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How to present a product and delight customers? This is one of the biggest challenges for sales teams, who follow changes in consumer behavior and need to adapt their strategies to new demands.

To help you guide your sales team, we have prepared a complete guide on the topic. Read on to learn how to present a product, how to convince the customer to buy (and go beyond convincing), and what to do when the customer finds the product expensive.

Good reading!

How to present a product? 6 tips

Below, we’ve separated 6 fundamental tips to help you understand how to present a product. These tips are designed for external salespeople who meet with potential customers or for commercial agents who actively prospect over the phone.

Anyway, the essence of the tips we have prepared can be transposed to any type of product presentation, even those made in writing or in social sales channels , such as social networks and e-commerce.

Check out!

1. Know the product like the back of your hand

Our first tip to understand how to present the product is to know it like the back of your hand. This effort, even, should not be restricted to external sellers. Ideally, the entire sales force should fully understand the features, advantages and functionalities of the product being offered.

In this way, the entire sales funnel runs smoothly: from the use of good marketing arguments to capture leads to the realization of an after-sales centered on the customer’s needs x possibilities offered by the product.

When understanding how to present a product based on their in-depth knowledge, sellers should:

  • know technical characteristics;
  • understand how it works;
  • master all its possibilities and indications for use;
  • try the product or see it in use;
  • predict potential difficulties and problems in use and identify their solutions.

2. Prepare a support script

The sales script is a powerful support resource for agents looking for paths to complex tasks, such as presenting a product to customers. Its function is to provide the salesperson with a kind of roadmap, ensuring that no arguments are left out during customer service .

Furthermore, the script works as a support to provide quick answers to certain objections presented during the negotiation.

A good sales script can be used in physical or virtual contacts, through phone calls, forums and online chats. It can be available physically or virtually, as long as it is easily accessed by the seller.

Below is an example sales script. This is aimed at approaches via WhatsApp:

3. Sell sensations, not products

Have you heard the above sentence? This is a maxim applied by great salespeople, especially those who know how to present a product to new customers.

Selling sensations means betting on arguments that prove the result of using the product, more than offering advantages of the product itself.

Want to see a practical example of this tip applied in practice?

Suppose your company specializes in selling shampoos. When visiting a customer, salesperson A uses the following sales pitch:

“our shampoo uses quality thickeners, and its formula has the right balance between the ingredients.”

In the same week, a competitor of your company visits the customer and offers the same product with the following argument:

“our shampoo does not use aggressive chemicals. Therefore, when using it, you and your customers will always have healthy and silky hair: a real shower of self-esteem!”

Now reflect with us: which of the two arguments brings the customer closer to the product? If you answered the second one, you are already working on the mentality of selling sensations (in this case, the “self-esteem bath”).

4. Highlight the differentials

How to present a product convincingly? Soon the answer comes to mind: “highlighting its differentials”, doesn’t it? This is an obvious path, but recommended for those looking to win over a customer.

But don’t think that’s it! As important as highlighting the product’s differentials is to ensure that your future customer understands the impact of these benefits on their routine.

So, no difficult words, complex sentences, unknown references: be clear, objective and assertive in your communication.

Below is an example of a product presentation that highlights the differences in a visual and clear way. This is a car commercial:

5. Adjust your speech to the real needs of the customer

Our tip #2 on how to present a product talked about the importance of scripting. In tip #5, we’ll talk about going beyond it.

The sales script should not be a salesperson’s plastering tool. After all, in addition to mastering the sales pitch, it is important that the salesperson knows how to improvise according to the customer’s perceived needs throughout the meeting.

In this way, the seller will know which arguments to prioritize and how to present them, reinforcing their solving potential for the identified demands.

6. Provide testimonials from satisfied customers

Finally, a golden tip on how to present a product: Reinforce its popularity by presenting testimonials from satisfied customers.

This is one of the most used sales triggers , and it’s called social proof. The idea is to convince the customer of the quality of a product or service using credible sources to speak positively about it. These sources can be personalities, influencers or even satisfied customers after a shopping experience.

At a sales meeting, these testimonials can be presented in writing or through videos hosted on social networks and websites.

Bonus #1: ways to win the customer

More than understanding how to convince the customer to buy the product, it is important to keep in mind that the ultimate goal must be your achievement.

“Convinced” customers tend to buy once or a few times. “Conquered” customers become fans of the brand. Therefore, they consume frequently and indicate the services to new buyers.

Our tips to go beyond convincing and betting on winning customers are:

  • find points of harmony with the customer;
  • adjust speech tone to present a product in user-friendly language;
  • go beyond the script to captivate the potential buyer;
  • provide demonstrations and trial versions of the product;
  • remain available to answer questions through different channels.

Bonus #2: What to do when the customer finds the product expensive? 

Understanding how to present a product is not always enough to close a sale. Therefore, it is necessary to go further, also understanding the best ways to circumvent customer objections and be able to sell more even without having the lowest price .

Below, we show 4 steps that help you understand what to do when the customer finds the product expensive:

  • 1: Listen to the customer’s objection
  • 2: Compare your product with cheaper ones and extol its advantages
  • 3: Explain, in an understandable way, how the cost of the product is composed;
  • 4: Highlight your added value.

Now you are ready to put our tips on how to present a product into practice. If you work in a sales team or manage one, we at IEV can help you make this process even more assertive with the help of training.

Since 2014, we are experts in developing skills in sales teams and leadership. We make a personalized diagnosis of your company’s needs and prepare exclusive materials for the intended purpose.

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