Demonstration- The most important element in the Sales Process

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!

If you want more information on how to sell effectively, and more so if you want your team to succeed in the ever increasing competitive world, then, visit my website at www.prashantwelling.com or better still arrange for a training program for you sales team. All details are available on the website.

Non- Verbal Communication

Non- Verbal Communication

It is widely known and many coaches, trainers and writers have time and again told us the importance of effective communication. If the communication is not effective the desired objective is not met with, which results in wastage of time, energy and money.

Let us first understand what is communication? : Communication is the transfer of stimuli or the information from the transmitter (a person who has the information) to the receiver (a person who the information is directed at).

There are essentially 3 types of communication: Verbal, Written and Non- Verbal. The impact each one of these types have on the receiver is 7% written, 38% verbal and a whopping 55% is due to Non-Verbal communication.

The first two forms are pretty well known and extremely well used and understood to a large extent. Non- Verbal communication is the most underutilised and not honed properly.

All kinds of communication, which is neither spoken nor written is termed as Non-verbal Communication.

It is not a substitute for verbal communication. It actually enhances the verbal communication if used properly and in line with the context of the meeting.

Personal Appearance, Facial Expression, Posture, Gesture, Eye Contact and Touch are all part of Non Verbal communication. Along with these the personal appearance, the Attire, use of deodorants, perfumes used and tangible accessories like chains, bangles, bracelets, cuff links, ties etc also become an integral part of this very important process. The type of accessory to be used or awareness of body odour is as important as what you speak or write to the client (receiver). This will either make or break the deal.

In any form of communication, Eye Contact is extremely important along with the Body Posture. This is so because it complements what you wish to convey. Eyes and posture convey whether you are honest, interested, bored or cut-off from the conversation (communication process).

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Build Customer Loyalty!

In today’s tough times, it is extremely critical for any business/ Brand to have a loyal customer base, which helps it to secure its market share.

So, how do you build and maintain customer loyalty?

Firstly you have to know your own product/service thoroughly. The customer depends upon you to take the decision on whether she/ he will want to purchase your product/ service. If you give the prospective customer an impeccable service from the very moment you meet with him, then you are well on your way to gaining customer loyalty.

But, remember this is only the beginning. You must maintain the same quality and level of service right through the entire sales process which will cement your brand in the mind of the customer. The order, when placed based on the pre-sales process you had undergone must be followed up with the execution as per the commitment made when you secured the order.

The level of service must be maintained consistently during the execution of the order. Special care must be taken after sales as this is the crucial time when most business falter and end up undoing all the good work done earlier.

The after sales follow-up will finally determine whether you will have the customer’s loyalty for life or it will be another casualty. Impeccable after sales service is the corner stone of securing ultimate customer loyalty. Take utmost care to ensure that all existing customers’ queries, complaints are attended to immediately and respond to them each and every time they contact you.

I would like to add here that you will score highly in the mind of the customer if you put in place a customer loyalty program, where you gather all the customers’ details like, birth dates, anniversary dates, etc and send them a greeting on the occasion without fail. A planned periodic visit to the customer’s premises will ensure cementing the loyalty as well as the TRUST factor and also help you in not only getting repeat business but also get you a good amount of referral business from this loyal customer base.

Wishing you a loyal Customer database!

If you have any queries or would like to communicate with me then you may write in to me at welling1161@gmail.com.

Visit my website www.prashantwelling.com