all in the presentation

In this article in his series addressing how retailers can generate more profitable business, Mike Court, managing director of business growth specialist Conexus International, explains how to present products to maximum effect

People want to enjoy the buying experience, they want to feel involved and when you present a product it creates the opportunity for that involvement. The experience of the purchase is what will separate you from your competitors and create a value argument that reduces the risk of price objections.

Today, with so many competing products, which all have amazing features, it’s so easy to overload your customer with details and lose contact with what the he or she really wants.

In electrical retailing, you often find yourself presenting to two individuals, each with a different list of things they want from the same product. If this is the case, it’s important to involve both of them. If children are there, try to involve them as well – kids are great at helping people spend money.

The starting point of any presentation is making sure you understand their wants and needs and getting them to agree that you have acknowledged their requirements.

You do this by summarising their requirements back to them.

For example, John and Mary have decided they want a flat-screen TV. They have looked around the shop and the salesperson has asked them a few questions and is just about to start the presentation. Before that happens, the salesperson should summarise their requirements.

Something like this: “So you’re looking for a flat-screen TV, John. You said want to make sure it has a really good picture. You said you have seen TVs that have appeared blurred. Mary, you’re looking for something that can be wall-mounted, that works well in what you have said is quite a bright room, and both of you have mentioned a sensible guarantee is very important and that it has to look great. Have I missed anything?”

In this example, after the summary, you will notice another question. “Have I missed anything?”

This is really important, as it allows the customer to see you have been listening and gives them the opportunity to add anything else they feel they need to – before you start your presentation.

Take each requirement in turn and restate them. “So let’s look at the picture quality first. John, you really want action to be well defined and Mary you want to make sure that the picture will be clear even in a bright room.”

Next, introduce the features. “We have a couple of models that really fit the bill. Both of them feature 100Hz technology and a high-definition display.”

Introduce how the feature will be a benefit to the customer.

“The extra frame that the 100Hz technology adds really sharpens up the quality of fast moving action and Mary, the high-definition picture will perform very well even in bright conditions.”

INVOLVEMENT
Do not forget to involve the customer at this point and check their understanding. Ask an open question that the customer has to answer, such as: “How do you think the picture looks?”

Involve the customer, let them use the remote control, let them determine the level of brightness and sound quality.

Once you have established that the product has met the first group of requirements, and the customers agree, you can move on to the next requirement.

Use a link, such as: “So, you also said you wanted it to look really great and be covered by a sensible guarantee.”

Carry on through the presentation cycle until all points are covered and then close.

To present successfully, you have to understand how product features translate into potential benefits for the customer.

Make sure when manufacturers give you product training that you understand what the features will mean to your customers.

Great presentations relate to the customer, so involve them, use their words and phrases and help them enjoy the buying experience.