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The organized involvement interview

Saturday, July 18th, 2009

Begin with a brief statement along these lines:
“To get the most out of the time you can give me this morning, I’ve planned my demonstration to answer the questions I’m most often asked about this machine in a natural sequence. If I don’t cover something that interests you, the chances are I’ll get to it in a moment.
“I’ve found that if I give a quick overview of the complete process first, and then come back to the detailed questions later, a lot of my customer’s valuable time is saved. Okay? — now, Mr. Marzano, if you’ll be good enough to feed another blank in here like I’m doing —“
Involve them all the way. Show them how it’s done, then have them do it. Do it with great tact and courtesy because they aren’t familiar with your machine, so they may be a little awkward and unsure of themselves. Ever notice how you have to concentrate when you first get in to drive a make of automobile that’s new to you? All the little things you do automatically in your own car take thought, and maybe you don’t do them smoothly at first. But if you’re a passenger in that same strange car, you just flop into the seat and think about something else while the driver is doing what has to be done to get moving. Let your prospects drive instead of making them be just passengers during your demonstration.

how to develop the client-participation demonstration technique into a powerful selling tool

Saturday, April 18th, 2009

(1) List all the steps the uninitiated must go through to understand how badly they need your device’s capabilities. Then figure out as simple an exercise as you can to demonstrate each capability. Make each exercise distinctive, and give it a name that’s easy to remember. Use as much color as possible.
(2) List every question and objection that you’re likely to encounter during a demonstration.
(3) Arrange the capability demonstration and the question/objection answering into a smooth-flowing sequence.
(4) Practice your new technique on anyone you can pull off the street. Check and re-check your lines: discard those that don’t work well, and add new ones that do. The successful client-participation demonstration is organized so that each step is simple and leads smoothly to the next, yet the prospect feels a constant challenge and a growing sense of excitement. Keep the pace fast. Brush over minor details. And encourage, encourage, encourage:
“Terrific. You’re catching on unusually fast.”“She’s a whiz on this machine, Mrs. Lopez.”
“You’re learning the keyboard in about half the time it took me, Mr. Leach.”
“It only seems tough because it’s new, but you’ll be delighted at how easy this machine is to operate when you know it.”
“You’re a quick learner, Miss Ellison—it must have taken me nine tries before I got that move down as well as you already have it.”
“No—reaHy-—-you’re doing great. Everybody has a bit of a problem here at first.”
“That’s right—keep moving. We’re just taking a fast overview now. Later we’ll smooth out every detail.”
“Everybody does that at first. Don’t worry about it. This is a rugged little machine we’ve got here.”
“Okay now—before you switch it on—I want you to promise to make lots of mistakes. If you don’t, I’m going to feel very dumb because I sure goofed up a lot the first time I sat down with this machine.”
Take the frustration and pressure out, put the fun and relaxation in, and you’ll be successful with client-participation demonstration. When you’re confident of your new technique, go out and happily involve two, three, or four times as many people in owning your product as you ever did before. Do that and two more benefits will automatically come your way:
(1) you’ll spend less time making each sale because you will have solved the problem of involving people in your offering,
(2) you’ll get more referrals because you will be developing greater rapport with your clients.
But what if you don’t have a product to demonstrate? Perhaps you sell
something that’s built to order, or a service. Can you still use this advanced
demonstration technique? And will it increase your sales?
You can, and it will. In fact, the more intangible your offering is, the more you need your clients actively participating in learning how it will benefit them—and the more you need your imagination working to make that happen.