So, you’ve done your homework, secured that all-important second meeting, and now it’s time to shine by demonstrating your product or service.

Believe it or not, the groundwork for this meeting is laid well before you hit the call button. Your success will depend on your ability to organize the insights you gathered during the Discovery Phase and tailor your presentation to the unique needs and preferences of your client.

I’ll never forget my brief stint as a real estate agent when I fielded calls from health insurance agents. One particular experience with a gentleman named Dave stands out. Dave was a nice older fellow who reached out to me and scheduled a call after a friendly chat via text. During our ‘discovery call,’ I made it crystal clear that I was after the cheapest, most basic plan. I was a healthy, budget-conscious twenty-something, and I wasn’t interested in spending a fortune. Dave seemed to understand.

We arranged a Zoom call to review the customized package he claimed to have prepared “just for me.” However, it quickly became apparent that it was anything but tailored. He began by presenting a package full of bells and whistles, and about 20 minutes in, I mentally checked out. When he finally got to the cost, I interrupted to ask if this was, in fact, a bare minimum plan. Dave’s response? He told me to hold my questions until he finished his presentation. That’s when I knew I wouldn’t be buying from him.

Dave displayed a shocking lack of concern for whether the plan met my needs. Our initial call felt like a waste of time if the follow-up was going to be a cookie-cutter presentation. Unsurprisingly, I didn’t buy, and he likely missed potential sales. If Dave had started the call differently, he might have succeeded:

Recap our previous call

Summarize the topics to be covered, including pain points and goals from our last conversation

Ask if anything had changed since our last discussion

Keep it light and casual – nobody enjoys spending money

Present a solution that matched what I was looking for or educate me on why my initial idea wasn’t the best option

Explain why his option was the right choice and why the cost was justified (ROI)

Invite my thoughts and questions

Seek buy-in and outline next steps for reviewing contracts and signatures

Dave’s experience is a prime example of a discovery call gone awry during the demo of services. It’s likely he presented the same spiel to every prospect, hoping they’d take the bait. But I suspect he lost numerous potential customers by failing to address their unique needs.

To ensure your services align with what your clients are looking for, my go-to tip is quite simple: take notes during the call. Or if you have a memory of steel, consider yourself ahead of the game.

In conclusion, when it comes to demonstrating your product or service, just don’t be a Dave. Your clients deserve personalized solutions that cater to their needs and pain points. By taking these steps, you’ll be well on your way to a more productive sales process that leads to successful closings.

Sincerely,

The Worst Saleswoman