The fourth habit developed by all sales professionals is the habit of making
excellent, logical, well thought out presentations of the features and benefits of their product. Once they have clearly identified the customer’s wants and needs, they show the customer that his or her needs can be ideally satisfied by their product or service, and in a cost effective way.
In reality, the sale is actually made in the presentation. If you have identified a prospect who can benefit from what you sell, established a comfortable level of trust and rapport, and identified his or needs clearly, the resentation is where you show the customer why it makes excellent sense for him or her to take action on your recommendations.
Friend, Advisor, Teacher
In effective selling, you position yourself as a friend, an advisor, and a teacher. As a friend, you make it clear that you are more concerned with helping the customer to solve a problem or satisfy a need than you are about simply making a sale. Once the customer realizes that he or she can trust you and what you say, the customer will relax and open up. He or she will then tell you everything you need to know to help him or her to make a buying decision, or to determine that your product or service is probably not appropriate for this customer at this time.
In positioning yourself as an advisor in the sales presentation, instead of trying to overwhelm resistance, you instead present what you are selling as a solution to a problem, or as the satisfaction of a need. You present your product or service by giving advice that helps the customer to understand why what you sell will improve his or her life or work situation. You invite comments and you make recommendations rather than attempting to induce the customer to buy.
Finally, you position yourself as a teacher by educating your customer in how he or she can most benefit from what you are selling. The more that you focus on learning about the customer’s situation, and then teaching the customer how much better off he or she can be with your product or service, the more the customer will relax and trust you, and accept your recommendations.
Taken from : Million Dollar Habits