How to Present
Presenting
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Your objectives in this step of selling are:
1.
2.
3.
4.
5.
To create a differential competitive advantage for
your product with an overwhelming weight of
evidence.
To create value for your product
To build desire for your proposal
To establish conviction that your proposal is the best
one
To get a commitment
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Next steps
A meeting with appropriate decision makers
To move the sale forward – up the Sales Ladder
CUSTOMER
The Sales Ladder
Steps of
Selling
Repurchase
Repurchase
Satisfaction
Action
Conviction
Desire
Interest
Servicing
Negotiating
and Closing
Repurchase
Implementation
Advertising
Repurchase
CUSTOMER
Reinforce and
Remind
Resolution of
Concerns
Adoption
Evaluation of
Alternatives
Induce
Trial
Presenting
Generating
Solutions
Identifying
Problems
Prospecting
Attention
Rackman
Communicate
Information
Recognition
Of Needs
Create
Awareness
PROSPECT
Sources: Gerald L. Manning and Barry L. Reece. 1990. Selling Today: A Personal Approach. Boston: Allyn and
Bacon; Neil Rackham. 1989. Major Account Selling Strategies. New York: McGraw Hill.
PROSPECT
One-on-One Presenting
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Structure calls to take prospects up the Sales
Ladder
Call structure allows you to set the agenda and
to keep your calls focused on selling/educating,
not extraneous matters.
Call Structure
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Greeting
New information
Opening
Recap and purpose
Discussion
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Dealing with objections
Conditions
Discussion tactics
Summary and close
Dealing With Objections
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Probe to understand.
Compliment, restate, and get agreement.
Empathize, reassure, and support (feel, felt, found).
Use trial closes
Forestall objections
Use “Yes, but…” and compare.
Use case histories (case studies).
Use “coming to that…”
Pass on objections.
Dealing With the Price Objection
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Continually talk about quality
–
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Sell a Patek Philippe
Break price into smallest possible units
Talk value, not price.
Refer to investments, not costs.
Conditions
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Recognize conditions
Can’t overcome conditions
Discussion Tactics
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Vary your style.
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Contrast
Movement
Novelty
Use equivalencies.
Narrow down objections and reconfirm.
Change the basis for evaluation.
Reassure doubts.
Evaluate reactions.
How to Use Your Presentation
One-on-One
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Hard copy – one page at a time
Hard copy - follow along (highlight points)
Hard copy – let them read, you shut up
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Except for questions
Evaluate physical space
–
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Sit as close as comfortable
Side by side if possible
Presenting to Groups
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Use PowerPoint, Flash, or Prezi.
Presentations Zen (visuals)
Clearly define your objectives beforehand.
Preparation
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Who
Where
When
How
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Write a script
Rehearse, rehearse, rehearse
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Preparation (continued):
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Know your subject thoroughly
Understand your audience
Energetic delivery
The Presentation
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Open
Main body of content
Summary
Conclusion and next steps (commitment)
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Ratchet up your passion and make it memorable
Debrief
Delivery Tips
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Fit your style to audience expectations.
Poise and confidence
Love your product
Be concise
Remember WIIFM
Jeep jargon to a minimum
“We’re number one” never sold anything
No negatives
Don’t be defensive
Delivery Tips
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Smile
Establish eye contact with everyone.
Vary your voice.
Use people’s names.
Be careful about injecting humor.
Involve the audience.
Tap into the decision maker’s emotions.
Keep going.
Laugh it off.
Be yourself and have fun.
Delivery Tips
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Use slides as a prompt for your narrative –don’t
read slides.
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Face the audience, talk to individuals (especially
the decision maker).
Announce up front how you’re going to handle
questions.
Don’t hand out hard copies beforehand.
Killer Presentation Checklist
1.
2.
3.
4.
5.
First slide with company’s name, logo, and a catchy
theme that communicates that you understand its
challenges and suggests a partnership.
Second slide with a concise Introduction which
includes a statement of the purpose of the presentation.
Agenda items or a Table of Contents
A list of the prospect's marketing and advertising
goals.
A list of the prospect's challenges in achieving those
goals.
Killer Presentations
6.
7.
8.
9.
10.
11.
A statement of the prospect's current strategy in achieving
marketing and advertising goals (differentiation, focus, low-cost
producer, e.g.).
A description of the prospect's primary customers/target
audience.
An identification of opportunities that are solutions to the
prospect's problems and challenges.
Present the advantages of your solution over your competition,
but don't knock the competition.
Present the benefits of your solutions (schedules, campaigns,
packages, etc.) to the prospect's challenges.
Show specifically how the solutions and recommendations
will make their business more profitable. Use an ROI
analysis if appropriate.
Killer Presentations
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Show relevant success stories and case studies from
similar customers as proof of your ability to perform and
get results.
Show terms and conditions if they are different from
standard terms and conditions in your medium.
A concise Summary of the main benefits and solutions.
A Conclusion or Next Steps, both for you and for
prospects to implement the proposal and/or to advance
the partnership, which is a call for action or
commitment.
An Appendix containing numbers and supporting
information.
Your Presentation
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Must be better, more persuasive, more
customer-focused, and offer more solutions than
your competitor’s presentations.
Have you seen what you’re up against?