Sales Psychology and Presentations

An understanding of sales psychology helps ensure sales presentations are more effective.

Any sales person will have heard, at some point, a discussion of the difference between features and benefits. At times, the discussions can become somewhat obscure. The basic point to take away is that if a feature is presented, but the audience don’t understand the benefit that this feature will deliver, they have no reason to buy. This is particularly true in complex business-to-business sales.

Once the audience recognise that a feature will bring them a benefit, they need to be persauded that the selling organisation can actually deliver. I can promise the world, but if I’m not going to deliver anything, buying from me would be a bad idea.

Sales presentations should evolve in a way that outlines features, sets out benefits clearly, and then tries to persuade the audience that these benefits can be delivered.

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