The Selling Stool: 3 Key Elements to Sales Presentations

Product knowledge and selling skills are only two legs of the stool when it comes to successful sales presentations.

The third key is the ability to communicate your ideas effectively, and at the same time read the messages that your audience (buyer) is sending in response.

In other words, you need to master the art of walking and chewing gum at the same time!

The most effective salespeople pay attention to the signals that are being sent – theirs and others.

These winning sales professionals don’t go onto autopilot with their prepared pitch.

So, what are some things to watch for?

Positive cues from the person or people to whom you are presenting:

•Direct eye contact
•Open body language
•Forward lean
•Upward turn on the corners of their mouth

Here are some negative signals to watch carefully for:

•Tension in the eyebrows
•Closed off posture
•Limited eye contact
•Pursed lips

You can’t assume that people are hostile to your ideas just because they have their arms crossed. After all, they may just be cold.

However, if their arms are crossed, look for other signals as well that might indicate hostility, disagreement or closed thinking.

Typically, in a selling situation, the “buyer” says so much without even saying a word.

The question is, are you so busy talking, that you aren’t listening to what is -- and isn’t -- being said?

It may seem trite, but there is a reason we have two ears!

Listening is More Than Hearing

So many people like to talk.

I sure do.

In fact, I do it all the time.

On the other hand, so few like to actually listen -- I will admit I am occasionally challenged to really listen or listen well.

Statistically speaking, we spend more time listening in a day than speaking, yet we don’t often do it well (just ask your family!).

Usually, it’s not on anyone’s top to-do list for training.

But, that may be changing. In the last few months we have seen a steady increase in clients asking for listening skills training.

Perhaps there were relationships, opportunities, and revenues that were lost as the result of poor listening. Maybe at the root of our relationship problems this fundamental communication skill is missing.

Last week, I got to deliver a listening workshop -- the first I personally had delivered in years.

The focus of the program was a combination of activities, skills and exercises to practice -- along with an online assessment, which profiles the individual participant’s preferred (or natural) listening style.

The district and regional sales managers in my session had so many “aha” moments that they couldn’t wait to get back and adjust their style at work -- as well as at home.

Since I also took the assessment, I, too, had some major insights. For example, at work I tend to listen purposefully -- in a very task-oriented way -- and pay less attention to the empathy factor and fail to listen for enjoyment.

It does make sense, however, that my staff needs as much empathy and appreciation as I give my clients and friends. I am committed to improving my listening with my team. You can e-mail them and see if they have noticed a difference!

So, do I think effective listening be taught?

Yes I do!

It isn’t complicated, but it does require a commitment to use more than just our ears.

If you want to see what is in our listening skills program, click here for more details.