Written by Jennifer Dublino, on May 16th, 2012
Certainly, anyone selling scent solutions is well versed in explaining how scent appeals to the emotional, non-logical part of a customer’s brain. But do you appeal to this same part of your prospect’s brain when doing your own sales presentations?
When you are presenting to C-level executives in particular, there are certain things that you should focus on:
Grab attention early – If you know that the prospect is struggling with a problem like stagnating sales, paint a mental picture showing them how by installing your system, they can increase their sales by x% with relatively little associated cost or effort.
Present hard facts including research - If you are not already a member of the Scent Marketing Institute, join now to have access to our extensive Knowledge Base and research help. If you can include quotes from other people in their industry about how effective and important scent marketing is, either from an industry association or a competitor, this also gives you credibility. We also have a Powerpoint presentation (available to members only) on sensory marketing that is chock full of compelling facts looks great.
Get to the point - Summarize the benefits to address short attention spans and busy schedules
Focus on your prospect not your own company – Use the words “you” and “yours” liberally. They want to hear how you can help them, not technical details about your product or your company history.
Keep it real - Use numbers like examples of how much another company increased sales after implementing your system. Use simple, straight-forward language with words like “higher sales,” “more repeat business” and “improved customer loyalty” rather than focusing on general emotional or mood responses.
Use compelling visuals in your presentation, like spiking sales charts and dramatic images that evoke concepts and emotional responses. This can help drive the point home quicker than having to explain everything in detail.
Repeat your main point - Start off with your most important point, whether it is that you can help them drive up sales, stay ahead of the competition, or solidify their brand image. Repeat this point in the middle and at the end to maintain interest and get this message into the prospect’s head.