One of the most important things to remember when giving a sales presentation is to listen. Not only because the person who does the most listening is the one who does the most selling; but also because in listening, you can adjust your sales pitch accordingly based on what the prospect has told you. That fact was made so painfully clear last week when we were on family vacation. I seriously hope you all out there are not doing this. Here’s the story.
So last week I was with the family at a resort in beautiful (albeit hot and muggy) Orlando, FL. We were at one of those family oriented time-share resorts where you get a free breakfast if you listen to their 90 minute presentation. Tasra and I must be gluttons for punishment because we ALWAYS go to these things, and every freaking time it’s a painful experience. (Although, in this case we also got a lot of free activities too, so it wasn’t just for the food.)
You should know that we already own a vacation club, WorldMark by Wyndham. It’s great. We can go to any property in their system, or use Interval International to “trade in” to a property not in the WorldMark system. It’s perfect when we go to speak at conferences, or for those times when we actually go on a vacation (imagine that!) That’s what we did last week. We used Interval International to trade into a great resort. We got a beautiful 2-bedroom unit with full kitchen, tile floors, jacuzzi master tub, all for only $139.
We specifically told the sales guy that we were WorldMark owners who traded in via Interval. Yet, at the right time in the presentation he proceeded to give us the cost-benefit argument of owning a vacation club vs. using a hotel. He was adding up all the costs you have staying at a hotel and eating out. The whole time I’m thinking, “Dude, we just had a long conversation about us being WorldMark owners. We know the deal. We NEVER stay at hotels and spend thousands of dollars. We understand the benefit of being able to go to a store and bring home groceries to our unit. We’ve been doing that for 8 years now!” (FYI, we spent less than $600 above what we normally spend in a week for a family of four at at 5-star resort in Orlando for a week. That’s lodging, food, travel, entertainment. Everything. I think we got the frugal vacationing strategy down pat.).
This was a nice, young guy. But he was stuck on automatic. He had no way of changing his sales pitch to match the situation he was in. It was so clear.
This was a lesson I learned early on. In my second year of business I remember showing a couple some of my wedding work and despite the fact that they specifically told me they do not like, nor did they want a love story, I proceeded to show them one because I thought for sure once they saw mine, they’d change their mind. They didn’t. And they didn’t hire me either.
Are you listening to your prospects? Are you able to change your pitch based on what they’ve told you they do and don’t like? Or are you so stuck on your sales pitch that you run on automatic?