Creating Your Best Sales Presentation: How to Pre-Frame and Remove the Right Objections
One of the master sales presentation trainers is an entrepeneur friend named Jon Berghoff. Jon is founder of Global Empowerment Coaching and has a history of teaching leadership, building sales, and causing business success through ‘harmonic influence,’ which gives you control over yourself, your customers, and the world in general. Jon Berghoff is speaker and bestselling author of the “Cutting Edge Sales Book.”
Here is an excerpt taken from Jon Berghoff’s website that will help you with your next sales presentation.
QUESTION: “Jon, our region has always prided ourselves on how well we “pre-frame objections” in our presentations, yet after the call, I began realizing that we can be more deliberate with our preparation going into our presentations. My question is this: do you have any advice on how to make sure we are answering the right objections, the ones that will matter to the customer, being that every customer is different?”
Jon Berghoff’s ANSWER:
Great question. While every person is unique, you will find that their objections will usually fit into 3-5 basic categories. You know what those are in your market. Your job is to know which of the few categories will be the one that your next prospect is constrained by.
First of all, do as much study as possible before each and every presentation. By making sure you enter the customers world first, both in your mentality, and in your presentation (as discussed during the teleseminar) you are already ahead of most of other sales people.
To take it to the next level, be ready with some effective questions to extract, on your own terms and timing, the information that will tell you what their potential objections will be. Ask your prospects at the beginning of the presentation; how crucial is price, who is involved in the buying decision, what do they like and dislike about their current provider, what is on their mind (insecurities, confusion, concerns, fears, etc.) that they want to take care of before beginning?
These may not be the exact questions, but you get the point. Put some thought into how you can figure out what is going on inside your prospect’s head and you’ll remove the objection and be way ahead of the game.
