The Point Of The Presentation

Lunch with one of my strongest salesmen. He is introducing some new
products and fretting that he needs deeper product knowledge.

I let him finish and then asked, “What is the point of your presentation?”

He thought, and said, “To get the prospect to define his problem in your
presence.” Usually the best service we can give is to let the prospect
focus to define her problem. A side benefit for us is that everyone who
came before is no longer qualified to solve that new definition.

He then said, “As a matter of fact, I made a list of ten questions I was going to ask…I only asked four.”

We discussed that and designed the single question that he thinks will
get the whole story out, which most often leads to buying his offering.
In artillery, you bracket the target, throwing one short and one long.
Except the really good guys. They like to put it down the chimney first
time.

He has a trade show next week where he can ask his question to between
60 and 100 good prospects in three days. He said, “Do you think I should
spend more time cold calling?”

Really good guys never let up.

What does this remind you of?

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