the client wants his family to be safe at
all times in the new car, then you must show him how SAFE your car is from his
perspective. So, in this case you will show him how good the seat belt system
is e.g. a three point seat belt, or how long and wide is the beam of the
headlights is which are great in the night while driving, additional safety is
ensured by 4 Airbags, etc, etc.
However you have to be properly prepared before
any demonstration appointment.
1) You must be completely knowledgeable about
the product, as the client can ask any technical/ non-technical queries at the
time of the demo. If your product/ service has any WOW factors (USP) which your
competitor may not have then you must highlight it, e.g. pedestrian safety
feature where the bumpers of your vehicle are designed in such a way that, in
an unfortunate event of an accident the pedestrian does not go under the
vehicle, but rolls over the bonnet. In this case you do not accidently harm the
person fatally.
2) You must be extremely enthusiastic and
excited about your product/ service and it should be seen through in the way
you demonstrate the product.
3) Always build a story around your
demonstration, so that the demo sticks in the mind of the prospect.
4) Create an image in the mind of the prospect
that he is already owning the product and enjoying its use.
5) Stress only on the benefits with respect to
the needs expressed by the prospect during the QUALIFICATION stage.
Above all, make the demonstration and interesting
exercise and not a boring one, where both, the prospect and you enjoy the
entire process. This will be the biggest differentiator between a Good
demonstration and a Brilliant demonstration
Happy Selling!
