Module 5 - Sales presentation skills

Key outcomes

• Develop a structured sales presentation for prospects and referrers
• Determine key messages to deliver to clients, prospects and strategic partners
• Document scripts for telephone presentations to secure an appointment
• Develop a script to introduce a referral program at each meeting

The top producer on this CD is Denis Mulcahy - Freshwater Financial Services

Freshwater Financial Services is committed to providing its clients with the best possible loan for their unique circumstances.

We recognise that most of our clients have different needs, different goals and different financial complexities that need to be taken into account when selecting a mortgage. We place a very strong emphasis on the analysis of our clients' situation. Learning to understand our clients is the first stage in an important process. Once we understand you, we are then in a position to be able to make a recommendation.

Our policy is to offer our clients some different loan options and not to steer you towards any particular lender or loan product.

www.freshwaterfinancialservices.com.au

Components of a Sales Presentation

• Pre-meeting - direct your client to your website and the section that outlines your services and client testimonials. Point out the supporting documents that are required to complete a typical application or fax/email a checklist to them prior to the meeting. Tell the client that you are looking forward to meeting them and confirm the time, date and location of the meeting.
  
  
• Set the agenda - state how long these meetings normally take. Explain how you operate and your expectations of the meeting. Tell the client about you and your business including how your referral program works. Tell the client that you'll need to ask them questions so that you know exactly what they need and identify the correct product for them. State that you will be taking their loan application and letting them know about other services that you offer that will be of benefit to them. Ask what the clients' expectations of the meeting are and how much time they have. You might choose to commence with 'how can I help you?'
  
  
• Connection with the referrer - if the referrer is one of your strategic partner businesses, mention the strengths of that company and individual that personally referred/recommended you. You would be aware of their selling points so reinforce them to the client. Also tell them about your 'client referral program' and that most of your business comes from your clients. Your goal with this client is to provide them with a level of service that will compel them to recommend your services to someone that they know.
  
  
• Building rapport - the best way to build rapport with someone new is to ask them questions about their current situation and how you can help them. Active listening is the next key. If you ask questions, you must show interest and respond to the answers that your client provides. It would be a good idea to be ready to take notes when your client is speaking. Some other simple ways to build rapport are to arrive on time, smile, nod to show you understand, eye contact and maintain a professional posture.
  
  
• Needs analysis - see scripting module. Find out what the client wants from you, the lender, the loan products, their longer term financial goals and how often they want to hear from you (and how). We assume that you know how to conduct a financial needs analysis to identify the correct loan product/s and related services.
  
  
• Present solutions - offer a choice or a single product that best matches your client needs. Show how they match. Identify the strengths of the product and the lender and any potential shortcomings. Ask if the client has any questions about your proposed solution.
  
  
• Take the application - ask the client to provide all supporting documentation required for the application (hopefully they already have prepared for this and/or you have a checklist to assist them). Give them a document that outlines the major steps to settlement and when they will be hearing from you.
  
  
• Cross-sell other services - tell your client that you can also assist them with other related services if they need them. If you offer insurance (mortgage protection, home contents, etc) let them know that you can help with this also. A selling point for your business will be convenience and saving time for the client, you could save them more time now by assisting with these services now.
  
  
• Referral program - remind them about your referral program and that you would be grateful if they could recommend you to anyone they know who could benefit from your services.
  
  
• Client service survey - tell clients that someone from your office will be calling after the loan settles to seek feedback on the service received from your company. You want your client to be as candid as possible so that you can address any issues and fix any problems. You also want to make sure that your client is completely happy so that you have the best chance of obtaining a referral from them.
  
  
• Close - thank them for choosing you as their 'lender for life' and let them know when they can expect to hear from you.