Improve Your Customer Presentations To Win More Projects

As a contractor, you probably are careful about what you say in your presentations to prospective customers. You surely want everything that you say to help convince the customer that your service and products represent the best choice that they can make.

But are you paying attention to the non-verbal portion of your sales presentation?

It’s often said that “it’s not what you say, but how you say it” that has an impact on communication. Taking things a step further, it often is what you don’t say that can have a major impact on the delivery of your message as well.

Surveys show that up to 93 percent of what is communicated to customers is non-verbal. That’s why what a prospect sees and hears is such a critical part of a sales presentation.

“Show the prospect what products you plan to install on the project,” said Mike Bousquet, president of REAMS Sprinkler Supply, a major distributor of Hunter products in the Midwest. “Then, keep your presentation simple. Time is valuable – your time and theirs – but don’t hurry. Let them touch and begin to understand how the products work. You can leave all the literature that you want to explain the products, but it should be used for later reference.”

An advocate of the importance of hands-on demonstrations to prospects, Bousquet stresses that a presentation should also be heavily centered around one’s own company. “Tell them why you’re in the business and what other services you’ll be offering. This is where you really need to show your passion for how you are making a living. The tone of your voice, and the inflections you use could determine whether or not you get the sale.”

Prepare a Pre-Qualification Statement

Show your prospects how serious you are about your business and why your professionalism should be worth more to them than saving a few bucks with some competitor who simply offers a “lowball” price. Provide them with a pre-qualification statement that includes the following items:

• Certification – Show the experience you have. If you are a Certified Professional, let them know it.
• Licensing – Certain tasks a contractor undertakes can only be done by a licensed professional. Make them aware of your compliance with local regulations.
• Insurance – Submit a certificate of insurance with your bid and indicate your bonding capacity.
• Employee Training – Give a brief description of your personnel and what experience they have, including ongoing education.
• Quality equipment – Convince your prospect you have the best equipment to do the job.
• References – Satisfied previous clients with jobs of a similar size and scope are invaluable. People trust the endorsements of others like them. Be up front with a written list, not just an offer to provide references.

Let your prospects know about your clean vehicles and equipment, uniforms, and your record for good response times. And be sure to add in anything else that tells them up front about the things you do to make your company better. For example, sharing with them the fact that you offer a benefits program for your employees to keep them with your company demonstrates that you are a concerned employer and that you have a happy, stable work force.

And, above all, remember…although selling price is important, people buy from people they like and trust. Don’t stress your price, rather focus upon the value they are getting.

When You Talk, Be Enthusiastic

The key to improving your skills and close more sales while you are face-to-face with the customer is simple: be enthusiastic about what you are presenting.

What are customers looking for in a presentation? They want to know about your professionalism, what products you’ll be using, what to expect once the job starts and how long it will take. Of course, they’ll also want to know what your qualifications are and what the price will be.

Avoid being viewed as a commodity. Position your company as a unique service provider, with exclusive characteristics and value-added services. They should walk away from your presentation with the feeling that you are providing a level of products and service that they will be unable to get anywhere else.

Remember, your customers are buying a service. And the better prepared you are to deliver that service, the more comfortable they will be in signing the contract.