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Connect to the Customer
Let’s summarize some of the key points discussed in the chapter here. Say you are going to call on a customer. Here’s what you need to do in order to engage that customer throughout the event. Even if you are not in the sales department, you do sell through your presentations. So don’t skip this section just because you aren’t a "salesperson" by title. Here is what we think creates the type of presentation that customers like.
Call Ahead to Discuss the Agenda. Before you arrive you should have talked to one or two people about their requirements and what the group wants and expects to hear during the presentation.
Do Your Homework and Prepare Before Showing Up. Craft and customize your session based on their answers to your questions about the meeting and your understanding of their problems, projects, and requests. Inform the people who will be going with you about the audience’s desires. If it’s an important account, which means every account, the account manager will list the meeting objectives, help the team craft the key messages, and select the slides that support them. Create a set of question/objection slides specifically for this customer, with responses. Be prepared to use them during the meeting. Not to do this type of preparation for a sales call is inexcusable. Be sure your slide show will fit with their corporate culture. Keep the graphics in line with their expectations.
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At the beginning of your meeting, show the agenda and discuss it. Just because the customer said he or she was interested in "x" a week ago doesn’t mean that today the customer is still interested in "x." Don’t assume the agenda you created is acceptable. Priorities may have shifted in the last week. Show the agenda and ask what they’d like to know about each item. Ask them what they hope to achieve by attending the meeting.
In a small meeting setting, if you don’t know the people well, go around the room asking each person’s purpose for being there. Put everyone’s name with their purpose and questions on a flip chart or whiteboard. Refer to the list as you talk and make sure you address all the issues listed.
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Once you have agreement on the agenda and objectives, decide as a group where you should start. This is important as someone may have to leave early and you want to be sure you have covered his or her interests.
If you are presenting and your customers want you to start immediately, go along. Stand up in front. But before starting your talk, ask them a few questions to get them talking. Be persistent in getting them to discuss their issues and concerns before you launch into your slides. You may not be able to formally go around the room and ask everyone, but you can ask and you can write down people’s responses for all to see. Ask questions and get everyone involved discussing their key concerns first.
Confirm How Much Time You Have. State out loud how long the meeting will last. Ask whether anyone has to leave early. Between the time you set up the meeting and the time you arrive, a company meeting may have been scheduled at the same time as your visit.
Start Talking. If you have more than one or two people, you will be standing in front of them. If you are seated, you have a choice. You can hold the mouse or you can give it to the customer to hold and click when he or she wants. This might be threatening to some presenters, but this is certainly a way to let the customer/prospect/manager/trainee be in charge.
Consistently Confirm Interest and Agreement. As you talk, refer back to their requirements and needs and discuss your ability to fulfill those needs. Before you go on to another product or service description, ask whether they want to hear more about any of the specifics.
Be an Open Speaker. Leave time for silence so that people feel they have time to ask a question. Cultivate a bi-directional exchange of ideas that will address the needs and wants of the client.
Point Out How Your Product or Service Answers Their Needs and Requirements. Be sure you state clearly how your information relates to their situation. Customize your words to their situation.
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