Seth Godin on why your sales presentations should be tailored to the type of client you’re talking to:
When talking to an amateur, to a stranger, to a newbie, to someone who isn’t committed, the best path is clarity, which means simplicity. Few choices, no guessing, no hunting around.
When talking to a fellow professional, to a peer, to someone in the same groove as you, the goal is to maximize useful density of choice. Put as much power in the hands of the user as possible.
The texture of your sales pitch ought to be deeper and more sophisticated for a return customer than it should be when you’re selling door to door.
The menu at a fancy restaurant should probably have more choices and more detail than one at a fast food joint.
When dealing with any sales team or field crew, it’s easy and inviting to have one script or one presentation. But not all your clients are the same, nor do they all need the same information. HOAs have different goals than a single homeowner, and property managers want different things than a city council.
Maybe instead of a cookie-cutter approach, you have three or four or five different pitches or presentations that can be further tailored to a specific audiences. If you can accurately match your information to your prospect’s desires, you’ve made closing the deal that much easier.