Posted by: changholt | September 24, 2009

Handouts don’t sell

Use Handouts Effectively — have them work for you.

I know we all spend a lot of time preparing for a business meeting and we want everyone to understand our proposal, the company and to understand our VALUE. However, all too often we give out our proposal, samples, and brochures too early. Once a client gets your handouts…you have lost control of the meeting.

Next time, start your conversation or presentation buying explain your value — tell them what it is before giving details.

The first time someone sees something they have a natural curiosity – what is it? What does it have to do with this call?

When you pull out a brochure or proposal, tell them what it is (“This is a brochure that shows. . .”) , what you’re going to do (“I want to show you this data here. . .”) and, if you’re skipping pages, what they’re missing (“these two pages are standard, and I’ll be happy to go over them with you, but you asked about. . .”). You must walk them through it and customize to your conversation. Now the client will understand how you came up with that price, or why your company delivers good this way or that.

Controlling the tempo of the meeting allows you to keep them on track, and by satisfying their curiosity they will be less suspicious and more focused on the task at hand.

Brochures and samples are just a tool to get you results. Never expect a brochure to sell our products and services for us.


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