Have you ever been in the middle of a sales presentation where you demonstrated a product's feature, then you asked, "Isn't this great?" or "Wouldn't this be useful to you?!" and ...
You got crickets?
Here's why this happens:
People buy what will benefit them and what will help them with the work they do, not the features a sales professional finds down-right fabulous. Until your prospective customers see for themselves the fabulousness you see, until they personally connect to the product, they will still think "I'm not sold because I don't see what's in it for me." Yes. WIIFM. And there is a small tweak you can make to your questioning techniques that fosters this oh-so-important personal connection.
You likely know by now the first pointer is as follows: avoid pointing out what the audience should find interesting.
But allow me to pause for a moment.
Avoid doing away with having those pointers at hand; keep those ideas in your back pocket in the event you need to draw the audience's attention to them, but first and foremost, ask the audience members what they find beneficial, helpful, useful, et cetera. Here are some examples of how you might do that:
Instead of "Don't you like X?!" ask "What do you like the most about X? "
Instead of "Isn't Y interesting?!" ask "What do you find most interesting about Y?"
Instead of "You would use this, right?" ask "How could you see yourself using this?"
And a word of caution with asking questions: Make sure you give the audience time to process. After you ask the audience a question but before you call on volunteers to respond to the question, count to 7 in your head to give everyone time to think about the question, think of an answer, and then verbalize it. (I learned this great tip from a friend and colleague many many moons ago when she volunteered to observe one of my class sessions. Thanks, Erica!)
What makes this approach -- the audience identifying a benefit -- so impactful is if you have a room of 10 people, instead of zooming in on the one or two amazing features you want to highlight, you end up with 10 amazing features the audience wants to highlight that are personal, useful, and beneficial to those 10 participants. And just like that *finger snap* you have gotten them to see for themselves what's beneficial to them and to make a personal connection with the product.
How cool is that?!
Get more sales presentation tips in The Ultimate Guide to Sales Training:
Potent Tactics to Accelerate Sales Performance by Dan Seidman! This is one of my go-to resources when conducting sessions with sales professionals.