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David Duford on the Perfect Sales Presentation

By Bill Rice
4 minute read

We spend a lot of time in sales training talking about strategies and tactics around the book-ends of the sales process – openings and intros to get and keep the customer on the phone and how to close them. But, possibly the most essential part of consistently closing more deals and growing a base of loyal clients hinges on the sales presentation in the middle.

In this interview, I bring in one of the top sales trainers and mentors in the life insurance and final expense space – David Duford.

David walks us through the 4 essential elements of a solid sales presentation. This is how he recommends building your sales presentation process and supporting sales scripts. Let’s take a look at each of these in detail.

Building rapport and trust

Once you hook your prospect into having a conversation with you, it’s critical that you begin to build rapport and trust with your consumer. This part of the script should be relatively open-ended, but intentional.

For example, don’t start with empty or fake empathy questions like, “Is now a good time?” or “How are you doing?” Instead, start with relevant and purpose-filled questions like, “So, what got you started looking for life insurance?” or “Is this your first time looking into final expense insurance?”

These kinds of questions will get your prospect talking about themselves and their back story. Based on this initial customer story, you can take them into a very personalized presentation.

Pre-qualifying and fact-finding

Now that you have a little rapport, it’s time to ask a lot of open-end questions to begin the qualification process.

General, open-ended questions will allow you to quickly and comfortably get the answers to all your qualifying questions without your prospect feeling like they’re being interrogated and keeps your tone casual and comfortable.

Some examples of good pre-qualifying questions are:

  • What do you do for a living?
  • Do you have any kids?
  • What do you do for fun?
  • What are your hobbies?
  • Where was the last place you went on vacation? What did you do?

Here’s a longer list of great open-ended questions for your sales scripts.

Presenting the product

Next up is getting into presenting the product itself. Don’t be shy here. Too often salespeople get anxious about actually “pushing” their products or services. But, remember this is what they came for – don’t leave them hanging!

One of my favorite tools for smoothly presenting my products or services it to create a product matrix.

A product matrix can be as simple as a piece of paper divided up into four quadrants. Name each of those quadrants for one of four of your most common customer types or personas. Then in each quadrant list the most common/relevant/popular products and each of their benefits and drawbacks. This will give you a quick cheatsheet for focusing your prospect and yourself on the most beneficial solution. And you’ll have all of the benefits for that product right at your fingertips.

Notice that above I also recommended listing drawbacks of the product too. This is important because invariably a customer or competitor who has already talked to the customer will be convinced that they need a certain product that isn’t a fit. These drawbacks are the counterpoints that will help you get your prospect refocused on the right product for their situation.

Offering the product

Don’t forget to ask for the sale!

Too often sales folks empty their fountain of knowledge into the client and then forget to ask them to buy. Make sure that you have a few closing tactics in your sales scripts that allow you to effectively transition into the close. Then use these closing statements to test into the final close.

Hopefully, this quick video interview gives you a few extra success calls this month.

Ready to give this sales presentation training a try? Register, browse, and then buy insurance leads. Aged leads are the cheapest way to train and actually get some sales at the same time.

About Bill Rice

Bill Rice is the Founder & CEO of Kaleidico, a lead generation agency. Bill specializes in mortgage marketing, legal marketing, lead management, and sales automation.

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