Years ago when I was selling Jeeps, I attended a high-quality, two-day Jeep product knowledge workshop. Once I returned to the dealership, I was anxious to show off my newly acquired knowledge and make a killing selling Jeeps. To make a long story short, after returning from Jeep school, I didn’t sell a Jeep for three weeks! Why? I was so excited about sharing everything I had learned about Jeeps with my prospects that I proceeded to “feature-dump” on every Jeep prospect for nearly a month until I slowed down enough to figure out that my big mouth was killing my paycheck.
Think about your own presentations for a moment: Do you spend enough time determining exactly what the prospect is “hot” about? Do you then have the discipline to present selectively based on the findings of your investigation? Do you just rattle off a list of features, or are you skilled at converting features into benefits? The answers to these questions will go a long way in determining the quality of your career and income. Apply the techniques in this article with your very next prospect. Like anything else worthwhile, skillful presentations don’t just come to you in a dream one night. You must pay the price for practice. But don’t worry; the prize is worth the price.