In this article, we’ll show you how to keep them in the lead role in a presentation, in addition to significantly improving the buyer experience.
If you lead your presentation with static bullet points per slide, you run the risk of losing control over the attention of your conversation partner. The bullet points move into focus and the spoken word and the body language of the salesperson lose importance. This effect must be counteracted.
Bullet points often serve more as a memory aid for the speaker than as a real added value for the customer. People cannot listen intensively and read a text at the same time. Graphics, on the other hand, can be processed in parallel to the spoken word and are therefore preferable.
Help, I am remote controlled
It gets even worse if the customer can already see other parts or even the entire presentation. Immediately, the customer will ask himself: “Can the salesperson give me relevant information about my current problem?”. He will then ask questions on his own initiative in order to waste as little time as possible from his point of view.
Orderly consultative selling is no longer possible. The buyer has sat in the “drivers seat” and determines the direction and pace of the presentation.
It is almost impossible for the salesperson to regain the leadership role. He has to answer questions about bullet points or product features that are not necessarily on target. He is trapped in a defensive and reactive role.
Back to the Driver’s Seat
The goal is to remain in an active and leading role. Only in this way can you successfully find solutions to the customer’s problem together with him. The salesperson is the expert and not the other way around!
The presentation should support the spoken word. Mood pictures or illustrations are suitable here. Complex contexts can be explained excellently in this way. In this way, the appropriate graphics and images can be linked in the listener’s mind to what is being presented.
Involve the customer interactively
Ideally, the customer is allowed to participate interactively in this process. The presentation thus turns from a simple illustration tool into an active tool. The customer has the feeling of finding the solution to his problem together with the expert.
Simply listing bullet points in a presentation will lead to a loss of the customer’s attention. Presentations should be used as active value-added tools that allow the customer to participate interactively.
With the right tools, you can significantly enhance the buyer experience during the sales talk.