If you have the opportunity to land a big sales meeting (or even one that’s not so big), you want to make a powerful first impression — it might be the only chance you get.
First — particularly if you haven’t met the potential client before — start by listening. I admit that was something I’ve personally worked to improve. I’m so enthusiastic about what my company has to offer, I used to sit down with potential new clients and start rattling off what we can do for them.
Mistake — we all need to listen first. People usually like to talk about themselves and their company. By listening, you’ll quickly discover their needs, goals and challenges. What does the prospect want, or what do you think they need, from your company? What have they tried before that worked or didn’t work? How do your company and offerings fit into the puzzle? What about your company will provide credibility about you to aid in getting that new customer?
Sales presentations need to stay on message. Your absolute enthusiasm for your company may lead you to provide too much information (rambling).
One great way to stay focused is by using PowerPoint. It allows you to have your verbal presentation accompanied by a high-tech slide show. PowerPoint engages viewers and lets you include images, charts, videos and other information that is better communicated visually than verbally. Besides, it is likely that your competitor will not do a PowerPoint. It could end up being a strong point of difference for you.
After you “wow” your potential new customer, make sure to give them “leave-behind” marketing materials. A company brochure and product samples will serve as a reminder of your presentation. If you used a PowerPoint, bring handouts to distribute at the end of the meeting to serve as a long-term reminder of your presentation.
And with sales, it is often the simple stuff that people forget — the follow-up. Use a brief e-mail, phone call or greeting card to contact the people you met, thank them for their time and encourage them to follow up with any questions.
A little old-fashioned courtesy can leave a lasting impression.
It is competitive out there, and you need every edge you can get. Your packaging and approach to sales meetings, and even the little stuff, can help you start closing more deals and drive revenue.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com.
