In today’s modern world we have become accustomed to spending less face-to-face time in all areas of life. People find themselves sending more emails, more texts, tweeting and using the myriad of social media platforms to relay messages.
With less face to face conversations occurring there are less chances to influence people. This concept is bigger than just conveying a message. Influence relates to the focus on content, your choice of words and key points, and also the way in which you deliver those points.
- Are you truly paying attention to what you are saying and how you are saying it?
- Are you noticing what is happening around you during a presentation?
Having influence over people is crucial in a sales role as clients now buy you rather than your product or service because competition is so fierce. You can have the best product or service in the world, along with the most in depth knowledge in your industry, but if you cannot communicate this it becomes irrelevant. If the client does not like you there are many options and it’s easy to find someone new.
It all boils down to two key factors:
Without nailing these two key factors you will be left floundering in any sales situation.
Delivery:
- How do you make your prospect feel?
- Do you walk into their office as if you belong there?
- Once you earn a seat at their table do you deserve to stay there?
One of the biggest problems and challenges to a sales career is getting your point across in a succinct manner. Many people ramble and can take the long way to their products or point. Sentences run together through a succession of ”umm’s” and ”ahh’s.” This frustrates listeners by telling them a lot more than they actually need to know.
This can be easily fixed by putting natural pauses in your speech or pitch. This helps you think on your feet and move with the feel of your pitch. Your listeners will have time to stop and think, so they are able to truly comprehend what you are saying. They will have a better chance of coming to a decision about whether to take the action you are offering. A rambling presentation means a lack of connection between the speaker and the listener.
A different type of presentational problem can be where the presenter is just “going through the motions.” It can be obvious when a speaker has read their script many times before and they do not tailor their approach to each person or group they are talking to.
Delivery is very important – the way you stand, how clear your voice is and even the direction in which you look.
Many people who present to small groups end up scanning the audience, talking to their notes or straight to their power point presentation. Eye contact is crucial to developing a new level of trust with your prospect.
There are a few points to keep in mind:
Walk into the room with confidence and an open posture in order to grab the attention of your audience in a positive way. You have to have an executive presence that they can feel.
When talking to a group of two or more individuals always look at each person for a full sentence. Once you leave eye contact with one, pause for a second and only speak again once you have connected with a different set of eyes. If you look down at your notes you instantly lose the connection with the audience, inviting them to do anything but listen to what you have to say.
If a group of individuals are constantly checking their Blackberry or iPhone, then they are communicating that you are not that interesting.
Fidgeting can also be a problem when speaking. We all fidget, but you have to find the right balance so you don’t distract your audience into fidgeting themselves.
Content/Context:
Your key content will already be in place but a good sales professional knows that it is all about context. To be successful you have to focus on giving examples that your clients and prospects can relate to. Thoroughly plan your key points in order to have specific examples for each of them.
How many of us honestly plan before every meeting or presentation?
It can truly make all the difference in the sales industry. Whether you are communicating over the phone, in person or on a conference call, the ultimate goal is to have impact and influence.
With a basic framework in place that extra bit of research allows you to be completely flexible with your content. The ability to change your content on the spot in response to your client’s reaction is a powerful tool to utilize and can lead to a successful and long term relationship.
Try to be aware of who your client is, what they need from you and what their opinions are of your product. Any vital information that can be used on the spot to change your pitch for the better is helpful.
Effective sales communication can be worked at through a combination of clear and confident ability paired with a flexible content structure that can be tailored to any situation or client. Pay attention to not only your words but also your actions. Learn from friends, colleagues and clients about your presentation style.
Every single one of us has the right to speak, you need to earn the right to be heard.