If you're still just selling policies, you're selling wrong.
The reality is that how you sell can be more important than what you sell. After all, there's always someone coming out with a better mousetrap and price can easily be trumped.
So how can you sell smarter?
- Start by explaining how the world has or is changing and why that creates an issue for your prospect. This is slightly different from the traditional "define a problem" approach, which implies something being wrong—either with or at the prospect's company—and too easily puts them on the defensive.
If you instead point out changes occurring beyond the prospect's control, it's more likely you'll convince them you are saving them from something—you are the solution they may not have even known they needed.
- Address “loss aversion” head on. Economists explain that prospects tend to avoid a possible loss by sticking to the status quo, rather than risking potential gain by making a change.
The only way to combat this is by making it clear that there will be both winners and losers because of the world shift you already explained. In other words, show them that sticking to the "status quo" is a sure ticket to failure.
- Don't drown in details. If you share too much minutia before you've closed the deal, you risk losing the audience's attention.
- Share evidence. What you think about your company is less impressive than what others think. Testimonials are important. Collect and share those good reviews.
Want more ideas for a persuasive sales presentation, including specific tactics for building slides? Check out 7 Amazing Sales Presentation Examples (And How to Make Them Your Own).