We all know the rules of selling. One of the most important rules is to establish a relationship with the buyer. Do your best to connect with them on a personal level, and when the buyer feels comfortable with you, you’ll make the sale. But what do you do when you need to meet with more than one person? How do you deal with group selling?
Group selling requires a different dynamic, but there are some similarities between group selling and individual selling.
- Think about the presentation. When group selling, you will need to present yourself in a way that does not take away from what you are saying. Dress professionally with neutral colors. Your actual presentation needs to be more open and visible. Plan to use handouts and other larger visual aids that you can refer to.
- Arrive a little bit early so you can introduce yourself to each individual in the group. Shake hands, and get the person’s name. Write all of the names down in the order that they are siting so that you can speak to them by name during the presentation. People like to think that they stand out from the group and remembering their names is very flattering. Group selling can still be personalized by learning names and referring to people by name as you speak.
- If possible, find out a little about each person before you have your meeting. The slightest bit of information can be helpful. Also, try to notice items that they may have that you can refer to later. A baby picture as the wallpaper on a phone or an interesting piece of jewelry can help you start a conversation when you are first introduced. Even a short-shared moment can benefit you as you. It can help you create a connection to that person as you sell.
- Try to find out who the groups ultimate decision maker is. In group selling, there has to be one person who would have the most power to say yes or no. Direct a fair amount of attention to that person, but not all of your attention. You do not want the rest of the group to feel snubbed. They wouldn’t be there if they were not expected to have some valuable input and may have just enough influence to help make or break your sale.
- Try to find out right away if the group has any concerns or problems and see how you can address them early in your presentation. As you present, refer back to the problems and show how you have solved them. In addition to this, present good, solid reasons that this group should consider using your company. In group selling, you get the opportunity to ask them each to tell you a little something about what they are looking for. Let them know how your company can provide that.
- Mix it up a little in group selling. Everyone has a different style of learning. You should make your presentation more interactive. Ask the group questions to get feedback and to get them involved in your selling process. Make the presentation fun, hands-on and memorable. Use fun and professional handouts that the members of the group can refer to during your presentation
There are differences between group selling and selling to an individual. You can take those differences and have fun with them. Enjoy yourself in your group selling presentation, and the group will enjoy your positive energy. A group that is having fun is more open to buying what you have to sell.