The Point Of Explanations

When your sales presentations reach the point of explaining how your product or service works does your explanation bring your buyers closer to a yes or a no? After you have reviewed the need for and importance of your product or service and made your proposition, you must seek to explain how the project will work. Many sales professionals loose their buyers at just this point. It is here that your powers to persuade will be tested. Can you give an explanation that helps your buyer to see how well your proposal will work, or does your explanation have the opposite effect?

When explaining how your project works it is essential that you treat this portion of your presentation like you would any other opportunity to persuade. Mistakenly believing that this explanation is meant to educate your buyer can lead to your giving an exhaustive and confusing set of details that can serve as an excuse for your prospect to say no. Focus your presentation of how your product or service works on communicating the ease with which the project can be implemented, the many functions and uses it offers your prospect and the general feasibility of the idea.

Take the following example: Sally owns a company that creates educational products for children. In trying to sell her product to several large day care organizations, Sally secures two important calls to make on one day. At the first meeting, Sally goes into great detail, she wants to be sure that her buyer fully understands her product and the process of how it works. She feels that if she misses anything out, he may not have enough confidence in her proposal to say yes. In the end, she gives him too much detail and, seeing the confusion on his face, knows she will not get the answer she is looking for.

On her next call, Sally is determined to avoid making the same mistake twice. This time, she maps out a very simple explanation. Sally is able to present her new explanation without being greeted by a look of confusion but when she finishes, she is met with a barrage of questions. The buyer asks about the creators of the learning program, discount prices and implementation. Sally gets the impression that the buyer feels a lot was missing from her explanation, he does not buy either.

Sally failed to use her “how it works” explanation as a tool of persuasion. First, she sought to educate the buyer with it. Going into such great detail that she made the buyer worry that the project may be too large an undertaking. Remember, even when you are selling to a corporation, you are still selling to an individual person. If your explanation makes the buyer in question envision having to do a great deal of work to pull this project off, it will be the quickest, easiest route to the word no.

Sally’s second attempt failed because she was trying to make it look too easy. In an effort to make sure that she did not confuse the buyer with unnecessary details, she went as far as to leave out the necessary details as well. Not only did she miss the opportunity to give the buyer pertinent details that may help him feel this proposition would work, but she also lost his confidence with an oversimplified explanation that caused the buyer to doubt her ability to successfully implement the project.

Action step: Go through your explanation of how your product or service works. Break it down into three or four easily explained steps that focus on persuading rather than educating the buyer. Be sure to include all pertinent information that could help sway the buyer to a yes.

Many presentations are met with a no purely because the buyer cannot visualize how all of the elements will work together. Confusing explanations that give too much detail can have the same negative effect on a presentation as simplified explanations that leave too much unsaid. In your efforts to explain how your product or service works be sure to focus on the elements that will help you persuade the buyer to buy.