Use the Communication Curve Strategy in Your Next Sales Presentation
By Jeff Shore
When it comes to your sales presentation strategy, communicating effectively is key. However, while it may be tempting to dominate the conversation with endless talking, understanding the importance of listening and finding the right balance can significantly impact your sales success.
As someone who frequently travels by plane, I find solace in the tranquility of my noise-cancelling headphones, creating a personal cocoon. However, even with this shielding technology, I still catch snippets of conversations around me.
On a recent flight, I found myself sitting in front of two individuals engaged in a dialogue that was anything but balanced – it was a one-sided monologue. While one person maintained courtesy, the other monopolized the conversation entirely.
The experience reminded me of why I prefer my cocoon on planes. Some flights can stretch for several hours, and the thought of being stuck next to an incessant talker is daunting.
It made me reflect on the salespeople who occasionally exhibit similar behaviors. This reflection led me to contemplate the question: How much should I be talking during my sales presentation?
The answer became clear: probably less than I currently do. There is a delicate balance between speaking and listening throughout the sales process. By assigning appropriate percentages to each stage of the presentation, we can visualize this balance as a “Communication Curve.”
Exploring the Communication Curve:
Let’s consider the following stages of the sales process:
- Greeting
- Discovery
- Demonstration
- Pricing/Financing
- Overcoming Objections
- Closing
If we were to plot percentages on the Communication Curve, we would observe an arc that guides our conversation. The curve suggests talking less at the beginning and end of the presentation, with the most substantial engagement occurring in the middle. However, it’s essential to note that the top of the arc should never exceed 50%.
The Critical Importance for Sales Success:
Maintaining this delicate balance is critical for achieving sales success due to the potential threats that arise throughout the sales process. Let’s explore some of these threats:
Setting the Stage: Greeting
The initial greeting sets the tone for the entire presentation. However, talking too much during this stage can hinder the establishment of trust and a genuine relationship with your customer. Instead, focus on building rapport by engaging in a meaningful dialogue and actively listening to their needs and expectations.
Exploring Customer Needs: Discovery
The discovery stage is all about uncovering your customer’s pain points and understanding their unique requirements. By limiting your own talking and encouraging the customer to express themselves, you create an environment where they feel heard and valued. Remember, the more they speak, the more insights you gain, enabling you to tailor your presentation accordingly.
Showcasing Your Solution: Demonstration
While demonstrating your product or service, it’s crucial to strike a balance between showcasing its features and actively involving the customer. Avoid overwhelming them with an information overload, also known as “feature dumping.” Instead, focus on highlighting the aspects that directly address their pain points and leave room for their questions and feedback.
Addressing Pricing and Financing
When it comes to discussing pricing and financing, excessive talking can create tension and leave unresolved concerns. Allow your customer to express their budget constraints, concerns, and questions freely. By actively listening and responding appropriately, you demonstrate your commitment to finding a mutually beneficial solution.
Overcoming Objections
Handling objections requires careful attention to the customer’s underlying concerns. Talking too much during this stage can prevent you from fully understanding their reservations. Take the time to actively listen, ask clarifying questions, and address their objections with empathy and expertise.
Sealing the Deal: Closing
In the closing stage, it’s important to guide the conversation while still giving the customer space to make their decision. Talking excessively can create pressure and hinder their ability to choose confidently. Instead, focus on summarizing the key points, addressing any remaining concerns, and providing the necessary support to facilitate their decision-making process.
To excel in sales strategy presentations, it’s crucial to understand the art of effective communication. By following the “Communication Curve,” you can strike the right balance between talking and listening throughout the sales process. Remember, you are not the star of the show; it’s your customer who should take center stage. By actively engaging, listening, and responding thoughtfully, you have the power to transform your customer’s world and achieve remarkable sales success.
