Where even a polished sales presentation can go wrong

Is it possible to be impressed and disappointed in the same moment?
I was recently invited to a sales call and found myself impressed and disappointed within a 30-minute period. This case study is a little different as I was asked to attend the sales presentation as a partner of the potential buyer (a real switch for me), along with an experienced female manager of a company for which I have been a consultant for the last two years. My client runs a very successful organization, empathetic toward its people as well as the customers.
In this case study, my client considered entering a new niche for her business. She really did her homework. She was aware of the new business segment, the market, and had deeply researched the alternatives. She had even put out feelers for how her company would add representatives and re-organize the sales department. That is what good businesses do. She was looking to make a quick decision on products for the new niche. She had even initiated the contact.

Where things went wrong
Then the sales call. The sales rep was polished and professional. He had a quick smile and was very charismatic. He clearly had been in the industry a number of years, and knew his products inside and out. At this point I was impressed. He had a plan. After some small talk he got into his presentation. The key word here is “his” presentation.
He spent a long-winded 10 minutes on the successful history of his company, followed by five to eight minutes covering 10 spec sheets (that seemed like 100) and then five more minutes detailing testimonials from a handful of clients. At one point we attempted to interrupt, but he suggested “I will probably answer your question in the next segment of my presentation, just hold on.” My client and I looked at each other, and sat back hoping it would all be over soon.
Yes, he had a plan, and I am sure that in his mind he had executed it perfectly. The problem was, it was a bad plan.
Do you remember the infamous line from Jerry Maguire … “You had me at hello”? In this case, he lost us at about spec sheet No. 3. It reminded me of the toy dolls where you pull the string and the doll spouts the recorded line regardless of the question. Can you imagine how my client felt about the value of her time?

Making assumptions
He (Mr. Polished) assumed that we wanted to hear this information. But my client had already done the research and briefed me with the same information about a half an hour before Mr. Polished pulled into the parking lot. He wasn’t condescending in his message, but he never took the time or asked what we really needed to know.
My client reacted after the meeting, “So sorry Mike, I am not sure this is the company or the products for us, let’s keep looking…”
Had Mr. Polished asked open questions to begin the meeting, I am confident he would have had a new client. In this case, a really good client, for a long time. Had Mr. Polished asked, “You have a great reputation and I am sure you have done some homework, so before I begin; what have you researched so far?” or “What are your key areas of concern?” or, “I am sure there are some anxieties in considering a new business partner, where shall I begin?”
For me, like you, a student of consultative sales, it was incredibly disappointing. It was a lesson in “crash and burn.” Sadly, none of it had anything to do with his company or products, because they were great.

Meeting expectations
I’m sure he thought he was well prepared. But his preparation was centered on his plan, not the needs of the potential client. So here is the ultimate question, “What is your plan?” Any good plan begins with a series of open questions, and a strong listening effort on your part. Do you have one ready?
To be a true consultative salesperson, you need to know what the client expects. What makes them tick? What are their true needs outside of the specific features? Had he asked about our expectations, he might have heard, “We are looking to attract new customers.” Then he could address how other customers (possibly with testimonials,) had used his products to successfully grow their business.
Possibly he might have heard, “We are looking for a new supplier as we are uncertain about our current vendor,” and he could respond with, “Most of our clients have been with us for 10 years or more.” Had he heard, “More of our customers are asking about this type of service or product,” he may have responded with information on his training materials to get staff and customers up to speed.
By now you get it. First, do your research on possible clients. Next, plan three open questions to begin each presentation. Discuss them in your sales meetings with your peers. Then prepare a plan on how you will respond with solutions to the identified needs. Ask and listen. Ask open questions and you will close more new business. Remember, the best salespeople are not necessarily great talkers; they are great listeners.

Mike Muetzel is a nationally recognized author and management resource. For more from Mike Muetzel, visit www.unlockthemysteries.com