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During our sales coaching sessions, we often find that the presentations of salespeople are a string of marketing slogans, rather than real arguments that get the customer excited about buying from you. Fortunately, the strategy and tactics behind an effective sales argument can be learned quite easily. During our sales training and sales or field coaching sessions afterwards, we work very intensively on the tactical construction of the presentation. To put you on the right track anyway, in this blog we tell you how to incorporate a mix of well-supported selling arguments, both rational and emotional, into your sales presentation.

top-level sales arguments

Step 1: gather information

Before you start the presentation, you naturally want to find out which sales arguments you will be able to use and which are better to avoid. This is why it is important to first ask the customer a few targeted open-ended questions. Of course, you already have your arguments, but your presentation tactics can only be carried out on the basis of the answers to these questions:

  • What are the prospect's pain points?
  • What are the challenges you can help with?
  • What is your contact's professional trajectory?
  • Who else is involved in the buying process?

The deeper you dig and address these questions, the better you can tailor your selling points to the customer's wants and needs.

Step 2: establish a click with the customer

Asking such questions does not have the sole purpose of determining your tactics in the further sales pitch, this round of questions is the perfect time to click with the customer. It is the moment to show that you know your trade, because after all, customers also come with questions for you. When customers feel that you have mastered your craft, both technically and commercially, the road to the first order is already partly open. The basis for trust is already there. The customer will cling to your words, so to speak, because they feel understood. They feel that you are a person with authority, ready to solve their problems.

Through targeted questions, the sales process will be pushed further towards commitment. The customer can thus help you learn as much as possible about:

  • Their personal views
  • The company's situation
  • The challenges facing the company

Step 3: build a presentation with good selling points

After the Q&A session, it is of course time to start your sales presentation. Make sure the sales arguments do not form a monologue during the presentation. A good sales pitch consists of a dialogue between the salesperson and the customer. Saying does not equal selling. You can only convince someone when you continuously exchange information with each other.

Your arguments themselves should consist of a set of outcomes that will ensure that the customer's situation improves. It is important that you show that there will be a solution to a problem, or that improvement of the current situation is in prospect.

  • Does your solution provide an immediate improvement through cost savings, for example? Then your success rate will already be immediately higher.
  • A promise on future returns also works but is just a little less effective.

Also try to create emotion around your solution. People very often buy based on emotion and justify their choice using rational elements. Make your enthusiasm for the proposed solution clear and assure the prospect that he will be satisfied.

During our sales training we place very strong emphasis on the relationship between preparing for the argument, asking focused open-ended questions and the presentation itself.

Want to learn more about good sales arguments or other issues? Do not hesitate to contact to take up with Reachers!

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