Improve Your Sales Team's Presentation Skills

Make Customers Feel Smart Instead of Demonstrating How Smart You Are

• When describing possible options, don’t provide every possible alternative.  Less is more.
• Don’t use industry jargon, such as partial overlay, MDF, ogee edge, recessed panel, etc.  Using industry terminology and acronyms will only confuse customers.

You make your customers feel smarter by explaining technical performance in simple terms.  “The cabinet I am recommending mounts the doors and drawers directly to the sides of the cabinet because it fits the contemporary style of your home.”

Minimize Features and Benefits and Focus on the Big Picture

• Customers won’t care about a product that was honored with a best of KBIS Award if you can’t explain what makes the design special and how it benefits the customer and their use of the product in their homes.  If you can’t explain the reason for an award and place that reason in the consumer’s context, don’t mention it.  
• Context is critical.  Focus on the context of products you are presenting at the start of the conversation. It will make what you recommend make more sense to your customers

Less Information is Better Than More

• Have you ever been lost and ask for directions only to receive a long-detailed explanation that confuses you even more?  How many times have you made presentations to customers only to realize that the message is not getting through?  It is only natural to believe that if you provide more information the light bulb will eventually go off.  The problem is that more information is probably the worst thing that you can do.  Return to the big picture or one or two big ideas that will help confirm understanding.

Use Video and Pictures Whenever You Can

• When discussing product performance and experience delivery benefits, rely on videos and pictures whenever you can. Partner with manufacturers and request that they produce 45 to 90 second videos that depict how their products work and why that is important to customers. 
• Have a project book that you can show customers’ kitchens and bathrooms that you have designed similar to their projects so they can more easily envision the finished project.

Make Sure Your Stories Are Simple and Easy to Understand

• Most customers want to be reassured that the products selected for their project are the best for their needs.  
• Tell stories that explain how the products you recommend will function in the real world.
• Explain how you eliminate problems and reduce pain.
• Keep your stories short and laser focused on how they solve the customer’s needs.

Start with Why

• Why does what you are recommending make the most sense for the customer?
• What should your customer care?

Your Primary Role Is To Make the Customer Journey Easier

• Approach customers as you would treat the owner of the showroom.
• Most showroom customers have achieved a certain level of success.  They are smarter than the average bear.  Talking down to customers who seem misinformed does no good.