IMPROVEMENT IN CRITICAL SALES SKILL #4: PRESENTATION SKILLS
PRESENTATION SKILLS are best when Company/Product capabilities are presented as solution to a need that the salesperson and the customer had previously agreed upon. When Company/Product capabilities are presented by first restating the Customer’s need and then explaining the capability and benefits of the capability, the customer will perceive what you are presenting as a solution to their needs. Great presenters follow each solution presentation with a question that helps them understand if their solution is hitting the mark. This question pulls the customer into the conversation.
REMARKABLE FINDINGS ABOUT PRESENTATION SKILLS IN THE AUTOMOTIVE INDUSTRY
- Automotive was on par with the Universe in pre-sales training Application scores in Presentation Skills. Post-Sales Training scores were higher which resulted in a greater gain in this skill compared to the Universe.
- The enormous improvement in the Application of Presentation Skills (111%) showed tremendous progress in the use of this critical skill.
The Automotive Industry started with selling skills that were generally below the Universe. An exception to this was Gaining Commitment were salespeople had significantly higher pre-sales training scores. It appeared that automotive salespeople were being trained to be closers without enough training on the other critical selling skills. This creates selling situations where pressure is applied (rather than persuasion). Once the additional critical selling skills were more fully developed, sales growth rates in the Automotive Industry improved by 6X previous rates. This clearly demonstrated the need to develop a well-rounded set of sales skills.
About Duane Sparks
Duane Sparks is founder and chairman of The Sales Board, the authoritative source of practical and leading-edge information about the art and science of selling. He has created Action Selling sales training products and learning systems that transform sales organizations. Duane is author of these best-selling books: Action Selling, Selling Your Price, Questions (the Answer to Sales), Masters of Loyalty (How to turn your sales force into a loyalty force), and Sales Strategy from the Inside Out (How complex selling really works).
Discover how the best sales training process can make spectacular improvements in sales skills. Action Selling: How to Sell Like a Professional (Even If You Think You are One).