46. Why are most presentations based on the wrong thing?
Your presentation is focused on the wrong thing mainly because you are under the assumption that to sell you have to find the needs of your customer and then work up a presentation that will demonstrate how you can help fill those needs.
Here is the problem with finding needs; we are looking for something that does not exist. No one really needs anything. I am sure you have everything you need to get by, just as your customers do. As a matter of fact if you took away twenty five percent of your competition, effective next Monday morning, how long would it take to fill the needs of their customers? Not long, probably a couple of weeks. It would be an exciting couple of weeks if we call on customers and asked them if they need anything and they actually said yes!
If you are not looking for needs, what are you looking for? Talking about what you need is really not very exciting. If you stop for a moment and ask yourself what you think about nearly every minute of the day you will find that it is the same thing everybody thinks about. You think about what you want. You think about your future! To get people excited about buying you must go beyond the need and find out what they want. What is in their future that, with the help of your products and services, you can show them how to get it?
You and I, and every person we know, LIVE IN A TOMORROW! That TOMORROW may be a few hours off. It may be this afternoon or next week, a month, a year, or even ten years from now. Ninety percent of the excitement in the PRESENT is the imaginary picture we are constantly recreating in our minds of a TOMORROW.
Every waking hour the mind of your customer glides out of the present into the future, and they see themselves as they will be tomorrow.
Everyone in sales has been searching for a key which would magically unlock the door of the mind of every prospect you call on. A key which will open a new world for us in the minds of every man and woman with whom we associate. Here it is, if you can hold it firmly and use it!
Ninety percent of the excitement in the present is the imaginary picture of the future you are constantly recreating in your mind.
It will always be a better tomorrow. We picture ourselves as happier then. We will be healthier, more comfortable, with less worries, with more leisure, with more money, with greater power ... we will strangely be freed of the realities that make today far from satisfactory. There will be no north wind, no drizzling rain! Only blue skies.
This attitude forms the texture of desire. It is at the base of the mind of every person who has lived in America for more than twenty four hours. It is our national philosophy, our habitual trend of thought. We know we are going to be better off tomorrow than we are today. Every waking hour our mind glides out of the present into the future, and we see ourselves as we will be tomorrow.
The business owner never likes the profit and loss statement of today... but tomorrow profits are going to climb! He or she pictures a new line of merchandise moving quickly at a greater profit.
Tomorrow the young husband pictures himself in his imagination as free from worry as to the economic future of his wife and children - then his insurance and retirement will be paid and provide for the necessities, his house will be paid, his automobile will be paid, his credit cards will be paid.
Today the manager must work three nights a week to keep his or her desk clean, but they picture a tomorrow when this new computer will clean the desk at five o'clock, unfatigued and with peace of mind.
Tomorrow! We live most of it today. It is so much better than today. The person who sits across from you now is not thinking about themselves as they are now - they are building a mental picture of themselves as they will be tomorrow and tomorrow and tomorrow... with this or that added, which they are about to purchase... which, when acquired, will make them much happier. They see themselves with more customers, with larger gross profits, lower labor costs and less taxes to pay.
How can the benefits of my products and services enhance my clients future? When we begin to think in these terms we have crossed the bridge from sales person to a true "Sales Consultant."
Once we begin to think in these terms, our prospects turn into customers and our customers turn into clients. We have set ourselves apart from the average "peddler" who merely has a sales pitch, and put ourselves in the position of a partner who is working for the same goals and objectives as our client. They will know that you "understand where they are coming from". They will know that you understand their problems and have an `insight' into what they are trying to accomplish. Once we can put them on the "magic carpet" and take them to a place where their future becomes a possible reality, you won't have to sell, you will only have to help them buy!
This is the secret of a sales. Your average sales person talks about the price, the competition or the product, always in the present tense. The professional sales person looks at their product or service from a different view point. The first question you ask when putting together your sales strategy is: What does my prospect or customer want? What are the pictures they have of their future? What are their goals? Where do they want to be next year, the year after, and five years from now?
I know you understand this. Most people don't. Take this secret and start creating pictures of success for your customer. Show them how much profit they are going to make using your products and services. Help them create a better future. Don't be a purveyor of bad news, be a purveyor of prosperity.