Creating more effective sales presentations: Part 2 of 3.

The next customer types are the auditory people. Auditory people absorb information by listening – they need to be able to clearly hear what it is that they are being told. They will look you directly in the eyes to hear you better, where as visual people are looking around, searching for visual cues so they can comprehend better.Sales presentations

Auditory people enjoy talking with others and conversation is something that they find very interesting. They might lean forward to engage you, just to test and hear if what you are saying is true. They will remember what you say – and possibly challenge verbal claims you make, later on in your presentation. So dial down the BS button with these folks.

Auditory people like to use phrases like, “that sounds good”, “that is clear as a bell” and “listen to me”.

Simply put, auditory people understand spoken language more than anything else. Therefore, when making a presentation to them, focus more on your verbal part of the presentation, (and with less speaker prompts to guide you, you will need to know your product benefits better). Verbally communicate your 5-7 main benefits (or value propositions). Tell them what you plan to tell them using a verbal roadmap of where you are going with your presentation. Writing things down or trying to create a vision for them may appear condescending to them.

If your website has videos describing your product, service, and other values, that can play an important part of your sales process – they will have other people in your company to listen too that tells them the story of your company and its products. Click here for an example of a video I created for a website that communicates directly to an auditory type person.

For auditory people their world is represented by sound, therefore, to get their attention and engage them, you must say something that sounds very appealing to them. Also make sure you clearly annunciate and be careful with embellishment – this group “hears” right through the BS.

Just as visual people like to look at directions, auditory people would rather hear directions read out loud by someone else, because retaining information by looking at it can be difficult for them, whereas hearing is better comprehension for them. If they are that type of listener, don’t waste your marketing budget dollars leaving behind your standard folder full of literature – ask if there is anything else they need, and listen to them like they listen to you.

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