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Presenting Your Product or Service to a Potential Customer

Your business presentations let you introduce your product or service to potential customers in person. For your clients, your presentation should offer a summary of key points, respond to questions or concerns, explain benefits, and provide facts that can help the person decide whether to become your business's customer.

  • Translate your message into prospect benefits. People buy benefits, not features. They don’t care about lists of ingredients as much as they care about the benefits those ingredients will deliver. Answer the prospect's question, "What's in it for me?"

  • Ask, then listen. The more your prospect is talking, the more likely a sale will occur. Make your introductory remarks and then ask questions that elicit more than yes or no answers. Nod to validate points, but don’t interrupt.

  • Show, don’t tell. People start to own a product when they hold it in their hands, take it for a test drive, carry it into a fitting room, or in some other way get involved in a tactile manner.

  • Pre-empt objections. People raise objections as a delay tactic, as a means to gather information, and as a way to accumulate facts to justify the buying decision. Often, objections are questions in disguise.

    Get the conversation going by presenting objections on your prospect’s behalf, and then addressing those objections. When the prospect follows with his or her own questions or concerns, probe to find out more, paraphrase to show you understand, and then present a positive response.

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