High-Impact Webcast Sales Presentations

Does this webcam make me look fat?

Dan Rust

• Thousands of sales presentations in a broad range of complex and competitive markets

• Hundreds of webcast sales presentations

IMPACT

CONTENT

VISUALSACTIVITY

ENERGY

StructureFocus

Objective

Grabbers

Relevant

Easy*Know your system capabilitiesCreate problems to solve

Understand adult learners

Why?Are you excited?

Humor

Sales Presentation WebcastsWhat makes them different than other webcasts?

Data Delivery Presentation• Goal is to inform• Create a framework• Focus on the structure and

linear flow of information

Training Presentation• Goal is to drive new learning

or skill development• Start with “why”• Model desired behaviors

Sales Presentation• The goal is to influence/persuade > to drive ACTION• They KNOW you have this goal, so may be more skeptical• Your personal connection and credibility is more important• Keeping them engaged is more important

WebcastContentErrors

• Too long• Too linear and

predictable• Many feature details

• Benefits are assumed• Too internally

focused• No clear action goal

Welcome Product Details Benefits Q & A Thank You

Advocate Action

Ideal Content Flowfor a sales presentation webcast

Welcome

Confirm Customer Needs

NFBR #1

NFBR #2NFBR#3

What is Your Advancement Objective?

NFBR

NEED

FEATURES

BENEFITS

REACTION QUESTION

All features relevant to the specific need

NFBR

NFBR

NFBR

Advocate Action

Ideal Content Flowfor a sales presentation webcast

Welcome

Confirm Customer Needs

NFBR #1

NFBR #2NFBR#3

Welcome

• Sell yourself– Professionally– Personally

• Sell the company– Tell them something

they don’t already know

– Should not be a formal part of the presentation

Confirm Customer Needs

Cost Savings

Operational Efficiency

Data-driven Decisions

Feature 1

Feature 2

Feature 3

Feature 4

Feature 2

Feature 3

Feature 4

Feature 1

Feature 4

Feature 3

Feature 2

Feature 1

DynaCorp Priorities*BENEFITS EXAMPLES

STORIES“What this means to

DynaCorp is…”

BENEFITS EXAMPLES

STORIES“What this means to

DynaCorp is…”

BENEFITS EXAMPLES

STORIES“What this means to

DynaCorp is…”

BENEFITS EXAMPLES

STORIES“What this means to

DynaCorp is…”

Reaction Question

Reaction Question

Reaction Question

Reaction Question

Advocate Action

“What do you think of everything we’ve talked about so far?”

“Based on your comments and questions, it seems like the next logical step would be to…”

“…does that make sense?”

Advocate Action

Ideal Content Flowfor a sales presentation webcast

Welcome

Confirm Customer Needs

NFBR #1

NFBR #2NFBR#3

45 minutes

Questions about content, flow and structure?

Visual Impact• Know the capabilities of your webcast system

– Onscreen notes and “doodles”– Highlighter– Webcam– Online video

• Know the capabilities of PowerPoint– Image adjustment– Animations and builds

• Visual thinking and image creation is not just a “marketing” function

The Power of Illustration

Questions about visual impact?

Adult Learning• Practical Problem Solvers

– Tell me why this is important to me– Tell me how I am going to use this

information• Just-in-time

– Tell me how this knowledge will be applied SOON

• Respectful– Acknowledge that I am not just an

“empty vessel”• Integrated

– Connect new information with what I already know and have already experienced

Any webcast activity, interaction or exercise must be relevant and practical.

Webcast Activity Options• Ask Reaction Questions

– And wait for a response• Polling• Leverage Client

Presenters– Give them advance

notice– Keep it brief and focused ?

Questions about webcast activity?

Energy Drainers

• PowerPoint– Your slides are not intended to be a script

• You– This is a serious presentation– So make it fun– No one is going to me more excited about this

presentation than you are– Tell them WHY you are excited

• In a manner that is relevant to THEM

Humor• This is a business presentation• Never use humor• Or sarcasm• Or irony