Presentation Tips From Joe

You’re trying to sell a car to Bob for his daughter, Susy. One of his major “hot buttons” is safety and her goal is having a fun car to drive.

That means to deliver a unit, you have to sell them both what they want.

To Dad, you don’t just say “Bob, the car has a dozen air bags.” That’s just a feature with no value to Bob, unless you add the benefit he wants.

So instead you’d say, “Bob, this car has air bags in front, side, and even from the roof. Too many people take them for granted, but ABC (your manufacturer) has won the safety award again this year because ours protect the driver and occupants in any type of collision – and with your daughter travelling so much, safety is important, isn’t it?” Yes, it is.

But that isn’t Susy’s hot button, so in practically the same breath, you’ll turn to her and say…“And Susy, owning the new (__) will not only keep your Dad happy because it’s so safe, you’ll really enjoy having the sunroof, stereo and that luggage rack for those ski trips you said you like to take on weekends, won’t you?” I sure will.

Most of the time, you have multiple decision makers on a purchase. So find each person’s hot buttons, then sell each person the features, their advantages and the benefits that person wants.

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For more information on selling, get Joe’s latest book, “Earn Over $100,000 Selling Cars – Every Year.” Go to http://www.joeverde.com/ to get a free PDF or order a free soft cover copy book.