Do you know the value of your brand? If you don’t, then you might want to find it before you attempt to convince your buyers of it. You can only effectively communicate what you know yourself.
If you do know the value of your brand, it’s time for you to get creative in how you reveal this value to your buyer.
An excellent way to do this is to integrate a scavenger hunt into your demonstration. You won’t tell your prospect that you’re doing a scavenger hunt, but you will set them up to expect a resolution by the end of their time with you. You may say something like, “By the end of this presentation, I want you to have found the value of purchasing this product. However, if you don’t find the value of it by the time we’re done, then you should go with the competitor.”
As you do your product demonstration, let it be a strategic game for you. Place the clues throughout your presentation and lead your prospects the clue (why people choose your product, what differentiates you from the competitor, etc.). At the end of your presentation, the clues add up to your brand’s overall value and brand message. If your buyer can restate the value back to you, then you know you’ve created and played a successful scavenger hunt. If they cannot, then you might need to work on clarifying your clues along with listening closer to the value the buyer is looking for. Don’t be afraid to put the hunt on pause so that you can dig deep.
Here’s to earning what you’re worth!
JASON FORREST (named one of 2012’s Top Young Trainers for Training magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform companies into sales organizations. A sales professional at heart, Forrest is the author of two previous books. Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.
ABOUT FORREST PERFORMANCE GROUP
Forrest Performance Group specializes in culture change and creating urgency within sales teams and management. Forrest PG’s competitive distinction is its behavior modification approach as applied to a variety of programs, education, seminars and sales coach training offerings all aimed at dramatically improving sales force success.