Selling Today: Partnering to Create Value, 14/e

Cover One Idea at a Time and Use an Appropriate Amount of Detail

Pace the demonstration so the customer does not become confused. In response to what was learned in the need discovery, offer one idea at a time, and be sure the customer understands each point before moving on. When you neglect this practice, there is the danger that the customer’s concentration may remain fixed on a previous point. Some presentations are ruined by a salesperson who moves too rapidly from one point to another.

At least two types of presentations are doomed to failure. One is a sales presentation that is too basic and leaves the prospect with the feeling of being “patronized.” It is important to avoid “talking down” to a customer. The other provides the prospect ...