Step two: Presentation

This is where you show the baby boomer how the product or service will benefit them. There are features and there are benefits for everything that can be sold. Features are what the product or service includes. When selling a computer, the features might be: how much ram it comes with and what size hard drive it has. That’s important of course, but the most important points you want to portray are the benefits. In the computer example, the benefits might include: how much time it will save the baby boomer and how much easier it will make their lives.

If you are selling vacations, the features might be that it is a 3-day, 2-night stay in the Caribbean with a beach view, and the benefits might include: how they’ve been waiting all their lives to visit a place with luxurious amenities such as these, that all of their needs will be taken care of, and that they can eat dinner on the beach while feeling the soft sand on their feet and watching the most incredible sunset. Do you see the difference? Features don’t sell – benefits do.

Your presentation will be unique, both in time and strategy, depending on the product or service you are selling. For example, if you are selling a book, your presentation might be a simple one-minute pitch. If you are selling a vacation home, your presentation could be several hours or it could even take place over several weeks or months.

The most important thing to remember when you are deploying your presentation is to keep your prospect in mind. Since you already started getting to know this baby boomer in step one, you now know how to better customize your presentation to them individually. Make it rich with benefits that are tailored to them as a baby boomer and to them as an individual person. The more you can show them that what you are selling will benefit them, the easier it will be for you to make the sale.

Another important part of the presentation is finding out the problems your prospect has. Since each person is different, you should never assume you know what problems they have, and until you know what problems, concerns or fears they have relating to the product or service you are selling, how can you sell it to them? If, for example, you are selling a natural sleep aid and you poll your prospect, you will know exactly what to focus on in your presentation. When you find out, for instance, that they have insomnia and are tired of taking the drug their doctor prescribed them because they don’t like putting chemicals into their body, you know to stress the natural ingredients in your product. Conversely, if you find out that your prospect doesn’t care about natural products, you know not to put much emphasis on that part of your presentation.