You can often hear sales professionals going on non-stop about the advantages of their products and how it is superior to others. They will give you a long list of reasons on what is so amazing about their product hoping that this will build value in their target market’s mind. But we know that this technique is just like a boy whistling in the dark hoping that it will make him feel less afraid. 
Sales people can keep on going through their lists and lists of why their product is great but though these may be good reasons and features, without actually engaging the customer on what they actually need and presenting your product as a solution to their need, your sales presentation will not work.
The most effective sales technique is one that has a natural approach and feel. The best kind of sales presentation will include sales techniques along with all the features and advantages of the product all in the context of the customer’s needs. How is this done? It is simply by telling a story. Stories can engage a customer. When you watch a movie that has a good story, it can really suck you into its world. A sales presentation that has a plot with characters and settings will draw a customer in and engage them in conversation.
For example, you are selling a sleep widget. It is a great little product that allows better sleep in people. You could go on for hours and hours talking about the advantages of getting a good night’s rest which include more energy, brain power and overall better health. But more importantly, you must first set the stage. Below you will find an example of how to do it. This format comes from a book called Beyond Bullet Points by Chris Atkinson:
Setting: Thousands and thousands of people suffer from deprivation of sleep.
Protagonist: (make it as personal as possible to your prospect) School teachers suffer from this all the time.
The Imbalance: Most sleep aids in the market are too expensive and do not even guarantee its effects.
The Balance: There is an easier and cheaper solution for you that has quick results.
The Solution: ABC Corporation provides you a sleep widget.
Through this type of story outline, you will find that the presence of characters and settings will meet and engage your client’s interest. With this basic outline, you can simply insert the basic sales strategies like asking the proper questions. This will allow your sales presentation to be more like a conversation. As a result, an engaged prospect is more likely to be able to purchase your product.
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