At its basic level, the purpose of the sales presentation is to convince prospects that they would be better off with your product or service than they would be with the money required to buy the product. You are, in effect, asking them to engage in a trade, and you must convince them this trade is a good deal for them.
Here are four factors that influence a prospect’s decision about whether to buy:
Satisfied needs. A prospect always seeks to satisfy the greatest number of unmet needs in the very best way at the lowest possible price. During the sale process, a major part of your job is to demonstrate that prospects will get more of what they want faster by purchasing your product or service than they would if they bought something else.
Credibility. One major factor of influence over a prospect’s decision-making process is credibility. Proof that other people similar to the prospect have purchased a product builds credibility, lowers resistance and increases sales. Every bit of information you can present showing that a prospect’s peers have already wrestled with this buying decision, have decided to purchase and have been happy as a result, moves you closer to making a sale. This is known as “social proof.” We are all influenced by what others have done or are doing. We are much more open to buying a product or service when we know that other people like us have already bought it and are happy with it.