If you’re struggling to think of how to structure your sales presentation so it connects with your prospect and quickly illustrates the power of your product or service from a consumer perspective, then try the PASS technique.

 

PASS is a structure we commonly use when creating case studies, customer testimonials, scripts – basically any customer facing communication where we need to quickly connect with the pains our customers experience and show an example of a tangible solution to those pains. It goes like this:

 

P stands for Problem: Explain what problem a client in a similar industry experienced. A problem that you know your prospect will also be experiencing. This gets them to the “Need Recognition” stage in their purchase decision process and encourages them to listen on for a solution.

 

A stands for Approach: Explain quickly what approach you took to identify and isolate the problem.

 

S stands for Solution: Explain what solution you provided for the client and how you reached that solution.

 

S stands for Satisfaction: Illustrate how the client was satisfied with the solution. What tangible difference did your solution make to them or their business?

 

Finally engage the customer with your open-ended questions to see if they could see the same gains.

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