5 Steps for Effective Dialogues or Presentations

There are five basic steps to any effective sales situation. You should know these and use them in the order listed.

There are five basic steps to any effective sales situation. You should know these and use them in the order listed.

If you do, you will always know where you are in a presentation and you will not sound pushy or inappropriate.

1.  Establish Rapport.

This is where you take the time to ask questions and demonstrate a sincere interest in both your client and also their needs and wants. It is usually where the relationship is established, and where they learn to know, like, and trust you. It is important because this is generally where the business is won or lost

2. Identify Needs

A lot of time should be taken here as well. The more questions you ask, the less time it will take you to accomplish the tasks.   A sincere interest in their goals and aspirations will bond you to your client for life and obtain referrals for you on an ongoing basis.

3. Relate Benefits

This is the phase of the presentation where you talk about the programs and services you have to offer them and how those programs can help them accomplish their needs. 

Remember, a feature or program is something you have, a benefit is what it does for them. People buy benefits and many times salespeople focus on the features. 

Sell the sizzle, not the steak.

4. Check for Acceptance

In this section, you are asking your prospective client if they see a relationship between their goals and your services. 

Example: “Tom, do these programs and services sound like what you need to get top dollar for your homequickly?”    

If Tom says no or seems reluctant to commit, do not ask for the order, go back into your programs and services presentation.

5. Close

Closing is misunderstood, it is simply asking for a decision.  My favorite closing question and the only one I have used for many years is, “do you have any questions?”

If you ask this question, they will tell you to go ahead or voice an objection that you can handle. 

Either way, you win without scaring or upsetting them.

In conclusion, this is extremely important that you learn the steps follow them in order, and always remember to do so. 

If you don’t take the time to build rapport and rush your presentation you make people uncomfortable. If you don’t ask needs identification questions, you appear impersonal and uninterested in their goals and aspirations. Please take the time to learn this process it will help you the rest of your career.