Thoughtful Thursdays – A sales process to consider – Part 4 – Make recommendations
The fourth step in the series A Sales Process to Consider is making your recommendations. There comes a point in the sales cycle when all questions have been posed and answered. Needs have been identified,confirmed and re-confirmed.
It is time to present your recommendations. A few questions to ask yourself before putting your presentation together.
- Are you ready?
- Do you have all the information you need?
- Are you talking to the right person/people?
- Is your prospect ready to hear your recommendations?
The elements of a sales presentation are consistent:
1) Situation analysis
2) Possible solutions
3) Features/benefits of the possible solutions
4) Timing and costs of the possible solutions
4) Your recommendations
Recommendations can be made verbally, via a simple letter, or a formal presentation to multiple stakeholders by a group of presenters. Based on your ongoing communications with the prospect, you will know what approach will be most effective.
As always, begin with setting your objectives. Pre-call preparation is essential. Anticipate objections and be ready to respond. Practice the timing and prepare your script, know what you are going to say and how you are going to say it.
When preparing your presentation, keep in mind that your recommendation must understood and accepted as the logical solution to the situation that exists. It must make sense to your audience. Know who your audience is going to be and make sure your presentation will resonate with all involved.
You have put a lot of effort getting to this point in the sales cycle developing relationships and apport with your prospect. Don’t risk lengthening your cycle with a poor presentation.
Next week: The close
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