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日本在住歴約40年のRon McFarlandと外資系勤務が長い齋藤信幸が、それぞれの海外体験を語ります。

Global Interaction & Understanding - A Personal Journey : No.25 何を訴求すべきか

2018-09-30 20:43:10 | Ron's Life Story
STEP #5 PRESENTING THE PRODUCT: 何をプレゼンするのか

機能ばかりでなく顧客価値を売る
A good product presentation makes negotiation easier. The better the presentation is, the easier the closing. The more value you can create of the product in the presentation, the more the customer will pay, as there is less chance he will ask for a big discount. Not only features should be presented, but also customer benefits should be explained, and the salesman should check to confirm that those benefits are important to the customer.

選定基準と意思決定者の明確化
The salesman should determine what the customer's main decision making criteria are. Is he a person who makes his decisions based on logical data, or is he a person who very strongly bases his decisions on the impact it will have on the people around him?

あらかじめ顧客のニーズと購入意思を確認すべし
The presentation should be tailored to the customer's buying motive, and the product should not be presented until the needs, wants, and ability to buy are fully understood. Remember, showing is better than telling, and letting the customer do things is better than just showing him something.

よいプレゼンには練習が必要
A good presentation takes practice, just like an actor rehearses his lines, or a tennis player practices his serve. It is far better to practice on your own or with a coach than in front of the customer or a person you want to influence. Making mistakes in front of a coach can be very valuable. Making a mistake in front of someone you want to influence can be very harmful.

What I did in my vehicle seminars is first give a slide presentation of the vehicle in the seminar room. Later on in my career, I used PowerPoint presentations on the features of the vehicle. After that, we walked outside to the vehicle, and I walked around the vehicle presenting each feature. I put cards of features and benefits all over the vehicle where those features should be presented to the customer.

Then, I selected six people from the group to participate in a presentation contest. For each presentation one person was the salesman (the presenter), one was the customer (He only listened to the customer.) And the rest of the participants judged the contest with a feature check sheet. At all times, people were learning and hearing the features. As a matter of fact, they heard and saw the features as much as eight times. That exercise has been a huge success, even for the highly skilled, professional sales person. The repetition improved the skill level. You could very easily see it after the third contest presentation.

A salesman is like a teacher, if the customer (student) learns well, more loyalty will be built up, and the chance of selling will improve.


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