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Export and sales strategy


Traditional sales training teaches that you need to convince your prospect with a compelling presentation, to show them all the features and benefits and they are sure to buy.

When I started doing sales, I really spent a lot of time making great presentations.

I experimented with all the techniques and tools at my disposal: I used different visual props such as brochures, tested a variety of persuasive arguments, and created notebooks full of testimonials in favor of my product and my company.

It eventually became apparent that no matter how exciting or compelling my presentation was, my closing rate depended primarily on what happened before the presentation itself and not during.


Before making an export or sales presentation,

answer the following questions:


1. Have you completely eliminated your prospect’s pain?

People don’t buy features and benefits, they buy solutions to problems.

So your presentation shouldn’t be a long-winded discussion of all the great things your product does.

For example, think of your smartphone: it’s a camera, a video game console, connects to the internet, sends emails, and doubles as an agenda.

Are you impressed? Probably not.

The presentation should specifically address how your product will eliminate the pains and problems your prospect is going through.

If you do a good job of diagnosing your prospect’s real problem and find out their real reason for buying, they are very likely to believe you are part of the solution before presenting anything.

You must think that you are like a doctor: prescription without diagnosis is negligence.

2. Have you and your prospect agreed on a budget?

The worst time to tell someone the price of your product or service is at the end of the presentation or negotiation.

No matter how engaging you are, there is only one question that fills your prospect’s mind while you are talking: HOW MUCH DOES IT COST?

Also, if a prospect knows the price is at the end of the presentation, their reaction will almost certainly be:<< It is more than we expected, we will need some time to think about it>> .

3. Have you discussed the decision-making process with him?

If not, you haven’t laid the groundwork to be able to expect a decision and are setting the stage for an afterthought.

In fact, it’s very likely that after your best introduction, just when you’re hoping for an order and a check, that prospect who seemed thrilled to you will say:<< It sounds wonderful, all I have to do is take it to my wife / husband / CFO / committee and then I’ll call you, probably within a week>> .

So, make sure you know the who / what / when / where / why / how of your prospect’s decision-making process and agree to receive a confident answer.

So, after discussing the pain, budget, and decision with your prospect, ask another question:

<< Mr. Mario, what do you need to see or hear to feel comfortable moving forward? >>

At this point the prospect will tell you exactly how to sell them your product or service.

Whatever he says about this question, it will be what you present, no prepackaged presentations, just show him what he wants to see.

If you have correctly diagnosed your prospect’s situation, you know the pain he is experiencing and the real reasons to buy, you know the price he is willing to pay and you have agreed when a YES / NO decision will be made, most of the presentation is done .

All that remains is to show how your product will eliminate your prospect’s problems.

The point is, if you spend more time uncovering PAIN, BUDGET, and DECISION, you’ll spend a lot less time filing and overcoming objections.

That’s why I always say that in exports and sales in general

“The best presentation you’ve ever done,

it’s the one your prospect will never see. “

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