27.5 Elements of the Greatest Sales Presentation in the World

27.5 Elements of the Greatest Sales Presentation in the World

Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at gitomer.me.

No two sales presentations are alike. Even if you’re selling the same product and work for the same company.

Everyone has a different style and delivery BUT the elements of content and process in a presentation must be the same. These elements are adaptable to your style and manner of sale, but are vital to its successful completion of an order. It’s what you say (the elements) combined with how you say it (your style).

Here are the 27.5 strategic elements of “What you say”…

  1. Get to the purpose of your visit right away. My objective today is… (and state it as succinctly as possible). The prospect wants to know your motive for being in his office. The sooner you state it, the clearer (and more relaxed) the atmosphere is. As soon as you do, you can digress to personal issues and rapport building.
  2. Say it in terms of how you help, not a bunch of boring facts about what your product works. Tell prospects things about how your product or service solves problems and works on the job. How it works to serve their customers. People don’t care what you do unless what you do benefits them. Start with the attitude, “I’m here to help,” not “I’m here to sell.”
  3. Be the happiest, most positive, most enthusiastic person on the planet. Warm up the prospect to you. Happiness and enthusiasm are contagious (and attractive). A happy atmosphere is a buying atmosphere. Let your desire to help shine the strongest.
  4. Get friendly and comfortable before you begin. Don’t start selling without a warmup. Establish rapport or no sale. If they don’t like you or trust you, they won’t buy from you, no matter what. Get personal information. Use it for reference. Link it to the prospect and the order.
  5. Build confidence, trust, and credibility. People want someone who can get the job done. Gain confidence.
  6. Use power phrases and buzzwords in your industry. Using the right language gives the prospect the confidence that you understand the product and his business. Powerful positive phrases send the message that buying is safe and secure.
  7. Tell “why we’re different,” instead of “who we are.” If a prospect is buying a copier, he thinks they’re all the same. Don’t use the word “competition.” Substitute the words with “industry standard” instead. Get creative not dirty.
  8. Say everything in terms of “you” and “your,” not… “me,” “I,” or “we.” Language syntax sets a tone for the sale. Be sure the tone you set is one that appears to take the perspective of the only person that matters, the prospect. Talking in terms of “you” automatically sets that tone.
  9. Ask intelligent questions. (The easiest way to build credibility and gain trust.) Identify needs, get important information, create interest, gain confidence, qualify affordability, establish credibility, and close the sale all stem from asking questions. Integral (Power) Questions must be preplanned and prewritten for maximum benefit. Any questions?
  10. Identify personal goals and business goals. You strengthen your ability to build a real relationship by identifying both. Often there is a link.
  11. Find out any past pain or good concerning your product/service. This line of questioning will bring about real needs, desires, and concerns before you get into your actual presentation.
  12. Focus on the value of what you offer and how that value meets his/her needs. Forget about price. The prospect will only need five minutes after he becomes a customer and something goes wrong. Concentrate on value and productive use of the product.
  13. Move quickly through your presentation, but be sure you’re understood. Don’t assume the prospect knows what you should have said. Your prospect is hearing this for the first time (even though it may be your 1,000th). Cover every basic aspect of your presentation. Balance that with the fact that our society is getting less patient. It is estimated that by the year 2022 the average prospect will have about a 20-minute window of attention.
  14. Take notes constantly. This element sounds to obvious to be mentioned, but I’m amazed at how few salespeople take notes. Taking notes says, “I’m interested in you, and what you have to say is important.” It also gives you the notes to make perfect follow-ups and accurate deliveries.

“Hey, wait a minute,” you say. “I thought you said there were 27.5 elements, there’s only 14 elements here.” “Correct,” I say (who says salespeople can’t count). You’ll get the rest of the list next week.

Meanwhile, select two elements you need to strengthen and work on them. These elements can only be looked at as a whole while you’re in the presentation itself. To get great at the selling process, you must be great at each individual element. What are you waiting for? Your competitor is trying to get great as we speak.


FREE GitBit…

Want to learn the easiest path to the prospect’s point of view? I’ll send you 10.5 exercises to help you adopt the prospects perspective. Go to www.gitomer.com, click Access GitBit, register if you’re a first time user and enter the words “Point of View” in the search box.