Have you ever worked hard to get the appointment, then wasted the opportunity through uncertainty about how to proceed? If so, chances are you’re struggling with a lack of clarity, and it can be deadly.

We don’t have to be charismatic, or even dynamic in our sales presentations, but we do have to be clear. When we have clarity, we inspire confidence in our prospect. A disjointed presentation makes it impossible for the prospect - or us – to clearly summarize what’s been said during the meeting, and even worse, we then leave confused, unsure of where we stand. We aren’t sure how to follow up, because we don’t even know where we’ve just come from!

We want to create a space in which our customer can feel that something better will happen as a result of buying our product or service, right? Remember that we think in pictures. A desirable future for our prospect comes from their ability to see clearly in their minds’ eye what it is we’re offering.

So, if we’re confused in any way, we can bet the customer’s confused too. And those desirable pictures just won’t appear for them.

If this sounds familiar, all is not lost. There are 2 parts to the remedy - the macro, big picture for us as salespeople, and the micro, detailed plan for when we’re in the sales meeting.

Here are some suggestions for dealing with both:

1. We need to create our own clarity through the way in which we plan and prepare our days. We need a game-plan mapped out, and our highest priority activities structured into our diary. Each day, each week, we must be clear about what we’re doing and why we’re doing it, in as much detail as possible. And we need to review and update how we’re doing regularly.

Sounds obvious, but so many salespeople run around chasing their tails, believing that activity is king. It isn’t. Focused, purposeful activity, constantly reviewed, is. This may happen automatically through working with our sales manager; if not, we need to make sure we do it for ourselves. Our longevity as sales professionals depends on it.

2. We need to prepare thoroughly before the presentation. Our sales objectives must be written down; our words vivid and alive in order to be compelling.

Here are some questions that will help us to become even clearer:

o What are the top 3 objectives I want to achieve from every presentation?
o What’s the absolute top priority that my prospect must know?
o Can I easily demonstrate how my customer will benefit from using my product or service?
o If put on the spot right now, could I summarize, clearly and confidently, what I offer, and communicate my offer in a vivid, energetic way?
o What about my offer makes me proud?
o Do I know what to say when the prospect says X….? and if I can’t get what I want, do I know what my next best levels of option are?

Another way to become totally clear about our offer is through the “so what” test. Every statement we’d make to a client, just keep asking ourselves “so what” until we’re satisfied with the answer.

The preparation on our part doesn’t need to take long, but it does have to be done. And it will pay us huge dividends. And after all, isn’t it worth taking the time to invest in ourselves and our future?

Sarah Denholm

Sarah Denholm is the founder of Dynamic Results Group, a training, coaching and consulting company who run workshops on presentation skills, leadership, and also offer coaching programs for sales managers and sales professionals. Sarah is a popular speaker on sales, sales management and the art of listening and resonating with the customer.

Email: sarah@dynamicresultsgroup.com

Web: www.dynamicresultsgroup.com