A topic we stress in our sales classes is the importance of aligning your talking points to the prospect’s specific needs and wants. If I am selling Swiss Army Knives, I can make a stronger, more compelling presentation to a prospect if I understand how they will be using the knife and what they hope to accomplish by buying it. Armed with that information, I can offer talking points that align with those goals. The outdoors man may end up with the same knife as the IT consultant but the features and benefits would vary. To the outdoors man I might talk about the stainless steel blades being resistant to harsh conditions. To the IT consultant, who works exclusively indoors, this point is not relevant. Your prospects deserve a presentation tailored to their needs and wants not someone else’s.
In today’s world of on-demand print, easily created webpages, and electronic information there is no excuse for having just one generic brochure or sales collateral. The smart business owner divides up his marketing material into smaller target presentation pieces to be used at different points in the buying process with specific target markets in mind. “One size fits all” is a thing of the past.
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