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3. Failure to include the customer in the presentation.
This occurs when the salesperson thinks that the presentation is all about the product, service or proposal. The truth is, effective sales presentations are always about two things: the offer, and how it can impact the customer. When salespeople talk only about their offer and ignore the second half of the equation, they make a major mistake. Customers are far more interested in how the product being presented impacts them than they are in the details of the offer. The salesperson may be impressed with all the neat details and features, but that reflects his or her own values, not necessarily those of the customer.
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