A product briefing is a kind of sales activity to display and promote products, which needs to have a clear purpose, reasonable time, scale and process, valuable content, persuasive information, effective invitation, rehearsal and review. At present, product presentations have been adopted by more and more industries.
Lecturers are the central figures in the product presentations and play a very important role. The main responsibility of the lecturer is to explain and demonstrate the product clearly, vividly and persuasively to the customer through professional knowledge, skills and speech, answer the customer's questions, eliminate the customer's concerns, increase the trust and satisfaction of the customer, and guide the customer to make decisions. The performance of the instructor has a direct impact on the effectiveness and results of the product briefing.
Customer benefits are the core drivers of salesInstructors need to make customers feel the value and benefits of the product through effective communication and presentation. Before starting the presentation, the instructor needs to anticipate the relationship between the product and the customer. That is, what benefits the product can bring to customers and what problems they can solve. What are the customer's pain points and what are the consequences if they are not solved. In general, the core element of a good product to impress customers is the spiritual value contained in the product, such as responsibility and love. In addition to the core factors, the second most important should be the functionality of the product, and the third most important may be the added value. For example, for example, when a customer buys a washing machine, the core element may be the love for his wife, and it is not easy for his wife to do houseworkThe second is the advanced functions of the washing machine, such as washing clean, sterilizing function, mute and drying function, etc.;Finally, there is added value such as discounts: this price is reduced by 1000 yuan for a limited time, and the original price will be restored after three days.
Senior sales should understand that there are three logical relationships behind any product. NamelyCore Values Features" Offer。So behind every product, you can dig out the dreams of customers. Because sales isn't just about selling a product or service, it's about delivering value and satisfying needs. When people buy a product or service, they often don't just want to meet their actual needs, but they also want to pursue onePsychological satisfaction and pleasure。If the salesperson can grasp the customer's dream, such as success, happiness, beauty, freedom, responsibility, love, environmental protection, public welfare, etc., you can use some stories, cases, data and other ways to let customers see a better future and help customers realize their dreams, so as to stimulate their emotions and desires and increase the motivation to buy. The speaker's PPT title should directly point out the topic of the speech, do not use too many modifiers or empty advertising words, but use specific, vivid and persuasive language, so that the audience can quickly understand and accept. A good title should condense the essence of the speech, no more than one line, preferably no more than ten words, and express the core ideas and values of the speech in the most concise way. A good title should also reflect the emotion and philosophy of the speech, not just stay on the surface of things, but reveal a certain essence or meaning of things, so that the audience can feel the emotions and thoughts of the speech. The content of the slides should be concise and to the point, do not pile up too much text or data, and learn to use the least amount of words to express the most informationDon't use complicated or irrelevant **, use the simplest graphics to show the most powerful evidence;Don't use too many or harsh colors, pay attention to the contrast and matching of colors;Don't use too many or cluttered elements, pay attention to the alignment and distribution of elements. The content of the speech should have a clear logic and structure, paying attention to the cause and effect of the context and progression. A good speech is a coherent, logical and clear persuasion process, and it is important to do it in one go. Secondly, the speech should be focused, be detailed and appropriate, and important points can be mentioned repeatedly, and the minor points can be passed over. Use facts, figures, examples, quotes, etc., to support the views and arguments of the speech. Don't be boring, use some stories, metaphors, quizzes, games, etc., to make the speech more interesting and attractive.
6.The language is lively and lively.
Story Method:Use stories and cases to tell the features, functions, advantages, applications, etc. of the product, so that the audience can feel the actual effect and value of the product, and at the same time increase the audience's emotion and identity. Figurative:Use metaphors and analogies to explain the principle, mechanism, originality, etc. of the product, so that the audience can quickly understand and accept the innovation and uniqueness of the product, and also increase the interest and curiosity of the audience.
Questioning method:Use Q&A and interaction to guide the audience's thinking and participation, so that the audience can take the initiative to ask questions and opinions, while also increasing the audience's attention and feedback.
Humor Method:Use humor and exaggeration to regulate the mood and atmosphere of the audience, so that the audience can easily enjoy the process of the speech, and also increase the friendliness and trust of the audience.
7.The process is appropriate, and the lecturer with good interaction is good at mobilizing the atmosphere. At the beginning of the speech, the audience broke down the barriers and established a connection through voice, body language, etc. Even through singing, dancing, asking questions, random gifts, etc., it is accepted by the audience.
But we still have to remind that the interaction should be appropriate. When a lecturer isn't sure enough to get a response from the audience, try not to interact too much to avoid coldness and embarrassment. Inappropriate interactions can also offend a portion of the audience, creating a risk of conflict. Therefore, it can be used more often".Yes or no"It's a way to get in touch with the people in the audience on obvious points.
8.It is important to keep the customer in mind to make a purchase point sales speech so that the customer can make up their mind to buy, and it is important to keep repeating and reinforcing the buying point of the product to make a lasting impression on the customer. Figurative metaphors, stories, gestures of images, humorous explanations all help to reinforce this impression.
In addition to highlighting the main buying points of the product (enlarged fonts, repetitions, etc.), the speaker can also use other forms to continuously form memories that are easy to evoke. For example, it can be summed up in a highly concise sentence,".After decades of hard work, he returned to the pre-liberation period after illnessIf you don't manage your money, you will not be botheredCausing concern among customers and creating a sense of urgency that the problem must be solved.
9.The last part of a successful speech must be the climax of the speech. In the first part of the presentation, we will introduce the reason and background of the event, and in the second part, we will introduce the content of the event and the functional features of the product. The third part should go to the facilitation part, which is the climax of the whole presentation.
This is the key to the customer's decision. Be sure to create a different atmosphere. For example, the sales rules of the product should highlight the scarcity:Limited time, limited number of people, emphasizing that it is only customized for specific customers at a specific time, and the number is limited, and the opportunity is rare. Secondly, it is necessary to emphasizeTransactions are only made on the spotin order to enjoy preferential policies. And finally there are extrasGiveaways, rich souvenirs.
10.Repeatedly-rehearsed speakers will be rehearsed before they go on stage. Every time I took the stage, the content of the speech was improved and refined. It's a good idea to ask someone else to help you record the presentation. Repeatedly**, carefully consider the details. Judge whether the language of the speech has a mantra, whether the facial expressions and body movements are appropriate, whether the focus of the speech is prominent, whether the reasoning is convincing, and whether the typhoon is pleasant.
By anticipating the success method, I anticipate in my brain in advance my own performance and the audience's reaction from the beginning of the stage to the end of the project, and carefully consider every detail like a movie replay. After going on stage, pay attention to the eye contact with the audience, and observe the reaction of the audience in order to judge the influence of the speech content in the minds of the audience.
Always remember that once you stand on the stage, you are the teacher, and everyone in the audience is a student.