We show features during demonstrations,
but it is the benefits
that generate emotion.
We craft the demonstration
per the prospect’s request,
but it is not spoken needs
that differentiates your product.
We hammer professionalism and competence,
but it is the human connection
that builds trust
We work with seen
but non-seen is what we use.
Often times the buyer has a fuzzy idea about what they want. They will request you to demonstrate your product or service according to that ambiguous list. The Master Seller should know the buyer better than themselves. Understanding their world, they know the buyers desires and cleverly share benefits that differentiates from the competition. Often times, buyers don’t know what they want. But if you can show, that not only meet, but exceed their expectations, the deal is yours. You start with the seen, but it’s the unseen you use.
The master seller is both mentor and teacher
Responsible to pique curiosity
Not seeing prospects as empty vessels
To be filled with product knowledge
They hint and guide towards self understanding.
Seeing buyers as life long learners
They discover their interests
And teach future possibilities
Schooled in the value of your product and services.
If the buyer is difficult,
don’t cast away the opportunity.
Awaken them with your demonstration,
Elevate them with your clarity.
Repay their rudeness with patience.
Don’t lose the opportunity,
Gain their trust.
If you want to demonstrate a solution
you must first allow the buyer to question it
If you want to generate curiosity
you must first allow them hold it
If you want them to understand
You must first let them describe how it will meet their needs.
Look for subtle behaviors of ownership.
To close a deal you need only ask,
will this work?
Fill your presentation to the brim and it will spill.
Keep sharpening your pitch and it will blunt
Chase after money and the deal will spoil
Care about people’s approval and you will be their prisoner.
Do your work, then step back and it will all work out.