A reader asks, "Our product demonstration has gotten a little stale... My sales staff has been using the same introduction for a few years now... The reps sound just plain bored as they run through their list of qualifying questions... What should I do?" It happens. After a period of time, any product demo or qualifying question begins to sound tired or past the sell-by date. Salespeople do get bored uttering the same words over and over again For most companies, sales slow down a bit in the summer. Take advantage of this. Give the sales cycle a once over. Which sections might need to be revised or updated? The less hurried pace gives you and the reps the time to tackle a project like retooling an introduction or product demo. A New Reality
Economic conditions have changed the way many companies do business. Ask yourself if your introductions, qualifying questions or product demos address the customers' needs in today's business climate? Is what the reps are asking or saying compelling for right now?
Verify What You're Saying
Make certain that what was once true remains so. Is the 20% cost savings the reps tout still valid? Does your company remain the only one to offer a certain technical capability?
Run your prices against those of your competitors. Check out your rivals' websites to see if they've caught up to your company technologically. Update and substantiate any claims being made. Using faulty facts or figures leads to a lack of credibility and exposure to competitors.
One Project at a Time
Tempting though it may be to re-do all phases of the sales process (introduction, qualifying questions, product demo, proposal, close), select just one to address initially.
As an example, let's say the sales group chooses to start with revamping the introduction. Create the new one. Before going live, have the reps practice it with each other, trusted customers, and business associates. Get their feedback. Make any suggested changes.
Give the reps time to make the introduction sound relaxed and conversational before they start using it with prospects. It will pay off.
Rep Resistance
Not all sales reps will greet a change to the sales process enthusiastically. Some may be perfectly comfortable with the status quo, arguing, for instance, that there's nothing wrong with the current introduction; it has simply been used for a long time.
Provided the rep in question is at or above quota, don't force the issue right away. Present the new introduction as an option. Remind them that most top salespeople use a variety of introductions to change things up or alleviate boredom.
Let them listen to the other reps using the introduction. Eventually they'll probably join the group. If they don't, revisit the issue with them.
Moving On
Redoing one step in the sales process leads to the adjusting of another. That's natural. Just make sure the first step you change becomes habit or a part of sales culture before moving on to another one. The good news - the second and subsequent changes you make will be much easier than the first. | 
