221: How To Professionally Present Products

<p>Selling dull stuff is, well, dull.  We are supposed to be enthused about our widget but what if it doesn’t generate all that much enthusiasm in us? </p> <p> </p> <p>Industrial products are rarely sexy.  They tend to be very technical, specification heavy and chunky.  They are normally being presented in a catalogue of products. The pricing, quality and the after sales service tends to be the differentiator with the rival suppliers.  The salespeople presenting these often boring, utilitarian products, are also usually do so in a boring, functional manner.  Not much pizzazz going on.</p> <p> </p> <p>This flies in the face of what we know though about buyers buying us, buying our confidence and being injected with our belief in the product.  We don’t have to present these types of products in a dull way.  The features of the product are usually a mass of measurements. This can be dry as a subject for getting buyers excited.  However what about the benefits of the product? This is where we should be able to shine in our presentations.  Intellectually, we all know we don’t buy the product.  We buy what the product will do for us.  Describing that part of the occasion is where we can stand apart from our competitors.  The problem is we forget about this bit and we just drone on and on about the spec.</p> <p> </p> <p>Talking about the benefits of the product purchase are absolutely fundamental in sales. However, rather than just talking about the benefits of the product, we need to be outlining how the benefit can be applied in their company.  Having a benefit and doing something with it are not the same thing.  We need to be drawing out word pictures of how our product can help them in their business.  Usually it is through better efficiencies around life of the product or better quality, leading to fewer maintenance issues.  It might be the ease of use of our product when compared to others or the ease of instillation.  Whatever it is, this is where we need to capture the attention of the buyer.  By taking the disc