What is the primary goal of the 'presentation' stage in the sales process?

The primary goal of the 'presentation' stage in the sales process is to showcase the product. This stage is critical because it allows the salesperson to effectively demonstrate the features, benefits, and value of the product to the potential buyer. During this phase, the salesperson highlights how the product can meet the needs identified earlier in the sales process, thereby aligning it with the buyer’s interests and providing a visual and tangible connection to the solution being offered.

By focusing on the showcase aspect, the salesperson creates an opportunity to engage the buyer's attention and build interest. It's also a moment to address any concerns the buyer may have by illustrating how the product stands out against competitors, emphasizing its unique selling points. Showcasing the product effectively can enhance the buyer's understanding and establish trust in the product's capabilities, which is essential for moving forward to subsequent stages of the sales process, such as closing the deal.