What Has Matching Got To Do With Presenting?
By: Tessa Stowe
The secret to presenting to a potential client is "matching."
Prior to presenting, you would have asked plenty of questions and uncovered
the problems they want solved. The next step then is to present your
solution and to do lots of matching.
What do I mean by matching? Matching is where you make the connection
between the problems a potential client wants solved and the
features/characteristics of your service that solves those problems.
Your solution has lots of features/characteristics and some are relevant to
the potential client and some are not. You want to sort all your features
and characteristics into two piles. Pile one consists of the
features/characteristics they care about - as they solve the specific
problems they have discussed with you. Pile two consists of the
features/characteristics they will not care about - as they don't solve any
of the problems they have discussed with you. Note that you can only do
this sorting if you've asked enough questions before you present.
To prepare for your presentation, look at all the features/characteristics
your potential client cares about (pile one). The next step is to then
"match" each of the problems they want solved to the feature/characteristic
of your service that will solve it for them. When you present, you then
show the connection between the problems they have agreed they want solved
and the features/characteristics of your service that solves those problems.
If you do not do the matching for your potential client, they will be left
trying to work out what aspect (features/characteristic) of your service
can solve their problems. Also if you do not do the matching, your
potential client will feel you haven't listened to them, amongst other things.
To explain this further, I am going to use a simple example of buying a
car. Even though I do not like stereotype car salesmen, this is a good
example for matching, plus it is an example you can probably relate to.
The car salesman asks you what sort of car you're looking for and what is
important to you. You tell him. He then shows you a car and proceeds to
tell you all about the features of the car that you frankly could not care
less about. He just goes on and on telling you absolutely everything about
the car. Sound familiar?
The car salesman asks you what sort of car you are looking for and what is
important to you. You tell him. He then shows you a car and describes
exactly what features of the car will give you each of the things you said
are important to you.
Who would you buy the car from? Would you buy from the car salesman in
scenario one or scenario two? Who did matching?
What would you be thinking with the scenario-one car salesman?
You might be thinking:
- He didn't listen to me.
- He doesn't understand me.
- Why did he ask me what I wanted as he clearly wasn't interested?
- I am not sure if it meets my needs. I am confused.
- I am bored and irritated.
- How can I get away from this person?
What would you be thinking with the scenario-two car salesman?
You might be thinking:
- He really listened to me.
- He understands me.
- I can clearly see how this meets my needs.
- I am interested.
When you present your solution, demonstrate that you have been listening
and that you understand their problems. Only present the
features/characteristics that solve the specific problems they have been
telling you about. That is what they're interested in and what they will
care about. The key to presenting is in the matching!
© Tessa Stowe, Sales Conversation, 2006. All rights reserved. You are welcome to "reprint"
this article online as long as it remains complete and unaltered (including the "about the author" info at the end).
Tessa Stowe helps Coaches, Consultants and Service Professionals who are resisting selling their services, as they don't want to be seen as pushy and sales-y. Her FREE monthly Sales Conversation newsletter is full of tips on how to sell your services by just being yourself. Sign up now at http://salesconversation.com/