Capabilities and Solutions

This is an important section, but one that salespeople frequently do badly in presenting. The customer is not interested in your entire company’s history, and a generic cut-and-paste from the company’s public relations summary or stockholder’s report will be seriously hohum. Use a razor-sharp editing mind to present exactly what the customer will need to solve the problem. Spotlight your company’s particular expertise in the area where the customer is most concerned. Here also you will be able to direct the customer to the appendix, where you have strategically placed a few positive articles about your company or the product/service the customer will be purchasing.

In addition, be sure to detail what the situation will be like when your product or service is put into use: “The order processing department will increase order turnaround by 50 percent when the optical character readers are used.”