How to Sell to a Group

A novice salesperson can crumble under the pressure of presenting to an entire group. Know who you are speaking to, as closing to a group has special challenges. Always know what your goal is and how the meeting will help. Know who will be present and find out who is on your side and who might be neutral or hostile.

Be sure to know who makes a decision. Eliminate agendas and become part of the group if possible. Be ready for objections and have a way to combat them. Try for as much informality as possible.

Involve your prospect in the closing, as the best way to avoid an adversarial situation is to get someone from your prospect's company involved with you in the closing presentation. Ask someone at the company you are speaking with to help in the closing meeting. Always be sincere, or just don't ask. Meet to discuss everything before the meeting, then ask for input and actually use it.

A team closing requires careful planning and practice. There are many "how-to's" when getting your team ready. Stay focused and immediately pick a team leader. Write and follow an outline. Plan answers for possible questions and know your sales goals. Practice and honestly evaluate strengths and weaknesses.

The main speaker should not be the one who takes notes. Make sure everyone is comfortable and knows how to make the prospects feel the same way.

For the day of the closing presentation, don't forget that nervousness is usually given away with poor eye contact. You must maintain good eye contact, which shows you are in control and genuinely interested.

Don't be afraid to look directly at someone rather than the crowd.Focus on the executives without totally avoiding other staff members. Your eyes and head should be looking around the entire room. Don't forget about the people not directly in front of you.Also keep your voice interested with varying tones.

Your attitude defines most of the outcome of the group closing. It's also possible unexpected people will show up to the meeting, so be ready and confident no matter what happens. In the group closing, be sure to start and finish on time. Realize whatever your attitude is, those you are presenting to will adopt it as their own.

Remain enthusiastic and informal without jeopardizing professionalism. Remember, you must act as if the group is totally new to the facts of your case without insulting their intelligence.