Do you know how to get your prospects to say “yes”? Start by asking yourself what benefits you plan on presenting or demonstrating.

There’s a difference between features and benefits. Features describe what a product or service is or what it does. Benefits describe how a product or service actually helps your prospect — what’s in it for them and how the product or service will add value to their life or business.

Which benefits of your product or service will you demonstrate in your presentation? To illustrate, my business delivers sales coaching, keynotes and training. So, I focus on how this benefits business owners and sales professionals. For example, one of my client’s enrolment percentage increased from 20 per cent to 50 per cent, which means my solutions are proven to help them meet their budget.

I also offer innovative activities and role-plays, so that sales professionals practise building stronger relationships with customers. I also have one-on-one coaching which offers accountability, personalisation and structure. This means that clients receive great value for money.

Notice that I use bridge statements and phrases such as “so that” and “which means”. These help connect a feature to its benefit in the prospect’s eyes.

It is also useful to check in with the prospect during your presentation by asking two questions. The first is, “Do you see how this can help businesses?”

So, I will often say in my presentation: “Our training includes innovative activities and role-plays, so that sales teams practise building stronger relationships with customers. Do you see how this could help businesses?”

Naturally, the answer is “yes” and you want your prospects to get used to saying that.

This reinforces the value of your offer and makes it more likely they’ll say yes when you ask for the sale. By asking this, you’re doing a trial close.

Here is what I would say: “You know that I’ve helped clients increase their enrolment percentage from 20 per cent to 50 per cent, which means our solutions have proven to help them meet budget. Do you see how this could help your business?”

Handling objections

In preparing your presentation plan, it’s useful to try to anticipate some common objections. Price is by far the most common objection across most industries. So, rather than be surprised or caught off guard with this objection, spend some time thinking about your response to it.

How will you handle it when a prospect objects to the price of your product or service? How will you respond? You may find it useful to frame your response such that he ends up saying “yes”.

Answer the objection with a response starting with “Isn’t it true that...”.

Sometimes, even sales managers who see the value of what I offer will tell me: “I’d like to continue training my team internally for a while.”

I will often respond by asking: “Isn’t it true that you’ve been training your team internally for some time now and they still have these challenges?”

I’ll continue by asking: “Since you have limited time and must meet your budget, wouldn’t you agree that it would be a more effective use of your time to engage us to conduct training, so you can focus on what you do best, which is strategic planning and management?”

Brainstorm the most common objections that you have experienced and anticipate hearing during your presentation and spend some time writing your answers to them. Frame your answers positively with a response starting with “Isn’t it true that...?” or “Wouldn’t you agree that...?”