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Coach’s Corner: Making a Dynamic Presentation
Customers sit through boring, passionless presentations every day because most sales associates have not been taught the basics of delivering an exciting sales pitch, Pat Henneberry writes.
Customers sit through boring, passionless presentations every day because most sales associates have never been taught the basic skills to infuse their presentations with confidence, conviction and pride. Or, we just get bored with our own presentations and bad habits!
The core problem with most sales presentations at the counter is that the sales associate gets struck by a powerful force that magically appears right below their feet when they begin to present. This force holds them in one place, gives them a monotone voice, makes it difficult to smile and generally saps the life from their presentations, preventing them from showing passion and excitement.
And we know all too well in our industry that if the sales associate isn’t excited, then it’s highly likely the customer won’t be excited either.
Here is a quick, simple presenting method I’ve taught many sales associates (when I don’t have a couple days with them.)
This simple method breaks the presenting space into three zones. Each zone has specific moves including eye contact, tone of voice, hand gestures, body language and content.
Here they are.
Connection & Conviction Zone
Connect personally to customer before you ever ask them how you can help them.
By sharing personal stories with passion and conviction and using the right body language your customers will be drawn to you.
High Energy Zone
Pump up the customer and raise the energy level in the store by leveraging body language and your excitement level.
Your customers will eat up your excitement. No one wants to buy anything from anyone that isn’t excited about selling the product they are showing.
The Pro Zone
Clearly communicate detailed information, such as what differentiates you from the competition, the benefits of the product and apply those details to your customer.
You need to make constant connections back to your customer. Make sure they know they have come to the right place and you are the perfect sales professional to meet their needs.
These are three super-simple steps, and they serve as reminders for all of us to work on our customer presentations. Conviction, high energy and knowledge will get you everywhere.
Good luck and Happy New Year!
Pat Henneberry is vice
president of global learning and development at Hearts On Fire. She also is founder of The Jewelry Coach, a sales training community for jewelers. Reach her at pat@thejewelrycoach.com.
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